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Diwali Decisions: When Women Lead the Way in Gifting Choices

 

By Namrata Kohli  

How can women decide the consumption habits of a family? Well to my mind, a woman lies at the very epicentre of purchasing decisions. She is the one who triggers most decisions for her home and family- be it related to retail, restaurant or even real estate. In fact, to borrow an analogy from the automobile sector, women have as pivotal a role as the steering wheel of a car, not that of a stepney, when it comes to decisions pertaining - to buy or not to buy. 

As women, we ought to consider ourselves nothing less than the CEOs of our home. After all, you are the ones balancing budgets, nurturing individual members and yet integrating their goals with the overall family goals, looking at the micro and the macro- almost in the same breath. If your teenager is taking that important exam or a member is ailing, you would know that time is not right to get the home whitewashed, no matter how long overdue a thing that may be. You are the ones setting the values or norms for behaviour in the household, be it emphasizing saving, opting for minimalism. I cannot help but recall how my mother was dead against food wastage, and we weren’t allowed to waste a single morsel and today I find myself telling my kids - Swallow only as much as you can chew, get a second or a third helping but don’t waste food.



At this moment in history, when we cannot afford to generate more waste because global warming and climate change are no longer just conversations in the air; they are simply staring us into the face, and it's high time to shift our gifting patterns and embrace sustainable practices. Recently, I heard that the Amazon Great Indian Festival witnessed a record 11 crores customer visits in the first 48-hours of Amazon Great Indian Festival 2024. But in all this festive frenzy and shopping madness, let's pause a moment and look at what we need, rather than our endless greed which remains a bottomless pit. It is my observation that too many of us are spending money we haven't earned, to buy things we don't need, to impress people we don't like. I feel, those who indulge in mindless spending eventually come to realize that life's true treasures are the ones money simply can't buy.

Put your hand on your heart and ask yourself these questions. Are we making decisions on what to purchase based on the present or future? Is what we are giving to others, passing the test of our conviction or convenience? Are the consequences going to be constructive or destructive? Practice these three golden rules until they become a part of your DNA.

There is no better time to emphasize thrift than this festive season. After all, if we can employ discipline even during the mother of all spending seasons Diwali, followed by winter, weddings when wallets are unleashed, we can actually stop the world from further disaster and damage. What’s more, our habits tend to have a ripple effect on others around us. 

Personally, I give gifts to a few people but always do that in person. For me, gifting is an excuse to meet my people and forge deeper connections and engage in meaningful conversations. I also like to personalise my gifts and give as per their taste and preferences, rather than passing the parcel. I know that Poonam likes natural beauty products but for Sangita, her heart beats for traditional Indian items like handicrafts- so even a phulkari key chain will bring a smile on her face. Our gifts must be more thoughtful than fanciful. Simple, intentional gifts often carry more emotional value, allowing both the giver and receiver to focus on the sentiment behind the gesture rather than the material worth.

Also, you must know what not to gift. For instance, alcohol gifting can backfire if the recipient doesn’t drink. But gifting an experiential gift card like a concert ticket for a culture enthusiast can emphasize thoughtfulness rather than extravagance. 

So, finally, this Diwali let women pave the way for deciding what to gift and make the entire experience transformational, not transactional.

 

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