Parenting in India has undergone a dramatic change in recent times.According to a study, Pare rs are now laying more emphasis on the holistic development of their child rather than just on their academics. Parents want an overall personality development of their child with focus on their presentation, appearance, soft skills like communication, assertiveness etc.
Parents of the 80’s and the early 90’s could not spend lavishly on they’d kids, however with the rise in India’s economy and the growing buying power and affluence of its growing Middle class, young parents today have the income to but the best international luxury brands for their children.
In my view , Parents also feel that since they could not wear these, they want it for their kids. It gives them a sense of success, since children are the extension of their parents .
Another factor is that with the increasing globalisation of the Indian Economy , many international luxury brands have entered the Indian markets such as Fendi, Gucci, Boss, U.S Polo, Allen Solly kids wear etc
29% of India’s 1.2 Billion population is under the age of 14, hence Indian is a massive market for children’s clothing and the country’s 6.60 lakh crires( 10 Billion Us$) branded apparel industry is quickly catching up.
Another factor is the rise of Technology. The Indian teenagers are highly influenced by the social media and mass media and are very well informed of the latest global fashion trends . Peer pressure also prompts teenagers to compete and copy each other in the latest dressing styles.
All this perhaps pits an extra pressure on the pate ys and since they have the buying power, they feel “ why not ?” And want their kids to be well dressed in the society.
Kids today prefer online shopping as compared to their pate rs who still prefer visiting stores.
Buying is just a click away!
Another perspective is that since both parents are generally working long hours, they try to compensate for lack of or lesser quality time with their kids by showering them with expensive gifts and feeling less guilt.
So the Global companies are capitalising on the above changes in the psyche of the Indian parents.
I’d like to conclude by saying that it’s absolutely ok to enjoy wearing branded clothing if one can afford these, however it’s the responsibility of the parents to teach their children that their self worth and self esteem is not based only on these external materialistic symbols whether it’s clothes or shoes or watches etc. And the must strive for pursuit of excellence in their chosen career fields or anything they do.
Emphasis has to be given on developing a stable healthy character based on beautiful soul qualities of goodness, kindness, compassion, respect for others, humility and a desire to serve the society .
Money can certainly buy things and happiness that comes with it for some time , but is this happiness truly lasting ?
One must seek the lasting joy and happiness that comes from within by being a responsible citizen while enjoying the luxuries that affluence can buy .
That’s true success !
Taanya Nagi
Holistic Counsellor & Healer
Founder, Holistic Healing Centre
www.holistichealingcentre.com
