Resignifying Gender: How Women of the New Indian Middle Class Enact Gendered Aspiration in a Globalizing Society

ABSTRACT This work explores the dynamic interplay of gender and consumption among middle‐class women in post‐liberalization India. Through thirty‐three semi‐structured interviews, it examines how Indian women reshape gender norms in the context of self, family, and society, revealing the interplay between work and consumption serving as a medium for asserting autonomy while concurrently reinforcing traditional gender roles. Utilizing Judith Butler's gender performativity theory, it argues that middle‐class women engage in a complex performance of gender through their economic agency, which both challenges and perpetuates existing patriarchal structures. Findings highlight a nuanced landscape where the intertwining of employment and consumerism enables women to redefine their gender roles, yet often within the confines of existing societal norms. This study contributes to the broader scholarship on gender work, particularly in non‐Western contexts, by illustrating the intricate ways in which women of color are redefining gender roles amid the pressures of globalization and traditional societal expectations. The paper's insights have significant implications for understanding gender dynamics in urban India and informing policies aimed at promoting gender equality.