The article argues that for a significant portion of Indian consumers, spending behaviour is guided by what is visible to others. Paying ₹80,000–₹1,20,000 for an iPhone is seen not just as buying a phone — but as buying social proof, prestige, and identity. 

In contrast, paying ₹99 for an app doesn’t offer any outward sign of status. It’s hidden, intangible consumption — something that a person’s peers can’t see or appreciate. As a result, many are reluctant to pay. The logic: why spend on “invisible” value when you can spend on “visible” status?

This mindset influences broader consumption patterns: clothing and accessories with visible logos, cars, gadgets — items that announce success. But when it comes to services, subscriptions, or digital utilities, spending becomes a matter of cost-benefit scrutiny.

For marketers and developers, this presents a challenge: unless a product offers visible or reputation-boosting signals, convincing Indian users to pay may remain difficult — even if the value is real and practical.