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.

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.

The stigma around discussing sex lingers in rural India, which makes family planning difficult. With men still considered the heads of households, women are struggling to be included in this conversation, but SMS-based health service CycleTel wants to change that.

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?