Between Progress and Tradition: How Indians View Women’s Equality and the Enduring Appeal of the Retrosexual Man

As conversations around gender equality grow louder globally, Indian attitudes reveal a distinctive balance between progress and tradition. According to the latest Ipsos Global Survey conducted across 29 markets to mark International Women’s Day, Indians strongly support the idea of gender equality while continuing to value traditional expectations around family roles and masculinity.

A large majority of Indians say achieving equality between men and women is personally important to them, and many even identify with feminist ideals. At the same time, the findings suggest that people see women’s progress unfolding alongside long standing social norms that continue to shape expectations within households and relationships.

Across India there is broad recognition that women’s equality is essential for the country’s social and economic progress. Many Indians believe that true equality will only be achieved when more women step into leadership roles in business and government. Women’s participation in the workforce and public life is increasingly accepted, reflecting a gradual shift toward more progressive expectations for women in modern India.

Yet traditional roles remain deeply embedded in everyday perceptions. Women are still widely viewed as central to childcare and household responsibilities, while men are expected to shoulder the primary responsibility of earning for the family. Even as dual income households become more common, these long established expectations continue to influence how families organize work and responsibilities at home.

This coexistence of progressive aspirations and traditional beliefs reflects a society in transition. Indians appear comfortable with women expanding their roles in education, careers, and leadership while also maintaining familiar structures within family life.

As the world marks International Women’s Day, the survey also highlights how women perceive the ideal qualities in men today. Many continue to value what can be described as retrosexual attributes. In this vision of masculinity, men are expected to be dependable providers who display resilience, strength, and responsibility. Young men are often expected to be physically tough and capable of handling problems on their own, reflecting enduring cultural expectations around male self reliance.

At the same time the modern ideal includes empathy and care. Men who show nurturing qualities or share responsibilities within the household are often seen as more attractive. The preferred image is therefore not simply a traditional provider but a man who combines strength with sensitivity and reliability with emotional awareness.

Taken together the findings point to a uniquely Indian balance between change and continuity. Women’s equality is widely supported and increasingly visible in public life, while the cultural template for masculinity continues to draw on traditional qualities even as expectations slowly evolve.

Summarizing the findings, Balaji Pandiaraj, Group Head, AMD & CX, Ipsos India & who has also been the Ipsos India D&I Champion for several years 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.” 

Technical note: For this survey, Ipsos interviewed a total of 23,268 adults aged 18 years and older in India, 18-74 in Canada, Republic of Ireland, Malaysia, South Africa, Türkiye, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries.  

The sample consists of approximately 2,000 individuals in Japan, 1,000 individuals each in Australia, Belgium, Brazil, Canada, France, Germany, Great Britain, Italy, Mexico, Spain, and the U.S., and 500 individuals each in Argentina, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Türkiye. The sample in India consists of approximately 2,200 individuals, of whom approximately 1,800 were interviewed face-to-face and 400 were interviewed online.