How Media and Women’s Spending Shape India’s Economy.

-

by Udba Fatima 

Women play a pivotal role in India’s economy, both as active consumers and powerful influencers. The growing purchasing power of women has transformed the retail industry, while the media continues to shape perceptions of women and their buying decisions. This article explores how media and women’s consumer behavior together impact the economy, especially the retail sector. The media, through advertisements, movies, and digital platforms, plays a significant role in shaping societal perceptions of women and influencing their consumer behavior. Platforms like Instagram often feature influencers promoting luxury fashion or skincare products. Women in the media are often shown as symbols of beauty, strength, or homemakers. These portrayals influence both how society sees women, by reinforcing stereotypes or idealized images, and how they perceive themselves. These portrayals directly affect sales in industries like fashion, beauty, and household products. Moreover, these lifestyles shape women's aspirations, promoting the idea of purchasing items to align with these trends, thereby reinforcing certain societal standards. For instance, the Indian beauty industry, valued at $15 billion in 2023, owes much of its growth to advertising campaigns that leverage media to target women. Such media representations drive purchasing decisions, as women are often targeted with products and services aligned with these constructed ideals. Media today presents women as independent and ambitious, inspiring them to pursue careers and financial independence. For example, the web series ‘Four More Shots Please!’ follows the lives of four modern women navigating careers, relationships, and personal struggles while emphasizing female empowerment and self-expression. Similarly, Titan’s “She Deserves It” campaign promotes financial independence by encouraging people to gift women watches instead of traditional jewelry, symbolizing time as a valuable asset. Such portrayals boost women's confidence and encourage them to participate actively in the economy. As a result, women’s increasing spending power has transformed India’s retail sector, creating new opportunities in fashion, beauty, healthcare, and technology. Businesses now design products and services specifically for women, leading to a boom in women-focused markets. This shift not only benefits industries but also strengthens the overall economy by increasing demand, employment, and innovation. Women’s growing spending power has fueled the expansion of several industries catering specifically to their needs. Fashion is a major sector, with women driving a significant share of India’s $50 billion fashion industry, especially through e-commerce, which offers more customized options. Fitness is another booming market, valued at $6 billion, with an increasing number of services tailored for women, such as female-only gyms and wellness programs. Similarly, menstrual hygiene awareness has led to rapid growth in this market, which is expected to reach $771 million by 2025. These industries not only boost the economy but also address key social issues by improving access to essential products and services for women. At the same time, online shopping and social media have played a crucial role in shaping women’s purchasing habits. Platforms like Nykaa and Lenskart provide convenience and a wide range of choices, making it easier for women to shop for their needs. Social media further influences buying decisions through targeted ads and influencer recommendations. Studies show that women now control 85% of household purchases, making them one of the most important consumer groups for businesses. Therefore, companies are increasingly focusing on women-centric marketing strategies, further driving economic growth. While women’s spending and media influence are helping the economy grow, some issues need attention. Many ads focus too much on selling products rather than real empowerment. They promote unrealistic beauty standards, making women feel pressured to look a certain way. Moreover, women in rural areas often struggle to find affordable and good-quality products, making it harder for them to benefit from the growing market. To ensure inclusive growth, the Media should show diverse and realistic women instead of setting impossible beauty standards. Furthermore, Helping women start their own businesses will lead to more innovative products designed specifically for women’s needs. 

Comments

Post a Comment

Popular posts from this blog

Economy as a Burden to Women in the Postmodern Era: An Islamic Perspective by Udba Fatima

-
 The postmodern era has changed many aspects of society, especially how women take part in the economy. Many feminist thinkers and postmodernists believe that financial independence gives women real power. They encourage women to join the workforce, thinking it will liberate them. But in reality, this idea has created a problem: women might have gained financial freedom, but at the same time, they have been given too many responsibilities. They now have to manage both their jobs and their homes without enough help. Instead of reducing their struggles, postmodernist ideas have added more pressure to their lives. Islam, on the other hand, offers a system that removes financial pressure from women. It places the responsibility of earning on men (considering earning as a duty of men), while women have the choice to work if they wish. This article is based on a comparative study of how postmodern economic ideas affect women and how Islam offers an alternative approach that gives them b...
Read more

"Trickle down Theory: Historical Perspective and Future.

-
The idea of “trickle-down” originated from political debates to describe the economic policies of a party or politician. There was never a formal concept of “trickle-down economics” in the sense of economic theory. The term-of-art was used to describe policies that directly benefited to rich but were justified by arguments they would ultimately also benefit the middle class and poor. In fact, The term was first introduced by humorist Will Rogers in a column critiquing then-President Herbert Hoover’s economic policies.Trickle-Down Economics is an economic theory that suggests benefits provided to the wealthy and businesses will eventually "trickle down" to the rest of the economy. The theory posits that tax cuts, deregulation, and policies that benefit corporations and the rich will spur investment, job creation, and economic growth, which will benefit all economic classes. Government of India  passed a law in August 2019 to cut corporate tax rates, the rate for existing compa...
Read more