Chandukaka Saraf & Sons relaunches women hygiene campaign with Rs 1 crore aim

Bolstering the often-suppressed needs of women hygiene, Chandukaka Saraf & Sons is revamping its two-year-old welfare movement titled ‘IAmAadyaToo’. The campaign has received a major upgrade now with the public joining forces with the brand to encourage women to take care of their hygiene.

Chandukaka Saraf & Sons had come up with the ‘IAmAadyaToo’ movement in 2019 in order to raise the hygiene standards of women in Western Maharashtra. In association with a Satara-based NGO, the movement catered to the needs of menstrual hygiene for underprivileged women with the initial target of collecting 1 lakh sanitary napkins. After achieving the target, Chandukaka Saraf and Sons also donated 1 lakh napkins from their side.

Sharing more details about the initiative, Kishor Shah, Director, Chandukaka Saraf and Sons, said, “The movement revolves around women’s wellness and this time, we are aiming to collect Rs 1 crore as contribution from the public. We will match that amount from our own pockets after achieving the target. We had a good response during the first year, as Mission Aadya became a household name amongst the jewellery trade.”

To participate in this mission, one can simply scan the QR codes available in their showrooms, the brand’s social media handles and the official website of iamaadya.in. The minimum contribution starts from Rs 25 only.

The troubles following the pandemic have slowed the movement down. Nonetheless, the brand decided to re-launch it and is planning to approach the corporates by asking them to fund the movement through their CSR wings.

Besides availability of funds alone, Chandukaka Saraf and Sons realized that the need of the hour requires a holistic approach and participation of multiple stakeholders to tackle problems at numerous levels. “To make a tangible change, there is a need for collective action in awareness creation, product access and affordability, availability of clean toilets and disposal systems and health consultation. This appears way too large, but we feel that there is a need to start somewhere,” Shah said.

Written by Manoj Chakraborty