Vivel Ab Samjhauta Nahin Introduces ‘Know Your Rights’

Bangalore, 25th October, 2017: ITC’s leading personal care brand Vivel announced its collaboration with Ms. Srishti Bakshi, Founder CrossBow 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 SamjhautaNahin believes that for a more equal society, awareness on laws and rights isthe first step towards empowering and protecting women. It not only celebratesa woman’s power but also actively stands for her right to an equal life. Aspart of this initiative, Vivel has launched, awebsite designed for a simplified understanding of laws around women’s rights.Through this walk, Srishti and her team at Crossbow will conduct Vivel AbSamjhauta Nahin ‘Know Your Rights’ workshops in Karnataka, Andhra Pradesh,Telangana, Maharashtra, Madhya Pradesh, Punjab, Haryana, Delhi and J&K.


The first workshopin Bangalore is being hosted at the Prin. L. N. Welingkar Institute ofManagement Development & Research. Speaking on theinitiative, Srishti Bakshi, UNWomen Empower Champion for Change said, “This campaign is a fight against the alarming gender bias in ourcountry that has not seen visible difference in spite of the significanteconomic progress we have made. Through my Modern Day Dandi March, we hope toinitiate change and create awareness that change begins with the individual. Welook forward to the open conversations that we hope to engage in along the wayand understand the key action points that need our immediate attention. Thedigital platform is the way forward and we urge India to collaborate with usand make the difference that we aspire for through their footsteps andinformation sharing.”


She further added, “In our eyes, this campaign is an emotionthat binds the women of India together, as we set out to create that change andmove together in making India a safer, educated and healthier country. Genderequality, political power, economic freedom and women entrepreneurship are buzzwords, but women’s safety is the very basis of existence. Through digital andfinancial literacy, we can prepare women to be informed and empoweredindividuals capable of navigating through deeply entrenched social norms. It isimperative to create an India with women, for women,

with the efforts and vision of women who understand the path to cheerthe joy of being a woman. This campaign is for both men and women, as webelieve inclusivity is the key to social success.


Mr. Sameer Satpathy, Chief Executive, Personal Care Products Business,ITC Limited said, “Vivel Ab Samjhauta Nahin is happy to partnerwith Srishti Bakshi, the UN Women Empower Champion for Change 2017 in herjourney to raise awareness on safety for women. We believe that women canempower and protect themselves against violence and discrimination by beingaware 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’sjourney from Kanyakumari to Srinagar”.


Talish Ray, Managing Partner, TRS Law Offices, added, “Womenare often not aware of legal rights and options available for some of the mostcomplex but prevalent issues faced by them. It is a great initiative by Vivelto present a comprehensive repository of information online and enable ease ofaccess. It is initiatives like this that prove how brands in India can be agrowth partner for cultural change.  I am happy to support the team andpartner in Srishti’s epic walk to raise awareness and educate women.”


Aindrita Ray, leading Kannada actress and a believer of women’s rightsand equality, in support of AbSamjhauta Nahin, said, “I have alwaysbelieved in gender equality and have voiced my opinion. Vivel’s new initiativeis in-line with gender equality and I am happy to extend support to thiscampaign. Knowledge shouldbe imparted at an early age and Vivel’s efforts will definitely bring a change.” 

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