**Abstract:** The concept of conspicuous consumption, which was introduced by American economist Thorstein Veblen, has evolved over the years to include all material and immaterial objects and experiences that are showcased to indicate wealth. Several developing studies have found that consumerism is increasingly inclining towards the inconspicuous or low-key consumption of luxury products. The concept of "inconspicuous consumption" refers to a type of consumption behaviour that reflects consumers who avoid products with explicit brand identifiers or employ subtle signals that are only obvious to people with the imperative familiarity to decipher their meaning. This type of consumption habit could arise from various personal and social motives. This study aims to evaluate the literature in the area of inconspicuous consumption. The findings of this study will provide an insight into the scope of inconspicuous consumption for future research; and will also help in understanding a few underlying theories behind inconspicuous consumption. Keywords: Inconspicuous consumption, luxury marketing, materialism