On National Farmers’ Day, Dharampal Satyapal Group (DS Group) has extended its #SaluteTheFarmHER initiative with a digital film and a print campaign focused on women farmers in India.
The campaign highlights the role of women in agriculture, noting that 75% of rural women are employed in the sector. It includes a digital film addressing the lack of recognition of female farmers in Indian agriculture.
Alongside the film, a print campaign features an image that initially appears to show a male farmer. When the newspaper is rotated, the same image reveals a female farmer, illustrating how a change in perspective can bring visibility to women farmers who have long been present but under-recognised.
Commenting on the initiative, Mr. 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. "
The #SaluteTheFarmHER campaign was launched in early 2023 and continues as part of DS Group’s focus on recognition of women farmers in India.
