Nelaturu Sreekanth ReddyAIR 151 · CSE 2024 · 190 wordsTheir whole copy
Opening
L.P.G reforms, English education, Information technology boom created a new social class in India called Middle class
Body · points
Changes in consumption pattern of Middle class in India
→ Globalisation exposed the diversity of choices for ones consumption as Guru Charan Das called middle class as children of globalisation. [Ex: Imported Cars, watches]
→ Eating habits changed due to emergence of convenience food [Ex: KFC, Macdonald's]
→ Fashion of Indian middle class is hugely influenced by western culture [Ex: Branded clothing.]
→ Consumption of entertainment has changed to OTT platforms, online games in middle class. [Ex: Netflix and chill attitude.]
→ Consumption became status symbol for middle class. This lead to unwanted consumption of goods & services. [Ex: Designer bags]
Sociological Perspective
→ According to B.B. Mishra, middle class consumption attitude is on colonial lines. → Feminists argue that middle class is not true middle due to lack of women. → Yogendra Singh attributed modernisation in changing consumer habits of middle class. → According to Satish Deshpande, consumption is core aspect of middle class identity.
Close
New consumption patterns questioned the inequality and unsustainability aspects of middle class behaviour in the current times.