The Not-So-Desperate Housewives of India

With the winds of liberalization blowing through India, the construction of “Indian women” identity is in flux as women are reconstructing shared understandings and common practices. Of particular interest to advertisers and marketers is the challenge of constructing and depicting an “Indian Woman” who resonates across the country. Towards this end FCB-Ulka has commissioned two large scale qualitative research studies to understand the motivations, aspirations, and goals of the new Indian urban woman. This presentation reports on the findings and discusses how they impact the depiction of women in ads.


Ambi M.G. Parameswaran (2009) ,"The Not-So-Desperate Housewives of India", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 26-29.


Ambi M.G. Parameswaran, FCB-Ulka Mumbai, India


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School

Read More


F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More


Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.