This work examines the interplay between emotions, femininity, and consumerism in late Colonial South India (1890s-1940s). It investigates how the early twentieth-century consumer culture cultivated a commodity-mediated experience of bodies and emotions. Commodities, through advertisements and advice manuals, mediated ‘emotional practices’ that enabled women to associate with a whole host of pre-existing social and personal relationships (relations with themselves and relations with others). Some specific questions posed by this dissertation are: How did the growth of commodity culture transform the ways in which women perceived and dealt with the problems of hair loss and menstrual cramps? How did they inform themselves of products and practices available in the market? How did print in general and advertisements in particular create or seek to create emotional responses to women’s needs? I focus on printed material associated with three widely circulated consumer product categories related to the body: printed sex advice manuals, health tonics, and hair grooming products. Through an analysis of sources like advertisements, product testimonials, and advice literature, I argue that women’s bodies and their related pleasures and struggles were shaped by consumer products and the emotions these commodities evoked within the everyday context.