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  • Is forming a family still a priority?
  • Is forming a family still a priority?
    Adam Cohn, Creative Commons (2015) ©
Subculture

Childfree in India: redefining womanhood

Despite Indian society and families placing great pressure on women to have kids, a growing number are choosing to be childfree. And as many of them have successful careers, discerning tastes and high spending power, brands can no longer afford to ignore this powerful group.

Location India

Scope
When Indhuja Pillai, a 25-year-old from Bangalore, posted a matrimonial advert online, it was her intention to shock. The self-confessed tomboy challenged societal norms in India by writing she was ‘definitely not marriage material’ and did not want to have children. [1] “In India, there’s this expectation that women have to get married and have children,” says Jyoti Karmakar, an advertising industry veteran based in Mumbai. [2] This idea is deeply rooted in the country's cultural and traditional values, and there is consequently significant stigma attached to the decision not to have kids.

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