Mumbai: A new global study by Ipsos reveals that Indians broadly support gender equality while continuing to hold on to traditional views around family roles and masculinity. The findings come from the Ipsos Global Survey conducted across 29 markets ahead of International Women’s Day.
The report indicates that a large majority of Indians consider achieving equality between men and women personally important, with many respondents identifying with feminist ideals. At the same time, the study highlights that women’s progress in India is often viewed alongside long-standing social norms that still shape expectations within households and relationships.
Across the country, respondents widely acknowledge that gender equality is critical to India’s social and economic progress. Many believe that meaningful equality will only be realised when more women take up leadership roles in business and government. Increasing participation of women in the workforce and public life reflects a gradual shift toward more progressive attitudes.
However, the survey also shows that traditional gender roles remain deeply embedded in everyday perceptions. Women are still widely viewed as the primary caregivers responsible for childcare and household management, while men are typically expected to serve as the main financial providers for the family. Even as dual-income households become more common, these established norms continue to influence how families divide responsibilities at home.
According to the report, this coexistence of progressive thinking and traditional beliefs reflects a society in transition. Many Indians appear comfortable with women expanding their presence in education, careers, and leadership while maintaining familiar family structures.
The survey also explored how women perceive the ideal qualities in men today. Many respondents continue to value characteristics associated with the “retrosexual” archetype, where men are expected to be dependable providers who demonstrate strength, resilience, and responsibility. Young men are often expected to be physically tough and capable of handling challenges independently, reflecting enduring cultural expectations around male self-reliance.
At the same time, the modern ideal of masculinity is evolving to include emotional awareness. Men who display empathy, care, and a willingness to share household responsibilities are often viewed as more attractive partners. The preferred image, the report suggests, is therefore a combination of traditional strength and modern sensitivity.
Summarizing the findings, Balaji Pandiaraj, Group Head, AMD & CX, Ipsos India and long-time D&I Champion, said, “India’s attitudes toward gender equality reflect a society that is evolving while staying rooted in its cultural context. The Ipsos Global Survey conducted across 29 markets to mark International Women’s Day shows that Indians strongly support progress for women in education, work and leadership. At the same time, traditional expectations around family roles continue to coexist with these aspirations. What is particularly interesting is how this transition is also shaping perceptions of men. While women are stepping into more progressive roles, many still value qualities in men that reflect resilience, responsibility and strength, combined with empathy and care. This blend of progressive aspirations for women and enduring expectations of masculinity highlights how India is navigating change in its own distinctive way.”
Geetika Singh, Country Service Line Leader, Ipsos UU India and the new D&I Champion for Ipsos India, added, “The findings suggest that while attitudes toward gender equality are evolving, many Indians still see men and women anchored in their traditional roles, now complemented by a modern expectation of shared responsibility, opportunity and care.”
Overall, the findings from Ipsos highlight how India is navigating gender progress through a blend of change and continuity—supporting greater equality for women in public life while maintaining long-standing cultural expectations within families and relationships.
