India is the second largest television market in the world after China and the kids’ genre has a high viewership share. However, there is severe dearth of active discussion on the ideology of television content for children. The objective of this study was to mainstream the discussion on the role of television cartoons in perpetuating gender stereotypes in the Indian context. 51 children between 4 to 14 years of age were interviewed on topics including their television viewing habits, description of gender roles portrayed in television cartoons, their attitudes towards gender roles in general among other themes. The responses strongly suggest that children consume highly gender-stereotypic content and that it gets reflected in their perceptions of media content as well as articulations of the world around them. The heterogeneity of the Indian socio-cultural context does not get represented in the dominant media discourse.