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.

In the West, female empowerment is embodied by factors like equal pay. But due to traditional gender roles, women in India have struggled even to open their own bank accounts. But now, thanks to a new government scheme, they’re more financially included than ever.

People have been using natural cosmetics for thousands of years, but more recently, Indian companies like Patanjali have recognised this desire and are monetising it. And while multi-nationals have got on board with their own offerings, local brands remain much more popular.

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?