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In our society, nothing is easier or more natural than mocking or condemning the ‘Indian Aunty’. She acts as a scapegoat for all our issues within a patriarchal set-up, safeguarding the Indian man from any scrutiny whatsoever. But something doesn’t add up. As much as the ‘auntie’ has evolved over time, we have chosen to limit her growth to a reductive, narrow-minded view, which is only exaggerated by Indian cinema; as an invasive, spying, gossip monger ridiculed for her interests.
We refuse to consider the fact that Indian aunties are the most culturally relevant symbol of the times. As being the woman leading households, she is inarguably the one figure that dictates how most of us function in the larger picture; in other words, she embodies the zeitgeist.
Looking back at the 90s, these aunties empowered a whole new generation of women to step into the workforce. At the peak of globalisation of the Indian market or the ‘boom of consumerism’, she was also the main target audience. Every brand from detergent powders to dish TVs were desperate to catch the attention of aunties.
Most importantly when it comes to fashion, the aunty always remains a cultural icon for South Asians! Her sense of style is often treated with contempt but a lot of it has roots in internalised misogyny and our subliminal fear of any middle-aged woman embracing her changing body while adorning the latest trends.
Be it the South Delhi aunties decked in the most recent collections released by high-end brands or aunties in Chandigarh riding their scooters while wearing traditional suits with sports shoes and helmets; they have an ability to adapt and change according to the times and shifting lifestyles.
If we open up our family albums, it is a treat for the eyes to witness the changing styles through the women and their evolving choices of clothes, accessories and makeup. The influence of Bollywood can also be traced if we notice the trends borrowed from onscreen heroines of the time. Torani, a beloved Indian brand, often celebrates this feminine persona, with the Indian aunty playing the role of muse in multiple collections.
Similarly, pages such as Oh Auntyji on Instagram share curated images of many Indian women with their unique fashion choices. These are choices often passed off as ordinary but in reality they truly embody the beauty and aesthetics of a particular era.
It is time for the rest of us to break away from stereotypical views and wake up to embrace the cultural icons that aunties are, honour their sense of self and acknowledge their impact on the ever changing world of fashion.
Plus what’s life without some quirky, inappropriate questions and hot gossip, right?
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