Curbing Consumption by the Wealthy for Managing Environmental Impact: The Scenario and Road Ahead for Marketers

India is home to the second largest population in the world. The country, known for its rich legacy of a wealthy past has been, since gaining its independence from its colonial masters in 1947, trying to ensure an equitable and prosperous life for its citizens. While there have been several experiments on this road to prosperity and affluence, including a near-absolute implementation of a rigid socialistic approach to economic planning – doctrinaire changes since the early 1990s have rewritten the economic roadmap of the country.