📷 Image: Wikimedia Commons / Basile Morin
Lifestyle
40‑Minute Showers: Luxury Bathroom Brands Push Unaffordable Trend in Indian Cities
✍️ CNBC TV18
🗓 09 Nov 2026, 11:19 AM
👁 11
Bathroom brands are promoting 40‑minute showers as a luxury experience, a trend that many Indian cities find unaffordable.
Bathroom manufacturers are now marketing 40‑minute showers as a premium, indulgent experience. The promotion emphasizes extended water usage and high-end fixtures, positioning the shower as a symbol of luxury.
The extended duration translates into higher water consumption and increased utility costs, which can be significant for households in densely populated urban areas. In cities where water scarcity and rising tariffs are already concerns, the idea of a 40‑minute shower is viewed as impractical.
Consumer reports suggest that many city dwellers find the concept out of reach, with the average household unable to justify the extra expense. The trend has sparked debate among urban planners and consumer advocates about the sustainability of such luxury marketing in a resource‑constrained environment.
While the brands highlight the comfort and relaxation benefits, critics argue that the focus on extravagance overlooks the broader need for water‑efficient solutions in Indian cities.
The extended duration translates into higher water consumption and increased utility costs, which can be significant for households in densely populated urban areas. In cities where water scarcity and rising tariffs are already concerns, the idea of a 40‑minute shower is viewed as impractical.
Consumer reports suggest that many city dwellers find the concept out of reach, with the average household unable to justify the extra expense. The trend has sparked debate among urban planners and consumer advocates about the sustainability of such luxury marketing in a resource‑constrained environment.
While the brands highlight the comfort and relaxation benefits, critics argue that the focus on extravagance overlooks the broader need for water‑efficient solutions in Indian cities.