As the first decade of the 21st century nears
to its end, India has started seeing the effects
The Wikipedia puts it as “Consumerism is
a social and economic order that encourages
the acquisition of goods and services in everincreasing
amounts.” The time has been left
far away when the people bought only what is
needed and traveled only when they must. The
sales are now for every weather, “Summer,
winter, and monsoon too!”. This surely indicates
the increased purchasing power of the average
Indian household but is it justified? The country
where investment was made into Land and
Gold is now investing in the new furniture and
curved LED TV. This is an investment into
liabilities and not in assets.
How this works?
Consider this scenario:
A banner of some XYZ sale flashes onto your
smartphone screen and you tap on it without
wasting a fraction of time. You find the armchair
for Rs 1000 there when you know that it’s for
Rs1500 in the store. You buy it despite knowingthat you already have enough chairs at home.
You feel the victory as you manage to save
Rs500 but little do you know that you’ve spent
Rs1000 on a thing you already have.
Let’s look into another case:
Your roommate bought a new shirt, it’s quite
cool. He bought it for way too cheap rate than
the normal price from a market somewhere in
the corner of the city. The next thing you do is
go there and buy one for yourself too. You wear
it for some days and now, it is there, crumbled
in the heap of shirts you wish to wear sometime.
The consumerism has us all surrounded
from the market stores to e-commerce sites.
Companies like Vivo-oppo make you buy their
phones just because you’ll look great in the
selfie. The newer version of the iPhone makes
your expensive but old one a waste. The cloth
sales make you buy the clothes that you’d have
never bought if someone else did not have it.
The lifestyle obsession makes us spend more
and get attached to those things. The things
we own end up owning us!
“We buy the things we don’t need with the
money that we don’t have to impress people
we don’t like” - Fight Club.