Plastic Bodies: Women Workers and Emerging Body Rules in Service Work in Urban India

Abstract

Drawing on the narratives of young lower-middle-class women employed in cafés, call centers, shopping malls, and offices in Delhi, India, in this paper I identify malleability or “plasticity” of the body as an important feature of contemporary service work. As neophyte service professionals, young women mold themselves to the middle-/upper-class milieu of their workplaces through clothes, makeup, and body language. Such body plasticity can be experienced as enabling: Identifying with the image of the “New Indian Woman,” young women enter the bourgeoning service economy. However, they also experience this body plasticity as threatening; bodily changes to meet the requirements of work can, at times, feel inauthentic as well as be read as promiscuous by others. I draw attention to how women appraise plastic bodies as both generative of change and a site of labor discipline, thus offering insights into the relationship among bodies, social inequalities, and contemporary service work.