The pitfalls of marketing: uncontrolled manufacturing of crops? Most societies go through the process of sociocultural evolution as they grow and develop. Sociocultural evolution is constituted by the doctrines of cultural and social evolution, deciphering the way in which cultures and societies have transformed over time. It refers to the process by which structural reorganization is affected over time, ultimately producing a form or structure qualitatively different from the ancestral form. Perpetual adaptation to environmental changes allows societies to improve their way of life by gaining efficiency (thanks to technological innovations) and creativity. This analysis will discuss Ritzer's (1983) The McDonaldization of Society and Instant Karma: The Commercialization of Asian Indian Culture (Sandhu 2004) – which speaks of two distinct cultural societies that are lost beyond the shuffling of commercialization. Sociologist George Ritzer (1983) expands on the insight of The McDonaldization of Society in which he explains that McDonaldization occurs when a culture has the peculiarities of a fast food restaurant. Ritzer (1983) argues that the model of rationalization in contemporary America is no longer a bureaucracy, but rather a fast-food like, more archetypal paradigm. The author discusses the extent of rationalization posed by evolving societies (efficiency, predictability, calculability and control of uncertainty) and the irrationality of rationality. Ritzer (1983) emphasizes the four main components of McDonaldization (efficiency, calculability, predictability and control). ). The first element, effectiveness, suggests the optimal capacity of the method to respect this practice and this tradition. The bigger concern is the question behind the ethnic identity confusion that followed this craze. For young adults, these cultural practices and traditions constitute a large part of their identity. For those who are just leaving, it is just a simple fashion statement, a fad, something temporary. The shift from foreign to fashion has distanced Asian Indians from their own culture, customs and traditions (Sandhu 2004). Surely, such obstacles in evolving societies are inevitable. By adapting to our environment and our culture, we learn ways that can contribute to innovation and the development of societies. Gaining true perspective and having control over situations will help eliminate the formation of irrationality from rationality and establish a solid foundation for ethnic identities..