The present study focuses on understanding consumption related values currently prevailing in India. In order to examine if the consumption related values of the people in India are similar to those found in developed economies, the U.S. was used as a benchmark. These values were examined by content analyzing television commercials from the two countries. The results suggest that materialism as well as hedonistic consumption values have become somewhat important to Indians, but India is still not a mature consumer society with values that parallel the U.S.
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