Romancing the she-consumer ranges from cover waivers at pubs to zero-balance calls on prepaid to special credit cards.
Romancing the she-consumer ranges from cover waivers at pubs to zero-balance calls on prepaid to special credit cards.
“Nothing is more intolerable than a wealthy woman,” said John Adams. This politically combustible male sentiment will perhaps have wide echoes in today’s Mumbai, where women are being pampered by marketing bosses like never before. Be it loans or a bank account, shopping or entertainment, the world is thrown open to them at ever-dipping prices and with a glut of special offers.
Most banks have special women’s credit cards. Diva from Stanchart, Visa Mini of Citibank and the HDFC Master offer a range of discounts. Diva offers a 10 per cent slash on any bill over Rs750 at Lakme beauty salons. Visa Mini flatters the buyers with 7-15 per cent discount at Oyzterbay, Hidesign and Shahnaz Husain outlets.
Women have their cake in prepaid cards too. The Idea women’s card comes with tips on beauty, fashion, health, fitness, cookery and career, private counselling on women matters, safety alerts in case of emergency, and calls on zero balance. Airtel too has a prepaid card where one can call even at zero balance to reach friends and family in an emergency.
Even hip-shaking often comes free, thanks to city pubs and discotheques like Polyesthers, Seven and Zenzi. Seven in Bandra not only provides free entry for women on Wednesday nights, but also free, unlimited alcohol. Polyesthers in Colaba also has free entry for women on Wednesday nights. Zenzi has its ‘lipstick nights’ on Tuesdays, where women are greeted with free cocktails and given lessons in belly dancing at the Hafla lounge.
The fact that women often decide how well or badly their husbands and children dress or how over-the-top the curtain budget can go does not go unappreciated. Preeti Hiranadani, director of Lakewood Malls, says, “Women are pickier and spend double the time men do in checking out the stuff. We make a point to assist them by taking care of their children and also keeping in touch with them through correspondence.”
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