A few days back I made this comment:
While in Western society the gap between ‘wants’ and ‘haves’ is narrowed by consumerism (Increase supply / ‘haves’), Hinduism and its caste system has allowed for the gap to be filled by reducing expectations of the masses (Decrease demand / ‘wants’). It is for this reason that India, unlike America, does not have its stories of beggars turned moguls.
It seems that marketers are acutely aware of this and are targeting what Indians in a job-specific caste system have traditionally lacked: greed
The point is, ladies and gentleman, that greed — for lack of a better word — is good.
Greed is right.
Greed works.
Greed clarifies, cuts through, and captures the essence of the evolutionary spirit.
Greed, in all of its forms — greed for life, for money, for love, knowledge — has marked the upward surge of mankind.
And greed — you mark my words — will not only save Teldar Paper, but that other malfunctioning corporation called the USA.
Thank you very much.
Gordon Gekko, Wall Street (1987)
For good or bad, India’s middle class filled the shopping centre engaging in the practice of consumerism promoted by this billboard.




