The Intersection of Gender and Consumer Trends in India

In this conversation, Alpana Parida discusses the evolution of beauty, biking, and jewelry brands in India. She focuses on Nykaa, Tanishq, and her own brand, Tiivra.

She highlights how these brands are adapting to changing consumer preferences. They are responding to cultural shifts, particularly regarding evolving masculinity and female empowerment. The discussion explores the strategic use of branding, content creation, and design. These strategies aim to resonate with specific target audiences. It showcases successful examples and lessons learned.

The Evolution of Masculinity: From Providers to Partners

• For generations, men were expected to be providers, protectors, and procreators. This limited their roles to traditional, patriarchal constructs.

• However, modern young men are reshaping masculinity—moving towards being companions, collaborators, and contributors in relationships and society.

• A new generation of men seeks freedom from rigid stereotypes, expressing themselves in ways that weren’t considered “masculine” before. As Alpana says, “Masculinity will become a type of person rather than be very gender-based.”

Biking as an Expression of New Masculinity

• Traditionally, biking symbolized raw power and dominance, with bikers choosing cruisers or superbikes as status symbols.

• Today, biking has evolved into an expression of individuality. Younger riders value agility, balance, and control over sheer power.

• The emergence of smaller, high-performance bikes and gender-neutral riding culture highlights this shift.

Branding for a Changing Audience: The Case of Tiivra

• Tiivra is positioning itself as a brand for the self-made rider. It is inspired by the Eklavya mindset. This involves learning and mastering skills outside traditional systems.

• Unlike brands catering to elite, inherited privilege (Arjuna archetype), Tiivra appeals to those who learn from experience. They gain insights from social media and real-life practice.

Nykaa: Changing the Beauty Landscape

• Nykaa redefined beauty from aspiration to accessibility, turning ordinary women into beauty experts through tutorials and social media content. As Alpana says, “Nykaa helped young women become the stars of their own lives.”

• Instead of showcasing an unattainable, idealized version of beauty, Nykaa inspired women. They encouraged women to experiment and take charge of their looks.

• The brand’s success came from education, inclusivity, and community-building, making beauty more democratic.

Tanishq: Reinventing Jewellery for the Modern Indian Woman

• Traditionally, jewelry signified a woman’s worth through wealth gifted by her family or husband.

• Tanishq redefined jewelry as a form of self-expression. It aligns with modern women who value education, career, and independence over societal validation. As Alpana says, “Jewellery today is an adornment, not a measure of a woman’s worth.”

• Campaigns like the “New Tales of Tradition” subtly challenged norms, depicting confident women in control of their own narratives.

Semiotics and Branding: The Power of Subconscious Messaging

• The Amul Girl is one of India’s most powerful brand icons—but why has she survived decades of controversy?

• She represents Bal Krishna, the naughty child who gets away with anything. This forms a subconscious cultural connection. It shields her from backlash.

• Similarly, the Mini Cooper’s design resembles a boxing glove. This evokes a subconscious association with power packed into a small frame. As Alpana says, “Semiotics is about creating meaning that triggers in the subconscious.”

The Future of Branding: Storytelling, Design, and Identity

• Packaging isn’t just aesthetic. It’s strategic—as seen in Tata Copper Water’s success. In this case, highlighting “Copper” leveraged an existing cultural belief.

• As brands navigate changing gender roles, storytelling is essential. Semiotics also plays a critical role in crafting new narratives. These narratives resonate with evolving identities.

Final Thoughts: The Search for Meaning and Identity

• Whether it’s biking, beauty, or jewelry, modern consumers seek brands that align with their values and aspirations.

• As gender roles blur, personal identity takes precedence. Brands must embrace authenticity. They should focus on inclusivity and deep cultural insight to stay relevant.

About the Guest

Alpana Parida is the Founder and CEO of Tiivra Ventures. The company creates motorcycle helmets using new age materials like Carbon Fiber, Carbon-Kevlar, and other composites. These are designed for passionate motorbike riders.

She has over 25 years of experience in brand development, marketing, and merchandising. She has worked for brands like Nykaa, Tanishq, and Amul, among others.