Indias DS Group honours women farmers by starting #SaluteTheFarmHER campaign

A campaign called #SaluteTheFarmHER has been launched by the multi-business DS Group, a major conglomerate for fast-moving consumer goods (FMCG). The purpose of this initiative is to emphasise the significant contribution that female farmers make to the agricultural sector. The Group wants to pay tribute to their accomplishments by recognising this project as a step in the right path.

54.6% of all workers in India, where agriculture is the backbone of the economy, are employed in jobs connected to agriculture and allied industries. Despite the common misconception that males predominate in this industry, according to Niti Ayog, almost 80% of rural women work in agriculture. The DS group has recognised the need to raise awareness of rural women workers' contributions, give them more influence, and value their labour.

On this International Women's Day, the campaign that Grapes conceptualised was unveiled. The execution began with making a video in order to highlight this disparity. According to research, when asked to draw a farmer, most kids thought of a man. In an effort to change this perception, the Group intends to work with well-known media sites, agricultural bloggers, and stock footage portals to create a straightforward change that would include photographs of both male and female farmers while covering significant news.

The following was said by a DS Group representative during the programme: "Our corporate social responsibility (CSR) initiatives at DS group are founded on the principle that knowledge and skills from the local community are essential for long-term development. We believe that a holistic plan that includes increasing awareness, implementing it, and ensuring sustainability adds value. In the "New India," rural women are driving change in the social, economic, and environmental spheres. Giving individuals more power may dramatically boost the economy."

Shradha Agarwal, Co-Founder and CEO of Grapes, commented on the campaign in the following manner: "Now that all of us frequently use digital for our requirements, wants, enquiries, and much more, how something is depicted online has become all the more important. Nonetheless, there is a conspicuous lack of representation for female farmers. And obtaining opportunities for just growth actually depend on receiving the appropriate acknowledgement. Hence, the #SaluteTheFarmHER campaign is a small first step in that direction in the hopes of igniting more important change.

This new project demonstrates DS Group's ongoing dedication to this industry. The business has aggressively promoted farm-based livelihood initiatives that support female cultivators, business owners, and skilled farm labourers. Almost 24000 women farmers in 12 rural states have already benefited from the group's CSR operations as a result.

The DS Group is steadfast in adhering to a set of values that promote the common good, and its CSR activities are a crucial part of the group's commercial objectives. The Group deals with issues and challenges in the economic, environmental, and social spheres in an effort to advance the long-term health of the stakeholder groups.