Shedding the chastity belt: The beginnings of the Indian sexual revolution

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.

Shedding the chastity belt: The beginnings of the Indian sexual revolution

Farah Bashir, Karan Kumar and Poonam KumarLoewe Lintas, ITC and TNS

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Introduction

India has been a latecomer to the sexual revolution. It is only now that society and brands have to acknowledge and respond to the Indian woman's demand for sexual equality and everything that comes with it. This paper discusses implications and imperatives for brands as the Indian woman emerges from her long imposed metaphorical purdah and claims her rightful identity. We compare the brave new emerging movement...

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