Marketing The Rainbow Consumer : Article by Dr Jones Mathew

On September 6, 2018, in a landmark ruling the Supreme Court of India decriminalised homosexuality. In a deeply traditional society such as ours, this was a very bold step.It was welcomed in a celebratory manner by the long-oppressed LGBTQ community and made fun of by homophobic groups. The mocking however was low key. “Just because the Supreme Court is progressive does not mean “real” India is going to accept homosexuals as normal”, I was told. Maybe. Maybe not. India is full of surprises.

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