Punjabi male sheds the
macho image
More and more men, not
only in big cities but also in other small towns of Punjab, are
redefining masculinity and stepping into areas that were traditionally
termed feminine. Ruchika M.Khanna looks at
the evolving metrosexual man.
In Patiala, young men go in for regular facials and hair treatment.
— Photo by Rajinder Sachar. |
GONE
are the days of Garam Dharam as the epitomeof a Punjabi male. It’s
the likes of Saif Ali Khan, John Abraham and Shah Rukh Khan,confirmed
pin-up metrosexual men who are the style icons in sadda Punjab.
The "tough" Punjabi male is now vying with his counterparts in
Delhi, Bangalore, Mumbai and Kolkatta to be typecast as "cute"
and "caring". The archetypical Punjabi male is in for an image
makeover. Being macho is no longer in for Punjabi munde. From
Amritsar to Abohar and Patiala to Patti, the burly, rough n’ tough
image of Punjab da puttar is showing a slow, but sure change. Men
in the region are slowly shedding their macho image- complete with
sinewy biceps, unkempt looks (a la John Wayne), and are willingly
exploring their feminine side. Getting their eyebrows plucked; chests
waxed; manicures, pedicures and facials done; wearing the traditionally
feminine shades of mauve and pink; helping their wives do cooking and
chores, or even changing diapers – metrosexuality is slowly catching
on with the urbane Punjabi. And this is not restricted to the Hindus or
clean-shaven Sikhs alone. Even turbaned Sikhs from 18 to 40, are happily
shedding their reserve. They are now conscious if their shirts match the
chinos, or the ashes-of-roses tie is a right contrast to the onion pink
shirt. Ask Gautam Beri, a Ludhiana-based business man, "So what’s
wrong in personal grooming? It only reflects a more polished person. And
anyway, the new age women had to have a new age man, thus the
makeover." If women in the urban centres of the region have been
marching ahead for the past two decades, could the Punjabi male be left
behind?
Agrees Priya M Arora,
legal manager with Airtel, at Chandigarh,"Who doesn’t want her
man to smell good, look great and in sync with the international fashion
trends. It’s the age of the unisexual, there are no girlie colours,
and if my husband wants to wear a pink, lime or electric blue, then why
not? Men today have shed their inhibitions and are willing to adapt
themselves to the woman of today. There is social acceptance of this
change. My friends feel I am very lucky to have a husband who is also
willing to take care of the kids, while I go off on an official
tour."
Ludhiana-based businessman Sumit Bajaj is comfortable looking after daughter
Kairvi. — Photo by Pradeep Tiwari |
With women taking equal
pay home, and many a times being the boss in offices, the Punjabi men,
too, would rather be called "easy-going" rather than be termed
a "stud" or labelled as an "MCP". Just as going to
the gym was important to acquire a perfectly chiselled body of a Greek
God in the 90s, in the 21st century going to the beauty parlour next
door, and not only for getting their hair dyed or cut, or for an
occasional shave, is the new fad.
According to Amit Pal
Singh, franchisee of Habibs Hair and Beauty Studio, Amritsar,
"Indeed, never before has there been this focus on beauty
consciousness on the part of the young men the way it is now. For the
past two years that we set shop here, there has been a growing male
clientele asking for galvanic and gold facials, pedicures, manicures,
and for getting their eyebrows plucked. Beauty is no longer the domain
of the fair sex." Amit Pal says that on an average 10 to 12 men
visit his unisexual parlour daily for various beauty treatments, and
about 50 of his regular male clientele do not mind spending anything
between Rs 1500 to Rs 2500 a month on their personal grooming.
In nearby Gurdaspur,
Jimmi Brar of Jimmi Beauty Clinic, Dina Nagar, too, echoes Amit Pal’s
views. A large number of Sikh youth, mostly students of the nearby SSM
College, are a regular at his clinic for facials, bleaching, and waxing
of their chests. In Patiala, Raj Kumar of Up To Date Hair Dresser, too,
says that he has a regular male clientele of 40 persons, and at least
three to four men walk in daily for a facial. He says that 70 per cent
of his clients are between 18 to 25 years of age. "A sizeable
number of older men, between 30 to 40, including businessmen and
professionals, are jumping on to the beauty bandwagon and are
regulars," he adds.
Delhi-based Gurmeet
Singh Gill, who has launched an academy for training Sikhs as ramp
models, says that it was only after he launched his modelling academy
– Launchers that he realised how metrosexuality was an emerging trend
in Punjab. "I get aspiring Sikhs who want to become models from all
over the state. They are not merely fashion conscious, but also beauty
conscious."
Be it Sangrur, Mansa,
Bathinda, or the more urbane Ludhiana, Amritsar, Jalandhar and Patiala-
the young men in the region are discovering body beautiful like never
before. Even VLCC Beauty and Slimming centres have come up in Amritsar,
Jalandhar, Ludhiana and Bathinda, and their unisexual parlours are quite
popular with men, not just for the slimming courses, but also for the
beauty treatments.
Globe-trotting
businessmen and professionals from the region are getting hooked to
their monthly beauty regimen. The fact that most international brands of
cosmetics for men, Clarins, Hugo Boss, Avon, Adidas and Lacoste, are now
marketed here. Multinational beauty giants are cashing in on the need of
the Punjabi men to beautify themselves.
Though the
metrosexuality of the Punjabi male is manifested, to a great extent,
mainly as a cosmetic trend, there has been a slight shift in the
traditional sex-specific roles too as far as chores go. There is an
over-all loosening of the fixed gender identities, as men, while
conforming to overall stereotypical masculine roles, are occasionally
also doing what has been traditionally demarcated as "women’s
roles." They like to read bedtime stories to their children, go for
the parent-teacher meeting, and enjoy wielding the ladle and spoon and
sporting an apron in the kitchen.
The emergence of this
"sensitive" side to the Punjabi male has more to do with the
fact that they are sons of the new woman. It is only after the emergence
of the working women in the 60s and 70s that the Punjabi male had to
shed his rigidity. It were these women who taught their children to be
more sensitive and adjusting sons, brothers and husbands.
Noted Chandigarh-based artist Viren
Tanwar, agrees that the traditional role of men has undergone a sea
change, especially with the literacy rate going up and the
nuclearisation of families. He says he helps around in the kitchen and
takes care of the children. "Earlier, men were hardly involved in
the lives of their children, though they were the ultimate decision
makers. Now, in most urban homes, women, especially the working women,
have a greater say in family affairs and with both parents working,
fathers have to chip in their bit by helping around and getting involved
in the day-to-day activities of their children. Every man has a womanly
side to him, just as every woman has a manly side to her. Though women
here had been exploring their manly sides, the men have just begun to
explore their feminine side," he adds.
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A matter of
manliness
WATCHING
all these assembly line products off the cosmetic shelf makes my stomach
churn. Time was when men were men and women were ladies. Women seem to
be going places while men have nowhere to go. They are in danger of
losing whatever little space they had to begin with. I’m made to feel
an aberration, just because I grew up thinking there was nothing wrong
in a man behaving like one. It might be the in-thing to strut about and
preen like a peacock and crow like a cock. How unlike a man. Real men
did not talk, they protected their women and earned. Period. And, of
course, every man was unique, not just a commodified product off the
conveyor belt. Now every metrosexual male looks like the next one, right
down to the plucked, steamed, manicured finished look. Where is the
individuality, pray? I feel it is downright pansy-like to sport pink
shirts and wear florals and dance around with embroidered achkans
with sequined dupattas around the neck. Give me the understated
look any day. Pin stripes might be out but, the Punjabi leopards have
not changed their spots. They continue to treat land and woman like
possessions. Sons are more prized than their wives and friends matter
more than family. If all those so-called liberated men think that merely
visiting beauty parlours can bring about an inner transformation, they
can think again. The true-blue Punjabi male is a species that is
resistant to change. They know no other way of being and behaving. This
assertion of manly behaviour finds various ways of expression. Keeping
your wife in her place is just one of them. Women are there to bear
sons, keep the kitchen running and put up with your drunken behaviour.
So what if she earns a fat salary? The lord and master allows her to
work and the children are strictly her business. Of course, wives are
aided once in a while and taken on a holiday. The media might coin these
smart terms such as metrosexual male and foster the illusion that we
have changed. But this hyperreality or virtual reality might be true as
far as the reel man goes. Real men, and God be thanked for this, are
delightfully human still and not xeroxed copies of each other. They are
sweaty and smelly, they swear and lord it over women and are not wimps.
They know that there are many ways to a woman’s heart—muscle power,
pull of the purse, knocking an opponent out. Being woman-like surely is
not one of them. Many renegade men will call me rigid and stuck in the
groove but winning popularity contests is not for me, being comfortable
in my own skin matters more than being politically correct.
If men and women were intended to be
like each other why were they made differently in the first place? I’ve
been called a lot many names, cad, MCP, retrogressive etc... but name a
man who does not think the way I do? They are too scared of sounding
politically incorrect. They fester at the way in which women trample all
over their feelings and egos, at how they snatch whatever vestige of
self-esteem and respect that remains but do not open their mouths.
Instead grin and bear all these indignities. I am made of sterner stuff
and almost feel as if I am guarding the last frontier before it crashes
against the onslaught of an eager-to-compartmentalise media and
insensitive power-drunk women. A guy may not be an oil painting but is’t
he entitled to an ego? A.N.
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