Shaadi.com, through its social arm Shaadi.org, recently launched an initiative that features Bhumi Pednekar and its founder & Shark Tank India judge, Anupam Mittal. This initiative focuses on the low female labour force participation (<20%) and pegs a large part of this problem on societal expectations from women after marriage.
The campaign urges society to introspect and start conversations within the family to help bridge this gap.
Societal norms and expectations to run domestic affairs push 50% of women out of the workforce after marriage. This drops by another 30% when they have a child. If we’re able to bring only 10% more women back into the workforce, we can potentially add another 770Bn USD to our GDP in 7 years.
“It’s not just the right thing to do, it’s also the smart thing to do, for our nation, our women, and our economy. An Equal Nation is a more powerful nation.” – tweeted Anupam Mittal, Founder, Shaadi.com
The campaign has garnered over 4 million views in just 2 days starting conversations across digital platforms.
Shaadi.org intends to launch a full-fledged program to train women in areas of coding, financial literacy, English and offer placement support over the next 2 years, with an ambitious goal to bring 1 million women back to work.
Watch the campaign film below.