Indians Back Gender Equality While Holding On to Traditional Roles, Survey Finds

A large-scale international survey released to coincide with International Women's Day has found that Indians overwhelmingly endorse the principle of gender equality, yet also continue to hold traditional views about the division of domestic labour and the qualities expected of men. The findings, published by global market research firm Ipsos, draw on responses from approximately 2,200 individuals across India and form part of a broader study spanning 29 countries.

According to the survey, a substantial majority of Indian respondents said achieving equality between men and women is personally important to them. Many also identified with feminist ideals. At the same time, the data indicate that these progressive attitudes exist alongside long-standing social norms, particularly in how families organise work and caregiving responsibilities at home.

Women in Leadership: Widely Supported in Principle

The survey found broad consensus in India that gender equality is essential for the country's social and economic advancement. Many respondents expressed the view that true equality can only be achieved once more women take on leadership positions in business and government. Women's participation in the workforce and public life is increasingly accepted, reflecting a gradual shift in expectations for women's roles in contemporary Indian society.

Yet alongside these progressive attitudes, traditional roles remain deeply embedded. Women are still widely seen as central to childcare and household management, while men are broadly expected to serve as the family's primary breadwinner. Even as dual-income households become more common across urban and semi-urban India, these expectations continue to shape how domestic responsibilities are divided.

The 'Retrosexual' Ideal: Strength, Reliability, and Care

The survey also examined how Indian women perceive ideal qualities in men. The findings suggest that many continue to value what researchers have termed "retrosexual" attributes — a vision of masculinity defined by dependability, resilience, and financial responsibility. Young men, in particular, are often expected to be physically capable and self-reliant, reflecting cultural norms around male strength that have persisted across generations.

However, the preferred masculine ideal in 2026 is not purely traditional. The survey indicates that men who display empathy, emotional awareness, and a willingness to share domestic duties are viewed favourably. The emergent picture is of a man who combines conventional notions of strength and reliability with qualities more typically associated with modern partnership: sensitivity and shared responsibility.

A Society in Transition

Taken together, the results depict India as a society navigating a distinctive path between change and continuity. Women's equality is widely supported and increasingly visible in public life, while cultural templates for both femininity and masculinity continue to draw on tradition even as they slowly evolve.

Balaji Pandiaraj, Group Head at Ipsos India, noted that the findings reflect a society that is evolving while staying rooted in its cultural context. He observed that while women are stepping into more progressive roles in education and the workplace, many still value qualities in men — resilience, responsibility, and strength combined with empathy — that draw on longstanding ideals of masculinity.

Geetika Singh, Country Service Line Leader at Ipsos India, added that while attitudes toward gender equality are shifting, many Indians still see men and women as anchored in traditional roles, now complemented by a more modern expectation of shared opportunity, responsibility, and care.