“From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women
(2020)
Journal Article
Rangwala, S., Jayawardhena, C., & Saxena, G. (in press). “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women. European Journal of Marketing, https://doi.org/10.1108/EJM-02-2019-0135
Purpose – This study aims to explore consumption practices of new middle-class Indian women to explicate how they are challenging traditional social norms and redefining their identity through their consumption practices.
Design/methodology/approa...
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