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

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