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...