Treading carefully: Connecting with the new Indian woman

Poonam Kumar

This article explores the impact that increased education, representation and empowerment of Indian women is having on brand strategy, and how brands must adapt to fit the new, modern India.

Treading carefully: Connecting with the new Indian woman

Poonam KumarTNS

Marketing to Women in India

This article is part a series on marketing to women in India. Read more.

In Ramayan, India's most revered epic, the main female character Sita willingly follows her husband into the forest for 14 years of exile. Like a good, dutiful wife, she meticulously places her feet exactly where her husband walks, ensuring that there is no evidence of her existence as a separate entity.

The Ramayan personifies India's deeply embedded patriarchal code and is often referred to as a standard...

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