“From cars to concerts”: The startup founder warns of the middle class in India, chasing outdated dreams

TEJ Pandya, founder of Groweasy.ai, on one of the widely discussed LinkedIn sites that sparked a discussion on social media, argued that the aspirations of the middle class in India again behind the wealthy.

“The middle class in India suffers from a big problem. The wealthy place trends. The middle class is chasing it,” Bandia wrote, reflecting how consumption patterns have evolved over decades.

He mentioned how had a car in the nineties and early first decade of the twentieth century was the final dream of the families of the middle class-a dream inspired by the wealthy who have already moved to the newest symbols. “By the time when the middle -class families could afford its costs, the car has already become a commodity. The ambition cycle continued,” I noticed in India.

According to him, the new luxury brands are no longer material property but experiences – from Coldplay’s concerts and the Champions League matches abroad to weekend seats in Dubai and excellent cricket boxes. “Currently, the middle class still provides the car, the house, and the” traditional brands “for success. But by the time they arrive, the ambition has already turned.”

The echo of the post with many Internet users, which sparked conversations about consumer culture and psychology of ambition. Some have agreed to the argument of Bandia, saying that the wealthy may always dictate social trends. One of the users commented: “This is an extra question. Aspirations are determined in any society by the wealthy with most resources. The Indian middle class obsessed with the position to create and play their own game.”

However, others offered to take more independence. “Why do you need to follow trends?

Pandia ended his post with a continuing question: “Will the Indian middle class continue to chase … or will it start at the end?”