Consumerism in india

While the above definitions were becoming established, other people began using the term consumerism to mean "high levels of consumption". Models of social change do not follow any known patterns of change.

Here is an excerpt from an article Khandekar l So instead of expensive changes to factories to deal with environmental and other issues that the public and society demand, they have had the ability to move elsewhere and continue on without making these costly changes.

In fact, Indians believe that the material world and the spiritual world belong to the same realm of experience. You can also continue reading on below and see how the issue of obesity is introduced in context to consumption.

Indian consumer scene is replete with what might be misinterpreted by the modernist to be contradictions and the juxtaposition of opposites and therefore, non-naturalbut in reality they represent highly symbolic modes of behavior much of which must be understood within the Indian cultural framework.

For example, many of the best works on India are written by non-Indian scholars who have devoted a great deal of time and effort over a period of several years.

Indians believe that objects have symbolic meanings at three levels, aesthetic, functional and spiritual. While corporate America reaped the ever-growing profits of the increasingly expensive boot and those modeled after its style, Doc Martens lost their original political association.

Many Indians, and even foreign visitors, have long considered Bombay, Calcutta and Delhi as modern, Westernized, sophisticated cities leaving Madras in a more traditional mold. This is also a prelude to what one might call the development of a mass culture society.

Indians either ignore secularism in their daily lives or wear it like a necessary garb in dealing with the West. Although India remains in the bottom half of the world economies, there is every reason to believe that this is not likely to last long, for many structural changes are evident including the transformation of the middle class which is at the vanguard of the consumer revolution.

One is in a rat race to earn more and is forced to cope up with stress and other work related tensions. The poor strive to imitate the wealthy and the wealthy imitate celebrities and other icons. See Arnould l for a good example of writing with great cultural depth and understanding.

The society is considered to be progressing if all above elements are present there. The celebrity endorsement of products can be seen as evidence of the desire of modern consumers to purchase products partly or solely to emulate people of higher social status.

Consumerism in India and it’s Effects

Much research exists on the evolution of consumer societies in the West. It certainly helps, no doubt. Schnaiberg conducted a study of Turkish households in the city of Ankara and evaluated them on six dimensions: With the advent of international and national brands and easy accessibility to designer wear, the very face of the retail clothing industry has changed.

He is not an interruption in our work - he is the purpose of it. Indians are conscious of these two dimensions, the transcendental and the phenomenological, and are able to switch back and forth An aspect of Indian cultural life has to deal with time. Consumer tastes and preferences are definitely changing.

Summers was talking about migrating industries. So, one cannot use the historical progression of the West as a model to study India. In many non-Western societies modernization has become a value-laden term, because its main challenge lies in the discovery of relevant ideology.

People in this category seem to be very ambitious, work very hard, and want to improve their financial condition.


The more positive, middle-class view argues that this revolution encompassed the growth in construction of vast country estates specifically designed to cater for comfort and the increased availability of luxury goods aimed at a growing market. We regard this category of people most important for studying the changing consumer culture.

Until thirteen years later, and somewhat fed up with eveteasing [a local Delhi pastime], chhole-bhature [a local food item of Delhi], tapestried chairs.


The Economist is worth quoting to highlight that: What is happening in India may also be described in postmodern terms. The patterns of inter-related issues that would affect forest destruction could be seen in many different areas, such as banana production, citrus and other fruits, rubber tree plantations, and other commodities.

In contrast, the Western notion of the objective world extends to its aesthetic and functional dimensions only. For example, very little of the recent changes in India can be attributed to the telephone or the automobile both of which have existed in India for a long time.

The pottery inventor and entrepreneurJosiah Wedgwoodnoticed the way aristocratic fashions, themselves subject to periodic changes in direction, slowly filtered down through society. I have labeled this "ethnoconsumerism" Venkatesh la.


A consumer segmentation section in the report breaks down the India’s consumers by specific age groups, ranging from babies and infants to pensioners; highlighting the factors that influence purchasing decisions and the products in greatest demand for each segment.

Consumerism is an organised movement of citizens and government to strengthen the rights and power of buyers in relation to sellers.

Consumerism refers to the wide range of activities of government business and independent organisations designed to protect rights of the consumers.5/5(4).

Consumerism In India The Effects of Consumerism Posted by Amitabh Shukla on July 2, in World Economy Consumerism is becoming the hallmark of most world economies In the West, it is a common phenomenon, but now even developing countries in the world are resorting to it.


Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. With the industrial revolution, but particularly in the 20th century, mass production led to an economic crisis. In India, consumerism has been active for some time past.

A few years ago adulteration of food articles was sought to be presented by the food Adulteration Act in India. Inspectorate departments were set up in all States of India to implement and supervise the way the Act was followed.

Consumerism in India. The governments as well as voluntary organizations have taken a number of measures to protect consumer interest.

Consumerism -Need, Rights, Consumer Responsibility

Government –. (i) Legislative measures – Government has enacted above 50 laws which are in favor of consumers.

Consumerism in india
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Effects of Consumerism — Global Issues