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Anand Virmani, Co-founder, NAO Spirits & Beverages Pvt. Ltd. states that his company doesn’t believe in demarcating target audience or marketing strategies on gender lines.

Men and women hold the same and equal space in the company’s brand vision. “At NAO Spirits & Beverages Pvt. Ltd. we don’t have to differentiate our target audience or strategies on the basis of gender,” Anand states. They stay away from industry clichés like ladies nights, which target women consumers specifically.

He believes that the answer to the rise of the ‘she-conomy’ is not to come up with frilly, pink products targeted at the female stereotype, but is instead to understand any shortcomings in our existing strategies that propagate stereotypes or discriminate in favour of any one gender and then root these shortcomings out.