The familial position and social status of daughters-in-law (kelins) in ‘traditional’ Central Asian families can be characterised as low, subservient, and marginalised. This paper, by adopting normative human rights discourse, argues that it is an example of the relativist challenge of cultural authenticity towards the universality of human rights, specifically women’s human rights. The authors, by using the participant observation (which can be qualified also as experiential research), serial in-depth and informal interviews, analysis of posts published in social media, explore the forces driving the persistence of a relativist approach to kelins’ human rights such as retraditionalisation, the revival of conservative Islam, the unawareness about human rights and patterns of authority-subordination. Through a particular conceptual framework, which combines Iris Young’s concept of the ‘five faces of oppression’ and the notion of ‘harmful traditional practices’, elaborated by international human rights documents, this article conceptualises the family position and social status of the kelins as structural oppression or systemic injustice, created and legitimised by informal, harmful traditional norms and practices.