By Dr. R. Balasubramaniam
Most of us have seen this person and many of us have been this person at some point. They enter a mall with time on hand and clarity of intent, though that intent has nothing to do with spending money. The visit is deliberate. The wallet stays closed. The objective is to be inside without participating in consumption.
In many Indian cities, the mall has become a shared civic space rather than a shopping destination. It offers relief from heat, congestion and the uncertainty of roads. During summer afternoons, when the sun presses down and travel feels effortful, the mall provides air conditioning, predictable lighting and the freedom to walk without negotiating traffic.
The window shopper chooses this time carefully. Early afternoon or early evening works best. Parking decisions are thought through in advance, with a preference for spots that allow a quick exit and minimal interaction.
Once inside, movement is steady and unhurried. The window shopper does not rush but also does not linger without reason. They stop at displays, look closely and move on. Occasionally they speak, often quietly, sometimes to a companion and sometimes to themselves. The comments are neutral. This design has been repeated. The price does not match the material. The colour will not last long. Sales staff approach and the interaction follows a familiar script. A question or two is asked. Information is received. Gratitude is expressed. Commitment is avoided.
In clothing stores, items are examined carefully and returned to their place. Sizes are discussed as a matter of curiosity rather than intent. Labels are read. Washing instructions are noted. Trial rooms are entered only when unavoidable and even then the outcome is known in advance.
In electronics stores, the window shopper becomes more engaged. Specifications are discussed in detail. Battery life, service coverage, warranty conditions and update policies are all raised. The staff responds patiently. The shopper listens, nods and says they will decide later. Later rarely arrives.
Over time, a route develops. Rest-rooms are chosen with care, usually those away from entrances and crowds. Benches are selected based on airflow and distance from noise. Escalators become part of the routine, used repeatedly as a substitute for walking outdoors. Elevators are avoided unless elders are present. These choices are not random. They are refined over multiple visits.
Food courts are treated with restraint. Menus are read fully, prices are compared and portions are assessed. Often no food is ordered. When it is, one item is shared, usually something familiar and filling. Water refills are used fully. Seating time is extended. People watching fills the gaps. Groups of students taking photos, families negotiating purchases with children and office colleagues continuing work discussions on a weekend all become part of the background.
The window shopper is sometimes alone but often accompanied. The companion may begin the visit with expectations. Over time, those expectations soften. Fatigue sets in. The companion sits while the window shopper completes another circuit. Conversations repeat themselves. Should we buy it. Let us check elsewhere. Not today. Eventually, the companion understands that the process itself is the purpose.
Seasonal changes do not alter behaviour. During the monsoon, the mall offers dry floors and predictable movement. During festival periods, decorations are examined with care. Prices are compared with neighbourhood markets. Photos are taken and shared on family groups with brief comments asking whether something looks excessive or unnecessary. The tone remains cautious.
Promotions rarely succeed. Discount signs are read in full. Conditions are understood. Minimum purchase thresholds are calculated and dismissed. Cashback offers are seen as deferred spending rather than savings. Loyalty points are treated as future obligations. Credit card schemes are acknowledged and ignored. The window shopper believes that not spending is the most reliable form of control.
There is also accumulated knowledge. Which counters process bills quickly. Which staff members allow space. Which exits reduce delays. Which times avoid crowds. This knowledge is built slowly and used quietly. It is rarely shared unless asked.
Technology supports the routine. Prices are checked online. Reviews are scanned. QR codes are scanned as well. Contest wheels are spun. Coupons are collected and forgotten. Email addresses are entered and ignored. The phone remains active. The transaction does not.
Occasionally, something changes. The price aligns with the need. The fit works. The purchase makes sense. There is a pause, followed by calculation. Household expenses are considered. Upcoming commitments are recalled. Approval is given. The item is bought without ceremony. Payment is made. The bag is carried briefly. The moment passes.
So, here’s to the Eternal Window Shopper, the unsung hero of the modern Indian mall. They may not boost GDP, but they can convert a Sunday afternoon into a disciplined audit of retail ambition. And they will leave with exactly what they came for — serenity, steps and a parking ticket miraculously stamped.
And no, they do not need a bag. They did not buy anything.
[Dr. R. Balasubramaniam is the Founder of Swami Vivekananda Youth Movement. ‘The Lighter Side’ is a series of satirical articles meant to bring a smile by highlighting the funny side of everyday life.]
This post was published on January 14, 2026 6:05 pm