Pyaar, Ishq, Mohabbat, and V-Day for the Middle-Aged Woman

Love and Sex

Pyaar, Ishq, Mohabbat, and V-Day for the Middle-Aged Woman

Illustration: Sushant Ahire

I

t’s the month for love. Haters gonna hate; everyone can yell “Pyaar ek dhoka hai” all they want but that makes not a jot of difference to the love industry. Hotels, restaurants, greeting-card designers, TV shows, and even your local sabjiwallah have all been working overtime trying to sell romance to the young. And therein lies the rub.

Why does anyone have to sell romance to souped-up hormones with legs? It’s almost like selling sand to an Arab, like carrying coals to Newcastle. Why do the young need more romance? You know who needs targeted marketing in the romance department? The middle-class, middle-aged woman, formerly known as the Gen X-er.

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