Study Finds Appearance Bias Blocks Women’s Progress in Indian PR

Findings

A study by IIM Lucknow and NMIMS finds that women in Indian public‑relations firms face appearance‑based bias that hampers their rise to senior roles. Women make up about 70 % of the PR workforce, yet the C‑suite is dominated by men. Researchers Prof Medha Bakhshi of IIM Lucknow and Prof Papiya De of NMIMS interviewed 24 senior women, each with at least 18 years of experience and many with 25‑30 years. The interviewees, who use pseudonyms, said they are constantly judged on how they dress, speak and present themselves. One participant, called Chitra, recalled early recruiters saying “you look good, so you’re in PR” rather than focusing on intelligence. Another, Arundhati, said her parents discouraged a PR career because the field expects women to be more “friendly”. Sukhvinder shared that after losing weight, colleagues suddenly treated her opinions as important, highlighting the link between looks and credibility. Githa, a sari lover, was repeatedly asked who she was dressing for. Motherhood added another hurdle: Shobha was told she would be neglecting her seven‑month‑old baby if she worked full‑time, and she was not hired. The study also notes that women often internalise the blame, altering their behavior to avoid negative comments. Senior women like Samina recorded sexist remarks and raised them, while others pushed for better maternity policies. Prof Bakhshi warns that the next few years will depend on current top leaders either clearing paths or adding barriers.

Context

In many Indian industries, women often have to manage both professional competence and societal expectations about appearance. The PR sector grew during the liberalisation era and has long been associated with a glamorous image, which fuels pressure on women to conform to visual standards. Such double standards are common across service‑oriented fields, making the study’s findings relevant beyond public relations.