Advertisements have been an important medium for companies to promote their products through powerful messaging. Thus many companies try to come up with unique taglines or innovative ideas that people associate with their brand products. Marketing in India has become increasingly focused on gender roles, family hierarchy, and traditional marriage practices.
It is well documented that the western standards of beauty and body ideals have affected mental health of non-white women all over the world, be it Indian, Asian or Black women. The connection between mental health and clothing is well established. Of the many ways in which in which Indians come to idealize the Western standards of body type is through standardized sizing. India has not had its own standardized sizing chart so far, and garment brands have followed European, American or UK standardized sizing, or come up with brand-specific sizing charts.
“The sari I wear may be traditional, but I am six yards ahead of my time.” Weaving its way across the entire subcontinent, since time immemorial, the sari has transformed…