: Modern branding of traditional wear (e.g., sarees , kurtas ) has helped young urban women reclaim their cultural identity while participating in a globalized fashion economy [28]. 3. Cultural Preservation and Agency

This trend gained significant traction through videos of women challenging stereotypes about traditional attire and physical strength. The "Green Saree" Video : A widely shared video features a woman in a green chiffon saree

While the traditional family structure remains a cornerstone of Indian life, the roles within it are shifting.