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Author: search.filters.author.Chouhan, Gajendra SinghSubject: search.filters.subject.Gender

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    Traversing the women entrepreneurship in South Asia: A journey of Indian startups through Lucite ceiling phenomenon
    (Emerald, 2018-03) Chouhan, Gajendra Singh; Shukla, Tanu
    Marginalization of women in STEM sectors is a widely discussed trend that has percolated into the corporate sector. The purpose of this study is to identify factors that act as barriers to entry to female entrepreneurs and to understand the impact of these factors in the context of startup landscape. The scope of this paper covers chiefly first-generation entrepreneurs while elaborating the presence of the Lucite ceiling effect. It aims to categorize and elucidate the responsible variables while developing a model for the same.
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    Unfair Promotion of Whitening Creams: Is Beauty No More Skic
    (Media Watch, 2021-06) Chouhan, Gajendra Singh
    Fairness industry is a multi-billion business endorsing the notion that being ‘fair’ is beautiful and being ‘dusky’ is always risky. This article explores how the advertising of fairness cream belittles the existence of women in India. Focusing on the promotion of whitening brands as a case study, the authors bring out the contradictions and unverifiable assertions in the marketing philosophy of beauty, the social obsession, the aspirations of young men and women, the Bollywood glamour, and the darker side of fairness. It is appalling to see the reckless promotional campaigns even when the tons of whitening tubes cannot change what is genetically determined by the amount of melanin in the skin. Such advertising campaigns of whitening creams and their strategies rob not only the consumers of their self-esteem but also infuse a false sense of inferiority and guilt. The article seeks to understand the marketing campaigns of whitening creams and suggests that their advertising appeals can be altered to salvage the image of Indian women whose survival is not just confined to the skin tone. It further urges the Advertising Standards Council of India (ASCI)1 to have stringent guidelines to check the representation of stereotypical assumptions of women and their social status in advertisements.