India – the inheritance of resilience
Photo by Loren Joseph on Unsplash
My previous post tried to re-imagine Indian retail after Covid-19. This one, is about retailers and consumers - their inherent resilience, and patience demonstrated during lock-down. A resilience, I feel we all inherit and imbibe growing up Indian.
A marketer, specifically interested in consumer behaviour and insights, I went online (since we are still quarantined) to try and gauge the psyche of fellow inmates. There was seriousness; the economy, recession, recovery, etc. However, the internet was also full of (sometimes dark) humour; posts, stories, Tik-Tok videos, memes of people trying to cope as they lived their ‘best life’ - home, in pyjamas, not work, eat and day-drink, binge watch shows, etc. Ironically, many seemed to be on the verge of meltdowns!
This made me appreciate how relatively well we Indians are dealing with the situation. The world’s second largest population has now been under the strictest lock-down for over a month! People have cooperated and been more patient than expected. Upon introspection, I narrowed down to three cultural factors that possibly foster resilience.
Disclaimer - this is about the collective consciousness and cultural inheritance of Indians, and not religious or Indic supremacy. All references are philosophical - not religious, despite present day associations and appropriation (no, I did not write marketing disclaimers)
So here goes –
1. Indic ‘cyclical’ thinking vs. Abrahamic linearity
Indians believe nothing is permanent. Life is a cycle, and there is karma, which is a fair judge (not canine as some would like to believe). There is also the cycle of rebirth, and karmic accountancy. Karmic debts can be carried forward, repaid, even in the next life and the one after that. This promise of karmic balance keeps us behaving, believing and moving.
Life impact – self-regulated morality instead of a 'dictated' compass. We are primarily concerned about our own actions, even as we continue judging others (humanly choosing to ignore that part of our cultural wisdom). Hence, it’s important to keep doing the ‘right thing’ individually, racking up karma points (possibly the original crypto currency).
Business impact – a possible ‘contemporary Swadeshi’ movement where people lean towards supporting local businesses and Indian manufacturing – trying to hasten self-recovery and moving on, while Karma deals with those who brought us here.
2. Austerity, penance or ‘tapasya’
Indians believe suffering is rewarded. Greater the suffering, bigger the prize. Arguably a Buddhist concept from around 2CE, suffering soon became engrained into the Indian psyche. The formula remains – Karmic debt + Penance = Pragmatism leading to Reward. People believe in ‘getting through’ their karma in the hope of brighter futures.
Life impact – pragmatic acceptance of circumstances and situations. Making the best of one’s lot and getting on with life. Some may even start a side business to support affected incomes due to pay-cuts or redundancy.
Business impact – resurgent practicality and frugality reminiscent of their childhood (cut your coat according to your cloth). People will move to cheaper substitutes, more considered purchases.
3. Conflicted relationship with consumption
This is most complex and layered. While the larger narrative is all about ‘experiencing’ all aspects of life (rasa – essence), in moderation, it warns against getting lost in worldly pleasures (maya). There is the anti-attachment (moh) narrative, desire as root of suffering, many other such concepts. However, it is the latter angle that tends to moderate most Indians’ consumption. The idea of ‘evil eye’, too may have evolved from this.
Life impact – a self-check on conspicuous consumption so well marketed by the West. It’s a constant struggle between ‘you live just once’ and not getting carried away – an increasingly Sisyphus-esque task.
Business impact – temporary dip in conspicuous consumption. Increase of discreet spending on smaller luxuries – cosmetics, spa treatments, fashion, holidays, etc.
Conclusion, Indians are more resilient than we think, because we take our ‘cultural psychological foundation’ and everyday wisdom for granted even as we live it. Our inheritance of resilience, tells us this is but a temporary blip (possibly even the price of our hedonism and greed), that we will get through this – maybe a little bruised, but fine!
Until then, we will see people keeping a low profile, downgrading, being frugal. There will hopefully, be more support for local businesses as people rediscover their sense of community. We will see innovation and ‘jugaad’ to overcome and circumvent situations ‘despite’ seeming institutional apathy and planning. We will bounce back stronger and better – like history repeating itself, only in a good way!
