The standard narrative of money being the man’s business persists even in urban India, and is almost ubiquitous in rural India. Women may be working harder than men in village households, often combining labour on the land with looking after the home, but domestic economics is still considered the preserve of the man.
The video above, posted by the gender equality activists Breakthough India, gently dismantles the myth, with the wife turning out to be the financial saviour. As with most other deeply-entrenched patriarchal notions in India, the idea that women can be equal partners in financial matters probably has to be communicated repeatedly before it is accepted.
Films like these are doing just that, but the real question is: are enough men watching them?