Title: Nudging cultural goods: a step towards inclusive growth

Authors: Jisha Rajendran; Kavita Indapurkar

Addresses: Amity School of Economics, Amity University Uttar Pradesh, India ' Amity School of Economics, Amity University Uttar Pradesh, India

Abstract: According to Nobel laureate Richard Thaler, humans are not perfectly rational, but often deviate from their goals. Interestingly, technological breakthroughs like smartphones were created and consumers were nudged in their direction, thus making them dependent on it eventually. Similarly, a need for cultural products should also be created in India because this industry employs 30% of the workforce. The researchers therefore propose that it can be tapped to attain inclusive growth in a sustainable manner. In this regard, the aim is to discuss the means of attaining inclusive growth for people of cultural industry of India by applying the notions of cultural economics. For this purpose, the paper sheds light on the concepts of inclusive growth and sustainable livelihood in developing economies like India with specific reference to the people involved in cultural industry and discuss the contribution of cultural industry to other industries.

Keywords: sustainable livelihood; cultural economics; cultural industry; creative industry; developing economies; inclusive growth; technological intervention; digital intervention; theatre intervention; performing arts.

DOI: 10.1504/IJICBM.2020.105648

International Journal of Indian Culture and Business Management, 2020 Vol.20 No.2, pp.245 - 261

Received: 19 Dec 2018
Accepted: 15 Apr 2019
Published online: 06 Mar 2020 *

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