BANGALORE: The country is in transition and so is the female population in the country.  Women in India have started prioritizing their careers and they are increasingly seeking greater financially independence over marriage. They have been successful in featuring themselves in the economic picture by valuing their finances more. According to ad agency JWT it is said that, women in India, China and Indonesia are helping business owners in observing the importance of an essential consumer section when consumption is concerned, reports livemint.

Women like Deepti, a 30-year old professional in marketing, are lucid that they want to be independent and acquire financial security. Being financially empowered gives her a chance to bear a major part of the mortgage on her apartment, aiding her parents financially.

This economic independence have instilled in them higher ambitions. Setting up business is the next big aim for these women. The steady and continuous growth in the number of employed women and their increasing salaries is boosting this drift.

Shazia Khan, vice president and executive planning director at JWT, observed a transition in buying procedure of women. Om Ahuja, CEO at real estate consulting company Jones Lang LaSalle India says, “Developers recognize the fact that women are, in most cases, the final authority when it comes to purchasing a home for the family.” D. Shivakumar, CEO, PepsiCo India says that, women taking up lead while making decisions related to purchase in households.

The study carried out by JWT emphasized more on understanding the primary concerns, the aims and the yearning of women in these countries. This survey was initially regulated by Nielsen India which found out that 92 percent of the waged women and 84 percent of the non-waged women feature a significant role in making decisions related to purchase.

Most of these women spend conscientiously, posing as independent decision makers in households. Dheeraj Singh, chief strategy officer at advertising agency Grey Worldwide said, “Are they (women) buying—yes. Are they being overtly targeted—not sure.”

Women empowering market campaigns and advertisements play an important role in promoting positive messages. Nevertheless, women in India have still a long way to get hold of a firm position in the economy.
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