The New Change Wave - 'Womanism'
The Economic Times - July 2003

Marketers will do well to at a minimum, recognise and acknowledge this new woman, and study how it impacts behaviour in their categories. Two wheeler makers have noticed the creation of a whole new market for girls and women who want the freedom that comes with mobility. There is a strong case for financial services companies to specifically create a 'women's business cell', and go beyond offering the odd add on credit card to her husband for the well heeled rich. The home manager is ready to manage finances better, and wants to know how. In almost every category, there is the opportunity for forward looking companies to be the 'knight on a shining white charger', and actively encourage this movement and secure a lion's share of the future of what will be an increasingly valuable target group as generations evolve.

With an election around the corner, there is some merit in considering women as a special constituency that needs to be spoken to as intelligent voters in their own rights, rather than blindly assuming that they will vote the way their men tell them to. Sonia, Jaya, Mamata, Shushma, Mayawati should take the lead. And see themselves as key drivers of this movement.