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)
