The Pitfalls of Commercialization: Uncontrolled Fabrication of Cultures?Most societies go through the process of sociocultural evolution as they grow and develop. Sociocultural evolution consists of the doctrines of cultural and social evolution, which decipher how cultures and societies have transformed over time. It refers to the process by which structural reorganization is influenced over time, ultimately producing a form or structure that is qualitatively different from the ancestral form. Perpetual adaptation to environmental changes allows societies to improve their way of life by gaining efficiency (through 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 is about two distinctive cultural societies that are lost beyond the chaos 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 possesses the idiosyncrasies of a fast-food restaurant. Ritzer (1983) argues that the model of rationalization in contemporary America is no longer bureaucracy, but rather fast-food as the most archetypal paradigm. The author discusses the extent of rationalization posed by changing societies (efficiency, predictability, calculability, and control over uncertainty) and the irrationality of rationality. Ritzer (1983) highlights the four main constituents of McDonaldization (efficiency, calculability, predictability, and control). ). The first component, efficiency, suggests the optimal ability of the method to implement this practice and tradition. The bigger concern is the issue behind the confusion over ethnic identity resulting from this craze. For young adults, such cultural practices and traditions form an important part of their identity. For those who are simply on the go, this is just a simple fashion statement, a fad, something temporary. The transition from foreign to posh has distanced Asian Indians from their own culture, customs, and traditions (Sandhu 2004). Surely such obstacles in changing societies are bound to occur. As we adapt to our environment and culture, we learn ways that can help societies innovate and develop. Gaining a real perspective and having control over situations will help eliminate the irrationality formation of rationality and establish a solid foundation for ethnic identities..