The Age of Industrialization — Class 10 Social Science PYQs

One way in which new consumers are created is through advertisements. As you know, advertisements make products appear desirable and necessary. They try to shape the minds of people and create new needs. Today we live in a world where advertisements surround us. They appear in newspapers, magazines, hoardings, street walls, television screens. But if we look back into history, we find that from the very beginning of the industrial age, advertisements have played a part in expanding the markets for products, and in shaping a new consumer culture. When Manchester industrialists began selling cloth in India, they put labels on the cloth bundles. The label was needed to make the place of manufacture and the name of the company familiar to the buyer. The label was also to be a mark of quality. When buyers saw 'MADE IN MANCHESTER' written in bold on the label, they were expected to feel confident about buying the cloth.

Yet, till the First World War, industrial growth was slow. The war created a dramatically new situation. With British mills busy with war production to meet the needs of the army, Manchester imports into India declined. Suddenly, Indian mills had a vast home market to supply. As the war prolonged, Indian factories were called upon to supply war needs: jute bags, cloth for army uniforms, tents and leather boots, horse and mule saddles and a host of other items. New factories were set up and old ones ran multiple shifts. Many new workers were employed and everyone was made to work longer hours. Over the war years industrial production boomed.

After the war, Manchester could never recapture its old position in the Indian market. Unable to modernise and compete with the US, Germany and Japan, the economy of Britain crumbled after the war. Cotton production collapsed and exports of cotton cloth from Britain fell dramatically. Within the colonies, local industrialists gradually consolidated their position, substituting foreign manufacturers and capturing the home market.