Have you ever paused for a second while ordering something online and wondered — “Where is my money really going?” You might think it’s just a ₹499 kurti, a ₹150 Swiggy order, or a ₹999 mobile accessory. But collectively, these purchases are shaping our economy in a way that quietly benefits the ultra-rich — and leaves everyone else struggling to stay afloat.
This isn’t a guilt trip. It’s a wake-up call.
🧠 The Illusion of Choice
You walk into a supermarket. There are dozens of shampoos, biscuits, cleaning products, and clothing brands. It feels like you have countless options.
But did you know that most of these brands are owned by just a handful of mega-corporations?
In India, brands like Surf Excel, Dove, Lakmé, Ponds, Kwality Walls, and Bru all fall under Hindustan Unilever (HUL). From biscuits to soap to clothing, the ownership lies in a few corporate hands — Reliance, Tata, Adani, Amazon, ITC, and others. So whether you buy Brand A or Brand B, you’re still feeding the same giant.
It’s an illusion — one designed to make you feel free, while keeping control firmly in the hands of the elite.
🚚 Convenience vs. Consciousness
We all love free delivery. Cashback. Flash sales. One-day shipping.
But behind that comfort is a broken economic system:
- Your local kirana store shuts down because it can’t match Amazon’s prices.
- The local handloom seller can’t compete with ₹299 machine-made t-shirts sold in bulk.
- Farmers and artisans are forced to undersell or quit altogether.
This isn’t just about price — it’s about power.
When you buy from monopolistic platforms, you vote against small businesses, self-reliant economies, and equitable growth.
📉 Who Really Profits?
Let’s break it down.
Big corporations:
- Pay minimal taxes, thanks to loopholes and tax havens.
- Cut costs by outsourcing cheap labor, often in poor working conditions.
- Use algorithms and consumer data to manipulate your buying decisions.
- Make billions in profits and pass it on to their investors and CEOs.
Meanwhile, the people producing these goods — farmers, weavers, factory workers — get the bare minimum, and sometimes, nothing at all.
According to Oxfam’s 2023 report, the top 1% of India owns over 40% of the country’s wealth, while the bottom 50% own just 3%. And yes — your shopping choices play a role in that.
👗 Fast Fashion, Faster Exploitation
You bought that ₹499 dress on a flash sale. Looks good, feels good — but how did they make it so cheap?
Let’s decode it:
- Mass production in sweatshops (sometimes involving child labor).
- Synthetic fabrics (cheap but toxic for skin and planet).
- Zero accountability when it comes to sustainability or workers’ rights.
Meanwhile, the brand’s CEO might be earning in crores every single day.
And on the flip side, handloom weavers struggle to sell a naturally-dyed, 100% cotton saree at ₹1,000 because they can’t offer a “Buy 1 Get 1 Free” deal.
🧠 The Psychology of Your Shopping
Here’s the catch: It’s not your fault entirely.
Corporations use psychological tricks:
- Scarcity tactics (“Only 2 left in stock!”)
- FOMO (“Everyone’s wearing this – don’t miss out!”)
- Emotional triggers (“You deserve this.”)
They study your behavior, track your online movement, and make sure you don’t think — just click.
You’re not shopping. You’re being sold to.
✅ So, What Can You Do Differently?
Change doesn’t mean canceling convenience. It means choosing consciously.
Here’s how:
- Support local and ethical businesses — especially handloom, artisan, and farmer-led initiatives.
- Buy less, but better. Choose quality over quantity.
- Avoid fast fashion unless it’s truly needed. Look for natural fiber brands.
- Research brands that give back to communities and practice fair trade.
- Support platforms that promote transparency and traceability (like Handlooom.com – which offers blockchain-backed product authenticity and a 1-year guarantee).
Every rupee you spend is a signal to the economy. You decide who gets empowered.
💬 Final Thoughts
The rich are getting richer — yes. But not just because they’re smart or hardworking. It’s because we’ve been unknowingly fueling their wealth through our everyday purchases.
Let’s flip the script.
Let’s make conscious shopping the new normal. Let’s turn every purchase into an act of resistance, empowerment, and responsibility.
Because at the end of the day — it’s not just about what you buy. It’s about who you build with your money.