Transumerism

.....The rise of rental or borrowing services catering from everyone from fashionistas to environmentalists has even spawned a marketing buzzword: the "transumer."

...In recent years, many more companies are renting things at all levels: Wear Today, Gone Tomorrow rents designer clothes (A $495 Vera Wang rents for $49 a week, plus a $10 cleaning charge), Rentobile leases the latest in cell phones and irent2u rents almost anything (think ladders and power tools) in a Craigslist-like setting

...Finally eco-transumerism - where consumers seek to rent , share items for environmental reasons.

(When) will this concept work in urban India ?