In a report published by the advisory company Bain and the E-Commerce giant Flipkart India’s faster trading sector Last year over two thirds of all e-grocery orders were shown, with the total market share rose about five times to $ 6 to $ 7 billion from 2022. This growth is often cited as a reflection of the changing consumption patterns in India. Every company seems to be a strive to use this booming market, which is due to increasing demand for convenience and changing efforts.
A trend that stands out is how comfortable a dominant factor has become for the selection of consumers. While the convenience culture is often analyzed in the American context, where it is bound by values of individualism and independence, its role in India cannot be viewed in isolation from the box system. The selection of convenience is not just a preference. It reflects a deeper social structure. The box system with its coded hierarchy shapes the modern feeling of time and so issued. Behind the veil of the convenience is a strenuous drill by gig workers who meander through the traffic to fulfill incentives that are defined by the apps.
The caste of convenience
If we examine the type of decisions, make consumers instead of examining the topic of these decisions, it tends to paint an incomplete picture. The appetite for convenience can therefore not be used sensibly without centering the appetite. Otherwise we risk positioning the convenience as an egalitarian option that everyone can do. That is not true.
Image: Blinkit
In a box -guided company like ours, the claim is directly proportional to position in the omnipresent social hierarchy. The higher the order, the more privileges, the more. A modern manifestation of this claim is the desire to buy time through services. This is not just aspiration.
For the privileged, their time is of the highest importance, which should not be used in lines or to stand by minor tasks. The ability to outsource everyday plackerie is a logical result in a society with deeply rooted hierarchies about work.
For the privileged, their time is of the highest importance, which should not be used in lines or to stand by minor tasks. The ability to outsource everyday plackerie is a logical result in a society with deeply rooted hierarchies about work. A company based in the box already teaches us to ignore and devalue certain types of work, and lay the foundation for incorrect dignity of work.
Dr. Ambedar said: “The box system is not only a division of labor. It is also a division of the workers. Civilized society undoubtedly needs a division of labor. In no civilized society is accompanied by the division of workers who are accompanied by this unnatural division of workers into waterproof compartments. ‘
In this system, some decisions that are only made possible by the unconfirmed work of others are given. Their convenience is based on the back of those who are denied the same freedom.
How the “habit loop model” works
In “The Power of Habit”, Charles Dugigg describes and maintained as habits are formed and maintained by a cycle by keyword, routine and reward. This lens can be used to examine the consumer behavior around 10-minute provision apps.
Image: The probe
The keyword for these habits are usually apps that Incentives to use by offering discounts and low prices, which are subsidized by venture capital and their strong dependence on rushed, inexpensive and often exploited human logistics. As soon as a habit of convenience is eaten, the maintenance of a routine comes naturally. In contrast to other habits, the convenience is seductive; It offers immediate satisfaction with little effort, reduction in friction and makes it easier to take over and stay over time.
In this way, the relationship to comfort is used in a necessity, dependency, a claim and a way to prioritize the time by outsourcing human tasks in life.
In this way, the relationship to comfort is used in a necessity, dependency, a claim and a way to prioritize the time by outsourcing human tasks in life. The apps have successfully embedded themselves in the selection of consumers and reinvented themselves as an indispensable part of modern life.
After all, there is a way of thinking in which outsourcing becomes smaller tasks. The engine towel of technological elegance masked the work behind it that we should overlook. This is how the habit loop is pushing.
Self -enlargement myths
In the paper “The Cult of Convenience: Marketing and Food in Young War” (published in 2020) Margaret Webber argues that the convenience in America is less a response to the demand from consumers and more A top-down marketing creationThe redesigned American food.
This underlines the role that the marketing flash spreads and has the effect on the design of public perception and acceptance of fast trade.
Source: Web News
Popular marketing counts have been flooded with keywords such as “greatest disruptor recently”. The logic behind these stories can be discussed – a quick trade in India is not an innovation. This model was tested in different countries: Gorillas in Germany, Instacart in the USA and Getir in Great Britain. These apps did not have the success that quick trading apps in India saw. This model has worked here due to our densely populated cities and largely The back of the exploited workforce.
In this system, some decisions that are only made possible by the unconfirmed work of others are given. Their convenience is based on the back of those who are denied the same freedom.
When the marketing flower paints a picture of a middle-aged city age that lives in the constructed reality of a closed community, in which simple life has already been “revolutionized” from an app that offers everything from telephone cables to sugar, whatever your mood for this morning, it is easy to get lost in the shiny syntax and forgotten who was forced to do so drive.
Why should consumer decisions be examined?
In the film “Zwigato” We see a man who is delivered to the algorithm. We see his unsuccessful chase for reviews on a platform that insists that he is a partner without money or dignity. It is a portrait of gig workers across the country. Again and again GIG workers protest against the inhumane working conditions, the lack of social security and the opacity of these platforms.
Although GIG employees are the backbone of these services, they remain outside of the clear legal classifications.
The lack of national legislation means that most gig workers, apart from some states such as Rajasthan, Karnataka and Telangana, are susceptible to exploitation. These platforms cannot be blamed exclusively for these conditions. We also have to examine the wider socio -economic forces that maintain this convenience model. Laziness is a luxury. Whose comfort is prioritized and those who outsource the plackerie are not just a question of personal preference, but a deeply political question.