Indian Consumer Culture post-pandemic.

When we were kids, my father used to recount a quintessential rustic Indian story, given that he was a son of the soil:

A rather bright young fellow graduated in Economics, at the very top of his University. His father and he then decided, rightfully, that the young man must seek guidance from the most cerebral & celebrated Guru of Economics in India, before starting on his journey as a professional. The young man traveled across the country to reach the Guru's house, rather late in the evening. He was a bit taken aback with lack of lights, outside & inside. He didn't find a call bell either and so he knocked on the door. Soon, the door opened and he found the Guru, wearing only a lion-cloth around his torso with an oil-lamp in hand. The Guru beckoned him to come inside, saying, "you shouldn't have knocked so hard on the wood". The Guru then, blew the oil-lamp off, took off his lion-cloth and hung it on the side while sitting down on the floor and signaling the young man to sit down, as well. However, the young man didn't sit down. He folded his hands in front the Guru and said, "Sir, I have got my knowledge & wisdom, am really grateful", and left!

The impact of the pandemic in economic terms, as we now know for sure, is going to be metamorphic. In fact, in all aspects. The impact therefore, needs to be looked at, not in isolation in terms of economic only, but in terms of socio-economic impact. The Consumer Behaviour is after all, driven by the socio-cultural influences.

Evidently, the Pandemic is going to drive re-shaping of our Cultural values, which in turn would re-shape our Consumer Behaviour. Interestingly, whatever inferences & insights we have been able to draw so far, Consumer Behaviour is not going to change; it's going to go to pre-change!

As kids, pre the credit card days, even the pre the TV days, our Dadas & Dadis and not economists used to drive our consumer behaviour. An earthen gullak or piggy-bank used to be a standard issue, the day we started walking! Since the only way to get money out of it, was to break it into pieces, it was such a tough emotional decision to make! Hence, quite often than not, we used to discover some princely sum in the gullak, years later!

As per our tradition or culture or whatever you call it, new clothes used to bought, only Holi or Diwali or Eid...or on such select festivals. Apart from that, at best, only on one's birthday. In fact, birthdays were not celebrated outside. Cakes, candles and any other food, etc. were not ordered from outside. Mothers used to dish out yum Poori-Aloo and Kheer and it was a poigant all-at-home-affair!

There were no shopping malls, for one to just walk around and get tempted by things on the shelves. What would tempt you at the neighbourhood Chacha ki Dukan, after all and so, no unnecessary purchases.

In essence, it was a purely needs-base purchase culture and not desire-based! It was meant to be absolutely within the means and never on credit! As a Sant said:

However, somewhere down the line, TV came in and fueled desires. Then credit cards, which made us buy more than the cash in hand. Then world exploded with Internet and so the desires inside exploded, too.

But now hopefully, the lessons have been learnt, like the young Economics scholar!

Consumer Behaviour in India so and thank fully so, is most likely to go back to something that was actually an integral & critical part of our tradition, our values...our culture. Purchase only what is absolutely necessary; and only within the immediate monies available!