Today’s consumerism demands a change in behaviour

“It’s never too late to be what you might have been.” – George Eliot.

Consumerism, a consistent act of our daily lives is imbedded with certain symbols of our own identity. It is a definition of our mentality through our consumption habits. It is not just an economic act but also the way our society functions. It is a power that gives us the right to change the social circumstances. Uma, the founder of Upasana, who strongly believes in change, has developed a pertinently wider mindset for the fashion she offers. Her fashion bridges the gap between consumerism and ethics.

1. How can people develop a healthy mind for consumerism?
Uma – Developing a healthy mind for consumerism shares a close relation with behavioural change. If we stress on the downside of mindless consumerism, we see greater chances of evolution and growth of a healthy mindset. A healthy mind cannot be forced or created but needs to be inspired from within to undergo a change. We can only be honest in turning the invisible into visible by recognising and putting a break to the phenomenon built by us in fashion and consumerism. “We at Upasana, are committed to correct our actions in this light.”

Are we looking at cost as an obstacle in conscious consumerism?

2. Do you think after understanding the production and supply chain, consumers will willingly invest into sustainable clothes regardless of their cost?
Uma – The outlook that currently prevails says that sustainable is expensive and thus we cannot afford it. This glues people to keep living with use and throw. A shift in the outlook is required to state that sustainable fashion is not about expensive clothing but mannerism of conducting life. It is worth investing in expensive items if they are better quality and last longer. Inexpensive items generally collapse within a shorter period and are needed to be replaced frequently. It neither means that all expensive products are sustainable, nor it says that all sustainable products are expensive. “It is not a matter of cost but a will to make conscious choices and decisions to support a great idea.”

3. Do you see price as an issue for the mass consumers in India in the ethical fashion industry?
Uma – This again points the psychology that proclaims three beliefs – the need to have a cheap item, we are a poor nation and ethical fashion is expensive. None can relocate a person’s mindset but can only inspire him to reflect on his positioning. It is within reach to establish an ethical fashion industry