The New Indian Woman: A 2026 Perspective on Lifestyle and Culture
The lifestyle of an Indian woman in 2026 is no longer defined by a single role. Whether navigating the high-pressure boardrooms of Bengaluru or leading agricultural cooperatives in rural Assam, she is a master of "The Pivot"—the ability to blend centuries-old traditions with a fiercely modern outlook. This blog explores the shifting cultural landscape and the daily lifestyle choices of the modern Indian woman. 1. The Fashion Revolution: "Luxe Minimalism"
Indian wardrobes are moving away from restrictive, heavy tradition toward versatile essentials.
The Indo-Western Crossover: The "standard" outfit of 2026 is the relaxed-fit co-ord set—a blend of ethnic prints with western tailoring that works for office calls and evening coffee.
The Capsule Wardrobe: Women are prioritizing high-quality, breathable fabrics like organic cotton and khadi over "fast fashion".
Practical Heritage: Traditional crafts like Chikankari and Phulkari are being reimagined in modern silhouettes such as oversized shirts, sneakers, and asymmetrically-cut kurtas. 2. Culture & Identity: The Balancing Act
Modern culture is less about "following" and more about "adapting". The Rhythmic Beauty of Indian Lifestyle: Nurturing Culture
In a small village nestled in the rolling hills of rural India, there lived a young woman named Leela. She was a 25-year-old wife of a local farmer, Raj, and spent her days managing the household, taking care of their two children, and helping her mother-in-law with the daily chores.
Leela's day began before the sun rose, with a quick prayer and a wash with cold water from the well. She would then wear a simple yet elegant saree, a traditional garment that had been passed down through generations of women in her family. The saree was a vibrant shade of pink, with intricate golden embroidery that sparkled in the morning light.
After getting dressed, Leela would head to the kitchen to prepare breakfast for her family. She made a delicious meal of parathas, vegetables, and dal, using fresh produce from their farm and spices that she had ground herself. The aroma of her cooking wafted through the house, enticing everyone to start their day.
Once breakfast was over, Leela would spend some time with her children, teaching them their ABCs and helping them with their homework. She was a patient and kind teacher, and her children adored her. After school, they would play outside with the other kids in the village, laughing and chasing each other through the streets.
In the afternoon, Leela would often visit her friends and relatives, chatting with them about the latest gossip and news. They would sit in a circle, sipping tea and nibbling on snacks, as they discussed everything from politics to movies to their personal lives. These social gatherings were an essential part of Leela's life, providing her with a sense of community and connection.
As the day drew to a close, Leela would help her mother-in-law with the evening meal, learning traditional recipes that had been passed down through generations. They would cook together, side by side, as the sun set over the fields. The meal would be served with a ceremonial flourish, with Leela's father-in-law saying a prayer before they all sat down to eat.
In the evening, Leela and Raj would sit together on the veranda, watching the stars twinkle to life. They would talk about their day, sharing stories and laughter, and Leela would often sing traditional folk songs, her voice soaring through the night air.
As she drifted off to sleep, Leela would feel grateful for her life, her family, and her community. She knew that she was part of a rich cultural heritage, one that valued tradition, family, and relationships above all else. And as she smiled to herself, she knew that she would continue to live life to the fullest, embracing every moment with joy and love.
Some aspects of Indian women's lifestyle and culture that are reflected in this story include:
Indian women's lifestyle and culture are rich and diverse, reflecting the country's complex history, geography, and social dynamics. Here are some aspects of Indian women's lifestyle and culture:
Traditional Roles and Expectations
Changing Trends and Modernization
Cultural Practices and Celebrations
Family and Social Life
Challenges and Empowerment
Diversity and Regional Variations
Fashion and Beauty
Education and Career
Some key statistics that reflect the changing landscape of Indian women's lifestyle and culture include:
Overall, Indian women's lifestyle and culture are shaped by a complex interplay of tradition, modernization, and social change. As India continues to evolve, it is likely that women's roles and experiences will continue to change, reflecting the country's growing diversity and complexity.
The lifestyle and culture of Indian women are defined by a fascinating tension between deep-rooted tradition and a rapidly evolving modern identity. India is not a monolith; the experience of a woman in a bustling tech hub like Bengaluru differs vastly from that of a woman in a rural village in Rajasthan. However, several core pillars weave through the fabric of their lives. The Foundation of Family and Community
For most Indian women, life is centered around the family unit. The concept of
(values passed down through generations) plays a massive role. In traditional settings, the "joint family" system remains influential, where women often serve as the emotional and organizational anchors of the household. Festivals like Diwali, Karva Chauth, and Eid
are significant milestones where women lead the cultural narratives through elaborate rituals, traditional cooking, and community gatherings. This emphasis on collective well-being often places a high value on self-sacrifice and nurturing. Fashion: The Blend of Old and New
Indian women’s fashion is a vibrant visual representation of their cultural pride. The Saree:
Remains the ultimate symbol of grace, with thousands of regional variations like Banarasi silk, Kanjeevaram, and Chanderi. The Salwar Kameez & Kurti:
Favored for daily wear and professional settings due to their comfort. Fusion Wear:
Modern Indian women frequently mix styles—pairing a traditional
with jeans or sneakers—reflecting a globalized outlook while staying connected to their roots. The Educational and Professional Shift wwwtamilsexauntycom portable
The last few decades have seen a monumental shift in the "ambition landscape." Education is now a primary priority for girls across socio-economic classes. Corporate Leadership:
India has one of the highest percentages of women in senior management roles globally, particularly in the banking and technology sectors. The "Dual Burden":
Despite professional success, many women still navigate the "double shift," balancing demanding careers with the primary responsibility for housework and childcare. Challenges and Resilience
While progress is evident, systemic challenges remain. Issues like the gender pay gap, societal pressure regarding marriage (the "arranged marriage" system is still prevalent but increasingly collaborative), and safety concerns are part of the daily discourse. However, there is a burgeoning movement of grassroots activism and digital storytelling where women are reclaiming their narratives, fighting for financial independence, and redefining gender roles. Culinary Heritage
Food is a language of love and heritage. Indian women are typically the custodians of regional recipes that are never written down but passed from mother to daughter. The daily ritual of preparing fresh
or grinding spices is not just a chore but a preservation of a sophisticated culinary history that varies every few hundred kilometers. Conclusion The modern Indian woman is a polyglot of identities
. she is at once a keeper of ancient rituals and a pioneer in the digital economy. Her lifestyle is a continuous negotiation between honoring a 5,000-year-old civilization and carving out a space in a future-forward world. or the evolution of women's roles in Indian cinema
In India, lifestyle and culture are not a single story but a vibrant, evolving mosaic where ancient traditions meet a fast-paced modern world. For the Indian woman, life is often a beautiful balancing act between deep-rooted family values and a fierce drive for personal identity. The Foundation: Family and Community
At the heart of many Indian women’s lives is the concept of "Dharma" (duty) and family. Whether in a rural village or a high-rise in Mumbai, the family unit is the primary support system. Women often serve as the "glue," managing multi-generational households and upholding cultural rituals—from daily pujas (prayers) to elaborate festivals like Diwali and Karva Chauth. The Style: A Blend of Old and New
Fashion in India is a vivid reflection of this cultural duality:
The Saree: Still the ultimate symbol of grace, with thousands of regional weaving styles like Banarasi silk or Kanjeevaram.
The Fusion: On a typical Tuesday, you’ll see women in "Indo-western" outfits—pairing a long kurta with jeans or silver tribal jewelry with a power suit.
Adornment: Jewelry isn't just fashion; it’s heritage. Gold is often passed down through generations, representing security and auspiciousness. Education and the Workforce
The modern Indian woman is a powerhouse in the professional world. India produces one of the highest percentages of female graduates in STEM fields globally. From the "Rocket Women" at ISRO to CEOs and tech innovators, women are redefining their roles. However, the "double burden"—the expectation to excel at work while remaining the primary caregiver at home—remains a significant part of the daily conversation. The Culinary Heart
Food is the language of love. Indian women have traditionally been the guardians of secret family recipes and the medicinal secrets of spices (Ayurveda). Today, this is evolving as more women explore culinary entrepreneurship, yet the act of sharing a home-cooked meal remains the ultimate gesture of hospitality. A Period of Change
The narrative is shifting. Through cinema, literature, and social media, Indian women are openly discussing topics once considered taboo: mental health, financial independence, and breaking away from restrictive gender norms. There is a growing movement of self-assertion, where women are choosing their own paths—whether that means pursuing a solo travel adventure or deciding when (or if) to marry.
The Bottom Line: To look at the lifestyle of an Indian woman is to see a masterclass in adaptation. She is the guardian of a 5,000-year-old civilization and the architect of its future, carrying both with incredible resilience and style. If you’d like to dive deeper into a specific area:
Regional diversity (comparing lifestyles in North vs. South India)
Traditional arts (classical dance, Henna/Mehendi, or folk music)
Current fashion trends (modern designers and sustainable handlooms)
The lifestyle and culture of Indian women are defined by a dynamic interplay between deep-rooted traditions and modern evolution. While the family remains the central unit of life, women are increasingly carving out independent identities through education and career growth. Cultural Identity and Social Roles Family Structure
: The status of women in India is traditionally tied to family relations within a patrilineal framework
. Families are often multi-generational, with women historically moving to live with their in-laws. Traditional Expectations
: The ideal role has long been centered on being a devoted wife and a self-sacrificing, caring mother and homemaker. Spiritual and Festive Life
: Women play a central role in cultural preservation through festivals like (a monsoon fasting festival), (celebrating the Mother Goddess), and Raja Parba (celebrating womanhood). Modern Lifestyle and Empowerment Workforce Participation : Women currently contribute approximately 18% to India's GDP
. While their participation is growing, it remains complex, influenced by social norms and access to education. Economic Impact : Women comprise nearly 48% of the agricultural workforce 30% of the services sector , though they own only 13% of the land.
: While education is recognized as the primary key to prosperity, gender disparities persist, and the bridge from education to formal employment is a major focus for current empowerment initiatives. Vajiram & Ravi Clothing and Aesthetic
The aesthetic of Indian women is a mix of regional heritage and modern fashion. Traditional Attire remains a timeless cultural icon. The Salwar Kameez Lehenga Choli
are also staples, often featuring intricate embroidery like gold zardosi or silk patterns. Contemporary Fusion
: Modern lifestyles have introduced a fusion of Western and traditional styles, such as pairing kurtas with jeans or wearing "Indowestern" outfits for a professional look.
The lifestyle and culture of Indian women are rich and diverse, reflecting the country's complex history, social norms, and geographical variations. India, being a vast and populous country, is home to a multitude of cultures, traditions, and ways of life, each influencing the lives of its women in unique ways.
Traditionally, Indian society has been patriarchal, with men often holding the dominant roles in family and society. However, Indian women have always played a crucial role in maintaining family values, cultural traditions, and social cohesion. Despite facing numerous challenges, Indian women have made significant strides in various fields, including education, politics, business, and sports.
One of the most distinctive aspects of Indian women's culture is their attire. Traditional clothing such as saris, salwar kameez, and lehengas are not only beautiful but also reflect the region, community, and marital status of the wearer. For instance, a married woman in South India may wear a sari with a distinctive style of draping, while an unmarried woman in North India may wear a salwar kameez with a dupatta. These traditional garments are often intricately designed and made from rich fabrics, showcasing India's rich textile heritage.
In addition to their traditional attire, Indian women are also known for their rich cultural practices and rituals. For example, during festivals such as Diwali and Navratri, women play a significant role in preparing traditional foods, decorating homes, and performing pujas (prayers). These festivals are an integral part of Indian culture and provide an opportunity for women to connect with their families, communities, and traditions.
Education has become increasingly important for Indian women, with many pursuing higher education and careers. However, despite these advances, women in India still face significant challenges, including limited access to education, healthcare, and economic opportunities. The literacy rate among women in India has improved over the years, but it still lags behind that of men. According to the 2011 Census, the female literacy rate in India is 65.3%, compared to 82.7% for men. The New Indian Woman: A 2026 Perspective on
In terms of health, Indian women face significant challenges, particularly in rural areas. Maternal mortality rates are high, and access to healthcare services is often limited. However, in recent years, there has been a growing focus on women's health, with initiatives aimed at improving access to healthcare services, promoting nutrition, and preventing violence against women.
The role of Indian women in politics and public life has been significant. India has had several female prime ministers, including Indira Gandhi and Atal Bihari Vajpayee's successor, Manmohan Singh's government, which had several women ministers. Today, women hold important positions in various fields, including business, sports, and entertainment. For instance, Kiran Bedi, a retired IPS officer, is a well-known example of a woman who has made a mark in the field of law enforcement.
In business, Indian women are increasingly taking on leadership roles, with many starting their own ventures or working in senior positions in large corporations. The Indian government has also launched several initiatives to promote women's entrepreneurship and economic empowerment.
In sports, Indian women have achieved significant success, with many winning international medals and titles. For example, Saina Nehwal, a badminton player, and MC Mary Kom, a boxer, are two of the most successful Indian women athletes.
The lifestyle of Indian women varies greatly depending on their geographical location, socio-economic status, and cultural background. In urban areas, many women lead modern, cosmopolitan lives, working in jobs, managing households, and raising families. They have access to education, healthcare, and other services, which has enabled them to become more independent and self-sufficient.
In contrast, rural Indian women often face significant challenges, including limited access to education, healthcare, and economic opportunities. They often work in agriculture, taking care of households, and raising children, with limited support or resources.
The impact of technology on Indian women's lives has been significant. The widespread use of mobile phones, the internet, and social media has enabled women to access information, connect with others, and access services. Online education and e-commerce platforms have also opened up new opportunities for women to learn, work, and earn a living.
However, technology has also brought new challenges, including cyberbullying, harassment, and online abuse. Indian women have to navigate these risks while also dealing with traditional social norms and expectations.
The concept of family and marriage is deeply ingrained in Indian culture, and women are often expected to prioritize family obligations over personal goals. Arranged marriages are still common, and women are often expected to take on domestic roles, including caring for children and elderly relatives.
However, there are signs of change, with more women choosing to delay marriage, pursue careers, and prioritize their own goals. The rise of nuclear families and urbanization has led to changes in family structures and relationships, giving women more freedom to make choices about their lives.
In conclusion, the lifestyle and culture of Indian women are complex and multifaceted, reflecting the country's rich history, social norms, and geographical variations. While Indian women face significant challenges, they have made significant strides in various fields, and their lives are changing rapidly. As India continues to evolve and grow, it is essential to recognize the importance of promoting women's empowerment, education, and health, and to create opportunities for women to reach their full potential.
The lifestyle and culture of Indian women are a fascinating blend of the traditional and the contemporary. As India progresses, the role of women in shaping its future becomes increasingly significant. Celebrating the achievements of Indian women and continuing to advocate for their rights and empowerment are essential steps towards realizing a more balanced and equitable society. The story of Indian women is one of endurance, adaptation, and the unyielding pursuit of happiness and fulfillment, making their contribution to the country's culture and progress invaluable.
The lifestyle and culture of Indian women in 2026 reflect a dynamic balance between deep-rooted heritage and modern autonomy. Traditional roles are evolving as more women enter leadership positions and the workforce, while fashion trends emphasize "intelligent fusion" and sustainable, comfortable designs Contemporary Roles and Social Dynamics Workforce & Leadership
: Female labor force participation has risen significantly, reaching approximately 35.3% by 2025. In corporate India, the representation of women in senior leadership is slowly increasing, with roughly 20% of firms now having over half of their leadership roles filled by women as of 2026. Education & Literacy
: Urban female literacy rates have reached nearly 86%, while rural areas follow at about 74%, showing steady improvement across all social groups. Cultural Identity
: Modern Indian women often view themselves as members of a community where family remains a cornerstone, yet they increasingly prioritize personal growth and financial independence. 2026 Fashion and Beauty Trends Fashion has shifted toward "Intelligent Fusion," prioritizing movement and practicality for busy lifestyles. I Want A Wanita India: All You Need To Know - Ftp
The Evolving Identity: Indian Women, Lifestyle, and Culture The lifestyle of women in India is a vibrant tapestry woven from centuries-old traditions and a rapidly modernizing society. While deeply rooted in family and heritage, the contemporary Indian woman is increasingly defined by her professional ambitions, educational pursuits, and social leadership. 1. Family and Social Structure
The family remains the cornerstone of life for most Indian women. Historically, Indian society has followed a patrilineal structure where the family unit is of paramount importance.
The Multi-generational Household: It is common for women to live in multi-generational homes, often moving in with their in-laws after marriage.
Roles and Responsibilities: While traditional expectations often prioritize caregiving and maintaining "family honor," urban shifts are seeing a rise in shared household responsibilities.
Marriage and Kinship: Marriage is frequently viewed as a union of two families rather than just two individuals, influencing everything from lifestyle choices to social circles. 2. Modern Lifestyles and Career Growth
The narrative of the Indian woman is shifting significantly, particularly in urban centers where education and career growth are top priorities.
Education and Leadership: More women are pursuing higher education and entering fields like technology, medicine, and entrepreneurship, challenging the traditional "homemaker" stereotype.
Economic Independence: Financial autonomy is becoming a central goal, leading to a rise in double-income households and a change in consumer behavior and lifestyle spending.
Work-Life Balance: Navigating the intersection of career ambitions and family expectations is a defining characteristic of the modern Indian woman’s daily life. 3. Cultural Expression and Fashion
Culture is expressed daily through food, festivals, and fashion, blending the ancient with the avant-garde.
Sartorial Diversity: The iconic Saree remains a symbol of grace and cultural identity, yet it now coexists with western-style clothing and "Indo-western" fusion wear in professional and casual settings.
Festivals and Rituals: Women are the primary carriers of cultural rituals, playing central roles in festivals like Diwali, Holi, and Karva Chauth, which emphasize community and spiritual well-being.
Arts and Print Culture: Historically and currently, women have been instrumental in spreading culture through literature, publishing, and participating in literary societies. 4. Legal Rights and Social Change
The status of women in India is supported by a robust framework of laws designed to ensure equality and protection.
Constitutional Protections: Provisions exist to safeguard women against discrimination and violence, fostering an environment where gender equality can flourish.
Social Reformers: From historical figures like the Rani of Jhansi to modern icons like Kalpana Chawla, Indian history is rich with "brave heroines" who have paved the way for future generations.
Health and Longevity: Improvements in healthcare have seen the life expectancy of Indian women rise to approximately 73.6 years, exceeding that of their male counterparts.
Today’s Indian woman does not discard tradition; she curates it. She might wear a sari with sneakers, share a meme about menstrual leave, and teach her son to cook while her daughter learns to code. She is fiercely proud of her cultural heritage—its music, dance, textiles, and philosophy—but refuses to be constrained by its dogmas.
She is not a single identity. She is the farmer in Punjab negotiating fair prices, the tribal artist in Madhya Pradesh preserving Gond painting, the scientist at ISRO launching a satellite, and the adolescent girl in a small town studying by candlelight to become the first in her family to graduate. The importance of family and community The traditional
Her lifestyle is a dynamic negotiation—between the grihini and the go-getter, between maryada (decorum) and desire. And in that negotiation, she is not just reshaping her own destiny but fundamentally redefining what it means to be Indian.
In essence, the culture of the Indian woman is no longer just about what is passed down to her. It is increasingly about what she dares to pass forward.
Introduction
India is a country with a rich cultural heritage, and its women have played a significant role in shaping its traditions and values. Indian women have made tremendous strides in various fields, from politics and business to sports and arts. Despite facing numerous challenges, they have emerged as strong, resilient, and independent individuals. In this feature, we'll explore the lifestyle and culture of Indian women, highlighting their experiences, achievements, and contributions.
Traditional Roles and Expectations
In India, women are often expected to prioritize family and domestic duties. Traditionally, they are responsible for managing the household, taking care of children, and supporting their husbands. However, these roles have evolved over time, and many Indian women are now pursuing careers, education, and personal interests. Despite this, societal expectations and family pressures often dictate their choices, making it challenging for them to balance work and family life.
Changing Times: Modern Indian Women
The modern Indian woman is a far cry from her traditional counterpart. She is educated, ambitious, and confident. With increasing access to education and employment opportunities, Indian women are breaking barriers and redefining their roles. They are entrepreneurs, scientists, artists, and leaders, making a mark in various fields. The rise of urbanization, social media, and digital platforms has also enabled them to connect with the world, share their experiences, and access information.
Challenges Faced by Indian Women
Despite progress, Indian women continue to face numerous challenges:
Empowerment and Achievements
Indian women have made significant strides in various fields:
Cultural Practices and Traditions
Indian women's lifestyle and culture are deeply rooted in tradition:
Conclusion
The lifestyle and culture of Indian women are a rich and complex tapestry of tradition, modernity, and resilience. While they face significant challenges, Indian women have made remarkable progress in various fields, inspiring future generations to strive for excellence. As India continues to evolve, it's essential to recognize and celebrate the contributions of its women, promoting equality, empowerment, and inclusivity.
Statistics and Data
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By understanding and appreciating the complexities of Indian women's lifestyle and culture, we can work towards creating a more inclusive and equitable society.
The Marriage Mandate: In Indian culture, marriage (Shaadi) is not an event; it is an ecosystem. For a woman, her lifestyle is often defined by her marital status.
The Maternal Culture: Motherhood in India is viewed as fulfillment. The lifestyle of a new Indian mother involves 40 days of confinement (Jaappa or Palan), where she is fed ghee, dry fruits, and haldi doodh (turmeric milk). She is not allowed to go out or do chores—a traditional postpartum care system that rivals modern Chinese Zuo Yue Zi.
Digital Feminism: The smartphone has become the greatest tool for cultural change. Rural women are watching YouTube to learn about menstrual hygiene (breaking the taboo of Chhaupadi). Urban women are using apps to track safety (Safetipin) or to access mental health therapy—a field long stigmatized in Indian society where "log kya kahenge" (what will people say) reigns supreme.
The lifestyle and culture of Indian women cannot be reduced to a single narrative. With over 600 million women across 28 states, 8 union territories, hundreds of languages, and diverse religious and caste backgrounds, their experiences vary dramatically. However, some common cultural currents and shifting dynamics shape their daily lives.
The Indian woman’s lifestyle is now curated on Instagram and YouTube. "Mommy bloggers," "saree draping influencers," and "South Indian vloggers" dominate the space.
The WhatsApp University: Even a rural woman with a basic smartphone uses WhatsApp for bhajan (hymns) groups, recipe exchanges, and peer support.
Online Matrimony: Sites like Shaadi.com and Jeevansathi have changed courtship. Women now have "biodata" and can reject suitors based on education or hobbies—a power their grandmothers never had.
Introduction: The Land of the Dual Shift
To understand the lifestyle and culture of Indian women is to witness a fascinating paradox. India is a land where the Saptapadi (seven sacred steps of marriage) are still chanted in Sanskrit, yet women are leading Mars orbiters. It is a place where the sindoor (vermilion) marks marital status, while jeans and sneakers mark the morning commute. The lifestyle of an Indian woman today is not a single narrative but a spectrum of identities—ranging from the rural farmer in Punjab preserving ancient harvest rituals to the tech CEO in Bangalore navigating global boardrooms.
This article explores the pillars of Indian women’s lives: family structure, attire, food, career, festivals, and the seismic shifts brought by modernization.
Despite progress, the journey is fraught with structural challenges. Patriarchal norms remain powerful. Issues like dowry, son-preference, marital pressure, and the burden of "family honor" tied to a woman’s behavior persist, especially in smaller towns and rural areas. The paradox is stark: a woman may be a celebrated CEO in public but expected to seek permission for social outings at home.
Safety and public space are critical concerns. The national conversation on women's safety, galvanized by the 2012 Delhi gang rape case, has led to stricter laws and more open dialogue, but street harassment, workplace sexism, and domestic violence remain daily realities for many.
Yet, quiet revolutions are everywhere:
Fifty years ago, an Indian woman’s "job" was the home. Today, India has the highest number of female STEM graduates in the world.
The Double Burden: The reality of the "working Indian woman" is a 16-hour day. She leaves for her IT job at 9 AM, works until 6 PM, then comes home to manage the cook, the kids' homework, and the mother-in-law’s doctor's appointment. Unlike Scandinavian countries, Indian men are still largely not sharing the domestic load equally. This has led to rising burnout rates, but also a new discourse on mental health—a topic previously taboo for Indian women.
Entrepreneurship: From selling papad (lentil wafers) via Lijjat to founding unicorn startups, Indian women are redefining the economy. The "ladypreneur" is a new archetype—balancing chai breaks with investor pitches.
The Rural vs. Urban Divide: In rural Rajasthan or Uttar Pradesh, a woman's lifestyle is still dictated by fetching water from the well and working the fields. For them, "lifestyle" is survival. For the urban elite in South Delhi or Bandra, "lifestyle" is Pilates memberships and organic farmer's markets. The keyword "Indian women lifestyle" must acknowledge that the India of a domestic help is vastly different from the India of the CEO.
