People forget that the worst kind of consumerism is the unquestioning consumption of science. The BJP got it right. It knows that nationalism is tough to beat as a populist idea. After all, caste is fragmentary and class is divisive but the Nation represents the whole. Look at the way dissent is silenced.
Every political group wants to be implicated, get a lick of the nuclear ice-cream.
The Congress insists that it was Rajiv and Indira who made the ice stick. A truly coalitional ice-cream. A national nuclear ice-cream. Even communists are salivating wondering if there is a Soviet component they could lay claim to. What is worse, they know you can't criticize nationalism.