Recognition in India’s new service professions : gym trainers and coffee baristas

• Main Authors: Baas, Michiel, Cayla, Julien
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2021
• Subjects: Business; Services; Ethnography
• Online Access: https://hdl.handle.net/10356/146102
• Institution: Nanyang Technological University

How do employees in “new services”, such as coffee baristas and gym trainers in India, see their jobs? In this paper, we build on extensive fieldwork in gyms and coffee chains that cater to the emerging Indian middle classes. Our research highlights the importance of respect and recognition in making service interactions more meaningful for new service workers. Generally hailing from the lower middle classes, new service work offers important opportunities to interact with and learn from English-speaking upper middle-class customers and clients. Besides the opportunity to interact and learn, the acknowledgement they receive for their skills and (bodily) accomplishments make such professions attractive as well. Even if this holds the potential for upward socioeconomic mobility, our findings also point at the resilience of social hierarchies. Drawing on literature on service interactions and new middle-class formation in India, this paper provides important insight into how young Indians navigate and negotiate the opportunities and pitfalls that come with the country's changing socioeconomic landscape.