DNA got together Malini Agarwala (Accessory Designer), Veena Patil, (CMD Kesari Travels), Madhuri Ruia (Fitness Expert), Archana Aggarwal (Country Media Manager, P&G) and Richa Singh (Brand Custodian, L’oreal) for DNA Conversations and got their perspective on life for the Indian woman in the 21st century, men’s changing attitudes and all those knots that we are constantly untying in the relationship tangle.
The Indian woman’s balancing act between family and career —is it intimidating or exciting?
Malini Agarwala: I think attitudes have changed, women think of themselves first as human beings, rather than as women deserving special privileges just because they have ventured into the workplace.. Women work equally hard, they do long hours and in effect, they put in extra effort to balance home and work. They do not give excuses. All they need to do is just be there and set their own goals and standards. And that is changing attitudes in the workplace in general, to be more positive.
What about the norms set by men?
Richa Singh: There is a bit of hesitation at times in dealing with women at work. For example, sometimes men will treat a woman differently when they see she is hugely pregnant… they speak slowly, as if she will crack up, or perhaps they imagine pregnancy makes her senile. Others imagine that her pregnancy will affect her work. When I was pregnant, it took a while for people to realise that I am the same. You have to start all over again. But if you are consistent as a performer, it is accepted and expected that you do well.
So the foot is never off the accelerator?
Richa Singh: Almost, but we are getting to a point of equality.
Do women perceive this change differently?
Richa Singh: No one wants discrimination. I am ME and I would like to be treated with respect.
How do you deal with companies headed by men, amidst corporate travels, carving your own niche?
Veena Patil: It was different for me. Being a woman helped. When we announced foreign tours exclusively for women, I met so many women who were totally into family. They had never enjoyed on their own and now they wanted to do something for themselves.
Taking them somewhere within the country would mean they wouldn’t shed their inhibitions and go swimming or chill at the beach — that feeling of being still close to home, yet away from their responsibilities, would always remain. I’ve seen so many women cry because they are guilty of enjoying without their family. I counsel such women. At the same time, there would be some who would simply freak out — shopping, dancing, enjoying. They would be like — “Huh…why did we not do this before?
Archana Aggarwal: Women are apprehensive of enjoying themselves without their families, but they do make great travel partners. Recently I went on a trip to Egypt with 16 other women. We went as strangers but came back as close buddies.
Is marketing today also about busting myths?
Archana Aggarwal: While selling a product, one has had to change the pitch. The outlook towards advertising has shifted. For example, years ago, Whisper ads had a woman come on screen to explain the importance of sanitary napkins; today we actually show a sanitary napkin on screen. People understand —comprehension has increased. Like the Ariel advertisement where a man is shown washing woman’s clothes. People are now open to these ideas. It is a remarkable shift.
Richa Singh: There has been a shift from emotional thinking to rational thinking and women play lead roles in decision making. It makes them feel good when their choice or opinion results in a purchase.
Madhuri Ruia: I agree that rational thinking has come to stay even in real life. Even when the aircraft security is announced, in case of emergency, you are advised to wear the mask first and then help your children. It clearly means that if you are in a good state of health only then would you be able to take good care of others.
Archana Aggarwal: Yes, today women understand, that it is ok to have your breakfast before serving the kids. Nowadays, kids want moms to be trendy, not only wear a sari. They want them to look fit and good.
Madhuri Ruia: Fitness is an important aspect of life today.We have come a long way from the times of a sari clad Waheeda Rehman to the hip Kareena who doesn’t hesitate to flaunt herself. I’d say fitness has a huge role to play. Fitness is all about your identity — mind, body and brain and it means different to different people.
Has there been an increase in the number of women who want to express their views publicly? Have your public speaking courses found more women joining?
Madhuri Ruia: A lot of women do want to speak up. They want to learn how to express themselves, and often in English. There are so many homemakers who may not necessarily speak English but they still speak their mind. It is an inviting change that women can also be heard, and this has filtered down to all classes.
There is a huge spurt of woman entrepreneurship lately, how do you see these new entrepreneurial women interacting ?
Malini Agarwala: People do respect other peoples’ work. The insecurity is going away. When it comes to business, while I ensure I am on the roll all the time, I have no qualms about appreciating young talent. There is room for everybody.
But has men’s perspective changed?
Veena Patil: When we started taking women out, we noticed that the husbands were, eventually, happier too. Because when women go abroad and adapt the good things they see and bring a new attitude, a phalanx of new ideas back home, everyone notices the positive change. That they are rejuvenated and their entire outlook toward life is changed.
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