Indian context cannot be construed as use and throw in the traditional sense.
No category represents the sway of disposability better than mobile phones. Hardly, anyone could have imagined that Indian consumers to replace a perfectly functioning gadget within a year of purchase simply because a newer fasher model with more features was available. But that’s reality as mobile companies are busy cranking out new models. Nokia point out those three years ago, the mobile handset industry as a whole launched less than 20 models in Indian in a year. Now you have anywhere between 35-40 models being introduced in one half. As per the research there are plenty of things to do with supply, a constant flow of newer and edgier products and propelling consumers into trading up constantly. However, the consensus is that disposability the Indian context cannot be construed as use and throw in the traditional sense. Few Indian just throw away their old TC sets. Most, for example, will exchange their for better TVs and get a rebate on the next TV they buy.