In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Women in India are leading a shift in the narrative around gamer identity, with many women playing more mobile games since the start of the pandemic. As women break down male-centric stereotypes within the gaming world, brands can help by creating more opportunities for women in this space.

What impact is Hindu nationalism having on shopping habits? Why are Gen Yers becoming careful spenders? And what role might tech play in changing relationship norms? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Indian people in 2021.

MyGlamm has a vision for the future: beauty products co-created with consumers. The Indian brand has released a product developed with the input of shoppers, and with beauty fans engaging with brands in new ways, harnessing their knowledge and creativity is one way to stay relevant.

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?