Masculinity in India is quietly evolving. Today’s men are moving beyond the traditional roles of provider and protector, navigating a more emotional and complex identity. They're questioning norms, embracing vulnerability and seeking space to care, share and be seen more fully.
Yet, advertising hasn’t kept pace. Most portrayals still cling to outdated tropes—the stoic professional, the confident leader, the man who doesn’t cry. These feel familiar but no longer reflect the reality.
Kantar India’s Masculinity Maze bridges this gap. This report captures how masculinity is both perceived and portrayed in urban India today. It is built on two robust research efforts:
A nationwide survey of 880 urban men aged 18–45 across eight major cities.
- An analysis of 457 advertisements shown in India over a typical month.
- The message is clear: men aren’t rejecting tradition—they’re expanding it. But progressive portrayals remain rare.
For brands, this isn’t just about representation—it’s about staying relevant. The report offers a strategic roadmap to connect authentically with today’s men and tap into a powerful cultural shift.
This is not a crisis of masculinity. It’s a moment of evolution. And this report is both a tool and a challenge—for brands to catch up, reflect the now, and grow with the men of today.
Download The Indian Masculinity Maze report now