The buzzphrase, ‘India Shining’, captures this mood exactly. It conjures up glittering malls, multiplexes, flashy cars and clothes, discotheques and holidays abroad. It conjures up a world where consumption, not investment, drives economic growth. Being spendthrift equals being virtuous. This is the perception driving the BJP’s poll strategy. It’s one in which the new middle class, which now solidly supports it, will drive the country to prosperity by indulging its appetite fully. Suddenly thus, the conflict between serving one’s constituency and serving the nation has been magically solved for the BJP. Students of philosophy will easily recognise shades of 18th-century British utilitarianism in this.