Marketers eye India's new worldly women

Marital freedom
Now many women say they'll marry when ready -- not when their parents decide to marry them off. Sixty-five percent say dating is essential, and they also want to become financially independent before they marry. More than three-quarters -- 76 percent -- say they want to maintain that independence afterward. Sixty percent say they'll decide how to spend their own salaries.

What's more, 76 percent say they'll decide when to have children. "They now regard this as the woman's decision completely," observes Singhania. In big metro areas, 24 percent say they never want children, and that number reaches 40 percent in smaller cities.

Individualism
Female role models in Indian culture used to personify perfection, Singhania says. Now, 62 percent of girls say it's O.K. if they have faults and that people see them. "They don't want to be seen as Mrs. Perfect," she says. "Popular characters are Phoebe of Friends and Ally McBeal. They like women who commit blunders."

Careerism
A decade ago, most young women saw themselves as housewives. After that, most said they wanted to be teachers or doctors. "If they had a profession at all, it had to be a noble cause," Singhania says. "Now, it is about glamour, money, and fame."

A surprising 45 percent of young single females say they would like to be journalists. Singhania says that's largely because prominent female journalists, especially TV reporters, are seen as very glamorous.

Another 39 percent say they would like to be managers, 38 percent are interested in design, and 20 percent think they want to be teachers. Interestingly, 13 percent say they would like to be in the military. The percentage of those saying they want to be a full-time housewife was minuscule.

Modern husbands
"The relationship with the husband used to be one of awe," Singhania says. "Now, women want a partner and a relationship of equals. They want to marry a man like Greg of Dharma and Greg or Chandler of Friends." A recent Whirlpool (WHR) ad shows a man washing the family clothes before his wife comes home from work, while a Samsung home-appliance ad shows a husband and wife cooking together.

For Indian society, the changes in young women's outlook on life is revolutionary. For marketers, they offer interesting new opportunities to exploit.

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