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.

“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.

As India's first women-only political group, the National Women's Party (NWP) aims to provide better representation for the nation's women, who have long struggled to be heard by the establishment. It's emerged at a time when women's rights are under close national and international scrutiny.

There are an estimated two million transgender people in India, but this group has long been shunned by society. Now, as they start to break through into the country’s cultural scene – most significantly through music and fashion – how are brands speaking to them in advertising campaigns?