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.

Women living in India are facing more danger than women anywhere else in the world, a poll by Reuters shows. Yet, Indian women are fiercely standing up for themselves, redefining their role in society. India needs the female workforce, and brands are starting to back women’s equality.

With women choosing to be childfree and men spending more on personal care, traditional gender roles are slowly shifting in India. Johnson & Johnson India is showing it's awareness of this shift by extending its paternity leave to allow new fathers to be with their young families for longer.

Years ago, stereotypes and societal norms meant that seeing a woman jogging in India would have been highly surprising. Yet the 2017 Mumbai Marathon welcomed over 10,000 female participants. What’s got Indian women racing ahead? And how are brands adapting to new health and beauty ideals?