The article in Science Monitor explains the changing trend in the US. ``For a variety of reasons, women increasingly want to take charge of their investments instead of leaving them to others. And with good reason. Women still earn at about three quarters the level of men, and they see investing as one way to stay even.''

Back inIndia, things are not as bright for women as in the West for obvious reasons. But it's a trend waiting to happen over here. Nani Javeri, managing director of TimesBank, offers his perspective on the subject, keeping in mind the customers in TimesBank. Says Javeri: ``Women have always been an active customer base of TimesBank. In fact they constitute as much as 35 per cent of our total customers.''

He adds that with the emergence of nucleus families, women have been playing an active role not only at home, but also at the workplace. And since more and more women are participating in the economic and social activities of the country, there's pressure on time. Therefore, the need to offer them conveniences when it comes to operating their bank accounts, says Javeri.He explains, ``Timesbank has run focussed ad campaigns which highlight the fact that women have to play innumerable roles--caring wife, loving mother, ambitious career woman, and we do not see any contradiction in these roles.'' So, what she needsis a bank which frees her from the rigmarole of old-time commercial banking, and offers her the conveniences of extended banking hours, telebanking, homebanking, debit cards, etc, says Javeri.TimesBank, according to Javeri, has been active in bringing these conveniences to its customers. ``Take, for example, Sunday Banking. The convenience of going to your bank seven days a week, including holidays, makes it easier for our women customers to bank on Sundays.'' Similarly, he adds that home banking lets them open their accounts from the conveniences of their home or office. Although these benefits are meant to cater to all customers, Javeri tends to think that it's the women customers who make the most of it.

On the whole, says Javeri: ``The response from the segment (women customers) has been very encouraging.'' Giving a break-up, he says as many as 35 per cent of the customers are women. Of this base, over 77 are graduates and above. Nearly 65 per cent are in the Rs 60,000 income per annum bracket. And 63per cent of the women customers are in the age group of 18 years to 45 years.

He adds, ``TimesBank will continue to offer innovative and convenient products to this segment as we believe that there is an active market constituting women customers.''

Another analyst in the area of investments, Pushpendra Mehta, who's a consultant with the Credit Card and Management Consultancy, says that in the Indian context, men continue to be better investors. He adds that it's possibly because in this country the number of well-informed men is much higher than well-informed women. But, Mehta adheres to the old school of belief that women are better savers.

In a recent survey by CCMC on consumer loans and credit card usage, it was found that men like to splurge, while women are more conscientious and prudent in handling money. According to Mehta, who was one of the key members behind organising the survey, the difference between the spending habits of men and women is glaring.

Despite being voted as good savers,Indian women still have a lot of catching up to do when it comes to making hard investment decisions. Towards this goal, a lot needs to be done by banks, investment companies, publications and advertisers. Target women campaigns have worked like magic in the West. It should here, too.