India, July 3 -- In early twentieth-century Colonial India, a resurgence of religio-cultural self-awareness that endorsed traditions played a significant role in defining cultural identities. This self-awareness existed alongside the diversities based on caste, ethnicity, and region. The encounter with modernisation sharpened the expressions of cultural identity that differed from traditional religio-cultural conflicts.

Keshav V Datye of Shukravar Peth, Pune, wrote a letter to the Marathi daily "Dnyanaprakash" on July 29, 1940, that began with the criticism of the youth for indulging in frivolity by watching movies on the important festival of "Ashadhi Ekadashi". But his bigger consternation was the consumption of "soda-lemon", tea, and ...