- Publisher: Fawcett Books; Reissue edition (Mar. 1991)
- Language: English
- ISBN-10: 0449906043
- ISBN-13: 978-0449906040
- Product Dimensions: 1.3 x 14 x 21 cm
- Average Customer Review: 4.3 out of 5 stars See all reviews (6 customer reviews)
- Amazon Bestsellers Rank: 5,470,239 in Books (See Top 100 in Books)
Karma Cola: Marketing the Mystic East Paperback – 1 Mar 1991
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"A witty documentary satire.... Mehta embraces an enormous variety of life and death. Her style is light without being flip; her skepticism never descends to cynicism. [Karma Cola is] a miracle of rationalism and taste." -- Time Sometime in the 1960s, the West adopted India as its newest spiritual resort. The next anyone knew, the Beatles were squatting at the feet of the Maharishi Mahesh Yogi. Expatriate hippies were turning on entire villages to the pleasures of group sex and I.V. drug use. And Indians who were accustomed to earning enlightenment the old-fashioned way were finding that the visitors wanted their Nirvana now -- and that plenty of native gurus were willing to deliver it. No one has observed the West's invasion of India more astutely than Gita Mehta. In Karma Cola the acclaimed novelist trains an unblinking journalistic eye on jaded sadhus and beatific acid burnouts, the Bhagwan and Allen Ginsberg, guilt-tripping English girls and a guru who teaches gullible tourists how to view their previous incarnations. Brilliantly irreverent, hilarious, sobering, and wise, Mehta's book is the definitive epitaph for the era of spiritual tourism and all its casualties -- both Eastern and Western. "Evelyn Waugh would have rejoiced." -- The New York Times Book Review --This text refers to an alternate Paperback edition.
SALES POINTS: * Over 10, 000 of this edition sold. * New issue to coincide with publication of Mehta's new work Snakes and ladders. * Her backlist will be part of a huge Mehta campaign for the new book. * Reissued for the 50th annniversary of Indian Independence. * To be part of the Indian Summer Promotion. --This text refers to an alternate Paperback edition.See all Product description
Top Customer Reviews
Karma Cola is a real taste of India and silly people.
On p. 101 she sums it up well: "for us [in India] eternal life is death ... no more being born again to endure life again to die again. Yet people come in ever-increasing numbers to India to be born again with the conviction that it their rebirth they will learn to live."
Easy travel and cheap communication is perhaps making East and West switch their roles in our global minds? Or perhaps in a globalized world there is no more difference between East and West, and we can try to be what we choose to be.
Most Recent Customer Reviews
I'd read Mehta's book years ago and re-reading was a treat. The aphorisms are witty, the reporting acute and funny. Read morePublished 24 months ago by Greta Richards
Interesting observation of cultural superimposition without any clue as to what the other culture really means, great read, worth readingPublished on 2 Feb. 2014 by Martin Doyle