The Hindu Business Line : Study highlights changing attitude of Indian women

From being a superior subordinate in the family who preferred being a home-maker to having a career and who largely went by her husband's diktats to one who considers herself equal to her husband and plays an important role in important financial decisions, Cogito Consulting's (the research division of FCB-Ulka), second WomanMood study says that the Indian women has never been as expressive and independent as she is today.

Now more cognizant

Mr Kinjal Medh, COO, Cogito Consulting, says that the findings of WomenMood2 are substantially different from the maiden WomanMood study that was done in 2001. He says, women today, consider themselves as the true `ardhangini' of their husbands. "She expects his responsibility towards her kin as well. She is more cognizant of his world today and she understands his work pressures. An interesting facet is her interest in discussing finance and investment - solely his domain a couple of years ago. Evidently her psyche has changed; she has matured and grown in her understanding of the marital relationship. Not surprising therefore, angst over unfulfilled expectations was missing... "

The study reveals that as parents also, women today are more practical and rational than earlier. They accept the fact that unlike old times when the mother played the role of a nurturer and provider for the kid, it is the kid who manages the mother. "The child has a say in almost everything, be it places to eat, the latest fashion or gadgets to buy," observes Mr Medh.

However, the Indian woman, says the study, is also quite uncertain about her relationship with her children in future. "The fact that she is increasingly losing control over them further amplifies this insecurity."

As opposed to the first WomanMood study in 2001, when the Indian woman considered it unaspirational to be a career woman, WomanMood 2 reveals that most housewives want to be earning women. They feel that earning power allows them to voice their opinions on bigger decisions. "She believes the family takes pride in a woman's working status. We found a lot of women giving excuses for not working, unlike earlier when they felt that a career would be at the cost of neglecting the family and children," says Mr Medh.

Apart from the desire to be financially independent and playing a more crucial role in family decisions, the Indian woman is also spending a lot more money on her personal appearance. "Going to beauty parlours is also a regular regime apart from her quick home remedies. There is no guilt whatsoever in going to beauty parlours and lapping up the indulgence," reveals the study.

This study was conducted among women from SEC A and SEC B in the cities of Mumbai, Delhi, Chennai, Ahmedabad, Kanpur and Madurai. Mr Medh says that the agency would be sharing these findings with its various clients in the FCB group. "We have a number of clients who have brands for which women are the major decision makers in terms of purchase. And, these insights are extremely useful to develop marketing strategies."

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