Answer: 

Introduction:

Globalization means growing interdependence and integration of economies, societies and cultures from across the world. It is brought about by cross border trade of goods, services and technology and flow of investment and people.

Body:

Globalization is generally associated with cultural homogenization, which refers to the loss of cultural diversity and the dominance of Western values and lifestyles. However, in the case of India, globalization has led to the strengthening of cultural specificities. This can be seen as follows:

• Resurgence of traditions: Globalization has led to a renewed interest in India’s traditional culture and values. There is a greater awareness among people about our traditions than a few generations back.
  • For example, the popularity of yoga, Ayurveda, and other forms of traditional medicine has increased globally, leading to a renewed interest in India’s ancient knowledge systems.
• Local adaptations of global culture: While globalization has led to the spread of Western culture in India, it has also led to the local adaptation and reinterpretation of global cultural elements.
  • For example, Chinese fast food has become popular in India but Indian Chinese cuisine is totally different from traditional Chinese food. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad.
• Cultural revivalism: The threat to cultural diversity from globalization is sought to be countered by reviving one’s culture actively. Although this may seem to be protectionist, it is actually quite helpful for preventing our culture from vanishing.
  • The increasing focus on learning yoga, Sanskrit language, classical arts, etc and boost to traditional arts and performers is part of this revival trend.
• More trade opportunities: Increasing demand for local handicraft products in the global market has led to culture specialities to be preserved and enhanced.
  • For instance, textiles like Pashmina, Phulkari, Brass and Bamboo handicrafts, etc. are global favorites.
• Tourism: Due to increasing global tourism, locals are making efforts to preserve their diversity and revive their traditions as that is what becomes the most attractive part for tourists.

Conclusion:

Globalization has led to the strengthening of cultural specificities by promoting traditions and other cultural elements. While there are challenges to preserving cultural diversity in the face of globalization, India’s rich cultural heritage and diversity are likely to continue to thrive in the globalized world due to this revivalism.