The Rise of Minimalism in Consumer Behavior

✍️ Opinions

Varun Bhardwaj

Sep 24, 2024 — 5 min read

Minimalism in Consumer Behavior

This article has been contributed by Sajju Jain, Board Member, Entrepreneur, Harvard Alum.

Do you like to buy fewer but higher quality things? You don't buy new things unless they're absolutely necessary? Do you like to repair something instead of purchasing new ones? You might be a minimalist.

Minimalism started in the arts as a style or technique in music, literature, or design that focused on extreme spareness and simplicity. It then evolved into a lifestyle focused on intentional living with fewer possessions, focusing only on those that you need. Today, over 20 million people worldwide embrace a minimalist lifestyle.

While contemporary Indian culture often equates success with material accumulation, many in our younger generations are embracing a more mindful approach to consumption. They place greater importance on sustainability, mental well-being, and experiences over goods. What was once a niche concept is now gaining traction, particularly among young professionals and startup enthusiasts.

Climate Concerns

Minimalists see climate challenges, including increasing pollution, waste generation, and disposal, as a factor in their choice of lifestyle. They see sustainable living as a way to reduce their environmental impact. Minimalism emphasises buying less and focuses on quality, a thought process that aligns well with the growing environmental consciousness in India.

Government initiatives like Swachh Bharat Abhiyan (SBA), the National Clean Air Programme (NCAP), and the National Action Plan on Climate Change (NAPCC) have helped raise awareness of climate change throughout the population creating a fertile ground for minimalist philosophy. Young people looking for solutions find the minimalist mindset attractive as it supports both reduced consumption and waste.

Globally, 37% of consumers are motivated by sustainability considerations when adopting minimalist principles, and this trend is increasingly reflected in India as well. This has led to the emergence of eco-friendly startups like No Nasties, a sustainable fashion brand that is committed to concepts like zero waste, recycling, and upcycling. These brands see a growing number of Indian minimalists who want to be environmentally conscious in their consumption, thereby reducing their carbon footprints and also promoting a more thoughtful approach to consumption.

Preference for Experiences

Another trend influencing the rise of minimalism in India is a preference for experiences over material possessions. The Covid-19 pandemic and the rise of the gig economy have both contributed in a major way to a shift in people's mindsets. More and more people are increasingly spending their money on travel, dining, and entertainment experiences instead of purchasing assets and possessions.

Platforms like Airbnb further enable this shift by offering access to a wide variety of affordable travel experiences, providing consumers with easier paths to creating lifelong memories. A study of 2,635 adults by three universities based in the US found that "happiness was higher for participants who consumed experiential purchases versus material ones in every category, regardless of the cost of the item."

Cost and Availability of Solutions

The growing popularity of minimalist solutions like capsule wardrobes and multifunctional products has also helped make the transition from a consumption-centric lifestyle to a minimalist lifestyle easier.

Startups like Little Black Book or LBB (acquired by Nykaa in 2022) are curating minimalist collections from local artisans and smaller brands while actively promoting the philosophy through blog posts by major influencers. Given that 90% of those who purchase online in a recent survey have bought at least one product because it was endorsed by an influencer they trusted, the importance of these blog posts cannot be underestimated.

In urban centers like Mumbai, Delhi, and Bangalore, as land prices have risen, small and compact apartments have become common. This led to functional and minimalist furniture becoming a practical necessity. However, the elegance of their designs has attracted the affluent as well, and this further helps spread the concepts of minimalism across additional layers of society.

Digital Minimalism

Any discussion on minimalism would be incomplete without talking about digital minimalism. With over 650 million smartphone users, India is the second largest user base of this technology in the world. It's also increasingly experiencing digital fatigue. Constant connectivity, social media platforms, and the rise of e-commerce have resulted in a growing sense of digital overload. Many Indian consumers are now seeking ways to disconnect. This has given rise to digital minimalism, which involves reducing time spent online, unsubscribing from unnecessary apps, and curating a more focused digital space.

Startups like Minimalist Phone from Germany are leading this change by helping individuals and businesses embrace simplicity and purpose in their digital communication. It's a philosophy that is resonating with a growing number of Indian consumers as well who are looking to reclaim their time and attention spans in an increasingly digital world. Moreover, apps like Headspace and Simple Habit, are helping promote mindfulness and mental well-being and are becoming more popular as consumers seek to reduce their digital clutter and enhance their quality of life.

Minimalist Business Models in India

As the minimalist culture continues to grow, Indian startups are also adapting their business models to align with this change in consumer behaviour. From eco-friendly packaging to sustainable products, entrepreneurs are finding new ways to cater to the demand for intentional living. Beco, a startup offering eco-friendly household products, has built its brand around minimal packaging and sustainability, appealing to consumers looking to reduce their environmental impact.

LBB and Beco are just a few of a growing list of startups that have been able to raise millions of dollars of funding by tapping into the growing community of minimalists.

Uniquely Indian Minimalism

Despite the growth of minimalism, India’s unique cultural and economic context does pose some unique challenges. One of the challenges is balancing India’s traditional affinity for ornamentation with minimalist ideals. Indian culture has long celebrated intricate designs and elaborate decor, which can clash with the minimalist aesthetic.

However, there is a growing movement toward integrating minimalist principles with Indian aesthetics, creating a unique blend of simplicity and tradition. This is primarily seen in architecture, where more homes are being designed using a combination of traditional elements and minimalist principles.

Conclusion

The rise of minimalism in India, the land of yoga and mindfulness, feels like a coming-to-home moment, an important milestone on how consumers approach their buying habits. For startups and businesses, this shift presents a unique opportunity. By aligning with the values of intentional living, sustainability, and mindful consumption, Indian entrepreneurs can cater to a growing audience that is looking for products and services that enhance the quality of their lives without damaging the environment. In a world that often feels chaotic and cluttered, minimalism offers a path to simplicity, clarity, and fulfilment - values that naturally resonate in India as well.