Raghav JhunjhunwalaAIR 4 · CSE 2025 · 253 wordsTheir whole copy
Opening
As per sociologist Leena Mary, India is witnessing ascent of new middle class; whose focus is on consumption as opposed to production (traditional middle class).
Body · points
Culture of consumption Rise
I. Demand side
(1) Increased well paying jobs and higher per capita disposable income. (2) Double career families, more working hands. (3) Increased std. of living due to nuclear family
II. Supply side:
(1) credit cards, UPI: Ease transaction. (2) Buy now, pay later systems (3) subscription models to register automatic transactions.
Impulsive consumption affecting family structure and dynamics:
(A) women
(1) Increased Agency (Amartya Sen) to take consumption decision. (2) Financial Independence & Empowerment. (3) Increased spending on Hygiene and personal needs.
(B) children
(1) Addiction to harmful products like sugar intensive foods (2) Tech dependence (iPad kids) (3) Poor culture of savings and incomplete financial education
(C) Elderly
(1) Due to youth skewed migration; Ruralization of Elderly (2) Often they have low incomes (or no) but their expenses on health rise (3) Often they are characterized by unmet demands and neglect.
overall impacts / miscellaneous
(1) Debt Trap of families (due to imprudent finances) (2) Increased stress, mental health issues due to unsolicited Tech exposure. (3) Pressure to earn more and 'hustle culture' → poor health (4) Lack of exercise and rise in obesity, etc. (5) Fertility challenges in couples, etc.
Close · a way forward
Although the impulsive culture of consumption has opened newer avenues of choice & Agency, a conscious decision must be adopted to overcome the challenges. Need to promote financial literacy skills alongwith.