As in the West, the power of the purse is an increasingly significant factor in sales in urban India. Women are not just buying apparel and cosmetics but cars, homes, vacations, jewellery and expensive electronics. Yet marketing to this prime segment is often patronising and consists of offering ‘pink’ or ‘lighter and smaller’ versions of the same products. This comes across as condescending or betrays a complete ignorance of how women think: remember the thumbs down to Jane Walker whiskey? Yet, when companies make the effort to study women consumers, they create winning products and compelling advertising. This is an apt time for both marketers and consumers to honestly discuss whether marketing to women has largely stayed in the ‘Pink it’ space.