A new phenomenon has recently arisen across India: malls —shopping centres, emporiums, plazas— dedicated to consumption, entertainment and strolling, have been blossoming in metropolitan cities for ten years now. Based on an ethnographic study in a mall in Jodhpur (Rajasthan) and on the new forms of consumption malls entail in Indian society, this paper analyzes how the ambiance which malls set up attempts to create a new style, and thereby a new form of life.