Consumerism in India

In India, times have really changed and I am no brainer to judge whether it is for good or bad. The west has already witnessed this starting early 90's till date and now people in US are already talking about low consumer spending and few even use the word "recession". India is witnessing a new wave of consumerism. During last 2-3 years, everyone in India must have witnessed the sudden surge in the number of the malls, factory outlets, number of brands, number of advertisements promoting those brands and more importantly number of people visiting those malls and buying those brands.

Till mid 90s, I don't think the youth were too excited by brands. Many were not even aware of the brands. I, for one, was quite happy when my mother bought me pair of NewPort jeans. I don't know what that brand was but I was happy to have a pair of jeans. In late 90s, i think youth started fancied about clothes. With the start of this century, I think most were conscious about brands. Lee, Levis, UCB, Freelook etc. become the fancied brands. Now, youth wanted a pair of lee jeans and not just jeans.

Similarly, everybody wanted to put latest electronics, 21 in tv is not good enough anymore, people want 29 in flat and that too plasma. Everyone wants iPod, laptop and not just desktops. People, even the 50+ years old, fancy flashing the latest Nokia N-series phone even though all they would use it for is phone calls and maybe SMSing. Everyone will eat out at least a week. Could you fancy eating out once a week even in late 90s? Everyone will go out for a movie paying 150 bucks per person and they will also buy popcorn which comes for 50+ Rs in cinemas but available outside for 10 Rs. There are similar observations you can easily make in our changing times.

So many questions come to my mind. Are people earning those many bucks to spend freely? Is it money that has become cheaper or people perspire less while earning that money or mindset has changed from "save money for old age and children" to "enjoy your life"? There are many more questions like these. I know for sure everyone would have their own answers to these questions.

Life is full of questions, the journey to death is all about finding answers to those questions.

~ Navjot Singh Sohanpal