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Having enjoyed the fruits of economic liberalisation, several successful and affluent Indians in their 30s are now turning their backs on consumerism in order to free up money, time and energy to focus on activities and relationships that they find truly meaningful. Bhairavi Jhaveri reports.

mumbai Updated: Oct 07, 2012 00:53 IST
Bhairavi Jhaveri
Bhairavi Jhaveri
Hindustan Times

They are educated. They are successful. They are affluent. They want out. Like Saloni Gadgil, 24, and Sandhan Chowdhury, 30. A year ago, the couple who live together in Mumbai, began a journey towards simplifying their lives by consuming less.

They first decided to share a cupboard, which meant getting rid of half of their clothes. They then stopped using their credit cards. They began eating almost all their meals at home.

“We decided to spend time and money on experiences and travelling instead of on objects,” says Gadgil, a writer. Says Chowdhury, a corporate trainer: “We became more conscious about what we felt we needed and what we didn’t.”

Several Indians, mostly in their 30s, who initially embraced the new Indian economy and enjoyed its fruits, are now consciously turning their backs on consumerism and what it stands for.

In practical terms, they are paring down their possessions and channelling the time, money and energy they save from not consuming into activities that are truly meaningful to them.

In philosophical terms, at least some of them have come to define themselves not in terms of what they own but in terms of what they do and the values they stand for. (See on the right, Scaling down to the essence).

Not all of them are going simple to the same degree or in the same manner. Ruth Sequeira, 22, a brand manager in Chennai, began scaling down her life by using public transport and walking to work, then cutting down on her carbon footprint and not eating fast-food.

“It is all intertwined,” she says. “To simplify, you have to reduce wastage, including of energy resources.” Ashok Mohanan, 33, a gadget-loving telecom marketing manager in Mumbai, did it first by resisting the urge to buy a home theatre system and a high-end car.

To the multitude of less fortunate Indians many of these ‘minimalists’ might appear to be living a still far-from-minimal life.

Moreover, some are ‘minimising’ not out of any social or environmental concerns but to improve their own sense of well-being.

Despite the differences and caveats, their questioning is what warrants noting, say experts, because it signals a shift in mindset — one that may never become mainstream but holds the possibility of influencing the mainstream from the margins.

“Thanks to needs constructed by advertising, people feel they will not survive if they don’t buy certain products,” says Joseph MT, assistant professor of sociology at St Xavier’s College in Mumbai.

“So a counter-movement is necessary. At the same time, it has become difficult to decide whether something is a real need or a pseudo-need. So this rising trend of rejecting consumerism is a response by young people who feel out of control and feel they are just puppets of the market.”

For a generation whose parents had no choice but to be minimalist in pre-liberalisation India, consumerism also meant freedom. Having matured in a different context, some youngsters today have the luxury of re-examining this notion of freedom — and redefining it.


Consuming less to create
Co-founder of a branding and marketing firm

Over the past year, Vikram Sood has gradually changed the way he eats, shops, travels and decorates his house.

Every purchase, he says, is now based on a simple question: Is that object a need or a want? For instance, he buys clothes and shoes only as replacements. They are no longer branded; instead, he often gets local tailors and cobblers to make them. The number of times he eats out has dropped from about twice a week to twice a month. Instead, he now cooks at home, using seasonal produce.

Sood also makes his own furniture and light fittings, using recycled materials.

Why: “In order to have more time to create,” says Sood. “And in order to spend my free time doing better things than eating, drinking and shopping.”

The impact: Sood says he is now more relaxed and content. He spends two or three hours every day giving back — using his skills to advise charitable organisations on how to become economically sustainable — and yet finds that he has more free time than before because he no longer spends hours on useless banter at pubs and bars. He spends this time on engaging and creative hobbies such as writing and working with wood. Finally, says Sood, he is now fitter because he is eating healthy, home-cooked meals.

New Delhi
Freeing herself
Senior manager for the digital arm of a PR firm

Hanisha Vaswani has stopped using her car to commute to work and has cut down on air travel, opting for trains even over long distances. She shops for clothes only once a year.

She does not own a cellphone or computer, using only basic versions of these gadgets provided by her office. Having fine-tuned her purchases over the past year, Vaswani is now trimming her consumption further, buying second-hand books or borrowing from libraries rather than ordering books online.

She buys home furnishings only once a year, usually restricting her choices to locally made, eco-friendly cane and straw items.

Why: Vaswani says that, by her late 20s, as the thrill of being able to spend and buy began to fade, she started to feel like she was losing touch with who she was and what was important to her.

“So I decided to return to a simpler, more meaningful life,” she says. “Most of the time you are just keeping up with others’ expectations. After a certain age and designation, people expect you to drive a car, buy things and always take the plane. I didn’t want to be making my decisions based on peer pressure.”

The impact: “I feel like a huge weight has been lifted off me,” she says. “I am free from always caring about how I am perceived. It is liberating to think that you are being judged purely on your thoughts, ideas and professionalism.”

Vaswani now spends her time on the metro reading, instead of in the car swearing at the traffic. “I'm even finding more time to talk to my mother on the phone,” she says.

Coming full circle

Ajay Chaturvedi gave up a hefty salary, gourmet dinners, expensive vacations, his BMW and other trappings of success and returned to India from the US in 2006 to set up Harva, a rural call centre.

Over the past three years, from eating frog’s legs and experimenting with new cuisines at fine-dining restaurants, Chaturvedi has given up meat and has turned saatvik, eating no garlic or onion either and drinking no alcohol. He no longer buys branded clothes.

Late-night partying has given way to early-morning meditation. And he travels to the Himalayas every six months to “switch off and catch his breath”.

Why: Originally from Dehradun, Chaturvedi grew up in a large joint family that grew its own food and went to the grocery store only for milk. When he moved to the US to study and work, he says his life became all about “absorbing the external material world”. “I had moulded myself according to others’ expectations and realised that I didn’t know who I was,” he says. “I decided I wanted to do something meaningful and give back.”

The impact: “From an external journey mine has become an internal one,” says Chaturvedi. He now spends his leisure time reading the Bhagvad Gita and books such as Ayn Rand’s Fountainhead.

He travels not for business but for self-fulfillment, exchanging notes on Advaita and Judaism with a Jewish scholar in Kedarnath and learning to regulate his breathing in Uttarakhand.

“I believe I had to experience all that I did to be where I am now,” he says.

— Shalini Singh

First Published: Oct 07, 2012 00:47 IST