Geeta J, a teacher turned model. Reuters

Gulf Today Report 

Geeta J. is an Indian model that is advocating for e-commerce firms to hire older women for advertising campaigns.

The 52-year-old former teacher took to modelling at the age of 50. 

 Geeta J getting her makeup done before a photoshoot. Reuters

She is challenging what she calls ageist norms practised by many companies. J wants innerwear companies in India to be more inclusive.

"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. 

 
52-year-old Indian model exercising. Reuters

More than 11,000 people have signed up to support her petition, which is addressed to the chief executive of the popular innerwear company Zivame.

J began her career after winning a runners-up prize in a beauty pageant for older women. With the support of her family and friends, she was able to switch careers at 50.