Vivel Ab Samjhauta Nahin Partners with Srishti Bakshi for women safety and empowerment

Embarks on a journey from Kanyakumari to Srinagar to raise awareness and educate women on laws and rights

New Delhi, India

ITC’s leading personal care brand Vivel announces its collaboration with Ms. Srishti Bakshi, Founder CrossBow and an Empower Women Champion for Change 2016-2017. The UN Women’s Empower Women Initiative is dedicated to empowering women to achieve their full economic potential by inspiring both men and women to become to become advocates, change makers and leaders in their community.




Rooted in its core brand philosophy of Ab Samjhauta Nahin, Vivel is happy to support Srishti in this empowering walk from Kanyakumari to Srinagar covering 3800 Kms over 260 days. The walk is aimed at creating awareness across India for women’s safety and empowering them through digital and financial literacy.
Vivel Ab Samjhauta Nahin believes that for a more equal society, awareness on laws and rights is the first step towards empowering and protecting women. It not only celebrates a woman’s power but also actively stands for her right to an equal life. As part of this initiative, Vivel has recently launched, a website designed for a simplified understanding of laws around women’s rights. Through this walk, Srishti and her team at Crossbow will conduct Vivel Ab Samjhauta Nahin ‘Know Your Rights’ workshops in Karnataka, Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Punjab, Haryana, Delhi and J&K.

Mr. Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said, “Vivel Ab Samjhauta Nahin is happy to partner with Srishti Bakshi, the UN Women Empower Champion for Change 2017 in her journey to raise awareness on safety for women. We believe that women can empower and protect themselves against violence and discrimination by being aware of their rights under law. To this effect we have created an educative ‘Know Your Rights’ module to raise awareness of the laws around women’s rights. The module will be hosted at workshops across the country during Srishti’s journey from Kanyakumari to Srinagar.”

Speaking on the initiative, Srishti Bakshi, UN Women Empower Champion for Change said, “This campaign is a fight against the alarming gender bias in our country that has not seen visible difference in spite of the significant economic progress we have made. Through my Modern Day Dandi March, we hope to initiate change and create awareness that change begins with the individual. We look forward to the open conversations that we hope to engage in along the way and understand the key action points that need our immediate attention. The digital platform is the way forward and we urge India to collaborate with us and make the difference that we aspire for through their footsteps and information sharing.”


She further added, “In our eyes, this campaign is an emotion that binds the women of India together, as we set out to create that change and move together in making India a safer, educated and healthier country. Gender equality, political power, economic freedom and women entrepreneurship are buzz words, but women’s safety is the very basis of existence. Through digital and financial literacy, we can prepare women to be informed and empowered individuals capable of navigating through deeply entrenched social norms. It is imperative to create an India with women, for women, with the efforts and vision of women who understand the path to cheer the joy of being a woman. This campaign is for both men and women, as we believe inclusivity is the key to social success.”


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