PHOTOS: Indian lingerie model, 52, hopes to inspire inclusivity, change

Geeta J, a former teacher who took to modelling when she turned 50, says she wants innerwear companies in India to be more inclusive and avoid featuring only younger women in their promotion drives. The 52-year-old Indian lingerie model is pushing e-commerce firms to hire older women for their advertising campaigns, challenging what she says are the ageist norms practised by many companies. "Are women no more fit to become a lingerie model past a certain age?," Geeta has said in an online petition on Change.org, captioned with the hashtags '#AgenotCage' and '#LingerieHasNoAge', which she started this year. Her job is bold and unusual in the largely conservative Indian society where religious and cultural norms limit women's freedom to dress the way they want.

Published on: Mar 24, 2021 12:58 PM IST

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Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, exercises with dumbbells inside her house in Mumbai, India, March 18, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, performs yoga inside her house in Mumbai, India, March 18, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, looks at her photos in a camera during her lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, gets her make-up done as she gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, poses during a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)

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Geeta J, a 52-year-old Indian lingerie model, gets ready for a lingerie photoshoot inside a studio in Mumbai, India, March 19, 2021. (REUTERS)