In the heart of India’s bustling cities and quiet towns, a silent revolution is unfolding—not in the halls of power but in the aisles of shopping malls and the screens of smartphones. This revolution is fuelled by an insatiable drive to consume, orchestrated by the ever-powerful forces of PR, advertising, and marketing. As global brands and local businesses alike vie for attention, the Indian consumer is caught in a whirlwind of choices, desires, and pressures. How did we get here, and what does this mean for the future of our values, economy, and identity? Here is an interesting insight.
India stands on the cusp of a dramatic transformation, driven not by politics or ideology but by the relentless force of marketing. A recent example is the buzz around foreign music bands like Coldplay performing multi-city concerts in India. What were once exclusive events for the elite have now become must-attend gatherings for middle-class families. Many attendees know little about the performers but feel compelled to participate, driven by a desire to be “with it” and “global.”
Reflecting on Michael Jackson’s iconic 1996 Mumbai performance, the contrast is stark. Back then, attending such a concert was monumental. Today, these events are almost routine. Teenagers and even pre-teens are drawn less by admiration for the artists and more by peer pressure. The financial strain on families is evident, yet the common refrain is, “Everyone’s parents are letting them go. Why can’t we?”
This trend extends beyond concerts. Dining out, once reserved for special occasions, is now routine, fueled by a growing economy, urban expansion, food delivery apps, and the ready-to-eat food industry. What was once a treat is now a staple, with little thought to financial or health implications. Similarly, the surge in OTT subscriptions, gadgets, fashion, and fitness memberships highlights a societal shift towards instant gratification. The money once earmarked for savings is now spent on fleeting pleasures, reflecting a broader change in values.
The documentary Watch Buy Now: The Shopping Conspiracy on Netflix illustrates this shift. It shows how brands manipulate consumers into buying more than they need. Shoppers intending to purchase one item often leave with many, disrupting their budgets and peace. The lines between need, necessity, and excess have blurred, driving India into a consumer-driven frenzy.
Consider this: India’s PR industry accounts for 8.5% of the Asia-Pacific market, just 1% of the global PR industry. Imagine the impact if this figure grows to 5% or 10%. The marketing machinery is an unstoppable force, transforming India into a consumer’s paradise—at a cost.
The seeds of this transformation were sown in the 1990s, post-liberalisation, when foreign goods and lifestyles entered the Indian market. Initially slow, consumer culture has now taken hold with unprecedented speed. Marketing strategies, once aligned with Indian values, now mirror global trends, reshaping the Indian identity.
The advertising industry has evolved from the 1980s to today, shifting from print-centric campaigns to digital-first strategies. The 2000s saw a surge in internet-based advertising, and today’s landscape is dominated by social media, influencers, and targeted campaigns, making it more pervasive than ever.
Reliance Retail’s focus on smaller cities and towns, while competitors concentrated on metros, highlights the spread of consumerism into rural India. The youth in these areas, influenced by their urban counterparts, have embraced this culture, leading to a homogenisation of consumer habits across the country.
As the PR and marketing juggernaut continues, it’s essential to question who truly benefits. The average citizen, caught in the spending cycle, faces growing debt and diminishing savings. The relentless pursuit of material wealth comes at the expense of traditional values and long-term well-being. The rise of educational platforms like Byju’s, driven by aggressive marketing, reflects this shift, turning education into a commodity.
In this context, the loss of inner peace is palpable. The more we consume, the emptier we feel. The once-cherished values of family, spirituality, and community are overshadowed by a culture of excess. India, a land rich in simplicity and spiritual depth, risks becoming a mini-West, adopting consumerist habits without fully understanding the repercussions.
It’s easy to blame PR professionals, but as consumers, we are also complicit. Seduced by flashy ads and persuasive marketing, we have strayed from our values. It’s time to reflect on what we truly value. Is it the latest product or our oldest tradition? The loudest advertisement or the quietest moments of peace?
The road ahead may lead to greater material wealth, but at what cost? As we navigate this consumer-driven world, we must strive to find a balance between external success and internal contentment. Only then can we ensure that our progress doesn’t come at the expense of our soul.
