In the bargain for growth

Agreed that weddings and festivals are a perfect time for shopping, but it would be dishonest to think that this is the only time we engage in uncontrolled purchasing.  Today, shopping in large malls has become a year-round activity. Shopping centers are a symbol of the surging economic growth, and a demonstration of prosperity that we have attained, in such a short time. The multi-storey, air-conditioned malls are a stunning representation of comfort, choice, luxury and better times. “The food and films in the cozy air-conditioned ambience make it a perfect living room” says a St. Francis student rather brightly. From the affluent clientele to people of the working class, from kids to grandparents, these malls attract everyone sans exception.

For most of us, malls have turned out to be the venue for all occasions. We eat, watch movies, shop, bowl, plan to meet friends, have a romantic date or just generally lounge around at these expansive and ultra-modern structures. Be it a lazy Sunday afternoon, a break from a busy day at work, or a rocking Saturday night, malls are the place to be. With the plethora of activities that one can indulge in, other than shopping, these centers are in fact the perfect recreational and amusement zones for the entire family. Says a home-maker at In Orbit mall, “When one can find everything from groceries to vegetables, footwear to clothes, furnishings to electrical items under one roof, why would they visit any other place?”   

Despite all this, the malls don’t seem to ever give us enough contentment or make us happy. Of course, the large conspicuous advertisements outside the stores would have us thinking that we’d feel fulfilled if we owned that pair of shoes, or we’d probably be the coolest if we frequented that coffee shop. But once we buy something, we only want to buy something more. “It is not uncommon that I go to these malls to pass time and wind up shopping until I shell out every last rupee in my purse,” confesses a student at the City Centre mall. It is clear how this desire to continue buying gnaws at us until we can afford no more.

Come to think of it, these malls solely survive because of the feelings of inadequacy and competitiveness that they shoot into us. “Once you become a regular visitor to these malls, it is hard not to buy everything that you like, but when it is outside your spending range it gives you a sinking feeling of insufficiency that pushes you that much more into buying it.” adds Adarsh, an employee at Thompson Reuters.  We are made to feel that we are lacking something and that we should purchase the goods that they have to offer to outshine others or, at least, to keep up with them. In other words, we purchase to fit into the society that is lately considered to be always á la mode. It’s disturbingly intriguing how this constant feeling of social insecurity and competition can bring us any joy and contentment at all, no matter how short-lived. 

The most depressing aspect about these malls is that they burgeon at the cost of having us forget and even discard completely a range of beautiful, worthwhile and cheaper activities and goods that are rooted in our own cultures and traditions. There was once a time when people had a couple of places to go for a specific product. These places were usually the streets lined with shops, or the bazaars like Sultan bazaar and badi chowdi that helped the indigenous craftsmen flourish. But these places have long lost their charm, thanks to the outlets of Marks & Spencer, Gap, Starbucks, Bulgari, Cartier, Mont Blanc, etc. swarming all over the city. “Our streets are usually deserted these days, unlike just a year ago when it was cramped with people at all times.” says Janardhan Rao, a shop owner in General Bazaar, Secunderabad.

The old bazaars and street vendors may not have disappeared completely, but how often do we venture into these bygone worlds? For this there is no one to blame but ourselves. We must only ask ourselves: What good does it do to demonstrate our growth through these massive concrete blocks when the very roots are wearing away?