For centuries, the world watched as India’s ancient practices flourished within its borders. From the calming, spiritual flow of yoga to the medicinal power of turmeric, these elements were part of daily life, passed down through generations. But in recent years, these very practices have made their way westward, morphing from meaningful traditions into trendy lifestyle choices. While it’s refreshing to see Indian culture embraced globally, the question remains: why are these cultural practices so revered only once they are rebranded for Western consumption?
Let’s take the humble act of oiling your hair. In Indian households, it’s a ritual passed down from mothers to daughters—a routine involving the massaging of fragrant oils into the scalp, promoting both hair health and relaxation. But for years, this practice was dismissed by many in the West as “smelly,” “sticky,” and leaving hair “flat.” Now, a sudden shift: western influencers, from beauty vloggers to hairstylists, swear by the power of oils for hair growth, thickness, and shine. The very oils once deemed undesirable are now celebrated for their ability to achieve the sleek, slick-back hairstyles popularised in the West. But the real kicker? They’ve turned the act of oiling into a trendy, chic routine—complete with high-end hair oils that bear little resemblance to the coconut, almond, or amla oils Indian women have used for centuries.
Similarly, the dupatta, once an essential part of traditional Indian attire, has now crossed borders and entered the global fashion lexicon. In India, it’s more than just an accessory; it’s symbolic of modesty, tradition, and cultural identity. But now, fashion-forward Westerners are draping the dupatta over their shoulders to elevate their looks. It’s often worn in ways that bear no relation to its cultural roots—sometimes as a headscarf, other times as a casual scarf, but always with an eye toward fashion, rather than cultural significance.
And then there’s yoga—once a deeply spiritual practice originating in India, it has now become a global fitness trend. Yoga, with its roots firmly planted in meditation and self-awareness, is now synonymous with stretches and poses marketed as a way to “detox” or “tone” your body. The original practice of connecting mind, body, and spirit has given way to fitness enthusiasts in the West rebranding it into a purely physical pursuit. Pilates, a modern twist, now holds the crown in Western gyms as the fitness craze du jour, despite its origins being vastly different from yoga’s holistic approach.
Perhaps one of the most striking examples of cultural appropriation can be found in the skin colour debates. In India, darker skin has often been looked down upon, while fair skin has been idealised. This is not a new struggle; it’s a battle deeply embedded in colonialism and colourism. But now, ironically, Western women are turning to tanning lotions, sprays, and even tanning beds to achieve a darker skin tone, all while South Asian women who’ve lived with this skin tone for centuries have long faced discrimination for it.
Let’s talk about turmeric milk—or haldi doodh—a centuries-old drink in India, known for its anti-inflammatory properties and use in Ayurvedic healing. For generations, it’s been consumed as a comfort beverage when you’re feeling unwell, or as a ritual to promote wellness. Today, Western cafes have turned haldi doodh into the viral “golden milk latte,” sold as the next big anti-inflammatory superfood. The difference? In the West, it’s now a trendy Instagrammable drink, while in India, it’s an essential part of the culture that’s often enjoyed in quiet, reflective moments.
Speaking of wellness, let’s not forget Ayurveda, the holistic healing system that’s been practiced in India for over 3,000 years. Once a vital part of Indian medical traditions, Ayurveda has now been co-opted by the global wellness industry. “Ayurvedic products” are popping up everywhere, from skincare to supplements, marketed as the secret to inner balance and optimal health. Yet many of these products are stripped of the rich history and knowledge of Ayurvedic practice and rebranded as simple solutions to modern-day stressors. Ashwagandha, a herb known for centuries as a natural form of healing in India, is now marketed in the West as a miracle herb that relieves stress and anxiety. The cultural context of its use is lost, and it’s repackaged as the latest wellness trend.
In fact, there are numerous instances where practices, foods, and ideas from India have made their way into Western wellness and fashion, but their cultural significance is lost in translation. From chai becoming a trendy café drink to henna being used as temporary tattoos without an understanding of its spiritual significance, there is an ongoing trend of cultural appropriation that repackages Indian traditions for profit without giving credit to the source.
While it’s great that these practices are being appreciated and enjoyed by people worldwide, there is a need for awareness, respect, and acknowledgment of the deep cultural roots from which they sprang. The beauty of these traditions lies not in their ability to be “repackaged” or “trendy,” but in their historical and spiritual significance.
So, as these practices continue to gain traction in the West, let’s remember where they come from. Let’s honour their origins, not just as fleeting trends, but as rich, vibrant parts of a culture that have been nurtured and sustained for centuries.
Camila Muiambo
Emma Farr