There’s something going on that should be deeply concerning to us as humans. The world is going to pieces, and we can’t stop ordering that new shade of lipstick, the velvet mule, that Turkish lamp, the pure ghee mithai, the striped kurta and the floral saree online. The apocalypse would be upon us, and we’d still be feverishly swiping our cards online for something that we didn’t know we needed until the ad popped up on our social media feeds.
The India I grew up in, didn’t make it easy for its people to buy too much. Contentment came easy because the culture of compulsive shopping didn’t exist nor did the opportunity. Then, shopping malls opened and international brands dropped anchor, and we moved past the era of not having anything to suddenly having too many choices. As more and more brands arrived in India, introducing us to the concept of seasons in shopping, we became true pupils of the school of materialism, now buying fashion for the latest season, even when some of us inhabited cities like Mumbai that have, well, only two seasons.
Thankfully, Ikea came to India just in time offering us instant storage solutions for all the things we were compulsively buying. So, now not only were people buying things, they were also buying things to keep the things they had bought in. By the time online shopping was introduced to us, we’d mastered the art of acquisition. Today, it seems people just can’t get enough of things to buy.