In the uncluttered world of the 1960s and 70s, life was much simpler, defined by its limitations. Choice was a luxury we hardly knew we were missing. Whether it was the food we ate, the clothes we wore, or the entertainment we sought, the options were few and far between.
For our summer treats, the ice cream man would come with just three basic flavours: vanilla, chocolate and strawberry. We didn’t have a menu to decide; we just grabbed what was available and relished every bite. During our school days, we were all ‘Bata Brigade’, wore the same sturdy, black leather. There was no choice about style or design; the only decision was the size.
Television, too, was a shared experience with only one channel-Doordarshan. We were a captive, but content audience. We all watched the same news, the same Sunday movie, and the same weekly serials. There was a profound sense of collective belonging in that limited choice. We watched what was offered and, more importantly, enjoyed it. Fast forward to the present, we are bombarded with thousands of programs on hundreds of television channels and dozens of streaming platforms. Frantically swiping left and right, surfing for the elusive ‘right’ choice, we often end up spending more time scrolling than actually watching anything.
We have migrated from a desert of scarcity to an ocean of abundance with infinite choices. There is an overwhelming variety of everything, small or big, to choose from, be it consumer durables or daily essentials. In the Age of Choice Overload, every mundane purchase involves an exhausting mental marathon. There are dozens of brands of toothpaste, hundreds of varieties of biscuits and an array of detergents, and cosmetics to choose from. Online marketing has further multiplied choice by providing bewildering options. Instead of feeling empowered by these choices, we often find ourselves paralysed by indecision. We fret over whether another brand of cooking oil is healthier or the other mobile plan is a better option. We have become victims of the ‘Paradox of Choice’- where more options lead to anxiety, indecision, and ultimately, dissatisfaction.
Looking back, I realize there was a certain peace in that predictability when we didn’t have to choose between fifty flavours of ice cream or a thousand TV channels. Limited options allowed us to focus on the experience rather than the selection. Today ‘over choice ‘seems to have robbed us of the joy found in simple pleasures; we are perpetually stressed spending our mental energy on trivialities all through the day. The constant hunt for the ‘perfect’ choice, whether it’s a TV show or a tube of toothpaste is draining.
In this age of over-abundance, perhaps the ultimate luxury is no longer having more options, but having the wisdom to ignore most of them. To reclaim a calmer life, we must learn to save energy for the decisions that truly matter and be easy with the countless, inconsequential ones.
(Published In Deccan Herald in the column ‘Right in the Middle’ on 13August 24, 2026)
Very well depicted scenario of two different worlds!!I Language and choice of words prove loud and clear that what a brilliant writer you are. Your communication skills are outstanding Rama. Yes I agree that multi channel culture offers everything in abundance but I think if one is wise enough to make right choices then it’s luxury to relish.
Thanks Neelam for your response, your encouragement and motivation.. mean a lot to me .
Yes , growing up in age of Doordarshan, for us too many options on hundreds of television channels and dozens of OTT programmes is baffling.
Choice is a luxury .As you have rightly pointed out we ought to be wise in selecting so as to enjoy the luxury, otherwise too many options give headache.
Rama your time evolutionary article conveys that there was an era when we lived a simple yet satisfied life within the given resources which were again based on our family’s financial condition. No hush hush. Efforts for everything were our own and all necessities limited. Technologies did take a giant leap. Massive availabilities fox us what to choose. Faith, truthfulness all tossed out from our life. For our generation, it’s an era of scare of pressing the wrong button. The septuagenarian and higher bracketed citizens sandwiched between old school of thought and ultra gadgeted life today. Good. Very good effort by you Rama. Your life centric articles are too good.
Thanks Narinder for always being supporting and encouraging. I am indeed grateful that you always find time to read and post your feedback .
Hello Rama, as usual your observations on the changing nature of society and life in general are truly remarkable. The tyranny of too many choices is bewildering for the human mind. Buying a commodity becomes a task rather than a pleasure. One has to research well to make the right choice. Surely simplicity and less choices to deal with is preferable to the older generation.
Wow ! What a remarkable analysis!Thank you so much dear . You have beautifully summarised the entire writeup in a few words.
Too many options are definitely mind boggling for our generation of boomers. However, research shows that only upto a certain point ( approximately 9 choices) feeling of freedom and wellbeing increases , after that more choice lead to exhaustion.
Your article took me back six decades to the ‘captive and content’ world we iived in then. I wonder if those who haven’t experienced that environment of scarcity and collective merriment would realise what they are missing. Perhaps we should blame oursevelves for focusing more on provisioning for our progeny than on defining contentment.
Atul , you have given an interesting twist to the article by raising an important point. We learnt to find joy in scarcity but today’s generation cannot equate the two. And, we are the ones who have faltered. In our endeavour to provide our children the best ,perhaps we have failed to inculcate the value of contentment in them .
Thanks Atul for your insightful comment.
What an all encompassing article on time journey from simplicity to ‘ consumerism ‘ under heading of Tyranny of excessive availability of icecream flavours n TV channels..!!!!!
Very much true.. 3 icecream flavours n quick choice n tastebuds had not to stress..!
Than Hamlog.. Ramanaya.. Mahabharat… Bikram n Bhetal…
Your words… India watched together…. Give unity n strength sense… Really appreciating…!
Bata brand is completely reserved as your expression….. Hamara Bajaj… To add… Were ours…!
Few eatables.. Movies… 2..3…brands of cars… Cycles… Hero… You besutifi write about sukoon of that vakt…. Huge time to ponder over movies… Vakt..!
Wheel of time moves on… Evolution…. Your tracing of its results is very interesting n thoughtful….
Confused… Stress of choice…
Little satisfaction….
Are we right syndrom…!
Stopping is impossible… Huge disparity of jncome… More cars on roads… Big import of patrol…. Large deforestation….!
Mother nature is getting exploited beyond limit..!
Dessert of scarcity to ocean of abundance…. Wonderfully said…!!!!
Peace.. Joy… From past few products was reality..!!
How interesting to read your article…
In one breath…!
Creates wise vibrations…
Resonates completely…
Be blessed
Di, you always write ‘dil se’ but this one takes the cake away.
Loved the way you have beautifully covered the gaps left by me in the article.
Yes , just three brands of cars- Fiat , Ambassador and Standard , hardly two brands of two wheelers – Lamretta and Vespa , then came Bajaj ..
True , we have come a long way to now dozens of automobiles to choose from .. Earlier we hardly had any option and now is bewildering variety yo choose from .
Thanks di . This is a sixer from you .
👌👌👌
Ma’am,I also spent my childhood and teenage years in limited resources but enjoyed it.
I am very closed to this article.Now ,we may have luxuries but missing that phase of life…
I may give my own example.Recently,I had to purchase a new saree for a festival. I got so much confused in colour,print ,fabric ,quality of it.Then where to purchase,online or from shop..So many shops…so many online options/ads.My God! I wasted time and ultimately I gave up the idea.
Omg! Your sari hunt ! I can understand your exasperation. With multiple options , choice actually becomes a Herculean task .
In fact , I got inspiration to write this piece when my son was to buy a new car . So many automobiles companies, so many brands, so many models – diesel , petrol , electric, hybrid, Sedan or SUV .. it was maddening.Research tells that only our sense of wellbeing increases with options only upto nine options , any further increase in choice leads ‘choices fatigue’.
Glad the piece resonated with you . Thanks Garima for sharing your experience.