When the Indian government promoted the large scale introduction of solar energy for powering traditional charkhas (wooden wheels used to spin khadi or homemade cloth) in early 2016, the fabric was rebranded “zero carbon” and sold as “green khadi.” Few journalists covering the new development seemed to notice that khadi in its original form was already zero carbon: woven on wooden spinning wheels without electricity or additional machinery, the production process of khadi is inherently environmentally friendly. The rebranding of khadi as “zero carbon” in the face of its waning popularity marks a decisive cultural shift away from traditional frameworks in which the cloth has historically been given importance. Khadi has historically represented the overthrow of colonialism, the virtues of labor, and the mantra of self-reliance popularized by Gandhi during the freedom struggle. In the early twenty-first century, however, khadi is being rebranded for an environmentally conscious global market. The invocation of “zero” is hardly incidental in this context. That number has recently (forgive the pun) colonized our collective imagination of what it means to be “environment friendly.” Evidence for this claim can be found in a small, but fast multiplying lexicon of “zerologisms” that have begun influencing policy and economic discourse. Terms increasingly taken for granted in environmental discourse include: zero carbon, zero waste, zero landfill, zero emissions, (net) zero energy. The zero has, in effect, become a conceptual placeholder, offering up an ideal on which we can pin our hopes as we search for ecologically sensible political alternatives that don’t necessitate a complete overhaul of how societies are structured. (read more...)