Continuing its dedication to women’s empowerment, Shaadi.org, the social initiative arm of Shaadi.com, has launched a new campaign to highlight the issue of low female workforce participation. Timed with the 77th Independence Day, the initiative features a powerful social film and collaborates with organizations such as Udayan Care to promote women’s financial independence and encourage married women to return to the workforce.
Shaadi.org Social Film on Women’s Financial Empowerment
Shaadi.org’s New Campaign:
Shaadi.org, the social initiative wing of Shaadi.com, launches an inspiring campaign to spotlight the issue of women’s low workforce participation. Timed with the 77th Independence Day, this initiative features a compelling social film and collaborations with organizations like Udayan Care to advocate for women’s financial independence and encourage married women to rejoin the workforce.
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Highlighting the Issue:
The National Family Health Survey (NFHS) reveals that 68% of married women are still not part of the workforce. This figure reflects societal norms and expectations that confine domestic responsibilities to women, limiting their freedom and affecting family dynamics while impacting the nation as a whole. Despite 77 years of independence, Indian women still struggle for genuine financial autonomy, affecting their dignity and perpetuating a cycle of oppression.
The Social Film:
To address the challenges faced by married women seeking financial independence, Shaadi.org has released a thought-provoking social film. The narrative unfolds around a family gathered by a bonfire, with a father telling a horror story about a “Stree” in a bloodied saree with wild hair who terrorizes a village. Despite efforts to drive her away, she disappears for two months. When the father asks the children where she went, one child responds, “She got married and had to quit her job!” This response provokes laughter from the children and knowing glances from the adults, highlighting the harsh reality faced by many. By addressing this issue on Independence Day, Shaadi.org aims to break down barriers for married women, making it easier for them to enter various economic sectors and contribute to India’s growth and progress.
What do experts have to say about this campaign?
Adhish Zaveri, VP – marketing, Shaadi.com, said, “Financial independence is a cornerstone of experiencing true independence. This Independence Day, we envisioned delivering a message that is both impactful and hopeful, reflecting our endeavour to change the present situation of married women in India. While our social film sparks awareness, we are also actively partnering with initiatives providing livelihood opportunities to women. At the same time, we aim to work towards positively influencing societal mindsets to build a more equitable nation and the world at large.”
Conclusion
Shaadi.org’s latest campaign underscores a crucial issue of our time: the need for women’s financial independence. By unveiling a powerful social film and partnering with organizations like Udayan Care, Shaadi.org not only highlights the staggering statistic of 68% of married women being excluded from the workforce but also challenges the societal norms that perpetuate this inequality. As we celebrate 77 years of independence, Shaadi.org’s initiative aims to empower married women, encourage their return to the workforce, and contribute to India’s progress. Through this campaign, Shaadi.org seeks to dismantle barriers and foster a more inclusive and equitable future for women across the nation.
