It is funny to think about.
When I grew up, there was no pocket money. If there is a need for something, it would be met by the parents directly. There was no need to go and get something for oneself on one’s own pocket money. The need was not there.
Over the years, as with everything else, this notion of pocket money gained popularity. Children started comparing with one another about how much weekly or monthly pocket allowance they are getting from their parents. While an allowance per se is not a bad idea, as children would need some money even while at school, or when going out with friends, what is striking is that none of the pocket money today is considered as potential savings.
All the money is for spending ! No kid thinks any longer on savings. This is despite the long ingrained savings disposition of Indians, who have one of the highest savings rate in the world.
Spending culture has already gained ascendancy in India, with children driving the shopping malls to frenzy – most chains of shops in big malls are now redesigning to attract the young crowd which today is having a steeply climbing buying power vis-a-vis their own parents. Parents are now “old time”, still trying to figure out what all this mad rush is all about.
Mature teenagers are now directing the big-ticket spending towards high end accessories. Shoes cost INR 4,000 (USD 80) ? No problem. Handbags cost INR 5,000 (USD 100) ? Absolutely no issue. Seeing the way things are moving with their elder sisters and brothers, the younger ones as young as 6 or 7 years old demand pocket money these days and wish to spend on Haagen Daaz icecreams, which seem to be costing more than HP Printer Ink per ml in India.
The world has changed, and India is changing very fast. I have seen such huge changes in the past six years in Mumbai (which happens to be the most happening place in India anyway) that now I am immune to the rapidity of market changes. The market today is made up of people less than 20 years of age, and it is a huge market with growing spending power that retailers can ignore only at their own peril.
What do parents do ? Some adapt, some gawk, some question, some complain, some blog. Like this one – I mean myself, spending some time writing about the market trends driven by children in India. I can only admire at parents who seem to have adapted extremely well to the very fast changing trends, and also giving in to the ever-rising demands from their children. That may not be the right behaviour always, but adaptability is a key trait that most of us lack. The worry is the drop in sync with the traditional value systems that Indians have always prided as something unique in their culture. Unfortunately, value systems take a hit, whatever we might say, in a fast-changing culture which puts emphasis on money and spending, and moves away from a culture of savings.
Well, is this any different from what has been the practice in the West ? No, not at all, but then the West has long experimented with such changes and has more or less settled into peace terms with the cultural changes wrought by youngsters. But India is still struggling with those changes.
Parents in India are getting challenged by their kids all the time, and I think it would not be long before they are forced to seek help in the form of psychological counselling. It would be prudent to stay close to the ground and listen carefully to one’s children all the time, and then devise ways to cope with the changes.
Cheers,
Vijay Srinivasan
29th January 2012
Mumbai