Professional identities and servile realities: Aspirational labour in Delhi malls

Abstract

The article explores how retail workers envision and pursue aspirations for social mobility through employment in Delhi malls. Based on 14 months of ethnographic fieldwork and participant observation, this study examines how retail store employees cultivate professional occupational identities as a way of distancing themselves from informal and manual workers and claim a new class identity. The article also shows how workers come to view the job as dhoka (deceit), once they experience humiliation and disrespect at the hands of customers and managers and realise that such employment does not allow them to transcend their social class positions. However, they continue to stay on in these demeaning jobs because they believe that employment in the new service economy is their best option. By exploring retail workers’ narratives of majboori (constraint or compulsion) in this context, the article unpacks their contradictory experiences of work in the service sector and sheds light on youth aspirations and mobility strategies in post-liberalised India.