Priyanka is wife, mother and a rising executive at a multinational bank in Mumbai. She is also a lucrative target for advertisers. A double page advertisement for Botox urges women to “Face the world with confidence”. This is just one of the many beauty, fashion, jewellery and even financial and automobile brands that are targeting a segment that has been traditionally ignored by advertisers and marketers alike – women. This is new territory for many marketers. The dilemma facing many brand marketers is determining the optimal trade-off between tradition and modernity in order to connect with the urban Indian woman consumer. This led us to delve deeper into the Indian woman’s micro-world that is reflective of an evolving sense of identity in a fast-changing consumer society.