Step 1: Understanding the concept of westernization.
Srinivas, an Indian sociologist, introduced the concept of "westernization" to explain the social changes that were occurring in India due to the influence of Western culture, especially in urban areas. This concept was part of his study of the process through which traditional Indian society adapted to Western influences in various aspects such as technology, education, and lifestyle.
Step 2: Identifying the year of the propounding of the concept.
Srinivas first propounded this concept in 1957, which became a significant framework in understanding cultural change in post-independence India.
Step 3: Conclusion.
The concept of westernization was propounded by Srinivas in 1957.
Final Answer: \[ \boxed{\text{The correct answer is (C) 1957.}} \]