Branding the Migrant: Arguments of Rights, Welfare and Security deals with the Unique Identification (UID)/ Aadhaar project which has burst upon India with surprising ferocity. The government has started implementing Aadhaar enabled direct cash transfers for 29 schemes in 51 districts, spread over 16 states and also plans to cover the entire nation by the end of December 2013. Yet, it is far from clear if Aadhaar is an undisruptive benevolent initiative of the government, seeking to empower the needy and maximise the outreach of social-security schemes. Legal experts, scholars and activists have discussed and deliberated on the Aadhaar scheme and the government logic underlying it. However, the torrential commentary against the UID scheme notwithstanding, the Aadhaar juggernaut is forging ahead.