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Team of Industrial Engineers

INSIGHTS LIBRARY

The Changing Semiotic Codes of Gender in India

Updated: Jul 21, 2023

Are your brands choosing the right influencers? Is your brand persona and marketing communication in line with the emergent semiotic codes?

In line with the changing social norms around work, childcare, and nuclear households we see a change in societal gender codes around masculine and feminine role models in India. Women are increasingly required to be assertive & have a voice while the men are expected to be in touch with their nurturing side, while being confident in their masculinity. We see the impact across their beauty, grooming and lifestyle choices.



Semiotics, Yin Yang, Gender

Masculine, Yin Yang


Feminine, Yin Yang, Semiotic


Yin Yang, Semiotic

Insights, Semiotic, Culture, Brand Building, Triggers, Barriers, Agility


The emergent codes of "the Beard guy" and "the Diva" reflect the new balance of yin and yang energies in-line with the changing social norms around work, childcare, and nuclear households. Women are increasingly required to be assertive & have a voice while the men are expected to be in touch with their nurturing side, while being confident in their masculinity.

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