A campaign by women, for women. That lies at the heart of Mumbai-based fashion label Nirmooha’s ‘Beti Bachao, Beti Padhao’ initiative. “The idea behind the campaign is to transform the narrative surrounding gender equality by emphasising the importance of saving and educating girl children. It aims to break down societal barriers and stereotypes that hinder the progress of girls and women. By promoting education as a fundamental right for every girl child, ‘Beti Bachao, Beti Padhao’ strives to nurture their dreams and aspirations. Moreover, the campaign utilises innovative approaches, such as repurposing garments once worn by influential women, to generate resources that support educational initiatives for underprivileged girls. In essence, ‘Beti Bachao, Beti Padhao’ represents a collective effort to create a more equitable and inclusive society where every girl child is empowered to thrive and contribute to the nation’s progress,” says Prreeti Jaiin Nainutia, founder and director, Nirmooha.

The campaign stars celebrity stylist Anaita Shroff Adajania, tennis player Ankita Raina and champion boxer Mary Kom, among others. “We deliberately selected women from diverse walks of life to represent the multifaceted nature of empowerment and resilience,” says Prreeti.
Having put this fulfilling campaign together, Prreeti hopes to nurture it further. “We carry this cause close to our hearts, recognising the transformative impact it can have on individuals, families, and communities. Building on our existing association with the Mary Kom Foundation, we are committed to furthering our efforts in women empowerment and girl child education,” she says.