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More Than Taste: Indian Women Turn Westward to Stock Up Their Wardrobes | Knowledge@Wharton Today:
According to Satyajit Majumdar, a professor at the School of Management and Labor Studies of the Tata Institute of Social Sciences, this trend in clothing is a subset of larger social phenomena. “Society is now more open to women making choices which were earlier not considered favorably. For instance, girls are now moving to different cities for higher [education] or career opportunities, and taking up independent accommodation if hostel facilities are not available.”
He points to another aspect. “As individuals, [Indians] are now becoming more sensitive to the concept of the ‘self’. This includes various aspects like looks, health, clothing and lifestyle. So all businesses which cater to this notion of the ‘individual’ and the ‘self’ are getting more pronounced in the market.”
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