New Age Consumer: Caged in Convenience

Cambridge dictionary describes ‘bad hair day’ as a day on which everything goes wrong. Contextually it could mean skipping an assignment deadline, running late for an important meeting, no electricity at home or anything else that interrupts our daily lives. But on thinking about this blog topic, I thought for today’s consumer a bad hair day is symbolic to lack of convenience. We, new age consumers are caged in convenience.

The month of May was a bad hair month for many of us. Our house helps were on their annual village trips. Couldn’t give clothes for ironing as the boy who collects clothes was enjoying summer vacations and his phone was switched off. While one house help came back, another help went on leave the following day. Travelling to work was little easy with less traffic. But the biggest pain was surge price of Ola and Uber. While some drivers were off-road due to holidays, others were vocal about their issues on incentives and payments. My conversations with friends and acquaintances revealed the same story.

Why we were so affected by helpers, iron man, watchman, driver, etc going on leave? Why not travel by public transport if Ola and Uber were unavailable or too expensive. On thinking it occurred to me – we have become caged to convenience.

Traditionally Indian society is known to have used the services of servants and cooks. As a girl growing up in a metropolis like Mumbai I was witness to this underbelly who keeps our lives going. But something else happened over last 4-5 years. Technology became such an integral part of our everyday life that we forgot our old habits and got comfortable with this new convenience.

For a working professional in Mumbai travelling meant hailing Ola or Uber. The carpooling was much convenient than struggling to get inside the train or waiting for a BEST bus. Ordering food on Swiggy or Zomato is much easier than calling the restaurant. Our medicines, vegetables, groceries, ironing, tailoring, paying utility bills, almost everything is just a swipe or a click away. It’s our bad hair day when we are robbed of this convenience even for few hours. We are ready to pay extra if it means saving time or easy delivery, in spite of several issues. It’s a circle of access, service, price, delivery and ease. What will it mean even 2-3 years down the line? It makes me wonder…

Published by

Tejal

I am a wanderer by nature - curious to know more, learn new things. This page is an attempt to make sense of my Random Thoughts. What will you see here? My thoughts / experiences on things in general - travel, relationships, Mumbai, marketing - anything that touches me. Do visit to know what am I thinking - for any feedback / ideas / collaborations write to deshpande.tejal@gmail.com / Tweet on @d_tejal

One thought on “New Age Consumer: Caged in Convenience”

  1. Reminds me of the recent shut off of internet services for two days in Jaipur to curb the cheating menace in police entrance exams recently. I hope someone understands what it means not being able to use taxi and payment options including the swiping machines!

    Like

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