A recent survey conducted by Sunfeast Mom’s Magic has uncovered a startling statistic: only 7% of daughters in India receive equal inheritance through a will. Despite the legal rights to inherit family property, deep-rooted societal beliefs persist, reinforcing the notion that “betiyan paraya dhan hoti hain” (daughters are ultimately someone else’s responsibility).
Ali Harris Shere, Chief Operating Officer of the Biscuits & Cakes Cluster at ITC Limited, emphasized the campaign’s significance, stating, “A large number of mothers in India, having faced unfair treatment in matters of inheritance themselves, are the ones who can truly spark change within their own families for their daughters. Through the ‘Will of Change’ campaign, we hope to inspire mothers to ensure equal inheritance rights for daughters and become a Mom of Change.”
Over the years, Indian mothers have begun to assert their voices on various issues affecting their families. ITC Sunfeast Mom’s Magic, a brand known for championing causes that matter to mothers, has launched the ‘Will of Change’ initiative to confront the societal biases that overlook daughters in inheritance matters. The campaign calls on mothers, the pillars of change, to lead this movement and empower them to become the #MomOfChange.
At the heart of the initiative is a powerful emotional film featuring Shefali Shah and Manish Chaudhari. The narrative highlights how inheritance decisions frequently ignore daughters despite their significant contributions to the family. Set in a modern family environment, the film follows Mr. Shekhar Verma as he prepares his will with a lawyer. While his daughter Shreya assists in gathering the necessary documents, it becomes evident that only his son Arjun is designated as the heir. The mother, portrayed by Shefali Shah, subtly yet effectively challenges this decision, reminding her husband that while their daughter is affectionately called “beta” (son) in daily life, she is referred to as “beti” (daughter) when it comes to inheritance. This poignant moment compels him to reconsider the ingrained biases in his decision-making.
Sunfeast Mom’s Magic believes that a mother is the ultimate superpower, capable of combating societal biases that impede her children’s rights. Through the ‘Will of Change’ initiative, the brand aims to tackle one of the most entrenched biases in society and inspire mothers to lead the charge for equality in inheritance.
