Advances in Consumer Research
Issue 6 : 252-259
Original Article
Preaching under Protest: Danish Colonial Opposition and Bartholomaus Ziegenbalg’s Adaptation of Mission Methods in Tharangambadi
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1
Ph.D. Research Scholar, Department of History, Holy Cross College (Autonomous), Affiliated to Bharathidasan University, Tiruchirappalli – 620 002, India.
2
Associate Professor & Head (Retd.), Department of History, Bishop Heber College (Autonomous), Affiliated to Bharathidasan University, Tiruchirappalli – 620 017, India.
3
Principal & Associate Professor, Department of History, Holy Cross College (Autonomous), Affiliated to Bharathidasan University, Tiruchirappalli – 620 002, India.
Abstract

This article examines Bartholomaus Ziegenbalg’s mission methods in the Danish Lutheran settlement of Tharangambadi (Tranquebar) from 1706 A.D. to 1719 A.D., arguing that colonial constraint produced strategic innovation rather than limitation. Facing opposition from Danish East India Company officials and established Catholic networks, Ziegenbalg shifted from direct street preaching to an integrated approach that combined vernacular print, Tamil-language schools, and collaboration with indigenous scholars. It contends that the 1712 A.D. printing press, employment of Tamil catechists like Alakappan, and schools of marginalized children were not auxiliary but central to his mission design. The article situates these methods within Pietist theology, Danish colonial policy, and Tamil social hierarchies to show how Ziegenbalg negotiated religious, political, and caste boundaries. The analysis contributes to wider debates on early Protestant missions, colonial knowledge production, and indigenous agency on the Coromandel Coast

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