How Ageism Affects Women Over 45 in India
Madonna recently spoke out about ageism, and how women over 45 are often not celebrated in today’s society. She spoke from personal experience, having been trolled for her appearance at the 2023 Grammy Awards. While presenting an award, she spoke about the importance of being fearless, but the media chose to focus on her plastic surgery instead. Madonna’s words are not unfounded, as many women over 45 face similar challenges.
An Unfair Standard
As a woman turning 50 this year, I can relate to Madonna’s experience. Despite being proud of my age, compliments such as “you look good for your age” or “you’re really in touch with today’s current trends for someone who’s 50” are not uncommon. Society has created a specific standard for how this age group should look and behave, and it’s one that I don’t agree with. Who made these rules, and why do we need to conform to them?
The Need for Diversity
While it’s true that older female entrepreneurs are not often celebrated in the media, they are thriving. Kalyani Saha Chawla, who founded the silver brand Rezon at the age of 50, remarks that while the struggles of 30-year-olds are highlighted, older women also face challenges such as hormone-related issues brought on by menopause. However, these stories are often overlooked by the Indian media. Menopause is inevitable, and it’s important to start acknowledging and discussing it.
Fashion Industry and Inclusivity
The fashion industry is notorious for its ageism, and India is no exception. The industry seems more invested in young shoppers, even though older women possess the money and confidence to spend. Of course, the younger generation is important, but so are older women. It’s time for brands to acknowledge them and create content that resonates with them.
For example, international luxury brands work with OG supermodels like Naomi Campbell, but in India, the country’s first supermodels such as Mehr Jesia and Madhu Sapre are forgotten. Brands need to show more inclusivity and diversity. After all, age is just a number. Many women in their 40s and 50s are financially independent, confident, and dress for themselves.
Promoting a Realistic View of Beauty
The Indian media often has people in their 30s as the face of anti-aging creams, but this is not promoting a realistic view of beauty. Every Indian fashion and beauty content creator talks about the importance of inclusion and diversity, yet they overlook women over 50, who are “lost in between.” Women over 50 often spend more money on themselves but buy less, investing in quality instead of quantity. This is an opportunity for luxury and artisanal Indian brands to target this age group.
This is a positive shift for women of a “certain age.” It’s about time brands recognize and acknowledge these women. While there’s still much work to do, there have been efforts to break the ageist stereotype. OTT TV shows like The Fame Game, Amazing Lives of Bollywood Wives, and Moving in with Malaika feature women over 40, proving that age is just a number.
The Experience Factor
Age only makes women wiser, stronger, and more beautiful. Women over 45 have valuable life experience, and their strength shines through. Neelam Kothari, part of the Amazing Lives of Bollywood Wives cast, notes that things have changed since she entered the industry. In the past, a woman’s career was over by the time she turned 40. Today, this is not the case. Women like Neena Gupta and Dimple Kapadia have shown that age is only a mind block, and their experience has helped them play strong and beautiful women.
Final Thoughts
Ageism is a prevalent issue that affects women over 45. It’s time that society recognizes the value and strength of these women and promotes inclusivity and diversity. Brands have the power to create content that resonates with them, and the fashion industry has the opportunity to target this age group. Age is just a number, and it’s more important to celebrate the experiences that come with age. As Madonna poignantly said, “We live in a world that refuses to celebrate women over 45.” It’s time for this to change.
