Kolaveri Di and the Punjabization of India

Once upon a time, grown women in Madras wore sarees. No longer. Now, the default outfit is a salwar kameez, especially among younger women. The saree is gradually becoming formal wear, for special occasions. One of my aunts thinks this is because of the coarsening of Tamil culture – the saree is too revealing for today’s nasty world, women feel safer in the more fully covered-up salwar kameez – and there surely is some truth in her viewpoint. But the more popular interpretation is that this is a part of a wider cultural phenomenon: the Punjabization of India.

Vir Sanghvi wrote this nice piece about the Punjabization process. The passage which stuck in my mind was:

I went to shoot at a small hotel in the Wayanad region of Kerala. I had been looking forward to some good Kerala food. Instead, the buffet was full of black dal, butter chicken, paneer and seekh kebabs. I remonstrated with the manager. He was helpless, he said. This was what his largely south Indian guests wanted to eat when they were on vacation.

To put this nationwide Punjabi influence into perspective, the distance between Kerala and Punjab is about 1500 miles, which is the distance between London and Moscow. Arguably, the cultural differences within that span are even greater in India than in Europe.

The Punjabi influence isn’t limited to South India. For instance, this Bengali blogger was upset at the wedding sequence in the movie Parineeta. The movie is based on a classic Bengali novel by Sharat Chandra Chattopadhyay. However, in the Bollywood version, the bhadralok wedding acquires a Punjabi flavour, with garish costumes, dolaks and song and dance sequences. Parineeta’s leading man was Saif Ali Khan, a son of Bengal’s revered Tagore family, which can’t have helped ease this blogger’s angst.

However, there is a flip side to being offered butter chicken in Kerala: it is not so hard to find a good masala dosa in Chandigarh or Lucknow. Bombay-style bhel puri is consumed with gusto in Calcutta, plenty of rasagollas are enjoyed in Bombay. Indian identity is sometimes compared to a salad bowl. As the salad bowl gets shaken, cultural elements get juxtaposed in unexpected, surprising, random ways. It isn't one-way traffic. What goes around comes around.

This is precisely why "why this kolaveri di" is so refreshing. It is in Tamil, or at least, it is Tamil-flavoured. The video features a bunch of losers in lungis who can't dance. It isn't Punjabi. It doesn't sound Bollywood. Yet, Kolaveri di is going viral right across the country. India just bit into a chilled-out southie ingredient in that cultural salad bowl, and enjoyed it. So did Japan.

Kolaveri Di's refrain translates roughly to "why this murderous rage?", the tone implies that the rage is so not worth it. So the next time a fellow south Indian gets worked up about the cultural imperialism of the north Indians, I can respond in song with "Why this kolaveri kolaveri kolaveri... why this kolaveri di?"