arketers have slowly started recognising the potential that women consumers hold. With so many working women in our country, this segment has emerged as an important consumer segment. It�s not as if marketers have not been doing anything for them earlier. It�s just that they have not been making the right noises regarding this.

The segments where women have made a difference in terms of product development and marketing are fast moving consumer goods (FMCGs) and durables. And that�s because these products have traditionally targeted the women in the house. In the case of financial services, the target audience is quite varied. But they too, at some level, have been catering to the needs of women consumers. Take insurance companies, for example. They have started refashioning their distribution strategies to serve the needs of the working woman because they realise this segment has the potential to grow really big.... more