These were among a number of key findings of a six-month, nationwide study by Grey Global Group, which reveals that the traditional social norms of women in the country are crumbling.
One of the cornerstones of the survey was the use of 'friend groups' to replace what the agency called the "inadequate focus group system" in the quantitative part of the research.
The targets were women aged between 19 and 24.
The first stage involved trained volunteers - all management students - in Delhi and Mumbai simply chatting with friends. The next phase involved the setting up of 40 friend groups in the two cities, in which friends chatted with each other on life and their future hopes and aspirations.
The final stage called for a quantitative survey of about 3,400 respondents in nine markets including Delhi, Mumbai and Kolkata.
Grey India managing director Nirvik Singh said the goal was to not just find consumer insights, but be ahead of the game: "Hence, the study focuses on 19-to-24 year-old women - tomorrow's consumers".
Other main findings include that it is no longer the parents prerogative to decide what their daughters should do and that women want their husbands to be more sensitive, sharing and participative.
The archetypal definitions of good and bad girls are also undergoing major change with greater social acceptance of drinking, smoking and dating.
For marketers, this means that younger women especially have greater disposable income and freedom, and are far more knowledgeable about what brands they want to use to set up home.
Traditions crumbling among women aged 19 to 24 in india
- Parent no longer deciding how their daughters should live
- Marriage is not the sole driver of life
- Having an education and career are paramount
- The desire to be successful is strong
- They believe they have the freedom they want
- Smoking, drinking and dating are accepted
Source: Grey Global Group India.