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57 open house international Vol 34, No.3, September 2009 Identity and Representations of Gated Communities in Bangalore, India INTRODUCTION Once found primarily in the developed world, for- mally defined gated communities are now part of urban and suburban environments in developing countries (Blakeley and Snyder, 1997; Webster, Glasze and Frantz, 2002). Walled and guarded, the gated residential enclave offers upscale housing and a multitude of amenities for its inhabitants. The primary rationale for a gated community (GC) varies. The enclave may result from the need to spatially separate peoples of differing cultures as in the case of GCs for Western expatriates in Saudi Arabia (Glasze, 2006), the perceived need for pro- tection from violent urban crime as in the "condo- minios fechados" of Brazil and the "barrios priva- dos" of Argentina (Coy, 2006) or a combination of cultural differences and fear as in the GCs in post- apartheid South Africa (Durington, 2006). Additionally, living in an expensive GC can provide access to exclusive onsite recreational facilities and confer social prestige. Gated enclaves housing wealthy residents have burgeoned on the periph- eries of many of India's metropolitan cities such as Delhi, Mumbai, Bangalore (Bengaluru), Chennai, Kolkata and Hyderabad since the late 1990s, adding a new element to existing cityscapes. In this paper we present and analyze the images of place that are evoked and espoused in high-end gated residential enclaves in Bangalore in the southern Indian state of Karnataka, focusing particularly on developments that cater to returning high-skill non-resident Indians (NRIs) 1 from the United States and other developed parts of the world. We explore the intersection of the ideas of identity, home and community in a globalised world through an examination of the graphic and textual images encoded in online advertisements for gated enclaves in the city. We consider such advertising a powerful spatializing discourse, one that both moulds and reflects the values and ideals of a soci- ety. By paying particular attention to messages of lifestyle, landscape, the built environment and local and global cultures depicted in the advertisements, we investigate how the upscale gated community is promoted as an ideal living environment, providing its residents with not just a home, but a ready-made community. Characteristics and identities are often attrib- uted to place, sometimes creating what may be Elizabeth Chacko & Paul Varghese Abstract Gated communities, residential enclaves that offer upscale housing and a variety of recreational and communal facilities within a walled area with controlled entrances, are proliferating in many of India's large metropolitan cities. In this paper, we analyze the images of place and identity that are evoked in online advertisements for gated com- munities in the city of Bangalore in southern India. Since the 1990s, Bangalore has become known as India's premier information technology (IT) hub and a magnet for multinational corporations and high-skill personnel. The latter include Non-Resident Indians (NRIs) who lived and worked abroad for several years and have returned to partake of new opportunities offered in the country. We explore the intersection of notions of identity, home and community in a globalised world through an examination of the graphic and textual images encoded in the advertisements of thirteen prominent developers in Bangalore whose upscale gated developments cater to NRIs. The advertisements depict high- end gated communities as places of luxury, exclusiveness, high security and convenience which also offer a range of recreational facilities for individuals and families. Additionally, those who live in the gated enclaves are portrayed as persons of distinction and class who are global and cosmopolitan in their outlook and identity. Keywords: Gated Community, Place, Identity, Bangalore, India. IDENTITY AND REPRESENTATIONS OF GATED COMMUNITIES IN BANGALORE, INDIA 1 A non-resident Indian (NRI) is an Indian citizen who lives abroad for employment or business for an extended period of uncertain duration. The term is also used loosely for persons who were once Indian citizens but now hold citizenship of another country.

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    IINNTTRROODDUUCCTTIIOONN

    Once found primarily in the developed world, for-mally defined gated communities are now part ofurban and suburban environments in developingcountries (Blakeley and Snyder, 1997; Webster,Glasze and Frantz, 2002). Walled and guarded,the gated residential enclave offers upscale housingand a multitude of amenities for its inhabitants. Theprimary rationale for a gated community (GC)varies. The enclave may result from the need tospatially separate peoples of differing cultures as inthe case of GCs for Western expatriates in SaudiArabia (Glasze, 2006), the perceived need for pro-tection from violent urban crime as in the "condo-minios fechados" of Brazil and the "barrios priva-dos" of Argentina (Coy, 2006) or a combination ofcultural differences and fear as in the GCs in post-apartheid South Africa (Durington, 2006).Additionally, living in an expensive GC can provideaccess to exclusive onsite recreational facilities andconfer social prestige. Gated enclaves housingwealthy residents have burgeoned on the periph-eries of many of India's metropolitan cities such asDelhi, Mumbai, Bangalore (Bengaluru), Chennai,

    Kolkata and Hyderabad since the late 1990s,adding a new element to existing cityscapes.

    In this paper we present and analyze theimages of place that are evoked and espoused inhigh-end gated residential enclaves in Bangalore inthe southern Indian state of Karnataka, focusingparticularly on developments that cater to returninghigh-skill non-resident Indians (NRIs)1 from theUnited States and other developed parts of theworld. We explore the intersection of the ideas ofidentity, home and community in a globalised worldthrough an examination of the graphic and textualimages encoded in online advertisements for gatedenclaves in the city. We consider such advertising apowerful spatializing discourse, one that bothmoulds and reflects the values and ideals of a soci-ety. By paying particular attention to messages oflifestyle, landscape, the built environment and localand global cultures depicted in the advertisements,we investigate how the upscale gated community ispromoted as an ideal living environment, providingits residents with not just a home, but a ready-madecommunity.

    Characteristics and identities are often attrib-uted to place, sometimes creating what may be

    Elizabeth Chacko & Paul VargheseAAbss t rac t

    Gated communities, residential enclaves that offer upscale housing and a variety of recreational and communalfacilities within a walled area with controlled entrances, are proliferating in many of India's large metropolitan cities.In this paper, we analyze the images of place and identity that are evoked in online advertisements for gated com-munities in the city of Bangalore in southern India. Since the 1990s, Bangalore has become known as India's premierinformation technology (IT) hub and a magnet for multinational corporations and high-skill personnel. The latterinclude Non-Resident Indians (NRIs) who lived and worked abroad for several years and have returned to partake ofnew opportunities offered in the country. We explore the intersection of notions of identity, home and community in aglobalised world through an examination of the graphic and textual images encoded in the advertisements of thirteenprominent developers in Bangalore whose upscale gated developments cater to NRIs. The advertisements depict high-end gated communities as places of luxury, exclusiveness, high security and convenience which also offer a range ofrecreational facilities for individuals and families. Additionally, those who live in the gated enclaves are portrayed aspersons of distinction and class who are global and cosmopolitan in their outlook and identity.

    Keywordss : Gated Community, Place, Identity, Bangalore, India.

    IDENTITY AAND RREPRESENTATIONS OOF GGATEDCOMMUNITIES IIN BBANGALORE, IINDIA

    1 A non-resident Indian (NRI) is an Indian citizen who lives abroad for employment or business for an extended period ofuncertain duration. The term is also used loosely for persons who were once Indian citizens but now hold citizenship of anothercountry.

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    considered "place myths", exaggerated qualitiesthat are associated with locales (Shields, 1991).Steele (1981) identifies the confluence of three ele-ments in the formation of place: spirit of place,which includes characteristics that give a location aspecific feel, place setting which comprises thephysical and social aspects that form the immediateenvironment and a sense of place that is the partic-ular experience of a person in a particular setting.Image communication is an important strategy forplace promotion (Hopkins, 1998). In GCs, archi-tecture is key in portraying the spirit of place withinthe built environment. Images of buildings andlandscaped surroundings carry messages aboutplace and identity, often tying distinctive or uniquearchitectural designs and styles to notions of (high)socio-economic class and idealized localities(Stobart, 2003). The setting of a place, whether itbe in bucolic surroundings or upscale neighbor-hoods can be conveyed effectively through imageryand metaphors in advertisements, selectively high-lighting the most desirable aspects of place. A sense of place can be fostered by an assumptionof the existence of a coherent community, attach-ment through long association with the locale, androotedness, all of which allude to ways in whichplace is experienced (Relph, 1976). Photographs ofcelebrations and gatherings in the public spaces ofGCs are often used to signal the interconnected-ness among residents of GCs while descriptorssuch as "couture community" and "an innate com-munity that is tastefully different" hint of an exclusivegroup. King (2004) notes that it is in the spaces andforms of buildings that the social is represented.GC homes are simultaneously offered as privateand intimate spaces within the communities. In thispaper, we examine the making of place by analyz-ing the images and text in advertisements of high-end gated communities in Bangalore, using thenarrative-descriptive approach proposed by Tuan(1991).

    MMEETTHHOODDOOLLOOGGIIEESS

    We obtained a list of 94 prominent developers/builders and their projects in the city of Bangalorefrom the website of the Karnataka OwnershipApartments Promoters' Association (KOAPA, 2008).These developers were screened to extract thosethat were involved in the construction of gatedenclaves with high-end townhouses and villas.Additionally, international developers involved in

    building gated communities in Bangalore were alsoidentified via Internet searches. Most of the devel-opers had websites that advertised future, ongoingand completed upscale housing projects, with pho-tographs or artists' renditions of homes, lists ofamenities and floor plans. A few also had videoclips showing simulated future enclaves withfocused fly-bys of exteriors and walk-throughs ofinteriors and amenities. In total, the online adver-tisements of thirteen developers (AdarshDevelopers, Golden Gate Developers, G.R.Developers, Vaswani Group, Vakil HousingDevelopment, Puravankara Projects, AllianceGroup, Concorde Group, Chaitanya Projects,Sobha Group, Kristal Group, Ferns Builders, andRoyal Indian Raj) were analyzed for this paper. The advertisements for GCs were examined fortheir content, and the use of image, rhetoric, nar-rative and metaphor in the depiction of the physi-cal, social and economic nature of these commu-nities. Globally, GCs are promoted for the luxury,pleasure and convenience they offer in a safe andsecure environment that is also exclusive. Contentanalysis in combination with discourse analysisallowed for a qualitative assessment of the ideasand themes represented and endorsed in theadvertisements. For example, G.R. Developersexplicitly refers to the exclusive nature of their GCsby employing words such as "unique", "posh" and"distinctive", but also intimate exclusiveness by stat-ing that its residents are mostly "NRI's, bankers,senior corporate executives and business tycoons".Attention was also paid to the nomenclature of thegated communities as names were regarded as asignificant component of the image of these places.We examined the discursive strategies that wereused to establish the image of high-end gated com-munities and the identities of their residents withinthe context of Bangalore's colonial past and itsmore recent emergence as one of India's premierand fast-growing cities with multiple transnationallinkages.

    TTHHEE SSEETTTT IINNGG:: BBAANNGGAALLOORREE

    Bangalore grew from a hamlet in the 9th centuryA.D. to an urban center specializing in weaving andtrade in the 16th century. Its form and functionswere further transformed with the grafting of a mil-itary cantonment onto its periphery by the British in1807. Over time, the colonial town acquired thetypical trappings of a British Indian settlement with

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    eseits whitewashed bungalows, parks, polo grounds

    and cricket fields, earning the appellation of"Garden City". Senior military personnel beganretiring to Bangalore in the early to mid-1900s,attracted by its cool climate, lush greenery andbroad streets, and the city acquired the tag"Pensioner's Paradise". While continuing to be apopular retirement destination, Bangalore's poten-tial as a modern industrial and commercial city wascemented after India's independence in 1947,when it became a site for major public and privatesector industries as well as centers of higher educa-tion and research. In the early 1990s, the liberal-ization of the Indian economy and increasing eco-nomic and social globalisation set the stage forBangalore's rising eminence in InformationTechnology (IT) in the country, prompting its newestsoubriquet of "India's Silicon Valley" (Heitzman,2004; Nair, 2005). From a city of 786,343 personsin 65.86 square km in 1951, Bangalore expandedin 2001 to a settlement of 531 square km housing5.7 million (Census of India, 2001). During thesame period, it metamorphosed from a nationaldestination for development to an internationaldestination that was a favored location for offices ofmultinational corporation (MNCs), returning NRIsand foreign expatriates who were drawn to theopportunities the city offered.

    The establishment of gated industrial, busi-ness, commercial and office complexes in the city'snew technology and business parks marked the re-invention of Bangalore as an IT hub. Key to thistransformation was a skilled and educated locallabor force, but also Asian Indian managers and ITprofessionals who returned to their country of originafter spending years in Western countries such asthe United States (Chacko, 2007). Returning Non-Resident Indians (NRIs) run 95 percent of the inter-national companies in the Software TechnologyParks (STPs) in Bangalore (Kapur, 2002), whilenearly a third of the employees working in R&D atGeneral Electric's John F Welch Technology Centerin the city are returnees from the United States(Ryan, 2005), indications of their significance in thecity's new economy. This group of returningmigrants who are also transnational in their culturesand connections are successfully targeted andwooed by the developers of the high-end gateddevelopments, some of which have entered intopartnerships with real estate firms in developedcountries. It is telling that for example, 22 of a totalof 25 villas in Adarsh's Palm Vista enclave develop-ment and the majority of the 175 villas in the

    Alliance Group's 10 Downing Street are owned byNRIs (Indo-Asian News Service, 2005). NRIs (bothfirst and second generation immigrants) who stillreside abroad are also investing in Indian realestate, encouraged by an 8% growth rate in theIndian economy since the early 2000s (Chishti,2007).

    Both India and the United States hold ele-ments of home and community to these transna-tional migrants, whose lives and identities straddlecountries and cultures. Used to the amenities andcomforts of suburban life in the USA, the returningmigrants expect their homes to be high-quality builtenvironments, designed to be aesthetically pleas-ing, functional, safe, and responsive to their variousneeds (Chacko, 2007). The GC offers to fulfillthese expectations.

    IIDDEENNTTIITTYY AANNDD IIMMAAGGEESS OOFF GGAATTEEDDCCOOMMMMUUNNIITT IIEESS

    Gated residential communities that include villas,townhouses and condominium blocks havebecome prominent features on Bangalore's out-skirts, housing local upper middle class familiesand highly skilled and highly paid return migrants,as well as expatriates. Located in carefully land-scaped settings, such developments are clusteredparticularly to the east and southeast of the cityadjacent to the Outer Ring Road, down WhitefieldRoad where many of the new software technologyparks are situated, and along the proposed IT cor-ridor that forms an arc to the east of the city. Manyof the gated communities are located close to thenew international airport 30 km outside Bangalore.GCs are touted as residential enclaves that are onpar with international standards in the design andquality of their built forms, amenities and infrastruc-ture, with the added advantage of being highlysecured areas as well.

    Advertisements mould as well as reflect life,shaping lifestyles while also echoing desires of howthe viewers would like to perceive themselves(Williamson, 1978). Place representations are con-structed and marketed through advertising, attribut-ing identities and characteristics to geographicalspaces and persons associated with these spaces.Blakely and Snyder (1997) note that residents ofGCs in the United States are drawn to the exclusiv-ity and safety that these developments offer. Grant(2005) notes that GCs in Canada target nichemarkets of people aspiring to an affluent lifestyle

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    and to seniors who are security conscious and wishto live in a safe and comfortable setting, emphasiz-ing ideas of identity and belonging. Lifestyle andon-site amenities are also highlighted in the mar-keting of gated communities in Latin America butdue to the high levels of crime that includes rob-bery, assault, kidnapping and even murder, muchof it targeting the wealthy residents of its megacities, safety and security are especially underscoredin advertisements for GCs in this region (Coy,2006). In the Western world, GC developmentsand their advertisements often reflect the issues andconcerns raised in focus group discussions withpotential buyers and residents (Grant, 2005), butthis is not the case in the Indian context. While thedevelopers believed they were incorporating theneeds and desires of clients in their GCs, noneexamined for this study had conducted focusgroups to identify particular needs or problems.

    The online advertisements (both images and

    text) examined for this paper depict GCs as placesthat offer a life of abundance, convenience, com-fort, safety and luxury; peaceful, yet replete with aplethora of exciting opportunities and leisure activ-ities. Advertisements for Bangalore's GCs are over-laid with rhetoric and imagery that evoke an auraof prestige and exclusivity (See Figure 1). Villas, sin-gle-family dwelling units set on individual lots arethe most expensive housing in these enclaves.According to Archer (2005:52) the term "villa" con-jures up images of landed wealth; dwellings by thisname in the 1700s and 1800s were gearedtowards " harboring family, and safeguardingretreat from the mercantile and political nexus, inaddition to facilitating leisure and social activitiesthat could involve a larger circle of people as well".

    This description fits villas in Bangalore'sgated communities, a difference being that theretreat is from the chaos of urban life to a moreordered and controlled environment. The city'supscale gated communities have the amenities ofsimilar enclaves in the developed world, such asrecreational spaces (tennis, badminton and squashcourts; swimming pools, gyms, children's play-grounds and even golf courses), meeting places forthe community (club houses, community halls,pubs, libraries, restaurants, cafes and lounges) andlandscaped surroundings that include gardens, jog-ging trails, fountains and water bodies.

    Aesthetics and "unique" architectural stylesare considered indicators of social distinction in theGC. Most gated enclaves in Bangalore have eclec-tic designs that incorporate elements of internation-al architecture and design, and idealized Europeanor American landscapes. In addition to landscapedsurroundings, gated developments in the city vie tooffer distinctive features that set them apart from

    Figure 1. An image from Adarsh Developers' e-Brochure (Reprinted by permission of the Adarsh Group)

    Figure 2. Advertisement for the Royal Indian Raj'sRoyal Garden Villas and Resort (Reprinted by per-mission of the Royal Indian Raj InternationalCorporation)

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    esesimilar enclaves. Chaitanya Projects' Oakville has

    an "infinity pool", Vakil's Garden City has Mughal-style gardens and Royal Indian Raj offers its resi-dents a chateau winery, tennis courts designed byIndian tennis star Vijay Amritraj and an 18-hole golfcourse designed by golf pro Jack Niklaus (Figure2). In particular, developers use unusual and strik-ing non-indigenous touches such as cobbled walk-ways, a European-style "village" that serves as acentral place for the community and white picketfences as unique markers.

    Living in the exclusive environment of the GCwas depicted as an indicator of refinement, wealthand prestige in all the advertisements examined. Inthe online marketing of villas, the underlying textwas that the houses could be afforded only by thoseof a high socio-economic class. While the size, styleand splendour of detached homes in Indian citieshave always been a testament to the status of theirowners and inhabitants, they also conveyed a senseof individuality, as each home was specifically con-structed for and in consultation with the homeowner. The predetermined and prescribed builtforms in gated communities seem to be extensionsof apartment living, overlooking the prospectivebuyer's individuality and personal leanings in archi-tectural style and facade, although in advertise-ments developers allude to the clients' good taste inchoosing to live in such elite locales.

    The advertisements provide information ondesirable housing styles and lifestyles that are rep-resented as exclusive, typical of the upper classesand conducive to upward social mobility. An adver-tisement for Purva Parkridge indicates that itspatrons are "Royalty Revived", Concorde's SiliconValley GC is billed as providing a "Lifestyle worthyof only a few", Vakil's Hosur Hills claims to be "Thebest address in town", and an advertisement forFerns Builders' Cascading Meadows suggests thatall its residents are captains of industry and impor-tant players in the city's new economy. These claimsmay not be hyperbolical. Residents of Adarsh PalmMeadows are noted to be mostly high net-worthindividuals, with a reported 30-40% being highranking officials of multinational companies, indus-trial houses or successful IT start-up companies(Sriram, 2007).

    IIMMAAGGEESS OOFF TTHHEE GGAATTEEDD CCOOMMMMUUNNIITTYYAASS HHOOMMEE

    Views of home that are represented and enacted in

    the advertisements for gated communities are anindication of the multiple and hybrid cultural identi-ties to which the returnees subscribe. Aneesh(2004:51) identifies a "continuous nostalgia for the'other' nation" among Asian Indian computer pro-grammers in the United States, a consequence ofeulogizing and remembering the best in the coun-try where they are not physically present. Returningmigrants who have spent considerable time abroadconsider themselves at home both in their countryof origin and amongst a global community ofpeers; they are variously "Indian", "international","global" and "cosmopolitan".

    Advertisements specifically speak to the pullof India and the global sensibilities of the returningNRIs. Vakil Developers state in their online adver-tisements that their enclaves are planned "keep-ing in mind the globe trotting non-resident Indianswho would love to have a retreat in a haven of tran-quility in India, while sustaining the luxuriousaspects of life that they have enjoyed abroad",thereby simultaneously evoking images of homeand an international ambience. The Sobha Groupreminds its clients that it has experience catering toglobal corporate customers and understands theneeds of those who have lived and worked abroad.The advertisers appear to be aware of the transna-tional nature of their potential clients, all permittingelectronic booking of residences and some provid-ing contact addresses and telephone and fax num-bers not just in India, but in the United States andthe United Kingdom.

    Home is more than a dwelling place. It isoften "associated with pleasant memories, intimatesituation, a place of warmth and protective securi-ty" (Somerville, 1992: 5). An advertisement for theSpringville GC notes that it is a place where the res-ident can go home to "enjoy all the serenity, safe-ty, comfort and freedom you deserve." Aspects ofhome that are underscored are those of safety andsecurity rather than lasting memories or warmth.All the advertisements examined in this study list 24-hour security as one of the amenities offered, apoint of concern among executives who are awayfrom home frequently. All note that entry to theenclaves is guarded, some 40% state that the com-munity is surrounded by high walls (usually 7 feethigh), 10% that the enclave is monitored by closedcircuit TV and one that it is patrolled around theclock by armed guards.

    Over 90% of the advertisements endorse thenotion of home as a refuge from the cares andstresses of the outside world while some 62% speak

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    of the GC as a retreat to connect with family.Chaitanya Builders states that their villas are builtaround "The Jewel of a Home, the Family Hub."However, home as a place is also commodified. Itis depicted as a space for the consumption of luxu-ry goods and services, and as an excellent financialinvestment. Since 2005 India has permitted foreigninvestment of up to 100% in large construction pro-jects, ushering in foreign investment in Indian realestate and a proliferation of joint projects (Indo-Asia News Service, 2005). Within the last five years,the prices of villas in exclusive gated communitieshave tripled and the rents quadrupled.Approximately 25% of the advertisements drawattention to the idea that luxury villas will escalate invalue and that prices of properties could double ina few years.

    PPOORRTTRRAAYYIINNGG AA SSEENNSSEE OOFF CCOOMMMMUUNNIITTYY

    However, the process of place identity constructionis also firmly intertwined with a sense of communityidentity in gated enclaves. Besides the obvious oneof similar economic standing, it is striking that thehigh-end GC in Bangalore is depicted as an inter-national place in its presentation and population,and one in which common interests are nurturedand pleasurable interactions with neighbors cantake place. The lifestyle in a GC has permitted theformation of homogenized community that is basedon class, a departure from traditional Indian com-munities based on caste, kinship or religion. RoyalIndian Raj (2008) refers to the "couture community"that their Italian-style villas will house, underscoring

    an aura of exclusivity and internationalism. Theglobal cachet of GCs is reflected in advertisements,over 75% of which boast of world class facilities ordesign, infrastructure and fittings that meet interna-tional standards, and nearly 10% of which showWestern or white models in their artists renditionsand photographs. The IT industry in Bangalore isknown to have embraced a "global" corporate cul-ture and its workers tend to be cosmopolitan andglobalised in their outlook (Upadhya and Vasavi,2006). With a population of largely NRIs and expa-triates, the demographic profile of high-end gatedcommunities echoes this international culture:besides NRIs, some 15-20 nationalities are typical-ly represented in the occupancy of villas in AdarshPalm Meadows (Sriram, 2007).

    NNOOMMEENNCCLLAATTUURREE OOFF GGAATTEEDDCCOOMMMMUUNNIITT IIEESS

    Cultures often identify their cherished historiesthrough memorializing important spaces andevents, or invoking important symbols and styles.The near-absence of vernacular architecture in thebuilt environment of the gated enclaves and thewidespread adoption of the terminology of "villas","townhouses" and "condominiums" that is standardin gated communities the world over, speak of thesupplanting of local built forms by those with aglobal identity. Legacies from colonial times areembedded in the built forms of gated communitiesand in the socio-spatial structures of postcolonialcities such as Bangalore. Colonial styles of residen-tial architecture such as the bungalow wereemblematic of colonial power structures, while theintegration of such architecture in new communitiescould reflect a desire to replicate the power config-urations, with local and new elites replacing thecolonial powers in the hierarchy. The nomencla-tures of some of the developments in Bangaloresuch as the Alliance Group's 10 Downing Street,the Vaswani Group's Astoria, or Golden Woods aredistinctly British. Such names and spaces identifiedas "servants' quarters", 'foyers'," "parlours" or "pow-der rooms" may also evidence a desire to replicatethe settings of the privileged lives of former colonialmasters.

    High-end GCs also reflect representations ofcontinental European locales ranging from theclassical (such as G.R. Developers' Greek Agora,Figure 3) to the more contemporary stuccoed walls,arches, low pitched roofs and red terracotta and tile

    Figure 3. Advertisement for G.R. Developers' GreekAgora (Reprinted by permission of G.R. Developers)

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    eseroofs of the Mediterranean Revival style found in

    Adarsh developers' Palm Meadows (See Figure 4),the Vaswani Group's Whispering Palms or RoyalIndian Raj's villas with their Tuscan-style architec-ture. The latter are reminiscent of styles commonlyfound in California. It is telling that none of thehigh-end GC developments included in this studyhave Indian names.

    The online advertisements and themetaphors embedded in them portray the gatedcommunities as spaces where all the idealized fea-tures of community living are present, with none ofthe negative aspects of city living. At the same timethe descriptions obscure the fact that the enclavesare encroaching on rural areas and that the sur-rounding landscape is not one of pristine vegetatedareas but includes small villages and scrubland,and that the access roads to many enclaves arerough and rudimentary.

    CCOONNCCLLUUSSIIOONN

    The discourse of GC advertising in Bangalore givesus insights into the production of place and identityas it relates to society. Advertising for the upscaleGC speaks to the physical setting and built land-scape, the amenities, the assumed qualities of indi-viduals and families who would live in these com-munities, and their expected social interactions andlifestyles. Image production and demand for luxuryitems and services are an outcome of socioeco-nomic relations and discursive practices in society.From the advertisements, it is evident that the mate-rial forms of the built environments of GCs arecomplemented by the social construction of imageand meaning of these enclaves both as home andcommunity and as settings for a global identity,often at the expense of the local.

    The power of metaphor lies in its ability toinvoke particular ideas and features through aprocess that simultaneously highlights certain fea-tures and images while obscuring others. Themetaphors used in GC advertisements reflect thecultural orientations of the targeted audiences. Theupscale gated community in Bangalore is repre-sented in multiple ways: as a safe retreat from thechaos of urban life, as an exclusive and comfort-able locale where all material wants are provided;as a place afforded with a sense of community.

    Catering as they do to NRIs, the advertise-ments examined underscore the transnational iden-tity of GC occupants, assuming multiple affiliations

    and simultaneous alignment with multiple places.We submit that in today's world, especially for itstransnational denizens, "home" is a multifacetednotion that has several meanings. India, Bangaloreand indeed the gated communities represent homebecause these are the locales where the migrants'families live and where traditions, connections andnorms are forged and maintained. But metaphorsof internationalization frequently raised in theadvertisements translate into property owners andresidents of GCs belonging to a privileged cos-mopolitan and transnational community of peerswith a global culture, echoing the new global sta-tus of Bangalore.

    RREEFFEERREENNCCEESS

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    Figure 4. Entrance to Adarsh Palm Meadows gatedcommunity (Photo by E. Chacko)

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    Authors AAddresses:Elizabeth Chacko & Paul VargheseGeography and International AffairsThe George Washington University1922 F Street, NW (Old Main)Department of Geography, Room 213Washington, D.C. [email protected]@vsnl.com

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