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A 52-year-old Indian lingerie mannequin is pushing e-commerce companies to rent older ladies for his or her promoting campaigns, difficult what she says are the ageist norms practised by many corporations.

Geeta J, a former instructor who took to modelling when she turned 50, says she desires innerwear corporations in India to be extra inclusive and keep away from that includes solely youthful ladies of their promotion drives.

“Are women no more fit to become a lingerie model past a certain age?” Geeta has stated in an internet petition on, captioned with the hashtags ‘#AgenotCage’ and ‘#LingerieHasNoAge’, which she began this 12 months.

Her job is daring and weird within the largely conservative Indian society the place spiritual and cultural norms restrict ladies’s freedom to decorate the best way they need.

Such norms are much more restrictive for girls over the age of 40, Geeta informed Reuters in an interview.

More than 11,000 individuals have signed as much as assist her petition, which is addressed to the chief govt of the favored innerwear firm Zivame.

“This will lead to a change in the mindset of people in our country who think that after 40, women should dress and behave in a certain way,” Geeta stated within the petition, including that she hoped it could result in extra corporations following go well with.

Geeta started her profession after successful a runners-up prize in a magnificence pageant for older ladies. While her household and mates had been supportive of her change in careers at 50, nevertheless, she stated she was conscious many Indian ladies her age would discover it laborious to take action.

“I want to tell this to all women that they should care about the dreams of their husbands and loved ones and support them, but they should never think that their own life is not important or their wishes are not important,” Geeta stated.


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