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new money

By: shuwen shuwen
For : hefiewang
Date Added : July 16, 2010 Views : 231
Rate Author : Current : 2.84 /5
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I am sitting at the Delhi airport lounge and the group of 50-somethings next to me is discussing strategies to manage their daughters-in-law. The image that emerges is very different from the hapless toli of overdressed bahuranis that inhabit the soaps on TV, who are constantly being tossed around by antique social norms, tyrannical mothers-in-law, and just plain lousy kismet (fate). These about-to-board-a-plane bunch of in-laws talk instead of self-willed daughters-in-law who have to be handled with care, who have jobs and money of their own, and a mindset that could minimize the in-laws out of their lives as easily as you minimize a window on your computer. You have to negotiate gingerly around these next-gen bahus, and the group concludes that the best strategy for buying peace in the family is to “shut your mouth and open your wallet”.

The reality of Indian bahudom is probably a broad spectrum all the way from the docile dolls on TV to the cutting-edge babes of the jet set, but there is no denying that Indian women as a whole are pushing the boundaries that confine them. The singular act of going to work and making money they can call their own is rearranging the power equation not only within families but also in society at large. There may be no bra-burning moment—although we do have the pink panty one—but there is a quiet revolution unfolding. The fulcrum of this revolution is money—money earned by women, money saved by women, money spent by women. Whereas the Western feminist movement of the 1960s had women hollering their lungs out, the Indian equivalent of today is more surreptitious in that it lets money do the talking for them.

It got me thinking about what this “new money, new mindset” woman means for business? How big is the female rupee? How is she likely to spend her money? Is she going to focus on bread and butter items? Or is she going to splurge on jam too? Is there a “jam generation” on the make? And what does all this mean for the luxury brand industry?louis vuitton



he reality of Indian bahudom is probably a broad spectrum all the way from the docile dolls on TV to the cuttingedge babes of the jet set, but there is no denying that Indian women as a whole are pushing the boundaries that confine them. The singular act of going to work and making money they can call

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