DS Group’s Campaign To Highlight Women’s Role In Farming
Please include images of both male and female farmers while covering farm news, DS Group tells media.
NEW DELHI, Mar 7 (The CONNECT) – Ahead of the International Women’s Day, multi-business conglomerate DS Group today announced the launch of a new initiative titled #SaluteTheFarmHER, which aims to highlight the contribution of female farmers in agriculture. With this, the Group takes a small step towards attaining due recognition for them.
India is an agrarian economy where about 54.6 percent of the total workforce is engaged in agricultural and allied sector activities. While farming is perceived to be a male activity, agriculture employs about 80 percent of rural women, as per the Niti Ayog. Yet, there is a lack of their recognition. The Group identified the need to sensitize the audience, create awareness, empower, and at the same time applaud the rural women workforce for their efforts.
Conceptualized by Grapes, the execution began by releasing a video to bring this gap to the general audience’s attention. It showed that when kids were asked to draw a farmer, most of them conjured up the image of a male. To change this perception, the Group intends to approach leading media houses, agricultural bloggers, and stock footage portals to make a small change that is to include images of both male and female farmers while covering relevant news.
A spokesperson from DS Group said, in the ‘New India’, rural women are leading the change in the social, economic, and environmental spheres. Empowering them can make way for a substantial leap towards the growth of the economy.
Shradha Agarwal, Co-Founder & CEO, Grapes said, “Today, when all of us regularly turn to digital for all of our needs, wants, queries and much more, how something is represented in the online space has become all the more critical. The representation of female farmers, however, is severely lacking. And due recognition is quite necessary in order to garner opportunities for equitable growth. So, the #SaluteTheFarmHER is a small step in that direction with the hope of initiating larger change.”
The initiative marks the company’s ongoing efforts in this space. Through their farm-based livelihood projects, which incubate women cultivators, business owners, and skilled farm laborers, DS Group’s CSR activities have diligently worked towards improving the lives of 24,000 women farmers in 12 agrarian states till now.