The “Unisex” Washing Machine: Easing Indian Men into Doing Domestic Chores

Cooking, cleaning, laundry and other household chores are mostly done my women in India. Traditionally Indian men have not engaged in these “feminine chores”. In patriarchal society like India, masculinity is linked to work outside the home and femininity to domestic work.  Advertisers are helping men feel comfortable doing domestic chores through positioning of products such as washing machines as “unisex.” Several washing machine and washing detergent ads in India now show men doing the laundry with a message that it is easy to do. Women are often shown helping and instructing men how to operate the washing machine to resolve a stain crisis.