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Bengaluru: Recently, a marketing professional from Bengaluru was trying to buy a ticket to the Diljit Dosanjh concert. The year-old admits that she paid almost as much as her monthly rent, but believes her Instagram post on the show will make it all worthwhile.
Driven by the pressure to project a cool image online, young Indians are increasingly taking loans or using credit cards to fund a lifestyle curated for social media. From luxury vacations to pre-wedding shoots done solely for Instagram, youngsters chasing online validation are stuck in a dangerous cycle of hyper-consumerism fuelled by debt.
Shrishti Arora is another case in point. Between her friends and the influencers she follows on Instagram, Arora, a copywriter from Bengaluru, feels a compulsive need to follow a certain lifestyle.
Mint spoke to 20 people in the age group living in Mumbai, Delhi and Bengaluru, all of whom acknowledged that their spending habits were largely aimed at raising their social media game.
For a young employee of a software startup in Bengaluru, it started after a breakup. While the reasons behind the pursuit of social media clout vary, there is one common thread in all the narratives: the compulsion to project a cool image online.