A great place to start with a literature review is with the work of Patrick Corrigan (2004). There is an older article about stigma effects in South India

http://ajp.psychiatryonline.org/article.aspx?articleID=171893

Thanks a lot

Patrick Corrigan is probably the leader in stigma research and has been for the last many years. You might also want to consider some of the seminal work in attribution of causes of disability and its sequalae done by myself and Jim Bordieri. Here are some citations. Corrigan articles listed have cited our work. I hope that this helps.

Bordieri, J.E., Drehmer, D. E., & Taylor, D.W. Work life for employees with disabilities: Recommendations for promotion. Rehabilitation Counseling Bulletin, 1997, 40(3), 181-191.

Bordieri, J. E., Comniel, M. E., & Drehmer, D. E. Client Attribution for Disability: Perceived Accuracy, Adjustment, and Coping. Rehabilitation Psychology, 1989, 34, 271-278.

Bordieri, J. E., Drehmer, D. E., & Taricone, P. F. Personnel Selection Bias for Job Applicants with Cancer. Journal of Applied Social Psychology, 1990, 20, 244-253.

Bordieri, J. E., Drehmer, D. E., & Comniel, M. E. Attribution of Responsibility and Hiring Recommendations for Job Applicants with Low Back Pain. Rehabilitation Counseling Bulletin, 1988, 32, 140-148.

Bordieri, J. E. & Drehmer, D. E. Causal Attribution and the Selection Evaluations of Disabled Job Applicants. Rehabilitation Psychology, 1988, 33, 239-247.

Bordieri, J. E. & Drehmer, D. E. Cause of Disability and Predicted Work Adjustment of Disabled Job Applicants. Vocational Evaluation and Work Adjustment Bulletin, 1987, 20, 27-31.

Bordieri, J. E. & Drehmer, D. E. Attribution of Responsibility and Predicted Social Acceptance of Disabled Workers. Rehabilitation Counseling Bulletin, 1987, 30, 218-226.

Bordieri, J. E. & Drehmer, D. E. Hiring Decisions for Disabled Workers: Looking at the Cause. Journal of Applied Social Psychology, 1986, 16, 197-208.

Drehmer, D. E., & Bordieri, J. E. Hiring Decisions for Disabled Workers: The Hidden Bias. Rehabilitation Psychology, 1985, 30, 157-164.

Bordieri, J. E., & Drehmer, D. E. Vietnam Revisited: Fighting the Employment War. Journal of Applied Social Psychology, 1984, 14, 341-347.

Here are some citations from Pat Corrigan's work that also might be useful to youl.

Corrigan, P. (2002). Empowerment and serious mental illness: Treatment partnerships and community opportunities. Psychiatric Quarterly, 73(3), 217-228.

Corrigan, P. (2002). Testing social cognitive models of mental illness stigma: the prairie state stigma studies. Psychiatric Rehabilitation Skills, 6(2), 232-254.

Corrigan, P. (2004). How Stigma Interferes With Mental Health Care. American Psychologist, 59(7), 614-625.

Corrigan, P. (2004). Target-Specific Stigma Change: A Strategy for Impacting Mental Illness Stigma. Psychiatric Rehabilitation Journal, 28(2), 113-121.

Corrigan, P. W. (2012). Where Is the Evidence Supporting Public Service Announcements to Eliminate Mental Illness Stigma? Psychiatric Services, 63(1), 79-82.

Corrigan, P., & Gelb, B. (2006). Three programs that use mass approaches to challenge the stigma of mental illness. Psychiatric Services, 57(3), 393-398.

Corrigan, P., & Holtzman, K. (2001). Do stereotype threats influence social cognitive deficits in schizophrenia?. Social Cognition and Schizophrenia (pp. 175-192). Washington, DC, US: American Psychological Association.

Corrigan, P., & Kleinlein, P. (2005). The Impact of Mental Illness Stigma. On the stigma of mental illness: Practical strategies for research and social change (pp. 11-44). Washington, DC, US: American Psychological Association.

Corrigan, P., & O'Shaughnessy, J. (2007, June). Changing mental illness stigma as it exists in the real world. Australian Psychologist, 42(2), 90-97.

Corrigan, P., & Penn, D. (2004). Lessons From Social Psychology on Discrediting Psychiatric Stigma. The interface of social and clinical psychology: Key readings (pp. 258-274). New York, NY, US: Psychology Press.

Corrigan, P., & Watson, A. (2002). The paradox of self-stigma and mental illness. Clinical Psychology: Science and Practice, 9(1), 35:53-35:53.

Corrigan, P., & Watson, A. (2005). Senseless Crimes: Sin or Sickness? Implications for Mental Illness Stigma. On the stigma of mental illness: Practical strategies for research and social change (pp. 181-196). Washington, DC, US: American Psychological Association.

Corrigan, P., & Watson, A. (2006). Treatment Adherence in People With Psychiatric Disabilities. Promoting treatment adherence: A practical handbook for health care providers (pp. 383-392). Thousand Oaks, CA, US: Sage Publications, Inc.

Corrigan, P., Bodenhausen, G., Markowitz, F., Newman, L., Rasinski, K., & Watson, A. (2003). Demonstrating translational research for mental health services: An example from stigma research. Mental Health Services Research, 5(2), 79-88.

Corrigan, P., Edwards, A., Green, A., Diwan, S., & Penn, D. (2001). Prejudice, social distance, and familiarity with mental illness. Schizophrenia Bulletin, 27(2), 219-225.

Corrigan, P., Markowitz, F., Watson, A., Rowan, D., & Kubiak, M. (2003, June). An attribution model of public discrimination towards persons with mental illness. Journal of Health and Social Behavior, 44(2), 162-179.

Corrigan, P. W., Morris, S. B., Michaels, P. J., Rafacz, J. D., & Rusch, N. (2012). Challenging the Public Stigma of Mental Illness: A Meta-Analysis of Outcome Studies. Psychiatric Services, 63(10), 963-973.

Corrigan, P., River, L., Lundin, R., Penn, D., Uphoff-Wasowski, K., Campion, J., et al. (2001). Three strategies for changing attributions about severe mental illness. Schizophrenia Bulletin, 27(2), 187-195.

Corrigan, P., River, L., Lundin, R., Uphoff Wasowski, K., Campion, J., Mathisen, J., et al. (2000). Stigmatizing attributions about mental illness. Journal of Community Psychology, 28(1), 91-102.

Corrigan, P., Rowan, D., Green, A., Lundin, R., River, P., Uphoff-Wasowski, K., et al. (2002). Challenging two mental illness stigmas: Personal responsibility and dangerousness. Schizophrenia Bulletin, 28(2), 293-309.

Corrigan, P. W. (1998). The impact of stigma on severe mental illness. Cognitive and Behavioral Practice, 5(2), 201-222.

Corrigan, P. W. (2000). Mental health stigma as social attribution: Implications for research methods and attitude change. Clinical Psychology-Science and Practice, 7(1), 48-67.

Corrigan, P. W., & Penn, D. L. (1999). Lessons from social psychology on discrediting psychiatric stigma. American Psychologist, 54(9), 765-776.

Corrigan, P. W., & Watson, A. C. (2002). Understanding the Impact of Stigma on People with Mental Illness. World Journal of Psychiatry, 1, 16-20.

Corrigan, P. W., Larson, J. E., Hautamaki, J., Matthews, A., Kuwabara, S., Rafacz, J., et al. (2009). What Lessons do Coming Out as Gay Men or Lesbians have for People Stigmatized by Mental Illness? Community Mental Health Journal, 45(5), 366-374.

Corrigan, P. W., Kerr, A., & Knudsen, L. (2005). The stigma of mental illness: Explanatory models and methods for change. Applied & Preventive Psychology, 11(3), 179-190.

Corrigan, P. W., River, L. P., Lundin, R. K., Wasowski, K. U., Campion, J., Mathisen, J., et al. (1999). Predictors of participation in campaigns against mental illness stigma. Journal of Nervous and Mental Disease, 187(6), 378-380.

Corrigan, P., Watson, A., & Ottati, V. (2003). From whence comes mental illness stigma?. International Journal of Social Psychiatry, 49(2), 142-157.

Corrigan, Patrick W, Mueser, Kim T.,Bond, Gary R., Drake, Robert E. & Solomon, Phyllis. (2008). Principles and Practice of Psychiatric Rehabilitation: An Empirical Approach. New York: The Guilford Press.

Ditchrnan, N., Werner, S., Kosyluk, K., Jones, N., Elg, B., & Corrigan, P. W. (2013). Stigma and Intellectual Disability: Potential Application of Mental Illness Research. Rehabilitation Psychology, 58(2), 206-216.

Holmes, E. P., & River, L. P. (1998). Individual strategies for doping with the stigma of severe mental illness. Cognitive and Behavioral Practice, 5(2), 231-239.

Holmes, E. P., Corrigan, P. W., Williams, P., Canar, J., & Kubiak, M. A. (1999). Changing attitudes about schizophrenia. Schizophrenia Bulletin, 25(3), 447-456

Rüsch, N., Angermeyer, M., & Corrigan, P. (2005). Mental illness stigma: Concepts, consequences, and initiatives to reduce stigma. European Psychiatry, 20(8), 529-539.

Schumacher, M., Corrigan, P., & Dejong, T. (2003). Examining Cues That Signal Mental Illness Stigma. Journal of Social & Clinical Psychology, 22(5), 467-476.

Tsang, H. W. H. (2001). Applying social skills training in the context of vocational rehabilitation for people with schizophrenia. Journal of Nervous and Mental Disease, 189(2), 90-98.

Tsang, H. W. H., Angell, B., Corrigan, P. W., Lee, Y. T., Shi, K., Lam, C. S., et al. (2007). A cross-cultural study of employers' concerns about hiring people with psychotic disorder: implications for recovery. Social Psychiatry and Psychiatric Epidemiology, 42(9), 723-733.

Thanks

We published a few papers from Pakistan which you may be of interest to you given the similarities between India and Pakistan.

Stigma and psychiatric illness. A survey of attitude of medical students and doctors in Lahore, Pakistan

F Naeem, M Ayub, Z Javed, M Irfan, F Haral, D Kingdon

J Ayub Med Coll Abbottabad 18 (3) 18 2006

Attitude of the university students and teachers towards mentally ill, in Lahore, Pakistan

Z Javed, F Naeem, D Kingdon, M Irfan, N Izhar, M Ayub

J Ayub Med Coll Abbottabad 18 (3) 11 2006

Stigma and knowledge of depression: A survey comparing medical and non-medical students and staff in Lahore, Pakistan

F Naeem, M Ayub, N Izhar, Z Javed, M Irfan, F Haral, D Kingdon

Pak J Med Sci 21, 155-158 6 2005

Thanks a lot !

Are you aware of the existence of the 'Stigma and Action Research' group? They've issued three open access journals, which you can read online on: http://stigmaj.org/

Unfortunately they've taken a hiatus from further publishing for now. But in the three existing issues you can find some interesting articles.

We are doing on swedish attitudes towards mental illness.

E.g. Impact of gender and age on attitudes towards mental illness in Sweden.

Béatrice Ewalds-Kvist, Torbjörn Högberg, Kim Lützén