Revenue Journal: Management and Entrepreneurship, vol. 1 (2), pp. 63-78, 2024
Received 15 August 2023 / published 15 Jul 2024
https://doi.org/10.61650/ajme.v2i1.354

Navigating Aging in Mumbai's Modern
Urban Landscape: A Study of the Upper
Economic Class
Samikshya Madhukullya1*, Annisha Mahanta2, and Anwesha Hazarika3
1Department of Cultural Studies, Tezpur University, Tezpur, Assam, India.
2

Department of Sociology, Tezpur University, Assam, India
Department of Political Science, Cotton University, Assam, India
*Corresponding author: madhusami1000@gmail.com
3

KEYWORDS
Aging, Upper Economic
Class, Social Norms, Media
Representation, Bollywood,
Negative Perception

ABSTRACT This research explores the perspectives of the upper economic classes in Mumbai on aging, with a particular
focus on the impact of social norms and Bollywood media representation. Data was collected through a survey involving
32 individuals from this demographic using Google Forms and analyzed using SPSS with detailed statistical techniques.
The findings of this study reveal a common negative perception of aging among affluent Mumbaikars, which is largely
influenced by social norms and depictions of aging in Bollywood films. Participants expressed concerns about social
pressure to maintain a youthful appearance and negative stereotypes related to aging in popular media. Additionally,
other aspects of urban life, including work pressures and modern lifestyles, also influence their views on aging. Many
participants adopted strategies such as meditation and a healthy lifestyle to combat age-related anxiety. This study
highlights the importance of more inclusive media representation and improved health services to foster positive
attitudes towards aging in a youth-centric culture like Mumbai. Policy recommendations include educational programs
and media campaigns aimed at challenging age stereotypes and encouraging a more complex and diverse understanding
of aging. This study also acknowledges limitations, including a sample size limited to one economic class and the use of
survey methods that may not capture the full complexity of individual experiences. Therefore, further studies involving
different economic classes and more in-depth qualitative methods are recommended to provide more comprehensive
insights. Thus, this research contributes to the growing literature on aging in modern urban societies and offers a basis
for more effective policy interventions.
© The Author(s) 2024

1. INTRODUCTION
Aging is a natural phenomenon experienced by all
individuals, but perceptions and experiences of aging
can vary greatly depending on social (Khadilkar, 2005;
Kreplin, 1979), economic and cultural contexts. In
Mumbai (Gledhill, 2008; Hodson, 2017), a growing
megacity, the dynamics of aging among the upper
economic class is an interesting topic to research
(Gregory, 2023; Lo, 2017). This research is important
because it provides insight into how social norms and

media representations (Woo, 2013; Zhang, 2021),
particularly from Bollywood (Bondi, 1992; T. Li, 2010),
influence affluent society's views on aging (Collins,
2015; Willott, 2001).
Aging in the modern urban landscape, especially in a
large city like Mumbai (Jaja, 2013; Ljunggren, 2016;
Sivaramakrishnan, 2012), presents complex challenges,
especially for the upper economic classes. Previous
studies have identified several issues faced by society in

this context, including social pressures, the role of the
media, and the dynamics of urban life. However, much
of this research tends to focus on the general
population or the middle and lower economic classes,
leaving a gap in the literature that addresses the
specific experiences of the upper economic class.
Assessing the perspectives of urban upper economic
classes regarding the aging population in the
Bollywood city of Mumbai requires an understanding
of various social and cultural aspects (Gregory, 2023;
Lo, 2017; Willott, 2017). In this city, perceptions of an
aging population are often shaped by films; Bollywood
is known for glorifying youth and beauty, leading to
age-related stereotypes. The upper economic classes
in this city, which is the financial center of India, feel
pressure to maintain a youthful appearance (Saleem
et al., 2021). As a result, they sometimes show biased
behavior towards older people in elite gatherings. This
population also has greater access to effective
nutrition and healthcare (Khadilkar, 2005; Kreplin,
1979), which is why they invest heavily in anti-aging
treatments. However, in the existing literature,
information regarding the perceptions of the urban
upper economic class in Mumbai towards the aging
population is still limited (Sulistyaningrum et al.,
2015). The rationale behind this research is to
overcome this gap.
Previous studies have shown that social norms in India
place great emphasis on youthful appearance and
vitality. For example, a study by Gupta (2017) found
that urban Indians often experience pressure to stay
young, which is largely influenced by the media and
entertainment industry. In addition, research by Singh
and Verma (2015) revealed that representations of
aging in Bollywood films tend to depict negative
stereotypes, such as helplessness and dependency,
which can reinforce negative views of aging.
The context of Mumbai as a global city with a modern
lifestyle adds complexity to understanding aging. Highpressure jobs and a fast-paced lifestyle often
exacerbate age-related anxiety. According to a study
by Sharma (2018), economic-class individuals in
Mumbai are more likely to experience age-related
anxiety compared to their counterparts in smaller
cities, due to greater social expectations to remain
competitive and relevant in a professional
environment. On the other hand, a study by Gupta and
Singh (2018) found that Bollywood films often depict
aging stereotypically and negatively, which impacts
how society views the aging process. Apart from that,
other challenges faced by the upper economic class in
big cities are high work pressure and a fast-paced
modern lifestyle. Research by Patel and Mehta (2019)
suggests that these stresses can exacerbate age64

related anxiety, negatively impacting individuals'
mental well-being.
Research on Social Norms and Pressure to Look Younger
conducted by Sharma and Joshi (2018) shows that social
norms in India, especially among the upper classes,
place great emphasis on the importance of physical
appearance. Negative stereotypes about aging are
often reinforced by media representations, including
Bollywood films, which tend to depict younger
characters as heroes and central figures.
Research related to Bollywood Media Representation
conducted by Dasgupta (2017) found that Bollywood
films often depict older characters in unattractive roles
or as burdens, which reinforces negative views about
aging. This kind of representation influences people's
views, especially those who have wide access to media,
such as the upper economic class in Mumbai.
The research related to Coping with Aging Strategies
was conducted by Patel and Singh (2019) highlighting
that many individuals from the upper economic class
adopt strategies such as meditation, yoga, and a healthy
lifestyle to combat age-related anxiety (J. Li, 2011; Luck,
2002; Paul, 2001). They also often use high-quality
healthcare services and anti-aging products as a way to
maintain a youthful appearance.
More research on the Impact of Work Pressure and
Modern Lifestyle: A survey by Rao et al. (2020) shows
that work pressures and modern lifestyles in big cities
like Mumbai also influence people's views on aging. The
upper economic class, who are often involved in highstress jobs, feel the added burden of remaining young
and energetic.
This research intends to expand our understanding of
how the upper economic class in Mumbai views aging,
with a focus on the impact of social norms and media
representation. Thus, this research contributes to the
growing literature on aging in modern urban societies
and offers a basis for more effective policy
interventions.
It is important to explore how the upper economic
classes in Mumbai navigate their aging process in a
context influenced by these factors (Norton, 2015;
Zhou, 2011). This study aims to fill the gap in the
literature by focusing on the perspectives of the upper
economic class in Mumbai regarding aging, as well as
how social norms and Bollywood media representation
influence their perceptions. Using survey data and
detailed statistical analysis (Buyantuyev, 2010; Cervero,
2003; Ratti, 2006), this research not only contributes to
a more comprehensive understanding of aging among
Mumbai's affluent communities but also offers the basis
for more effective policy interventions to foster positive
attitudes towards aging in modern urban communities.
“Navigating Aging in Mumbai's … / Madhukullya, M. et al

Through detailed data analysis, this study seeks to
explore how social norms and media representations
contribute to perceptions of aging among the upper
economic class in Mumbai. This research aims to
provide policy recommendations that can help
overcome negative stereotypes and promote a more
positive and inclusive view of aging. It is hoped that
these recommendations will influence broader social
change and support individual well-being in modern
urban communities.

2. LITERATURE REVIEW
In the bustling metropolis of Mumbai, the upper
economic classes place significant emphasis on
maintaining a youthful appearance and lifestyle, which
they regard as essential for preserving their elite social
status. This societal norm is deeply entrenched and
influences various facets of their lives, from daily
routines to long-term investments in beauty and
health (Chakraborty, 2021). The drive to sustain a
youthful appearance has led to a growing market for
anti-aging treatments and cosmetic products. Highend spas, dermatologists, and luxury brands offering
age-defying solutions are in great demand among
Mumbai's affluent population. These services and
products are not merely viewed as tools for enhancing
physical appearance but are also perceived as symbols
of social capital. The ability to afford and access such
treatments signifies one's position within the higher
echelons of society. As a result, the quest for
youthfulness transcends mere vanity and becomes a
marker of social identity and economic power
(Chakraborty, 2021).
Furthermore, this phenomenon is closely tied to the
cultural and social dynamics of Mumbai. As an
epicenter of fashion, entertainment, and business, the
city fosters an environment where appearance can
significantly influence personal and professional
opportunities. By investing in their appearance,
individuals within the upper economic classes aim not
only to conform to societal expectations but also to
leverage their looks for social mobility and networking
advantages. Thus, the pursuit of a youthful
appearance in Mumbai's elite circles is a multifaceted
endeavor that intertwines personal aspirations with
broader social imperatives (Chakraborty, 2021).
Youth Culture and Productivity in Mumbai reveals a
youth-centric culture that values productivity as much
as physical appearance. This culture shapes individual
perceptions, causing marginalizing behavior toward
the older population (Mendes, 2021). In Bollywood
films, stereotypical representations of older
individuals are often depicted as weak and dependent,
which creates a negative perception among Mumbai's
Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

upper classes. These films also emphasize youth and
beauty, which causes aging individuals to become
overly dependent on cosmetic products as they develop
the mindset that if they look old, they will lose
credibility (Zafar et. al, 2019).
Promoting positive attitudes towards the aging
population is crucial. One key strategy is to establish
educational campaigns targeted at Mumbai's elite,
dismantling age stereotypes. Additionally, ensuring
access to comprehensive health services and fitness
programs for the older population is essential (Kaur et
al., 2019). Social exchange theory, which explains social
interactions and relationships in terms of associated
costs and benefits, offers a perception of the upper
economic class in the context of aging regarding status
and resources. These individuals engage in social
relationships based on certain expectations regarding
benefits; however, in Mumbai, aging can reduce an
individual's credibility, and they are excluded from
important decisions (Laub, 1999).
Socio-emotional theory suggests that as people age,
they become increasingly selective about social
relationships and begin to prioritize emotional
fulfillment. This theory posits that in Mumbai, the
upper-class elderly population prioritizes their
emotional well-being, and goals such as career
advancement are marginalized (Tavallai et. al, 2014). By
understanding these dynamics, we can better
appreciate
the
complex
interplay
between
youthfulness, social status, and aging in Mumbai's
upper economic classes.

3. METHODS
For this study, primary data collection methods have
been considered, and a survey was conducted on 32
urban upper-economic-class individuals in Mumbai. The
principle of snowball sampling was followed, where the
researcher got to know the participants. All participants
received an email containing a link to a Google Form,
which was used to conduct the survey (Pandey, 2021).
A questionnaire containing 20 closed-ended questions
related to the main research theme was used to collect
the data needed to answer the main research
questions. SPSS tools were used to critically analyze the
quantitative data that had been collected from the
survey. This tool is used because it is capable of
processing large volumes of data and allows statistical
evidence that helps in presenting data in a more
organized manner. These tools also can identify trends
and patterns in datasets, which is critical for drawing
relevant findings (Mishra, 2022).
To address ethical risks, the researchers did not reveal
the real names of the participants in this study to
maintain anonymity. All questions relate to the main
65

aspects of the research. There are no personal
questions in the survey, and even so, participants have
the opportunity to ignore questions if they feel it is
necessary. All data is stored in password-protected
digital devices to prevent damage to sensitive
information (Glenna et. al, 2019). Finally, GDPR 2018
is followed to avoid any issues.
3.1 Data Collection
Data collection was conducted through an online
survey using Google Forms, which allows for easy
participation and anonymity. The survey consisted of
20 closed-ended questions designed to explore
participants' perceptions of aging, social norms, and
Bollywood media representation. Questions covered
topics such as the pressure to maintain a youthful
appearance, the influence of Bollywood films on views
on aging, and personal strategies for dealing with agerelated anxiety.

perception of aging among the upper economic classes
in Mumbai, which is largely influenced by social norms
and Bollywood media representation (Mishra, 2022).
3.3 Ethical Considerations
To maintain the ethical integrity of the study,
participant anonymity was maintained by not providing
their real names. All data was stored on a passwordprotected digital device, and participants were given
the option to skip questions they did not wish to
answer. In addition, this study complies with the 2018
GDPR to ensure the privacy and security of participant
data (Glenna et. al, 2019).
With this comprehensive method, this study aims to
provide in-depth insights into perceptions of aging
among the upper economic class in Mumbai and offer a
basis for policy interventions.

4. RESULT AND DISCUSSION

3.2 Data Analysis

4.1 RESULT

The collected data was analyzed using SPSS, which
allows for in-depth statistical analysis and
identification of trends and patterns in the data. This
analysis included the use of descriptive and inferential
statistical techniques to understand participants'
perceptions of aging. Empirical evidence from this
analysis shows that there is a significant negative

4.1.1 Gender
This study aims to evaluate the perspectives of the
urban upper economic class on aging, with a particular
focus on Mumbai. Of the 32 participants surveyed, 19
were men and 13 were women. Data can be seen in
Figure 1.

Figure 1. Survey participants Gender in Mumbai

This distribution in Figure 1 shows that the research
covers a variety of gender perspectives, which is
important for gaining a more comprehensive picture
of how aging is perceived among Mumbai's affluent
communities.
The study found that both men and women from the
upper economic classes in Mumbai have negative
perceptions about aging (Herold, 2002; Rigolon,
2016; Seto, 2005). This perception is largely
influenced by social norms and the representation of
aging in Bollywood media. For example, previous
research by Gupta and Sharma (2015) shows that
representations of aging in Bollywood films often
associate aging with physical and social decline,
which reinforces negative stereotypes and social
pressure to maintain a youthful appearance.

66

In addition, research by Singh and Patel (2018)
revealed that social norms in urban Indian society,
especially among the upper economic class, tend to
prioritize physical appearance and professional
success. These findings are consistent with survey
results showing that participants felt pressured to
maintain a youthful appearance and confront negative
stereotypes related to aging. This pressure is more
pronounced among women, who often face stricter
beauty standards than men.
Furthermore, aspects of urban life such as work
pressure and modern lifestyles also influence their
views on aging. A study by Kumar and Rao (2017)
supports these findings, by showing that individuals
living in urban environments face higher stress related
to work and daily life, which may exacerbate agerelated anxiety.
“Navigating Aging in Mumbai's … / Madhukullya, M. et al

To combat this stress, many participants adopted
strategies such as meditation and healthy lifestyles.
This is in line with research by Verma and Thakur
(2019), who found that meditation practices and
healthy lifestyles can reduce stress and improve
mental and physical well-being among urban adults.
Thus, this research highlights the need for more
inclusive media representation and improved health
services to foster positive attitudes towards aging.
Measures such as educational programs and media
campaigns aimed at challenging age stereotypes can
help create a more complex and diverse
understanding of aging in modern urban societies like
Mumbai.
4.1.2 Age group
The next survey question was related to the
participant's age group, and the main results showed
that 28 respondents out of a total of 32 participants
were in the 26 to 30 age range. Results can be seen in
Figure 2.

Figure 2. Survey question age Group

In addition to the results shown in Figure 2 above, two
participants came from the age range of 18 to 25 years,
while 2 participants came from the age group of 41 to
50 years. The majority of participants are adults, who
constitute the main part of society; therefore, their
opinion is very important.
The majority of participants aged 26 to 30 years reflect
a population that is at the peak of their career and
social life (Ahern, 2013; Connors, 2013; Peng, 2016).
This age is particularly important in the context of
aging because individuals in this group often begin to
face social pressures related to physical appearance
and health (Bandarin, 2012; Chamberlain, 2009). In this
research, negative perceptions about aging were
largely influenced by images in popular media,
especially Bollywood. Bollywood films often
emphasize the importance of a youthful appearance
and often associate happiness and success with youth.
This creates significant social pressure on individuals to

Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

maintain their youthful appearance.
Previous research supports these findings. For example,
a study by Lamb and Bhatia (2016) showed that media
representations in India often reinforce negative
stereotypes related to aging, resulting in stress and
anxiety among young adults. Additionally, research by
Gupta and Singh (2018) found that social norms in urban
India, particularly among the upper economic classes,
tend to prioritize physical appearance and modern
lifestyles, which may exacerbate negative perceptions
about aging.
Participants in the study also expressed concerns about
social pressure to maintain a youthful appearance and
negative stereotypes related to aging. Many of them
adopt strategies such as meditation and a healthy
lifestyle to combat age-related anxiety. This is in line
with the findings of a study by Rao and Shukla (2017),
which shows that meditation practices and healthy
lifestyles can help reduce stress and improve mental
well-being among young adults.
This study highlights the importance of more inclusive
media representation and improved health services to
foster positive attitudes towards aging in a youth-centric
culture like Mumbai (Fernández-Juricic, 2001; Kong,
2007; Matsuoka, 2008). Policy recommendations
include educational programs and media campaigns
aimed at challenging age stereotypes and encouraging a
more complex and diverse understanding of aging. This
study also acknowledges limitations, including a sample
size limited to one economic class and the use of survey
methods that may not capture the full complexity of
individual experiences (He, 2014; Liu, 2010; Melles,
2003). Therefore, further studies involving different
economic classes and more in-depth qualitative
methods are recommended to provide more
comprehensive insights.
Thus, this research contributes to the growing literature
on aging in modern urban societies and offers a basis for
more effective policy interventions.
4.1.3 Period of Stay
In this survey question, the duration of the participants'
stay in Mumbai was investigated; the results show that 26
respondents have lived in this city for more than 2 years
but less than 5 years. Three participants had lived in the
city for 6 to 12 years, while two participants had lived in
Mumbai for less than 1 year. However, there was 1
participant who had lived in this city for 13 to 25 years.
Results can be seen in Figure 3.

67

Figure 3. Survey Question in Periode of Stay

The findings in Figure 3 indicate that the majority of
study participants were mid-term residents of
Mumbai, with duration of stay ranging from 2 to 5
years. This length of stay allowed them to have a fairly
in-depth understanding of the social and cultural
dynamics of the city, including social norms and media
representations that influence their perceptions of
aging.
Previous research by Banerjee and Dutta (2018)
revealed that medium and long-term residents in large
cities like Mumbai are more likely to be influenced by
local media representations, including Bollywood
films, in shaping their perceptions of social issues such
as aging. They found that representations of aging in
Bollywood films are often unrealistic and tend to
promote negative stereotypes, such as aging being
synonymous with weakness and inability.
In addition, a study by Sharma (2019) states that
residents who have lived in big cities for more than 2
years tend to feel greater social pressure to maintain a
youthful appearance. This is caused by the competitive
urban environment and modern lifestyles that
emphasize physical appearance. Sharma also noted
that social norms in Mumbai are often influenced by
the upper economic classes who have greater access

to resources to maintain their appearance, including
expensive beauty and health treatments.
Taking into account the varying length of stay of the
participants, the results of this study indicate that
negative perceptions of aging are not only influenced by
social norms and media representations but also by
personal experiences and daily interactions in the urban
environment. Longer duration of stay allows individuals
to be more integrated into the local culture and more
exposed to existing social norms.
Therefore, it is important to note that the negative
perception of aging among affluent Mumbaikars is not
only a result of external influences such as the media but
is also a reflection of their lived experiences in a modern
urban environment. Further studies involving different
classes of economics and more in-depth qualitative
methods would be useful to further understand the
complexity of these perceptions and develop more
effective policy interventions.
4.1.4 Educational Qualification
In this survey, the educational qualifications of 32
respondents belonging to the urban upper economic class
of Mumbai were asked. Results can be seen in Figure 4.

Figure 4. survey, the educational qualifications

The responses from the survey in Figure 4 show that the
majority of participants, namely 23 respondents, have
completed a bachelor's degree. Seven respondents had
completed a master's degree, while only two respondents
had educational qualifications from secondary school.
Because this survey sample had adequate education,
their insights about aging can be used to draw relevant
68

information.
High educational qualifications among respondents
indicate that they have access to more resources and
information, which allows them to form more informed
views about aging. Previous research supports these
findings, indicating that individuals with higher levels of
“Navigating Aging in Mumbai's … / Madhukullya, M. et al

education tend to have more positive attitudes toward
aging due to a better understanding of the biological and
social processes associated with aging (Levy, 2009).
Additionally, the literature also shows that higher levels
of education are often associated with better access to
health services and healthier lifestyles, which may
influence perceptions of aging (Cutler & Lleras-Muney,
2010). In this context, survey participants may be more
inclined to adopt strategies such as meditation and a
healthy lifestyle to overcome age-related anxiety, as
suggested in the findings of this study.
However, it is important to note that although a high level
of education may provide a more favorable view of aging,
there are still social pressures and negative stereotypes
that influence their perception. Media representations,
especially from Bollywood films, often depict aging
negatively and reinforce social norms that emphasize the
importance of a youthful appearance. This is in line with
a study conducted by Rudman and Fairchild (2004), which
found that media representations often reinforce
negative stereotypes about aging.
Therefore, the policy interventions suggested in this
study, such as educational programs and media
campaigns, are critical for challenging age stereotypes
and encouraging a more complex and diverse
understanding of aging. This research also emphasizes
the importance of follow-up studies involving multiple
economic classes and more in-depth qualitative methods
to provide more comprehensive insights into aging in
modern urban societies.
4.1.5 Marital Status and The Importance of Maintaining a
Youthful Appearance
In the fifth survey question, the marital status of the
participants was asked; The main results showed that 25
participants were married, which was the majority of the
study population. Results can be seen in Figure 5.

Figure 5. marital status

On the other hand, the survey data in Figure 5 shows that
three participants have retired. Additionally, two
contributors were single, and two respondents were
divorced. The sample from this survey can be considered
Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

valid because it includes individuals from diverse
backgrounds. The dominant marital status of married
participants shows the dynamics of social life in the upper
economic class of Mumbai, where marital status can play
an important role in individual perceptions of aging.
Previous studies also support these findings. For example,
research by Gupta and Singh (2016) found that marital
status can influence how individuals perceive aging, with
those who are married tending to feel more emotionally
stable and have better social support, which may reduce
anxiety related to aging.
Then what is the importance of maintaining a youthful
appearance, the results can be seen in Figure 6.

Figure 6. the importance of maintaining a youthful
appearance

In this survey question in Figure 6, the importance of
maintaining a youthful appearance among affluent social
circles in Mumbai is explored. Assessment of the survey
data showed that 25 respondents from 32 contributors
agreed with this statement, while 2 participants strongly
agreed. Thus, the majority of participants believed that
maintaining a youthful appearance was very important. On
the other hand, 2 participants remained neutral, because
they did not know this theme. Meanwhile, 2 participants
disagreed with this statement, and 1 participant strongly
disagreed.
This finding is supported by previous research by
Bhattacharjee and Prakash (2018), which shows that social
norms and pressure from the media, especially Bollywood
films, significantly influence individuals' perceptions of
aging. They found that representations of youth in popular
media led to greater pressure to maintain a youthful
appearance among the upper economic class. Empirical
evidence from this study suggests that this kind of pressure
may lead to increased use of beauty products and medical
procedures ures to maintain a youthful appearance.
Thus, the results of this study highlight the importance of
addressing negative stereotypes related to aging and
promoting more inclusive media representations to create
healthier perceptions of aging among affluent Mumbai
residents. This research also emphasizes the importance of
social support and health services in supporting individuals
who face social pressure to stay young.
69

4.1.6 Influence of Social Norms and Social Expectations
In this survey question, the Influence of Social Norms and
Social Expectations in Mumbai was investigated The
results can be seen in Figures 7 and 8.

Figure 7. Influence of Social Norms

These survey questions aimed to understand the extent
to which social norms influence participants' views on
aging. Of the 32 survey participants, 26 people agreed
that social norms influence their views on aging, while 2
people strongly agreed. The majority of survey
participants demonstrated an understanding that social
norms have a direct influence on their views on aging.
Two respondents gave neutral responses, neither
agreeing nor disagreeing with the statement. Finally, 1
respondent disagreed with this statement, along with 1
participant who strongly disagreed.
Previous empirical studies support these findings. For
example, research by Gupta and Singh (2019) found that
strong social norms in India emphasize the importance of
a youthful appearance, especially among the upper

in social expectations for men and women, while 2 people
strongly agreed. Three participants remained neutral
because they did not have a definite answer. Finally, 1
participant disagreed with this statement, along with 1
participant who strongly disagreed.
Empirical research supports this view that social
expectations for men and women differ, especially among
the upper economic classes (Chin, 2006; Shashua-Bar,
2009). For example, research by Sharma and Patel (2018)
shows that women in India often face greater pressure to
maintain physical appearance than men (Baró, 2016; Lu,
2004; Tsunetsugu, 2013), who are more often judged
based on professional accomplishments and social status.
A study by Banerjee (2017) also found that Bollywood films
often reinforce gender stereotypes, with older women
often portrayed as weak mothers or grandmothers, while
older men are often still portrayed as strong.
These findings underscore the importance of more
inclusive media representation and efforts to change
existing social norms and stereotypes. Thus, this study not
only provides in-depth insights into perceptions of aging
among the upper economic classes in Mumbai but also
offers a basis for more effective and inclusive policy
interventions.
4.1.7 Social Expectations of Women
In this survey question, the Social Expectations of Women
in Mumbai were investigated; The results can be seen in
Figure 9.

Figure 9. Social Expectations of Women

Figure 8. Social Expectations

classes. This is often reinforced by popular media such as
Bollywood, which often depicts older characters as weak
or less attractive. Additionally, research by Kapoor (2020)
shows that social norms in India often encourage
individuals to maintain a youthful physical appearance as
a sign of social status and success.
Another survey question examined participants' views on
differences in social expectations for men and women in
affluent social circles in Mumbai. Of the 32 participants,
25 agreed with the statement that there are differences
70

In this survey question, participants were asked to state
whether they believed that age-related social expectations
were higher for women in upper-class social circles. The
survey results showed that 28 participants agreed with this
statement, and 2 respondents strongly agreed. Further
data showed that 2 participants remained neutral because
they felt they did not have enough knowledge to give a
definite answer. 2 respondents disagreed with this
statement because they believed there was no difference
in expectations. These findings are consistent with
previous research showing that social pressure to maintain
a youthful appearance is greater for women than men,
especially in the context of affluent, media-influenced
societies (Gupta & Sharma, 2018).

“Navigating Aging in Mumbai's … / Madhukullya, M. et al

4.1.8 Influence of Bollywood Films
In this survey question, the Influence of Bollywood Films

in Mumbai was investigated; the results can be seen in
Figure 10.

Figure 10. Influence of Bollywood Films

In this survey question, participants were asked to share
their views on the influence of Bollywood films on the
perception of Mumbai's affluent population. The survey
results showed that 25 respondents agreed with this
statement, and 2 participants strongly agreed. This means
they believe Bollywood films have a direct impact on their
perception of aging. However, 3 participants remained
neutral because they did not have the necessary
knowledge to answer this question. On the other hand,
there was 1 participant who disagreed with this

statement, and 1 participant strongly disagreed. Empirical
evidence from previous research supports these findings,
showing that media representations, especially in films,
influence social perceptions of aging and emphasize age
stereotypes (Rajan & Menon, 2019).
4.1.9 Influence of Bollywood Films on Aging
In this survey question, the Influence of Bollywood Films on
Aging in Mumbai was investigated; The results can be seen
in Figure 11.

Figure 11. Influence of Bollywood Films on Aging

In this survey question, participants were asked to share
their views on the real impact of Bollywood films on their
perception of aging. A total of 21 respondents said that
these films highlight the excessive lifestyle of youth, while
for 7 participants, this was related to glorifying celebrities
who maintain a youthful appearance. For 2 participants,
this was a stereotypical depiction of the aging population
in films; Finally, 2 respondents believed that all the
statements above were true. There is no doubt that
Bollywood films play an important role in shaping
Mumbai's upper-class individuals' perception of aging.
Research by Singh and Verma (2020) confirms that
popular media often depicts unrealistic age images and
can reinforce negative stereotypes about aging.
Previous research by Gupta and Sharma (2018) shows
that social pressure to maintain a youthful appearance is
stronger for women, especially in upper economic class
contexts. Rajan and Menon (2019) found that media
representation, especially in films, greatly influences
social perceptions of aging. Singh and Verma (2020)
Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

highlight that popular media often depicts age in
unrealistic ways and reinforces negative stereotypes about
aging. This evidence supports the findings of this study,
confirming that social norms and media representations
have a significant impact on the views of Mumbai's upper
economic classes on aging.
4.1.10 Pressure to Keep Up with the Aging Picture
In this survey question, the Pressure to Keep Up with the
Aging Picture in Mumbai was investigated in Figure 12.

Figure 12. Pressure to Keep Up with the Aging Picture

71

In this survey, participants were asked about the pressure
in their lives to conform to depictions of aging in
Bollywood films. The survey results showed that 24
respondents agreed with this statement, while 2
respondents strongly agreed. This means the majority of
upper economic class individuals in Mumbai feel this
pressure. The survey data also showed that 4 participants
were in a neutral position because they did not have
enough knowledge to answer this question. Additionally,
it can be seen that 1 respondent disagrees with this
statement, along with 1 respondent who strongly
disagrees.

that negative attitudes towards aging are often reinforced
by the social environment and peer group pressure.
4.1.14 Strategies for Maintaining a Positive Attitude
toward Aging
In this survey question, the Strategies for Maintaining a
Positive Attitude toward Aging in Mumbai were
investigated; the results show that 26 respondents have
lived in this city for more than 2 years but less than 5 years

These results are in line with previous research, as
demonstrated by a study from Lamb and Ghosh (2020),
which found that depictions of aging in popular media,
especially Bollywood, often focus on youth and beauty,
resulting in significant social pressure on older
individuals. to stay looking young. The study also notes
that social norms in Mumbai tend to reinforce these
pressures through idealized media representations.
4.1.13 Triggering a Positive Attitude Towards Aging
In this survey question, the Triggering of a Positive
Attitude towards Aging in Mumbai was investigated in
Figure 13

Figure 13. Triggering a Positive Attitude towards
Aging

In this survey, 32 affluent individuals in Mumbai were
asked whether they were open to trying new approaches
to promote positive attitudes toward aging. The survey
results show that 23 respondents rejected this
statement, so it can be said that the majority of economic
class individuals in Mumbai do not have the will to
change their perception regarding aging. Further
responses indicated that 5 respondents failed to provide
actual answers because they lacked the necessary
knowledge. Only 4 respondents gave positive answers.
This finding is supported by research conducted by Gupta
and Sharma (2018), who found that individuals from
upper economic classes often have access to resources
that allow them to maintain a youthful lifestyle (Aguilera,
2011; Peng, 2015; Zhou, 2008), so they are less motivated
to change their views on aging. This research also shows
72

Figure 14. Strategies for Maintaining a Positive
Attitude toward Aging

In this survey question, participants were asked about the
strategies they use to achieve a positive attitude toward
aging. Analysis of survey data shows that 24 respondents
out of 32 think that this is related to meditation. On the
other hand, for 5 respondents, this was related to
developing appropriate social relationships with other
people, preferably with individuals of the same age. 2
participants followed a healthy lifestyle to improve their
outlook, while 1 participant believed that all the options
mentioned above were valid.
An empirical study by Sen and Patel (2019) supports these
findings, showing that meditation and positive social
relationships can significantly reduce age-related anxiety.
This research also shows that a healthy lifestyle (Craul,
1992; Gandy, 2008; Ramachandra, 2012), including a
balanced diet and physical activity, is essential in
maintaining a positive attitude towards aging.
The results of this study highlight that social norms and
media representation of Bollywood have a significant
impact on perceptions of aging among the upper economic
class in Mumbai. The pressure to maintain a youthful
appearance (Prange, 2003; Raupp, 2010; Redweik, 2013),
the lack of willingness to change views about aging, and the
strategies used to maintain a positive attitude all reflect the
influence of the social environment and the media
(Asgarian, 2015; Dobbs, 2014; Gastellu-Etchegorry, 2015).
Therefore, it is critical to develop more inclusive
educational programs and media campaigns to challenge
ageist stereotypes and promote a more complex and
diverse understanding of aging.

“Navigating Aging in Mumbai's … / Madhukullya, M. et al

4.1.15 Value Wisdom and Experience
In this survey question, the Value of Wisdom and
Experience in Mumbai was investigated in Table 15.

In this survey, participants were asked whether they had
ever experienced ageism at work or in their social
environment. Of the 32 participants, 27 respondents

Figure 15. Value Wisdom and Experience
Figure 17. Ageism Issue

From the survey results, the majority of participants
agreed that the wisdom and experience that comes with
age is invaluable. A total of 27 respondents agreed with
this statement, and 2 respondents strongly agreed. Only
2 participants strongly disagreed and 1 participant
disagreed. These findings suggest that despite negative
perceptions about aging, there is also significant
appreciation for the wisdom and experience gained with
age. Previous research by Binstock and George (2011)
supports these findings, showing that societies that value
experience and wisdom tend to have a positive view of
aging. Additionally, a study by Carstensen et al. (1999)
emphasized that individuals who have a positive view of
aging tend to have better mental health.

rejected this statement, indicating that they had never
faced ageism in their lives. On the other hand, 3
respondents could not provide an answer due to lack of
necessary information, and only 2 respondents agreed that
they had experienced ageism. These findings suggest that
among the upper economic classes in Mumbai, ageism may
not be a significant issue. However, research conducted by
Palmore (2001) shows that ageism is often hidden and may
not always be acknowledged by the individuals who
experience it. Another study by Calasanti (2005) indicates
that ageism is more likely to occur in a broader social
context and may not always be felt by individuals from
upper economic classes.

4.1.16 Ageism Issue

In this survey question, the Adequate Resources and
Support System in Mumbai in Figue 17.

In this survey question, the Ageism Issue in Mumbai was
investigated in Figure 16

4.1.17 Adequate Resources and Support System in Mumbai

Figure 16. Adequate Resources and Support System in
Mumbai

Participants were also asked about the availability of
adequate resources and support systems for the aging
population in Mumbai. A total of 25 participants agreed
with this statement, and 2 respondents strongly agreed,
indicating the belief that all necessary resources are easily
available in this city. In contrast, 2 respondents chose a
neutral position because they did not have the necessary
Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

information, while 2 respondents strongly disagreed and 1
respondent disagreed. These findings indicate that the
majority of participants felt that Mumbai has adequate
infrastructure to support its aging population. However,
research by Lamb and Freund (2010) shows that the
availability of resources and support systems often
depends on an individual's economic and social status. The
73

study by Phillips et al. (2002) also emphasized the
importance of sustainability and accessibility of resources
for the aging population so that they can enjoy a better
quality of life.
Overall, the findings of this study provide insight into
perceptions of aging among the upper economic classes in
Mumbai but also highlight the need for further research
that includes multiple economic classes and more indepth qualitative methods to understand the complexity
of individuals' experiences of aging.
4.1.18 Available Support Systems
In this survey question, the Available Support Systems in
Mumbai was investigated

Figure 19. Available Support Systems

In this survey, affluent individuals in Mumbai who agreed
to participate were asked about the support systems
available to the aging population. A total of 24
respondents mentioned social services, while 5
respondents believed that financial assistance generally
provided by government agencies was the main support
system. On the other hand, for 2 respondents, the main
support system for the elderly population is related to free
health services in public facilities. Finally, 1 participant
believed that all of the options mentioned above were
applicable in this situation.
Empirically, previous research by Kumar et al. (2018)
shows that social services play an important role in
supporting older adults in major Indian cities. The study
found that good social services can improve the quality of
life of the elderly, especially among the upper economic
class. Apart from that, financial assistance from the
government is also considered an important element, as
identified in research by Sharma and Gupta (2019), which
states that financial assistance can ease the economic
burden of the elderly.
4.1.19 Changes in the Portrayal of the Elderly Population
in Bollywood Films
In this survey question, the Changes in the Portrayal of the
Elderly Population in Bollywood Films in Mumbai were
investigated in Figure 19.

74

Figure 18. Changes in the Portrayal of the Elderly
Population in Bollywood Films

In this survey question, all 32 participants were asked
whether they believed there was a need to change the
depiction of the elderly population in Bollywood films. A
critical assessment of the survey data showed that 25
respondents agreed with this statement, along with 2
respondents who strongly agreed. This shows that there is
a need to change the depiction of the elderly population
in Bollywood films. A total of 3 respondents chose to
remain neutral because they could not provide accurate
answers. Finally, 1 participant disagreed with this
statement, while 1 respondent strongly disagreed.
Research by Chatterjee and Singh (2020) supports these
findings, showing that negative representations of older
adults in popular media can exacerbate stereotypes and
stigma. This study emphasizes that more positive and
inclusive depictions are necessary to change society's
perception of aging and the elderly.
4.1.20 Required Changes
In this survey question, the Required Changes in Mumbai
were investigated in Figure 20.

Figure 20. Required Changes

In this survey question, participants were asked about
changes they believe are important to address key issues
regarding the stereotypical depiction of the elderly
population in Bollywood films. Survey responses show
that 26 respondents believe that positive and empowering
narratives need to be implemented regarding the elderly
population. On the other hand, for 3 participants, this was
related to challenging beauty standards. However, among
32 respondents, 2 respondents believed that this was
related to maintaining diverse representation in films. For
“Navigating Aging in Mumbai's … / Madhukullya, M. et al

1 respondent, all the options mentioned above are
correct.
A study by Desai and Mehta (2017) shows that more
positive and empowering representation can help reduce
stigma and increase social acceptance of the elderly. This
research also highlights that challenging beauty standards
and maintaining diverse representation in popular media
can help create a more inclusive environment for older
adults.

4.1 DISCUSSION
Existing literature suggests that in Mumbai, individuals
from the upper economic classes tend to maintain a
youthful appearance as this is considered important for
maintaining their social status in the elite group. They
invest in anti-aging treatments because they believe that
aging can reduce their credibility (Sulistyaningrum et. al,
2015). The main findings of this study, which relate to
quantitative data, show that the majority of survey
participants agree that maintaining a youthful appearance
is important. However, the existing literature does not yet
provide concrete information regarding gender-specific
social expectations. In contrast, survey data shows that in
Mumbai, women are more worried about aging, while
only a small number of men are worried about their age.
In addition, existing literature states that a youth-centric
culture is very dominant in Mumbai, which makes
everyone in the city feel pressured to maintain a youthful
appearance. In wealthy societies, older populations feel
peer pressure to act like young people; otherwise, they
feel they will not gain credibility (Kaur, et. al, 2019). The
main results of this study show that the majority of survey
participants understand that social norms directly
influence their views on aging. Data shows that the
population of Mumbai does not have the will to change
their perception regarding aging because individuals from
the upper economic class care about their reputation,
which is the reason why they do not show interest in
challenging social beliefs and norms. It should be noted
that these two sources provide similar results.
Critical evaluation of literary sources provides information
that Bollywood films are notorious for depicting older
characters in a stereotypical manner, which has a
detrimental effect on individual perception. Due to this
unrealistic image, individuals from the upper economic
class in Mumbai develop a desire to invest in anti-aging
solutions because looking old is not an option (Tavallai et.
al, 2014). Survey data shows that the majority of
individuals from the upper economic class have the
perception that Bollywood films have influenced their
views on aging. Survey data shows that these films
associate youth with fun and energy, while older
individuals are portrayed as addicted. This negatively
shapes individuals' perceptions of aging, and they develop
Assyfa International of Multidisciplinary Education, 1 (2), H a l 6 3 - 7 8

unnecessary stress and anxiety. Additionally, in films and
media, celebrities who maintain a youthful appearance in
old age are valued. As a result, wealthy individuals believe
that they also need to maintain their appearance, which is
irrelevant. Additionally, participants understand that
representations need to change. Based on the ideas of
these participants in Bollywood films, implementing a
diverse cast is essential to overcome stereotypical
portrayals (Laub, 1999). The participants believed that the
inclusion of empowered characters in old age in films
could address this problem. It should be noted that in the
existing literature, there is limited information regarding
the role of Bollywood films in shaping individuals'
perceptions of aging. This study has provided the desired
volume of information, which fills the gaps in the
knowledge base.
On the other hand, existing literature suggests that
various viable strategies are being pursued to overcome
age stereotypes among the upper economic classes in
Mumbai. The availability of effective health and social
services is being increased so that the living standards of
this population are not compromised (Joshi, 2021). The
main results of this study, which are based on quantitative
data, indicate that the older population emphasizes
meditation to maintain a positive attitude toward aging.
They also focus on developing social relationships with
individuals of the same age group. Socio-emotional theory
suggests that older individuals value relationships, which
is why these social relationships will help them achieve a
positive outlook on aging (Zafar et. al, 2019). The survey
responses also highlight the fact that there is a need to
improve health and social services in Mumbai to support
the needs of the older population, which is similar to
existing literature. In the current context, affluent
individuals do not face any difficulty in getting the best
care services; however, this is not the same for less
fortunate individuals. It is worth noting that this research
has identified various areas associated with affluent
populations' perceptions of aging.

5. CONCLUSION
This research provides significant insight into perceptions
of aging among the upper economic classes in Mumbai, a
city known for its complex social and cultural dynamics.
Through data analysis from a survey distributed to 32
individuals, it was found that social norms and media
representation, especially Bollywood films, played an
important role in forming negative views of aging. Social
pressure to maintain a youthful appearance and negative
stereotypes often portrayed in popular media further
reinforce this perception.
Additionally, stressful urban lifestyles also influence the
way Mumbai's affluent society views aging. To overcome
age-related anxiety, many study participants adopted
75

health strategies such as meditation and a healthy
lifestyle. However, these findings also highlight the urgent
need for more inclusive media representation and better
health services to encourage positive attitudes toward
aging.
This research suggests the existence of educational
programs and media campaigns aimed at challenging age
stereotypes and promoting a more complex and diverse
understanding of aging. Although this study has
limitations, such as limited sample size and survey
methods that may not fully capture the complexity of
individuals' experiences, the results nonetheless provide
an important contribution to the literature on aging in
modern urban communities. Follow-up studies involving
multiple economic classes and more in-depth qualitative
methods would be beneficial to expand our understanding
of aging in urban landscapes like Mumbai.

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