Summary of this article
As the subscription economy booms, small monthly payments have turned into big annual leaks for millions of Indians. The psychology of “painless” micro-spending, combined with autopilot renewals, is causing silent financial erosion. By auditing recurring charges and making spending conscious again, you can stop these invisible termites from nibbling away at your wealth.
A Rs 199 subscription here, Rs 499 there—your wealth vanishes in autopilot mode.
When Delhi-based Ruchika Agarwal received her credit card statement recently, the number hit hard: Rs 8,347 on subscriptions. In one month, Netflix, Prime, Spotify Premium, cloud storage, a fitness app, a meditation app, two news sites, and three tools she didn't even recognise. "When did I even sign up for this?" she wondered.
Welcome to the subscription economy, where Rs 199 doesn't feel like spending, but Rs 95,000 annually feels like betrayal.
The Invisible Wealth Drain
India's digital subscription market is exploding. OTT platforms alone crossed 100 million paid users in 2024 (FICCI-EY report). Add music, cloud storage, fitness apps, and productivity tools, and the average urban Indian now juggles 6–12 active subscriptions. From a business standpoint, the psychology behind monthly pricing is brilliant, but for consumers, it can be quietly devastating.
A Rs 199 per-month subscription doesn't trigger the same "expensive" alarm that a Rs 2,400 annual payment would, and companies are well aware of this behavioural blind spot. It's rooted in what economists call the "pain of paying" the discomfort we feel when parting with money. By breaking expenses into smaller, recurring charges, that pain is softened. As a result, we often hesitate for days before buying a Rs 3,000 shirt but hit 'subscribe' to a Rs 299 app in seconds.
Sanjiv Bajaj, Joint Chairman and Managing Director at BajajCapital, explains, "We see this constantly in client portfolios. Young professionals earning Rs 15–20 lakh annually say they can't afford to invest Rs 5,000 monthly in SIPs. Then we audit their expenses and find Rs 7,000 to Rs 10,000 going into subscriptions they barely use. The money isn't missing, it's just invisible. Subscriptions are the termites of personal finance: individually small, collectively destructive, and thriving in the dark."
The Autopilot Trap
The danger isn't the subscription itself - it's the automation. Once set, they renew silently, debit automatically, and require zero conscious decision-making. Many users pay for gym apps they haven't opened in months, storage at 5 per cent capacity, or language learning apps long abandoned. Most of these aren't being used; they're simply there. Free trials worsen the trap. Sign up once, enter card details, and the billing continues long after the memory fades. Studies show people underestimate subscription spending by over 40 per cent, guessing Rs 2,000 when they actually spend Rs 3,500–Rs 4,000 monthly.
Taking Back Control
Step 1: Discover. Pull three months of credit card and UPI statements. Highlight every recurring charge. Create a list: service name, cost, last usage date, and annual total.
Step 2: Evaluate. Ask three questions for each:
Have I used it in the past 30 days?
Does it add real value to my life?
Would I re-subscribe today if it weren't already active?
If any answer is no, then cancel it immediately.
Step 3: Optimise. Switch to family or annual plans (15–20 per cent cheaper). Share legitimately. Use calendar reminders before renewals. Try virtual cards with limits for free trials - if it auto-renews, it fails to charge. A practical "rotation strategy" also works: keep 2–3 OTTs at a time, rotate quarterly, and never pay for all simultaneously.
The Bigger Picture
"The subscription economy has fundamentally changed how people experience spending," Bajaj explains. "Earlier generations saw money leave their hands with every purchase. Today, it leaves silently at night through auto-debits. The disconnect between earning and spending has never been wider. Making spending conscious again is the real financial awareness this generation needs."
Subscriptions aren't the enemy; unconscious spending is. Audit quarterly. Cancel ruthlessly. Keep consciously.
That forgotten Rs 199 subscription won't make you rich, but the Rs 50,000 you redirect to investments just might because your wealth isn't disappearing. You're just subscribed to its disappearance.
