Choice has become a central aspect of middle-and upper-class life in many societies in the modern world. Even in India, due to rapid economic development in the past decade, the practice and discourse of choice has become increasingly prominent. But what are the consequences of the proliferation of choice in modern society? Is the act of “choosing" a universal good, the route to individual freedom—or are there limits to the benefits that choice has to offer? Might choice have some negative consequences for society that have until now not been recognized?