The Bhaskar Group has unveiled ‘Revelations’, a unique series of research findings of its markets. The first series of Revelations, ‘Understanding the Women of Rajasthan’, was launched in Delhi and Mumbai on November 28 and 29, respectively.
Bharat Kapadia, Executive Director, Bhaskar Group, said, “With this initiative, we hope to provide information that will enable us to understand the dynamics and the changes in our markets.”
The survey was conducted across three cities of Jaipur, Jodhpur and Kota, and involved women in the 20-35 agegroup. It included married, unmarried, working and non-working women. A total of 19 peer groups, in-depth interviews and expert interviews were done.
The survey reflects a change in the attitudes of the urban Rajasthani women. It showed that though a large number of Rajasthani women still upheld their old traditions and culture, they were now ready to face the world on their own. They are no longer subservient, but have a definite identity of their own. They are moving towards a more balanced life, combining their customs and new-found confidence towards a perfect blend of the two.
Women of Rajasthan are an educated, confident, balanced, independent, trendy, caring and adaptive set, who balance preservation, evolution, customs and culture with great finesse. One of the finest examples of this change is Vasundhara Raje, Chief Minister of Rajasthan.
It was found that education, media influences and policy changes were the major factors that had effected this change. It was also found that while there have been significant changes in the women of Rajasthan, there has been very little change in the attitudes of their family members (husbands and in-laws).