Abstract
Consumer minimalism is increasingly recognized as a global lifestyle movement for reducing personal possessions in order to simplify life (Wilson & Bellezza, 2022). Although existing research has identified several aspects of consumer minimalism such as voluntary simplicity, decluttering practices, anti-consumption, and identity signalling, its meaning remains inconsistent across contexts. This study explores how consumer minimalism is interpreted and practised within the Indian socio-cultural setting. Using reflexive thematic analysis (Braun & Clarke, 2019) of the data collected from twenty in-depth interviews, we identify four interconnected themes: Minimalism as Cultural Reclamation, Minimalism through Spiritual Practice, Minimalism as Contextual Personalization, and Minimalism as Collective Ecological Responsibility. The findings suggest that, minimalism practices among Indian consumers relies primarily upon culturally grounded values, spiritual discipline, contextual adaptations, and socially supported ecological responsibility. The study aims to extend the findings under consumer culture theory and develop a framework for further research to replicate across multiple cultural contexts.