Arranged marriages are common in India, with parents scouring friends and family to find a match for their offspring. But as women become decision-makers in more aspects of their lives, they’re looking to pick their own partners, and matchmaking site BharatMatrimony is tapping into this shift.

Financially-empowered mums have become the driving force behind India’s $12 billion baby care industry. Specialist retailers have now set up shop promising to better serve this segment with improved prices and convenience. But will this be enough to win the hearts and minds of these shoppers?

Following India’s demonetisation initiative in late 2016, which was intended to alleviate the country’s black money problem, many Indian couples who were planning on using IVF clinics to help then conceive are now postponing appointments to save cash for more urgent needs.

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.