Siddhesh Mahajan S.Y. EXTC

As the first decade of the 21st century nears

to its end, India has started seeing the effects

of consumerism.

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!

At last,

“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.