New Delhi: On the occasion of National Farmers’ Day, Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has extended its #SaluteTheFarmHER initiative with a powerful new digital film and print-led campaign that shines a spotlight on the vital yet often overlooked role of women farmers in India.
The campaign seeks to recognise and celebrate the contribution of women in agriculture, especially in rural India, where nearly 75% of rural women are engaged in farming-related activities. Through compelling storytelling and visual innovation, DS Group aims to challenge long-standing stereotypes and spark a broader conversation around gender recognition in Indian agriculture.
At the heart of the initiative is a digital film that addresses one of the biggest perception gaps in Indian farming—the lack of visibility and acknowledgment of female farmers. Complementing the film is a striking print campaign that initially depicts the image of a male farmer. When readers rotate the newspaper, the same visual transforms to reveal a female farmer, symbolising how a simple shift in perspective can uncover a reality that has always existed but rarely been acknowledged.
Commenting on the initiative, Sachin Sharma, General Manager, Corporate Marketing, DS Group, said, “On National Farmers Day, DS Group is proud to recognise the indispensable role of women in agriculture through the #SaluteTheFarmHER campaign. By breaking traditional stereotypes and advocating for greater inclusivity, we aim to give “FarmHERs” the recognition they deserve for their resilience and contribution. Our mission is to rewrite the narrative of Indian farming by putting women at the center of the stories.”
Through this latest campaign, DS Group reiterates its long-term commitment to raising awareness and driving recognition for women farmers across the country. The #SaluteTheFarmHER initiative, first launched in early 2023, continues to champion the cause of equitable representation and acknowledgment of female farmers, reinforcing DS Group’s broader vision of inclusive growth and social impact.
