The Age of Industrialisation

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CLASS X Social Science ~4 marks/year Ch 4 of 22
The Age of Industrialisation

Class 10 · Social Science · NCERT chapter notes · Akanksha Classes

Snapshot
  • Industrialisation did not begin with factories. Before factories there was large-scale rural production for export, called proto-industrialisation, controlled by merchants.
  • The first factories in England appeared by the 1730s; cotton was the first symbol of the new era, and Richard Arkwright's cotton mill brought all processes under one roof.
  • Change was slow and uneven — technology was costly, hand labour stayed cheap and plentiful, and traditional industries did not vanish.
  • In colonial India, the East India Company used the gomastha and the system of advances to control weavers; Manchester cloth then flooded the market and ruined the old textile export trade.
  • Indian factories grew from the 1850s (Bombay cotton mills, Bengal jute mills); workers came from nearby villages, hired through a jobber. Advertisements, labels and calendars created a market for goods.
  • Board weightage: ~4 marks/year — usually a 3–5 mark answer on weavers/proto-industrialisation/WWI, plus 1-mark MCQs.
Detailed notes

1. The triumphant image of the machine

The chapter opens with two pictures. In 1900 the music publisher E.T. Paull produced a cover called 'Dawn of the Century' — an angel of progress on a winged wheel, with a railway, camera, printing press and factory behind her. A trade magazine image (1901) showed two magicians: Aladdin from the Orient, who built a palace with his magic lamp (the past, the East), and the modern mechanic with his tools, who builds bridges, ships and high-rise buildings (the West, modernity).

The point: these images glorify machines and make the history of industrialisation look like a simple story of progress. The chapter asks us to question this — was industrialisation really so rapid and so triumphant?

The chapter answers by looking first at Britain (the first industrial nation) and then at India, where industrial change was shaped by colonial rule.

2. Before the Industrial Revolution — proto-industrialisation

We usually link industrialisation with factories. But even before factories dotted England, there was large-scale industrial production for an international market that was not based on factories. Historians call this proto-industrialisation ('proto' = the first or early form of something).

Why did merchants go to the countryside? In the seventeenth and eighteenth centuries, town merchants wanted to expand production but could not, because of the powerful trade guilds. Guilds were associations of producers that trained craftspeople, controlled production, regulated prices and competition, and restricted the entry of new people. Rulers granted guilds monopoly rights to produce and trade in specific products. So merchants turned to the countryside.

Why did peasants agree? This was the age of enclosures — open fields and commons were disappearing. Cottagers and poor peasants who once depended on common land now needed extra income. Their tiny plots could not employ the whole family. So when merchants offered advances to produce goods, they eagerly agreed. They could stay in the village, farm their plots, and use family labour fully.

Key point — the proto-industrial chain

A merchant clothier in England bought wool from a stapler (sorts wool by fibre), carried it to spinners; the spun yarn went to weavers, then to fullers (gather/full the cloth), then to dyers. Finishing was done in London — so London became a finishing centre. Each merchant controlled hundreds of workers; 20–25 workers worked for him at each stage. (Carding = preparing fibres before spinning.)

3. The coming up of the factory

The earliest factories in England came up by the 1730s, but their number multiplied only in the late eighteenth century. The first symbol of the new era was cotton. Britain's import of raw cotton soared from 2.5 million pounds (1760) to 22 million pounds (1787).

A series of inventions (carding, twisting, spinning, rolling) increased output per worker. Richard Arkwright then created the cotton mill. Earlier cloth production was spread across village households; now the costly new machines could be set up and maintained in a mill, and all the processes were brought together under one roof and one management.

Why mills mattered: they allowed careful supervision of the production process, a watch over quality, and the regulation of labour — all of which had been hard when production was scattered in the countryside.

By the early nineteenth century, factories became an intimate part of the English landscape. The new mills were so imposing that people were dazzled and concentrated only on them, almost forgetting the bylanes and workshops where much production still continued.

4. The pace of industrial change — slower than you think

Was industrialisation rapid? The chapter gives four points showing it was actually slow and uneven.

Key point — four features of the pace of change
  • First: the most dynamic industries were cotton and metals. Cotton led the first phase up to the 1840s; after that the iron and steel industry led, boosted by the spread of railways (in England from the 1840s, in the colonies from the 1860s). By 1873 Britain was exporting iron and steel worth about £77 million — double its cotton exports.
  • Second: the new industries could not easily displace traditional ones. At the end of the nineteenth century, less than 20 per cent of the total workforce was in advanced industrial sectors. Much textile output still came from domestic units, not factories.
  • Third: ordinary 'traditional' industries (food processing, building, pottery, glass, tanning, furniture, implements) grew through small innovations — they did not stand still.
  • Fourth: technology spread slowly. New machines were expensive, broke down often, and were costly to repair. The steam engine (improved and patented by James Watt in 1781, manufactured by Mathew Boulton) found few buyers at first. By the start of the nineteenth century there were no more than 321 steam engines in all of England.

Conclusion: historians now recognise that the typical worker of the mid-nineteenth century was not a machine operator but a traditional craftsperson and labourer.

5. Hand labour and steam power — why hands stayed

In Victorian Britain there was no shortage of human labour. Poor peasants and vagrants flocked to the cities looking for work, so wages were low. Industrialists had no problem of labour shortage and did not want to spend on machines. The reasons hand labour was preferred:

  • Seasonal demand: in industries like gas works, breweries, book-binding, printing and ship-repair, demand rose only in certain seasons. Industrialists preferred to hire hands for the season rather than buy machines that stood idle.
  • Variety and design: machines made uniform, standardised goods for a mass market. But the market often wanted goods of intricate design and specific shape. In mid-nineteenth-century Britain, 500 varieties of hammers and 45 kinds of axes were produced — needing human skill, not machines.
  • Upper-class taste: the aristocracy and the bourgeoisie preferred handmade things, which symbolised refinement and class. Machine-made goods were largely for export to the colonies.

In countries with a labour shortage, like nineteenth-century America, industrialists eagerly used machines. Britain, with plenty of cheap hands, did not need to.

6. Life of the workers

The abundance of labour worsened the lives of workers. Getting a job depended on networks of friendship and kinship — if you had a relative or friend in a factory, you got work faster. Many job-seekers waited weeks, sleeping under bridges or in Night Refuges and Casual Wards (run by the Poor Law authorities).

  • Seasonality of work meant long jobless spells. After the busy season many returned to the countryside or hunted for odd jobs.
  • Wages rose somewhat in the early nineteenth century, but the figures hide much. During the long Napoleonic War, prices rose and the real value of wages fell. Income depended on the number of days of work, not just the wage rate.
  • At the best of times till the mid-nineteenth century, about 10 per cent of the urban population was extremely poor. In slumps like the 1830s, unemployment ran between 35 and 75 per cent.
Key point — fear of machines & the Spinning Jenny

Fear of unemployment made workers hostile to new technology. When the Spinning Jenny (devised by James Hargreaves in 1764 — one wheel set many spindles in motion) was introduced in the woollen industry, women who survived on hand spinning attacked the machines, as it threatened their work. After the 1840s, however, building activity (roads, railways, tunnels, drains, sewers) gave greater employment; transport-industry jobs doubled in the 1840s and doubled again in the next 30 years.

7. Industrialisation in the colonies — the age of Indian textiles

Now the focus shifts to India, looking at textiles. Before machine industries, silk and cotton goods from India dominated the international textile market. Fine Indian cottons were prized everywhere.

The old trade network: Armenian and Persian merchants carried goods overland from Punjab to Afghanistan, Persia and Central Asia (camel caravans across the north-west frontier). By sea, Surat (Gujarat) connected India to the Gulf and Red Sea ports; Masulipatam (Coromandel coast) and Hoogly (Bengal) linked to Southeast Asia. Supply merchants gave advances to weavers and carried cloth to the ports, where brokers dealt with shippers.

The decline: by the 1750s this Indian-controlled network broke down as European companies gained power — first concessions, then monopoly rights. Surat and Hoogly decayed; the new ports of Bombay and Calcutta grew, controlled by Europeans. Trade through Surat collapsed from Rs 16 million (late 17th century) to Rs 3 million (1740s).

8. What happened to the weavers? The gomastha and advances

At first, after the East India Company's power grew in the 1760s–70s, textile exports from India did not decline — British cotton industries had not yet expanded, and Indian fine cloth was in great demand. So the Company tried to ensure regular supplies and eliminate competition through a series of steps.

Key point — the Company's system of control
  • First: the Company appointed a paid servant called the gomastha to supervise weavers, collect supplies, and check the quality of cloth — eliminating the old traders and brokers.
  • Second: it used the system of advances (loans). Once an order was placed, weavers got loans to buy raw material, but then had to hand over all the cloth to the gomastha and could sell to no one else.

Effects on weavers: many weavers leased out their farm land and devoted all their time to weaving (the whole family worked). Soon there were clashes. The new gomasthas were outsiders with no village ties; they acted arrogantly, marched in with sepoys and peons, and beat or flogged weavers for delays. Weavers lost the space to bargain, got miserably low prices, and were tied down by loans. Many deserted villages, revolted, or gave up weaving for agricultural labour.

9. Manchester comes to India

In 1772 Henry Patullo, a Company official, claimed demand for Indian textiles could never fall. Yet exports declined sharply: piece-goods were 33 per cent of India's exports in 1811–12, but only 3 per cent by 1850–51.

Why? As cotton industries developed in England, industrial groups pressed the government to put import duties on cotton textiles, so Manchester goods sold without competition. They also persuaded the East India Company to sell British goods in India. Imports of British cotton goods rose dramatically — cotton piece-goods were over 31 per cent of Indian imports by 1850 and over 50 per cent by the 1870s.

Key point — two problems for Indian weavers
  • Their export market collapsed, and the local market shrank, glutted with cheap Manchester imports made by machines at lower cost.
  • By the 1860s a new problem: shortage of good raw cotton. When the American Civil War broke out, US cotton supplies were cut off, Britain turned to India, raw cotton exports rose and prices shot up — Indian weavers were starved of supplies and forced to buy raw cotton at high prices. Weaving could not pay.

By the end of the nineteenth century came yet another blow — factories in India began flooding the market with machine-made goods.

10. Factories come up — the early entrepreneurs

The first cotton mill in Bombay came up in 1854 (production from 1856). The first jute mill in Bengal was set up in 1855; the Elgin Mill in Kanpur and the first cotton mill of Ahmedabad followed in the 1860s; the first spinning and weaving mill of Madras began in 1874.

Where did the capital come from? Often from trade with China (opium to China, tea to England). Indian businessmen earned in this trade and turned to industry:

  • Dwarkanath Tagore (Bengal) made his fortune in the China trade and set up six joint-stock companies in the 1830s–40s.
  • In Bombay, Parsis like Dinshaw Petit and Jamsetjee Nusserwanjee Tata built huge industrial empires from China-trade and raw-cotton wealth.
  • Seth Hukumchand, a Marwari, set up the first Indian jute mill in Calcutta in 1917. The family of G.D. Birla also traded with China.
  • Jamsetjee Jeejeebhoy — son of a Parsi weaver, made money in China trade and shipping.
Colonial squeeze: as colonial control tightened, Indian merchants were barred from trading in Europe in manufactured goods and edged out of shipping. Till WWI, European Managing Agencies (Bird Heiglers & Co., Andrew Yule, Jardine Skinner & Co.) controlled a large part of Indian industry — Indians provided capital, but Europeans made the decisions and kept their own chambers of commerce closed to Indians.

11. Where did the workers come from? The jobber

Factory workers numbered 584,000 in 1901 and over 2,436,000 by 1946. Most came from the districts around the mills — peasants and artisans with no village work. Over 50 per cent of Bombay cotton workers in 1911 came from Ratnagiri; Kanpur mills drew from nearby villages. Workers moved between village and city, returning home for harvests and festivals.

Getting a job was hard — seekers always outnumbered jobs. Entry was controlled by a jobber: an old, trusted worker who got people from his village, found them jobs, helped them settle, and lent money in crises. Over time the jobber gained power and authority and began demanding money and gifts.

12. The peculiarities of industrial growth & small-scale industries

European Managing Agencies focused on export products (tea/coffee plantations, mining, indigo, jute) — not goods for sale in India. When Indian businessmen set up mills, they avoided competing with Manchester: since yarn (not cloth) was a small part of British imports, early Indian mills produced coarse cotton yarn, used by handloom weavers or exported to China.

Key point — the swadeshi shift & the First World War
  • From 1906, yarn exports to China fell (Chinese and Japanese mills took over) and the swadeshi movement pushed boycott of foreign cloth. So Indian industrialists shifted from yarn to cloth; piece-goods production doubled between 1900 and 1912.
  • First World War (1914–18) was the turning point. British mills were busy with war production, so Manchester imports fell and Indian mills got a vast home market. Indian factories supplied war needs (jute bags, cloth for uniforms, tents, leather boots, saddles). New factories opened, old ones ran multiple shifts — production boomed.
  • After the war Manchester could never recover its Indian market. Local industrialists captured the home market by substituting imports.

Small-scale predominates: large industries were a small part of the economy — about 67 per cent were in Bengal and Bombay (1911). Only 5 per cent (1911) and 10 per cent (1931) of industrial labour worked in registered factories. Strikingly, handloom cloth production expanded, almost trebling between 1900 and 1940.

Why did weavers survive? Technology like the fly shuttle (a mechanical device moved by ropes and pulleys that let weavers operate large looms and weave wide cloth faster) raised productivity. By 1941, over 35 per cent of handlooms had fly shuttles (70–80 per cent in Travancore, Madras, Mysore, Cochin, Bengal). Mills could not imitate specialised weaves — saris with woven borders, Banarasi and Baluchari saris, Madras lungis. Demand for finer cloth (bought by the rich) stayed stable even in famines.

13. The market for goods — advertisements

New products need new consumers. Industrialists used advertisements to make goods appear desirable and necessary, shaping a new consumer culture from the very start of the industrial age.

  • Labels: when Manchester sold cloth in India, it put labels on the bundles. The label 'MADE IN MANCHESTER' was a mark of quality. Labels carried beautiful images — of Indian gods and goddesses (Krishna, Saraswati, Lakshmi) to give a kind of divine approval and make foreign goods feel familiar; and of emperors and nawabs to win respect ("if kings use it, the quality cannot be doubted").
  • Calendars: by the late nineteenth century, manufacturers printed calendars to popularise products. Unlike newspapers, calendars were seen even by people who could not read — hung in tea shops, homes, offices, seen day after day.
  • Nationalist message: when Indian manufacturers advertised, the message was swadeshi — "if you care for the nation, buy products that Indians produce." Ads became a vehicle of the nationalist message.
Conclusion: the age of industries meant major technological change, the growth of factories, and a new industrial workforce — but hand technology and small-scale production remained an important part of the industrial landscape.

14. NCERT "Write in brief" — fully answered

Q1. Explain the following:

  • (a) Women workers in Britain attacked the Spinning Jenny. The Spinning Jenny let one worker spin many threads at once, sharply reducing the labour needed. Women who survived on hand spinning in the woollen industry feared losing their livelihood, so they attacked the machines. The conflict over the jenny continued for a long time.
  • (b) In the seventeenth century merchants from towns in Europe began employing peasants and artisans within villages. World trade and colonies had increased demand, but town merchants could not expand production because powerful guilds controlled it and restricted new entrants. So merchants moved to the countryside, where poor peasants — hit by enclosures and tiny plots — were happy to work for advances while staying on their land.
  • (c) The port of Surat declined by the end of the eighteenth century. European companies gained power and won concessions and monopoly rights, shifting trade to the new ports of Bombay and Calcutta carried in European ships. Surat's local merchants lost out, credit dried up, and trade through Surat collapsed from Rs 16 million to Rs 3 million.
  • (d) The East India Company appointed gomasthas to supervise weavers in India. To eliminate the existing traders and brokers and gain direct control over weavers, the Company appointed a paid servant, the gomastha, to supervise weavers, collect supplies, and check the quality of cloth — ensuring a regular supply at controlled cost.

Q2. True or False:

  • (a) "At the end of the nineteenth century, 80 per cent of the total workforce in Europe was employed in the technologically advanced industrial sector." — False (it was less than 20 per cent).
  • (b) "The international market for fine textiles was dominated by India till the eighteenth century." — True.
  • (c) "The American Civil War resulted in the reduction of cotton exports from India." — False (it increased India's raw cotton exports to Britain).
  • (d) "The introduction of the fly shuttle enabled handloom workers to improve their productivity." — True.

Q3. Explain what is meant by proto-industrialisation. Proto-industrialisation is the early phase of industrialisation (before factories) when there was large-scale production for an international market, but it was not based on factories. Merchants from towns gave advances to peasants and artisans in the countryside, who produced goods at home using family labour. It was a decentralised, merchant-controlled network of production.

15. NCERT "Discuss" — fully answered

Q1. Why did some industrialists in nineteenth-century Europe prefer hand labour over machines? Because (i) labour was abundant and wages were low, so machines were not needed; (ii) demand in many industries was seasonal, so it was cheaper to hire hands for the season than buy idle machines; (iii) the market wanted goods of intricate design and variety (e.g. 500 kinds of hammers, 45 axes) which only human skill could make; and (iv) the upper classes preferred handmade goods as a mark of refinement. Machines were also costly, broke down, and needed heavy investment.

Q2. How did the East India Company procure regular supplies of cotton and silk textiles from Indian weavers? Through a system of control: it appointed gomasthas (paid servants) to supervise weavers, collect cloth and check quality, removing the old traders. It used the system of advances/loans — weavers who took loans had to hand over all their cloth only to the gomastha and could not sell to anyone else. Backed by sepoys and peons, this tied weavers to the Company, ensured regular supply, and eliminated competition.

Q3. Imagine you have been asked to write an article for an encyclopaedia on Britain and the history of cotton. Write your piece. Cotton was the first symbol of Britain's industrial age. Earlier, spinning and weaving were spread across village households under merchants (proto-industrialisation). Raw cotton imports soared from 2.5 million pounds (1760) to 22 million pounds (1787). Inventions in carding, spinning and rolling, and Arkwright's cotton mill, brought all processes under one roof, allowing supervision and quality control. Cotton led the first phase of industrialisation up to the 1840s before iron and steel took over. Cotton goods, especially cheap Manchester cloth, were exported to colonies like India, ruining Indian weavers' markets — making cotton central to both Britain's growth and its colonial economy.

Q4. Why did industrial production in India increase during the First World War? Because British mills were busy with war production, so Manchester imports into India declined and Indian mills suddenly had a vast home market. Indian factories were also called on to supply war needs — jute bags, cloth for army uniforms, tents, leather boots, saddles and more. New factories opened, old ones ran multiple shifts, more workers were employed, and over the war years industrial production boomed.

16. Common confusions

  • Proto-industrialisation vs factory system: proto-industrialisation is before factories, in homes/villages, controlled by merchants; the factory system brings all under one roof.
  • Stapler / Fuller / Carding: stapler sorts wool; fuller gathers/pleats (fulls) cloth; carding prepares fibres before spinning — don't mix these up.
  • Spinning Jenny (Hargreaves, 1764) vs Fly shuttle: the Jenny speeds up spinning (thread); the fly shuttle speeds up weaving (cloth on looms).
  • Gomastha vs jobber: the gomastha was a Company servant supervising weavers; the jobber recruited factory workers.
  • American Civil War effect: it increased India's raw cotton exports (cut US supply) — it did not reduce them.

17. Quick revision checklist

  • Proto-industrialisation = large-scale rural production for export, not in factories; merchants + advances + guilds.
  • First factories 1730s; cotton first; Arkwright's mill brings processes under one roof.
  • Industrial change was slow — less than 20% workforce in advanced industry; hand labour stayed cheap.
  • India: gomastha + system of advances controlled weavers; Manchester cloth ruined exports (33% → 3%).
  • Indian mills from 1854 (Bombay); capital from China trade; jobber recruited workers; WWI boom.
  • Small-scale & handloom survived (fly shuttle, specialised weaves); ads, labels and calendars built the market.
Practice MCQs
1. The early phase of industrialisation that was not based on factories is called:
  1. Globalisation
  2. Proto-industrialisation
  3. Urbanisation
  4. Mechanisation
Answer: (B) Proto-industrialisation — large-scale rural production for an international market before factories.
2. Who created the cotton mill in England?
  1. James Watt
  2. James Hargreaves
  3. Richard Arkwright
  4. Mathew Boulton
Answer: (C) Richard Arkwright, who brought all processes under one roof.
3. The Spinning Jenny was devised by:
  1. Richard Arkwright
  2. James Hargreaves
  3. James Watt
  4. Henry Patullo
Answer: (B) James Hargreaves, in 1764 — it speeded up spinning.
4. The gomastha was:
  1. An Indian weaver
  2. A British soldier
  3. A paid servant of the Company supervising weavers
  4. A handloom machine
Answer: (C) A paid servant appointed to supervise weavers, collect cloth and check quality.
5. The first cotton mill in Bombay came up in:
  1. 1817
  2. 1854
  3. 1874
  4. 1900
Answer: (B) 1854 (it went into production in 1856).
6. The person who recruited workers for Indian factories was the:
  1. Gomastha
  2. Stapler
  3. Jobber
  4. Fuller
Answer: (C) Jobber — usually an old, trusted worker who brought people from his own village.
7. India's textile exports as a share of total exports fell from 33% (1811-12) to ___ by 1850-51:
  1. 3 per cent
  2. 13 per cent
  3. 23 per cent
  4. 30 per cent
Answer: (A) 3 per cent — the sharp decline of Indian textile exports.
8. The fly shuttle is a device used in:
  1. Spinning thread
  2. Weaving cloth
  3. Carding fibres
  4. Dyeing cloth
Answer: (B) Weaving — it let weavers operate large looms and weave wide cloth faster.
9. Which trade was the main source of capital for many early Indian industrialists?
  1. Trade with Africa
  2. Trade with China (opium and tea)
  3. Trade with America
  4. Trade with Russia
Answer: (B) Trade with China — opium to China, tea to England.
10. Images of which figures were commonly printed on Manchester cloth labels for the Indian market?
  1. British monarchs only
  2. Indian gods, goddesses and historic personages
  3. Factory machines
  4. European landscapes
Answer: (B) Indian gods/goddesses (Krishna, Saraswati) and emperors/nawabs — to make foreign goods feel familiar and respectable.
11. At the end of the nineteenth century, the share of Britain's workforce in advanced industrial sectors was:
  1. Less than 20 per cent
  2. About 50 per cent
  3. About 80 per cent
  4. Over 90 per cent
Answer: (A) Less than 20 per cent — showing industrialisation was slower than imagined.
12. Indian industrial production boomed during the First World War mainly because:
  1. Britain gave India free machines
  2. Manchester imports fell and Indian mills supplied war needs
  3. The swadeshi movement ended
  4. Wages rose sharply
Answer: (B) British mills were busy with war work, so imports fell and Indian mills got a vast home market plus war orders.
Assertion–Reason
A: Town merchants in Europe moved to the countryside to get goods produced.   R: Powerful trade guilds in towns controlled production and restricted the entry of new producers.
Answer: Both A and R are true, and R is the correct explanation of A — guild control was exactly why merchants turned to the countryside.
A: The American Civil War increased India's raw cotton exports.   R: With US cotton supplies cut off, Britain turned to India for raw cotton.
Answer: Both A and R are true, and R correctly explains A — though this also starved Indian weavers of cheap raw cotton.
Previous-year questions
Q1. Explain any three problems faced by Indian cotton weavers in the nineteenth century. (CBSE, 3 marks)
Answer: (i) Their export market collapsed as Europeans took over trade and put duties on Indian cloth; (ii) the local market shrank, flooded with cheap machine-made Manchester imports; (iii) during the American Civil War raw cotton prices shot up, so weavers could not buy raw material cheaply; later (iv) Indian factories too flooded the market with machine goods.
Q2. How did the system of advances tie Indian weavers to the East India Company? (CBSE, 3 marks)
Answer: Weavers were given loans (advances) to buy raw material once an order was placed. In return they had to hand over all the cloth only to the gomastha and could not sell to any other buyer. They lost the freedom to bargain, got very low prices, and the debt kept them bound to the Company.
Q3. "Industrialisation in nineteenth-century Britain was a slow process." Justify with examples. (CBSE, 5 marks)
Answer: (i) Only cotton and metals were dynamic; less than 20% of the workforce was in advanced industry; (ii) traditional/domestic production survived alongside factories; (iii) new technology spread slowly — only 321 steam engines in all England by 1800; (iv) machines were costly and broke down; (v) cheap hand labour was preferred for seasonal and design-specific work. So the typical worker was a craftsperson, not a machine operator.
Q4. How did advertisements help create new consumers for industrial goods? (CBSE, 4 marks)
Answer: Advertisements made goods seem desirable and necessary. Labels (e.g. 'MADE IN MANCHESTER') marked quality and carried images of Indian gods and goddesses and emperors to give divine/royal approval and make foreign goods familiar. Calendars reached even non-readers, hung in shops and homes year-round. Indian manufacturers used ads to spread the swadeshi message — buy goods made by Indians.
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