India is a huge country, and I would assume that cultural norms vary throughout. In my view, the heart of the issue is a lack of attention to the problem by those with power, creating an environment with no consequences for this type of behavior. Self-defense can both attract attention and effect consequences (both directly and indirectly through the attention brought).

Generally speaking, cultural norms rarely change overnight or through some collective and conscious agreement or referendum. Among other things, the combined effect of individual actions can spark cultural change.

I don't know if the link is legit or the most efficient organization to do this, but pepper spray can certainly be a single vector among many to effect wider change.