Gender equality in India is improving, but the majority of Indians are still aligning womanhood with a traditional role in the home. Despite a growing number of opportunities for India's women, the links between femininity and motherhood are proving hard to shake.

How does religion shape consumer decisions in India? Why is cash still king despite rapid digitisation? And how are young people grappling with the idea of inclusivity? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Indian people in 2018.

Menstrual health in India is an issue surrounded by many misconceptions and taboos. But there are signs that this may be changing as Sofy tampons has released India’s first ever tampon TV ad, hoping to encourage girls to talk about menstrual health and seek out helpful hygiene products.

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.