Partha Desikan
Fast food, tobacco and alcohol are pouring into India, promoting a consumer culture. India should beware. It must not repeat the mistakes of the West, says Andrée-Marie Dussault in his article entitled Cellphone and the Soul, in the Times of India, dated 24th January 2010. Andrée-Marie is a Delhi-based correspondent of a Swiss newspaper.
I am quoting his thought-provoking article below:
India is so lively and refreshing. From here, the West looks somewhat old, gray and struggling. Indeed, India looks all set to regain the centre-stage it occupied a few centuries ago. But while it is developing very fast and its elite is striving to match up with the West, is it not, at the same time, putting at stake much of its precious environment, culture, traditions and values? Of course, the great country has absorbed influences of many previous invaders and colonizers without losing its identity. But presently, its “westernization” seems to be taking place at a frightening speed.Foreign trade delegations are rushing into the country even during the hottest months of the year. Starry-eyed businessmen, dressed in crisp black suits are hopping from one five-star hotel to another, cracking mega deals. Market scales and huge figures make them drool. They all want their chunk of the great Indian curry. However, the West is not always exporting its very best to India. Because it’s not just higher standards of safety or environmental friendliness, or valuable technologies and know-how that are flowing from the western world.Fast food, tobacco, alcohol and toxic skin-whitening creams are pouring into India. This wave is promoting a western lifestyle based on consumerism, individualism and meaninglessness. And the pace of consumption is indeed picking up in India. Manufacturers of goods as different as cars, clothes or cellphones have noticed that in recent years the life cycle of products has shortened.While the older generation of Indians would buy a new product only when the previous one’s useful life had ended, the young generation tends to fall for novelty. People want the latest generation of gadgets because they have more money and more access to such goods. But mostly, they are made to believe, by ever increasing and omnipresent publicity, that they will feel happier with the new product. To encourage this shopping frenzy, a quiet revolution is taking place in the form of rapidly increasing credit penetration.For historical and cultural reasons, well-to-do Indians traditionally avoided indebting themselves. This may be one less talked about reasons why the country’s economy avoided major trouble during the recent crisis. Only 20 million Indians possess a credit card and personal loans represent about 10% of GDP. Whilst in most western economies, the latter account for approximately 100% of it. But all this is about to change with a booming credit industry.These trends may be healthy ingredients for thriving capitalism. But they may not prove soothing for the soul. Even if they all possess their own television, car, washing machine and fridge, Westerners are not necessarily a happier lot. Surveys show that their happiness has declined in correlation with the development of consumerism since World War II. Moreover, most people in the so-called developed nations suffer from obesity, loneliness depression and addiction to prescribed drugs. Maybe once upon a time they danced, sang songs and told stories, but now, free time often means watching TV or shopping.To meet the growing demand, natural resources are now being exploited in India, displacing millions of tribal people towards urban slums, fuelling growing pockets of civil war-like conflicts across the country. Efforts may be made to fight the old caste system, but a social stratification based on consumption power is emerging. Along with this, India’s comparatively good criminality track record is bound to go on the rise in the coming years.From an environmental perspective, the current scenario is downright terrifying. Mountains are being blown up, forests are being shaved, soil and sacred rivers are being polluted to cater to the endless production of goods that are meant to be replaced as fast as possible. And whilst the West exports its toxic junk to places like India, where it is “recycled” in dangerous conditions by the informal sector for peanuts, where will the Indians’ rapidly growing waste be dumped?Maybe 50 years ago, the effects of massive consumption were largely ignored. But today, most people acknowledge many planets would be required if everyone picked up American consumer habits.Even the western toilets have become a status symbol in Indian middle-class homes. Millions of fancy flush toilets are added every year to new trendy restaurants, malls, condominiums and five-star hotels in Indian cities. Instead of adopting unsustainable imports from the West, there are areas wherein India should inspire the latter. With its traditional squatting toilet for instance. Not just because it is cheaper, more hygienic and better adapted to the human anatomy, but mostly, in a context where clean water is increasingly rare and pricy, because it requires much less of it. Countless other sustainable concepts, values and products from India could benefit Westerners. Strong extended family ties, respect for elders, kriya yoga and tongue-scrapers are just a few of them.India needs to avoid repeating the West’s mistakes. Only enlightened citizens can show the way towards a more viable economy by putting pressure on government, stressing that India’s success should not be measured by GDP growth rates and spending habits alone. Nor should it aspire to become like the US or China.Concerned and responsible Indian citizens can encourage sensible consumption behaviour — by shopping less and wasting even lesser. By buying local products to keep the cottage industries, bazaar culture, traditional crafts and wisdom alive. In essence, by valuing their rich heritage and living simple and meaningful lives, Indians can set an example, and show the West that Mother India is much more than a well of business opportunities. It’s not just a matter of common sense; it’s about our survival. Set as favorite
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written by narensomu, 2010-02-03 21:21:45
No, dear Partha,I'd not tell you to shut up 
its an issue which all of us should be concerned a lot about.
Its just that Iam hoping strong voices like Dussault 's should speak out too-hope young men and women would listen.
I also read some more articles in Sulekha about the same issue a few days ago.
A former co worker of mine -a young man of 22 was using some fairness cream-he was very much concerned about impressing his girlfriend.
I'd say no one is worth it-our skin is our pride an our protection.Applying strong chemicals may do long term damage.
People have to come out of such complexes on their own.
Another person [ male ] said , he was sometimes sidelined in business meetings as he is dark skinned and small made-but he is blessed by Vak and can sell anything to anyone-but some people go by some first impressions- he says it always took sometime for him to convince people that he knew his job.Eventually he did/does and earns the respect of people.
As for your last statement about why women are more concerned with looks despite being qualified-i'd say these are the effects of long term conditioning and people have to de-condition themselves.
No matter what they achieve by brains some people think their salvation lies in being approved by appreciative male eyes -always, and no! they cant grow old-they'd fight it with all their might.The so called modern World has to deepen this complex as it sells products.
Look at all the fair-y tales about fair,beautiful princesses.Ancient India celebrated dark skinned women-Wasnt Draupadi dark skinned?
Did Narayana give dowry to his Sister Meenakshi so that fair skinned Siva would marry her?
More damage may be done by slimness products-I have seen female co workers starve themselves and still be weighty-if only they change what they eat instead of skipping meals!
While its impossible for people to change skin colors /become taller, its certainly within anyone's power to sharpen themselves internally-supreme self confidence reflects in the eyes of people and the World would stand up and take notice when one works on internal strengthening.
Regards
ns
its an issue which all of us should be concerned a lot about. Its just that Iam hoping strong voices like Dussault 's should speak out too-hope young men and women would listen.
I also read some more articles in Sulekha about the same issue a few days ago.
A former co worker of mine -a young man of 22 was using some fairness cream-he was very much concerned about impressing his girlfriend.
I'd say no one is worth it-our skin is our pride an our protection.Applying strong chemicals may do long term damage.
People have to come out of such complexes on their own.
Another person [ male ] said , he was sometimes sidelined in business meetings as he is dark skinned and small made-but he is blessed by Vak and can sell anything to anyone-but some people go by some first impressions- he says it always took sometime for him to convince people that he knew his job.Eventually he did/does and earns the respect of people.
As for your last statement about why women are more concerned with looks despite being qualified-i'd say these are the effects of long term conditioning and people have to de-condition themselves.
No matter what they achieve by brains some people think their salvation lies in being approved by appreciative male eyes -always, and no! they cant grow old-they'd fight it with all their might.The so called modern World has to deepen this complex as it sells products.
Look at all the fair-y tales about fair,beautiful princesses.Ancient India celebrated dark skinned women-Wasnt Draupadi dark skinned?
Did Narayana give dowry to his Sister Meenakshi so that fair skinned Siva would marry her?
More damage may be done by slimness products-I have seen female co workers starve themselves and still be weighty-if only they change what they eat instead of skipping meals!
While its impossible for people to change skin colors /become taller, its certainly within anyone's power to sharpen themselves internally-supreme self confidence reflects in the eyes of people and the World would stand up and take notice when one works on internal strengthening.
Regards
ns
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written by partha, 2010-02-03 04:25:49
Dear Narensomu, thank you.
Your Sulekha blog is certainly more eloquent than Andree's boloji blog on the subject of fairness mania and the creams. Coming from a highly educated, intelligent, active lady professional, it carries more weight.
But what distinctly worries me is that your blog is nearly 3 years old. In Feb 2010, you confide that women's groups are eloquently silent on this.
What about consumer associations?
While I mentioned that some men are catching up with the mania, it is still substantially a woman's issue, not unlike high, higher and still higher heels becoming obligatory, till recently.
Why is it important for women to torture themselves physically and risk hazards to look 'better' in the eyes of fellow women and men? Surely there are easier routes equally effective!
Do tell me it is none of my business and to shut up.
Regards. Partha
Your Sulekha blog is certainly more eloquent than Andree's boloji blog on the subject of fairness mania and the creams. Coming from a highly educated, intelligent, active lady professional, it carries more weight.
But what distinctly worries me is that your blog is nearly 3 years old. In Feb 2010, you confide that women's groups are eloquently silent on this.
What about consumer associations?
While I mentioned that some men are catching up with the mania, it is still substantially a woman's issue, not unlike high, higher and still higher heels becoming obligatory, till recently.
Why is it important for women to torture themselves physically and risk hazards to look 'better' in the eyes of fellow women and men? Surely there are easier routes equally effective!
Do tell me it is none of my business and to shut up.
Regards. Partha
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written by narensomu, 2010-02-02 21:07:46
Dear Partha
Nice to know about this article.Thankyou.
Yes, they happen to be my pet peeves too.
I posted this blog in Sulekha a long while ago.
Fairness Fixation-Being Shyam Or Shyamala
http://narensomu.sulekha.com/blog/post/2007/05/fairness-fixation-being-shyam-or-shyamala.htm
But when a newspaper correspondent says that it carries more weight.
Hope Shyams and Shyamalas listen to good advice and stop using dubious creams.
The fixation is deep seated-and the relentless ads do a lot of damage.Womens rights groups are eloquently silent on this.
Warm regards
ns
Nice to know about this article.Thankyou.
Yes, they happen to be my pet peeves too.
I posted this blog in Sulekha a long while ago.
Fairness Fixation-Being Shyam Or Shyamala
http://narensomu.sulekha.com/blog/post/2007/05/fairness-fixation-being-shyam-or-shyamala.htm
But when a newspaper correspondent says that it carries more weight.
Hope Shyams and Shyamalas listen to good advice and stop using dubious creams.
The fixation is deep seated-and the relentless ads do a lot of damage.Womens rights groups are eloquently silent on this.
Warm regards
ns
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written by partha, 2010-01-24 19:43:04
One of our good friend Andree's pet peeves seems to be fairness creams and other related whiteners. Properly so.
Do read his fiery blog in boloji.com,
http://boloji.com/wfs5/wfs539.htm
Not to be outdone by the 'fair' sex in the blind use of these hazardous products, it looks that young men too have started efforts to become 'fair and handsome'. One of the super Khans is offering a seven rupee route to young male aspirants in some TV ads.
Can you believe that this country has people who actually worship Sri Krishna and Ma Kali?
Regards. Partha
Do read his fiery blog in boloji.com,
http://boloji.com/wfs5/wfs539.htm
Not to be outdone by the 'fair' sex in the blind use of these hazardous products, it looks that young men too have started efforts to become 'fair and handsome'. One of the super Khans is offering a seven rupee route to young male aspirants in some TV ads.
Can you believe that this country has people who actually worship Sri Krishna and Ma Kali?
Regards. Partha
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