There's been plenty of social change in India in terms of gender equality, but it hasn’t found its way into the sports industry. To challenge this, Nike has released a powerful advert celebrating female athletes, showing them running, fighting and taking part in contact sports.

India’s style-savvy young women want to dress to impress, but it doesn’t make sense to splash out on the high street every time a work or social event comes up. Online service Flyrobe lets them rent clothing to suit their occasion, from a gorgeous gown to a stunning sari.

Fashion and footwear sales rose by just 3.8% in 2016 – the weakest growth since the 2008 financial crisis. But what kept the industry from really slipping is sportswear; people’s penchant for athleisure has continued to grow, fuelling purchases of yoga pants and other sports-inspired apparel.

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.