Chanakya Policy & Research Foundation

This article examines the pervasive influence of capitalism in the 21st century, illustrating its dehumanizing effects through rampant consumerism. It advocates for a re-examination of societal values, proposing the adoption of ancient Indian principles to restore humanity’s multidimensional nature in the face of relentless materialism.

The curtain rises with the onset of the revival of thinking man in the 16th CE. That was the time of the Renaissance in Europe! After a dark phase, a sigh was experienced in the form of the rebirth of the lost vita activa. Along with it, a new child has also taken birth, it is nothing but the most fed, fattened, and overexploited baby. It is a new hydra that is famously known as CAPITALISM.

In today’s age, its banality has even further magnified. This 21st CE has shown how capitalism has transformed itself into an inevitable horrendous boomerang that is terrorizing the lives of billions. Out of many icebergs, humans are at its tip. Though it is an invention of the contemplative strength of men, unfortunately, it is killing that itself.

The essence of being human is under a question mark in this age of hyper capitalization. It is argued that Man is social by nature which means man comes together and shares joy and sorrow with each other. However, the natural culture of man has turned into a passive artificial culture. Now he is nothing but a cog in a wheel.

To substantiate, recently in February 2024 we had our most awaited household consumption expenditure survey 2022-23. It highlighted that the spending power of a household has tripled since 2011-12. The expenditure on cereals is on a decline with the rising income levels (Engel’s law). It appears to be a positive news but the flip side of it is worrisome. The picture is that in this race of mindless consumerism, man has turned into one-dimensional from multidimensional. In other words, Man is a multidimensional personality but at present, it has only one dimension in his personality and that is consumerism.

Nowadays, Consumerism has become a mass culture. It has dehumanized and converted us into mere herds of sheep and goats. Moreover, its penetration in the psyche and actions portrays a very gloomy picture. Various reports and research have shown that greed has overpowered the need which is one of the major reasons behind various ongoing crises. For instance, the crisis and repetitive civil wars in the African continent (DRC, Gabon, Sudan, Somalia, etc.) is pertinent to various geographical and environmental degradations caused by the spillover effect of greediness of human beings under the spell of their artificial culture. Further, the deadly two years of the Russia-Ukraine war also raises various eyebrows over the future of this hydra. In addition to this, with various historical experiences, it would not be an exaggeration to encircle the western countries in general and America in particular for their pseudo-human rights approach. The way they are responding to the conflicts around the world is even now blurring their hegemony. Their outlook towards others’ problems is like “someone is pouring itching powder all over us and then saying, hey buddy, you should learn to meditate, then you wouldn’t scratch so much.”

Well, the time and stakes are high now. The need is not just to reform but to reinvent it. At this point, India can lead the world with its most ancient and scientific values. The ashram system which is very scientifically and rationally divided into four phases Brahmacharya, Grihastha, Vanaprastha, and Sannyasa emerges as a silver lining amidst the dark clouds of capitalism. They imbibe the true nature of being human i.e. man is a social being. They can help us in regaining our multidimensional character.

To sum up, the 21st CE is now questioning the “End of History” theses of Fukuyama and creating the way for Asian values to emerge.