We can do better: Brands and the changing Indian woman

Babita Baruah
JWT Delhi

Marketing to Women in India

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

The young Indian woman has outraced marketers significantly, both in the market and in the mind. Are we doing enough?


40 years ago, two brands re-wrote Indian marketing. Surf and Liril shattered advertising codes to redefine stereotypes of Indian women that marketing had created and still lives by.

Surf and Liril: Rewriting marketing codes

Lalitaji was the Surf woman who stopped us in our tracks with her "smart shopper" mindset. The Liril girl broke all conventions by smiling and frolicking under a waterfall. It was a portrayal of freedom and adventure in a country where women were beginning to step out of their homes, defying society and their own fears.

Things have moved on since then. But in baby steps.