Financial untouchability: a polysemic narrative of digital financial inclusion in Modi’s India

India’s post-GFC digital financial inclusion project has been conveyed by an officially constructed polysemic narrative that connotes three distinctive semantic fields: (a) post-colonial Indian developmental policies; (b) financialising neoliberal programmes; and (c) traditional Hindu religious values of money wealth. By assembling a semiological conceptual toolbox from the works Barthes, Eco, Ricouer we analyse this specific phenomenon polysemy in narrative. Based on our findings develop argument for connotative approach to economic discourses as possible alternative metonymic understanding relationship between language things studying markets, economy, policies.