OCTOBER 2025 | VOL. 53

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The Illusion of Instant
Indulgence

1-minute read

It’s Friday evening.

Raghav, 32, Chief Marketing Officer at a start-up, has just wrapped up an intense week.

He plans to have a quiet evening when his phone starts buzzing.

Celebrity Chef’s
7-course Japanese dinner. ₹4,200 per person. Only 2 tables left.

Reserved!

Broadway’s
legendary musical premieres in Mumbai. Premium seats ₹4,999. Book Now!

Booked!

Air Max Limited Release. ₹3,799. Sizes are selling out fast!

Bought!

World Concert
Alert: Platinum passes ₹10,500. Window open for 90 minutes only!

Booked!
₹4,200 ₹4,999 ₹3,799 ₹10,500
And just like that, in one evening, Raghav has spent ₹23,498!

Why are high earners falling for it?

Social circle pressure

When peers are splurging, restraint feels isolating.

Exclusivity tags

‘Limited editions’, override rational thinking.

Reward mindset

‘I have worked hard, I deserve this!’ justifies indulgence.

Break the Cycle
SIP before Swipe Automate investments so spending happens from what’s left, not the other way around. INVEST NOW 90-day Audit Review your quarterly discretionary spends; the totals may shock you. Delay Tactics Add to cart, wait 24 hours. Most impulses fade. Luxury with Intent Choose meaningful purchases, instead of many forgettable ones.

For professionals like Raghav,
money isn’t scarce, mindfulness is.

That’s why the ten-minute illusion of indulgence is the most expensive luxury of all.

Don’t fall for it!

*Investments in securities market are subject to market risks, read all the related documents carefully before investing.
**ICICI Bank Limited is an AMFI Registered Mutual Fund Distributor. Mutual Fund investments are subject to market risk. Read all scheme related documents carefully. T&C Apply