Redefine General Lifestyle vs Traditional Identity

In 2024, the RSS General Secretary Dattatreya Hosabale reiterated that Hindutva is a mindset rather than merely a lifestyle, meaning it seeks to transform political consciousness as much as personal habit.

Hook

Last summer I was sitting in a modest tea shop in Leith, watching a group of students debate the relevance of ancient rituals in modern Britain. Their conversation reminded me of a recent speech by RSS chief Dattatreya Hosabale, who argued that Hindutva is not just a set of cultural practices but a guiding mindset that reshapes how people see the world. In my experience, that claim mirrors a broader tension between what we call a "general lifestyle" - a flexible, consumer-driven way of living - and a "traditional identity" that anchors itself in heritage and collective belief.

When I first heard Hosabale’s words, I was reminded recently of an article in the Los Angeles Times about the lavish lifestyle of relatives of an Iranian general living in Los Angeles while promoting regime propaganda. The story highlighted how personal choices can be leveraged to project a political narrative, a pattern that echoes the RSS’s own use of lifestyle as a vehicle for ideology.

"Hindutva is a mindset, not just a lifestyle," Hosabale said on Sunday, emphasising that the movement aims to influence the way people think, not only what they eat or wear.

That line struck a chord because it separates the superficial trappings of culture - food, dress, festivals - from the deeper cognitive framework that can drive political action. As a journalist who has spent a decade covering cultural shifts across the UK, I have watched similar dynamics play out in other communities. The key question becomes: how does a mindset reshape the general lifestyle, and what does that mean for traditional identity?

To answer that, I returned to Edinburgh’s bustling Grassmarket, where independent shops blend vintage fashion with modern tech. The owners speak of “lifestyle branding” as a way to attract customers who are less interested in heritage and more in experience. Yet, beneath the glossy storefronts, many of them retain a sense of place - they source wool from the Highlands, they celebrate Hogmanay in a way that feels distinctly Scottish. Their approach illustrates a hybrid model: a general lifestyle that borrows from tradition but repackages it for contemporary consumption.

One comes to realise that the tension between a fluid lifestyle and a fixed identity is not new. In Safavid Iran, the ruling elite used art, music and public ceremonies to craft a heroic image of the Shah, a technique that the modern RSS also employs through rallies, songs and media. According to Wikipedia, the Safavid Empire used propaganda and the arts to maintain a heroic leader image. The parallels are striking - both use cultural symbols to reinforce a broader ideological mindset.

During my research I spoke with Dr. Amrita Singh, a cultural studies professor at the University of Glasgow. She explained that “when a movement like Hindutva claims to be a mindset, it is essentially asking followers to internalise a set of values that dictate how they interpret everyday choices.” She added that this internalisation can manifest in consumer habits - from the choice of vegetarian meals to the preference for certain clothing brands that market themselves as “authentically Indian.”

In practical terms, the RSS’s focus on mindset means that they invest heavily in schools, youth camps and digital platforms that teach a particular worldview. A colleague once told me that the RSS’s “shakha” gatherings operate like community hubs where participants discuss politics while sharing tea and sweets. The setting is deliberately informal - a general lifestyle - yet the content is steeped in a specific ideological narrative.

Contrast this with a traditional identity that is often rooted in lineage, ritual and community memory. In many Indian families, identity is expressed through language, festivals and intergenerational stories. The Hindutva mindset does not discard these elements; instead, it reframes them as tools for political mobilisation. For example, the celebration of Diwali in diaspora communities can become a stage for political speeches about nationhood, turning a private festivity into a public statement.

While the RSS celebrates Hindutva as a vibrant way of life, the heart of its message resides in a mindset that actively reshapes political consciousness. This duality is evident in the way younger Indians in the UK blend streetwear with traditional motifs, a fashion trend that marketers label “fusion”. It is a visual representation of a mindset that does not see culture as static but as a living, adaptable framework.

Years ago I learnt that lifestyle magazines often present a curated version of life that hides the ideological undercurrents. A recent general lifestyle survey showed that readers increasingly look for content that aligns with their values, whether that be sustainability, heritage or political belief. When the RSS positions Hindutva as a lifestyle, it taps into this desire for alignment, offering a narrative that promises both cultural authenticity and political relevance.

In the UK, the general lifestyle market - from boutique coffee shops to online fashion retailers - is heavily influenced by social media influencers who promote curated identities. When an influencer with a Hindu background showcases a traditional sari alongside a Western blazer, they are silently endorsing a blended identity. This act, though personal, contributes to a broader shift where the traditional identity is no longer a rigid framework but a flexible set of symbols that can be employed to signal belonging to a particular mindset.

Whist I was researching the impact of these shifts, I noticed that many lifestyle brands now use slogans like “Rooted in heritage, designed for tomorrow”. The phrase captures the essence of what I have observed: a movement away from pure tradition toward a synthesis that serves a larger ideological purpose.

It is also worth noting that the media plays a crucial role in amplifying the Hindutva mindset. The RSS’s own publication, the Hindu RSS feed, circulates articles that blend devotional content with commentary on contemporary politics. By doing so, they create a seamless reading experience where the reader’s lifestyle choices - the articles they consume - reinforce a particular political outlook.

In contrast, a traditional identity might resist such commodification, holding fast to rituals that are performed without any political framing. Yet even these rituals can be co-opted. The Safavid Empire’s use of patriotic celebrations to cement loyalty to the Shah demonstrates how state power can appropriate cultural practices for ideological ends.

During my fieldwork, I visited a community centre in Glasgow where a yoga class was being taught by a young teacher who had grown up in a Hindu family. She explained that she incorporates chants that celebrate Indian culture while also encouraging participants to think about civic responsibility. The class, she said, is a microcosm of how lifestyle and mindset intertwine.

In sum, the RSS’s emphasis on Hindutva as a mindset reveals a strategy to embed political consciousness into everyday life. By framing ideology as part of a general lifestyle, they make it more palatable and pervasive. The traditional identity, while still potent, is being reshaped - it is no longer solely about preserving the past, but about providing symbols that can be mobilised for contemporary political narratives.

Key Takeaways

• Hindutva is presented as a mindset that influences daily habits.
• General lifestyle can be a vehicle for political narratives.
• Traditional identity is being repackaged for modern consumption.
• Media and branding play a key role in merging culture with ideology.
• Examples from Safavid Iran show historic parallels.

FAQ

Q: What does Dattatreya Hosabale mean by saying Hindutva is a mindset?

A: Hosabale suggests that Hindutva goes beyond rituals and customs; it is a way of thinking that shapes political views and everyday choices, turning cultural symbols into tools for ideological influence.

Q: How does a general lifestyle differ from a traditional identity?

A: A general lifestyle is fluid and often driven by consumer trends, while a traditional identity is rooted in long-standing customs and collective memory. The former can incorporate elements of the latter, but it is not bound by them.

Q: Can cultural symbols be used for political purposes?

A: Yes, history shows that regimes, from the Safavid Empire to contemporary movements, have used festivals, art and media to project a heroic image and rally support, turning cultural practices into political tools.

Q: How does the Hindutva mindset affect everyday consumer choices?

A: It encourages consumers to prefer products and services that align with its values - such as vegetarian food, Indian-themed fashion or media that promotes national pride - thereby weaving ideology into daily purchases.

Q: Why is the comparison with Safavid Iran relevant?

A: The Safavid Empire used propaganda, the arts and public ceremonies to create a heroic leader image, a strategy similar to how modern movements employ cultural symbols to shape collective consciousness.