Consumer purchases are increasingly blurring gender norms across various sectors, particularly in urban India, as per recent market reports. Women are increasingly buying products traditionally considered to be male domains, such as big-ticket appliances, and automobiles.

For instance, women accounted for half of all television and air conditioner purchases in India last year, and their share in SUV and luxury car purchases has risen to 14-15% from 8-9% five years ago, according to market research firm GfK. Conversely, men are playing a more proactive role in the purchase of daily essentials and household staples. Despite the shift towards gender-neutral consumption and the thumbs-up from consumers, advertising seems to remain stuck in outdated gender stereotypes.

A recent Kantar study revealed that DEI (diversity, equity, inclusivity) is yet to influence Indian advertising. This is even as the report underscored the significance of DEI for Indians. 

Marketing and advertising can play a crucial role in shaping gender norms and perceptions around inclusivity in society. In the wake of changing consumer norms with the data matching up, Manifest speaks to industry experts to find out what is it that stops advertising from portraying stereotypical portrayals.

MG Motor’s Udit Malhotra, BBDO’S Josy Paul, IAA’s Megha Tata, Kantar’s Prasanna Kumar, Korra’s Saket Vaidya, and Dr AL Sharada - a vocal critic of clichéd gender portrayal in advertisements - delve into whether it is high time agencies and advertisers rethink the gender rulebook.

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