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The popularity and success of social psychology in the U.S. have created the impression that social psychology is purely a Western, if not a U.S. product. Many scholars from African and Asian continents accept this claim that the roots of social psychology are American, and have tried to emulate their research strategies and methodology. Only recently, the European social psychologists have established their identity and distinctness different from the culture of American social psychology. Among Asian social psychologists, there is a growing awareness of a distinct identity and a rediscovery of their cultural heritage. In particular, Indian social psychologists emphasize functional interrelatedness of the self, relations, society, and universe. With this indigenization process, social psychology in India is taking on a character distinctive from that of the West, is imparting a new look to social psychology, and promises to provide what the mainstream social psychology lacks. [ABSTRACT FROM AUTHOR]