From Home-Maker to Change-Maker: How women are driving growth in China, India and Indonesia

Kunal Sinha

This article, based on research by Ogilvy and Mather, explores how Asia's increasingly middle class women are driving consumer spending growth and provides case studies of how brands can successfully engage this rising consumer group.

From Home-Maker to Change-Maker: How women are driving growth in China, India and Indonesia

Kunal Sinha

It is a telling TV commercial from a powerhouse local Indian brand of laundry powder. Four women in beautiful, clean clothes are walking on a street when they spot an ambulance stuck in the mud. A crowd has gathered – mostly men who watch passively, nonchalantly film the incident on their phones, reluctant to help lest they get their clothes dirty.

Determination writ on their faces, the four women jump into the slush, push the ambulance onto solid ground, and walk off triumphant –...

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