India's personal care brand ITC Vivel has created a website Ab Samjhauta Nahi (English: No more compromises now) for a simplified understanding of laws around women’s rights.
It also announced support to Srishti Bakshi, founder CrossBow and an Empower Women Champion for Change for her walk which is aimed at creating awareness across India for women’s safety and empowering them through digital and financial literacy.
Bakshi will be walking from Kanyakumari to Srinagar covering 3800 kms over 260 days. Through this walk, Bakshiand her team at Crossbow will conduct Vivel Ab Samjhauta Nahin ‘Know Your Rights’ workshops in Karnataka, Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Punjab, Haryana, Delhi and J&K.
Srishti Bakshi said: “This campaign is a fight against the alarming gender bias in our country that has not seen visible difference in spite of the significant economic progress we have made. Through my Modern Day Dandi March, we hope to initiate change and create awareness that change begins with the individual."
"We look forward to the open conversations that we hope to engage in along the way and understand the key action points that need our immediate attention. The digital platform is the way forward and we urge India to collaborate with us and make the difference that we aspire for through their footsteps and information sharing.”
Sameer Satpathy, chief executive, personal care products business, ITC Limited said: “Vivel Ab Samjhauta Nahin is happy to partner with Srishti Bakshi, the UN Women Empower Champion for Change 2017 in her journey to raise awareness on safety for women. We believe that women can empower and protect themselves against violence and discrimination by being aware of their rights under law. To this effect we have created an educative ‘Know Your Rights’ module to raise awareness of the laws around women’s rights. "