How does religion shape consumer decisions in India? Why is cash still king despite rapid digitisation? And how are young people grappling with the idea of inclusivity? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Indian people in 2018.

“You are really pretty for a dark girl.” Backhanded compliments such as these reveal colourism, the belief in the superiority of fairer skintones, that is prevalent in India. But change is in the works, with Instagram accounts like @browngirlgazin fighting for beauty inclusivity.

How does religion shape consumer decisions in India? Why is cash still king despite rapid digitisation? And how are young people grappling with the idea of inclusivity? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Indian people in 2018.

Gender equality in India is improving, but the majority of Indians are still aligning womanhood with a traditional role in the home. Despite a growing number of opportunities for India's women, the links between femininity and motherhood are proving hard to shake.