Partners with Srishti Bakshi to raise awareness and educate women on laws and rights


Chronicle Reporter, Bhopal ITC’s leading personal care brand Vivel announced its collaboration with the CrossBow Miles campaign championed by Ms. Srishti Bakshi, Founder, CrossBow Miles and an Empower Women Champion for Change 2016-2017 recently. The UN Women’s Empower Women Initiative is dedicated to empowering women to achieve their full economic potential by inspiring both men and women to become advocates, change makers and leaders in their community. Rooted in its core brand philosophy of Ab Samjhauta Nahin, Vivel is happy to support Srishti in this empowering walk from Kanyakumari to Srinagar covering 3800 Kms over 260 days. The walk is aimed at creating awareness across India for women’s safety and empowering them through digital and financial literacy. Vivel Ab Samjhauta Nahin believes that for a more equal society, awareness on laws and rights is the first step towards empowering and protecting women. It not only celebrates a woman’s power but also actively stands for her right to an equal life. As part of this initiative, Vivel has launched, a website designed for a simplified understanding of laws around women’s rights. Through this walk, Srishti and 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. The workshop in Bhopal was hosted at the Barkatullah University, Habib Ganj. Speaking on the initiative, Srishti Bakshi, Founder, CrossBow Miles 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.” She further added, “In our eyes, this campaign is an emotion that binds the women of India together, as we set out to create that change and move together in making India a safer, educated and healthier country. In the workshops, we focussed on women as they can be change-makers for their homes and community by allowing their daughters to finish their education and not allowing child marriage. With small changes in gender stereotyping at the family unit level, reform will spread through society. We have also discussed that women and girls should dare to dream and with this, we hope to awaken more freedom of thought and sow the seeds of lasting change in India.” Mr. 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. The module will be hosted at workshops across the country during Srishti’s journey from Kanyakumari to Srinagar”. Talish Ray, Managing Partner, TRS Law Offices, added, “Women are often not aware of legal rights and options available for some of the most complex but prevalent issues faced by them. It is a great initiative by Vivel to present a comprehensive repository of information online and enable ease of access. It is initiatives like this that prove how brands in India can be a growth partner for cultural change. I am happy to support the team and partner in Srishti’s epic walk to raise awareness and educate women.”