By Bhabani Shankar Nayak The prevailing narratives surrounding capitalism's supposed invincibility persistently undermine all alternative systems, employing diverse tools and strategies of governance that not only domesticate daily life but also suppress the critical consciousness essential for societal transformation. Capitalism's ideological, cultural, social, political, and economic apparatuses promote ideas, policies, processes, and institutions designed to stifle both individual and collective awareness. It dismantles communitarian society in the name of individual freedom and individualizes consumption in the pursuit of personal happiness, utility, and satisfaction. These processes accelerate various forms of individual alienation, an intrinsic feature of the capitalist system. The separation of consumers from producers, justified by mythical free-market efficiency, is part of this commodification, reinforcing alienating structures that domesticate both.