Mumbai: Continuing its long-standing commitment to women empowerment, Shaadi.org, Shaadi.com’s social initiative wing, presents another inspiring campaign to raise awareness about women’s low workforce participation. As part of the initiative, which coincided with the 77th Independence Day, the platform created a compelling, hard-hitting social film, alongside partnering with organisations like Udayan Care across the country to champion women’s financial independence with a mission to bring married women back into the workforce.
According to the National Family Health Survey (NFHS), 68 per cent of married women are still not a part of the workforce. This alarming statistic is driven by societal norms and expectations that place the responsibilities of domestic affairs squarely on women, restricting their freedom and influencing family dynamics while also having implications on the nation at large. Even after 77 years of independence, Indian women remain far from truly independent, especially financially. This not only compromises their dignity and autonomy but perpetuates a cycle of oppression.
To shed light on the challenges married women face when it comes to becoming financially independent, Shaadi.org unveiled a thought-provoking social film. It unfolds around a family gathered around a bonfire, where a father is narrating a horror story to the children. He describes a “Stree” in a bloodied saree with wild, unkempt hair who terrorises a village, swallowing both young and old. He continues how, despite the villagers’ repeated efforts, they could not drive her away – until one day, she vanished, not to be seen for two months. The father pauses and asks the children where they think the “Stree” disappeared. Unexpectedly, one child eagerly responds, “She got married and had to quit her job!” This answer leads the other kids, especially the boys, to laugh while the adults exchange knowing glances, underscoring the stark reality that resonates with the audience.
In addition to this poignant social film, the platform also activated amplification through women-centric pages like That Desi Feminist and Angoori Babe, as well as memes and news pages like Epic Media, @the_engineer_bro, ghantaa, and Last 24 Hours News, amongst others, to further drive the narrative and galvanise a moment of change.
Shaadi.com VP – marketing Adhish Zaveri 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.”
In every initiative it has undertaken previously, Shaadi.org has started a meaningful dialogue on gender disparities, striving to create a nation where men and women enjoy equal opportunities. Shaadi.org’s vision is to bring 10 million women back to work. By extending the conversation around the cause of women’s financial independence this Independence Day, Shaadi.org aims to lower barriers for married women. They aim to make it more accessible for them to enter diverse economic sectors and empower them to actively contribute to India’s growth and progress.
