owe�s study on the modern Indian woman throws up some interesting facts about her attitude. Unlike what one gets to see in television soaps, the urban Indian woman doesn�t always groan at the thought of staying with her in-laws. A whopping 71 per cent, in fact, like to stay in a joint family set-up. Step aside, stereotypes. Today�s Mrs India, and 61 per cent at that, dreams to do what other women don�t and about 45 per cent is largely optimistic about the future. While still a minority, about 35 per cent would prefer to spend money now than save for the future.

In stark contrast to the kind glorified by the silver screen, only 27 per cent of today�s housewives can be termed the �self-sacrificing type�. Come hither, the Vallayas and the Bals, the urban Indian missus wants the cuts and the crepes. About 21 per cent like being the fashion leader, 52 per cent imitate the rich and famous, and a quarter want to be like her �modern� peer. About 66 per cent feel their family must vet new purchases, an equal proportion leaves career decisions to her children, and about 54 per cent want to send their kids to expensive schools. Way to go, ladies. Marketers, are you listening?... more