"Karma Cola: Marketing The Mystic East" 1979 MEHTA, Gita
$950
MEHTA, Gita
Ex-Libris Andy Warhol
Advance Copy
[201] pp.
Simon and Schuster
1979
8 3/4" x 5 3/4"
Jacket design by Robert Aulicino
Karma Cola is a non-fiction book about India written by Gita Mehta originally published in 1979 by Simon & Schuster.
The story begins in the late 1960s, when hundreds of thousands of Westerners descended upon India, disciples of a cultural revolution that proclaimed that the magic and mystery missing from their lives was to be found in the East. An Indian writer who has also lived in England and the United States, Gita Mehta observed the spectacle of European and American "pilgrims" interacting with their hosts, and recorded her observations in Karma Cola. It describes the traditions of an ancient and long-lived society being turned into commodities and sold to those who do not understand them.