New Delhi: FMCG conglomerate DS Group has launched the ‘Pallu Protection Equipment’ (PPE) Awareness Campaign in Uttar Pradesh to address occupational health risks faced by women farmers exposed to pesticides and agricultural chemicals.
The initiative, currently being implemented across seven villages in Baghpat district—Pali, Katha, Bandpur, Sunehra, Basi, Mavikala and Sankrodh—combines community awareness programmes with access to protective solutions aimed at promoting safer farming practices.
As part of the campaign, the company has introduced a washable nano-fibre filter designed to be stitched into a saree pallu or dupatta, converting the traditional garment into a protective barrier against pesticide particles, dust and harmful chemicals, including PM2.5 pollutants. The filters will be distributed free of cost through selected tailor shops, pesticide outlets and chemist stores across the participating villages.
The awareness programme includes mobile outreach vans, puppet shows, nukkad nataks (street plays), health camps and door-to-door engagement to educate rural communities about the health risks associated with pesticide exposure. Health camps are offering blood pressure and blood sugar screenings, basic health counselling and distribution of protective masks to women farmers. Participants are also being provided with mirrors and calendars carrying messages on safe agricultural practices.
Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group, said, “Women farmers play a vital role in India’s agricultural economy, yet awareness of the occupational health risks they face remains limited. Our field research revealed that the saree pallu and dupatta are often used as informal protective coverings during pesticide-intensive agricultural work, despite offering inadequate protection. This highlights the urgent need for simple, practical and culturally appropriate solutions that women farmers can seamlessly adopt. Through the Pallu Protection Equipment’ Awareness Campaign, DS Group combines awareness with action, providing accessible solutions that can help make agricultural work safer and healthier for women.”
The campaign is part of DS Group’s broader FarmHER programme, which focuses on recognising and supporting the contribution of women farmers across India. The company said the initiative is intended to improve awareness of occupational health and safety while encouraging the adoption of practical and culturally relevant protective measures. In addition to the solution designed for women farmers, DS Group has also developed a version of the nano-fibre filter that can be integrated into the traditional gamcha used by male farmers during agricultural work.
