Marketing to India's Online Women: Video, Social Media & E-Commerce

Anamika Sirohi

I grew up watching my mother saving recipes that she would find in glossy magazines. In particular, the simple cakes she baked made special occasions memorable. I turned to some friends for baking class recommendations when my young daughter wanted to try it during summers. After some discussion, they unanimously voted for a YouTube channel. It's free, available anytime and no travel is involved.

A neighbour recently mentioned that she still retains the painstakingly maintained recipe book that she started when she got married. Only, now it's more a piece of memorabilia from another era.

 Newfound access to the Internet is already changing Indian women's behaviour in fundamental ways. This of course is not restricted to recipes alone. Women are trying and embracing new ways of consumption of products and entertainment, of communicating and even education.