Humanisation of a goddess: The Indian mother

This article discusses changing perceptions and portrayals of Indian mothers, first in Indian folklore and then in brand advertising.

Humanisation of a goddess: The Indian mother

Poonam KumarTNS

Marketing to Women in India

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

"You may have all the wealth in the world, but I have my mother."

Delivered in true Bollywood style, this iconic putdown appears in a famous Hindi movie from the 1970s.

It's clear from popular cultural references that the Indian mother holds a special and elevated position in India's societal structure.

This is rooted in Hinduism where Shakti, the preservative and destructive energy, is embodied on earth as...

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