Religious orientations in the lives of Indian entrepreneurs: Three case studies

This paper aims to demonstrate how 'the religious' is conceptualized and practiced among urban Indian entrepreneurs. It investigates a continuum of religious sentiment and practice, including non-religious elements, rather than a fixed repertoire of belief and ritual. These religious orientations range from the incorporation of certain Hindu religious practices into the business setting to a denial of any substantive role religion may play in the lives of entrepreneurs and the imbuing of religious dispositions with secular meaning. I argue in this paper that the religious and quasi religious practices of India's new social and economic elite are geared primarily towards the enhancement of their 'flexible' lifestyles. The study also makes a claim that modern urban Hinduism accommodates hybrid secular-sacred religious beliefs and practices. Copyright © Cambridge University Press 2012.