Sunday, February 17, 2019

Happy Birthday Barbie

I just realised Barbie is older than me. She just completed 60 years. No wrinkles, no grey hair and no sagging flesh. She is the same beautiful girl- who set unachievable beauty standards for girls. It is said that given her proportions, in real life she may not be able to walk straight and may have to crawl.

Yet, Barbie is Barbie. The craze of young girls, who love to possess more and more avatars of her and the wide array of her accessories. Small girls spend hours combing her hair and dressing her up.

“Barbies are fun to play with because you can use them in different ways. Like dressing them up in different outfits and clothes. Also there are different types of barbies. Like curly haired straight haired and light skin or dark skin. Overall barbies are fun to play with and are great toys in different ways.”
- Anusha, 10 yrs

“I like barbies because you can play pretend. Also they come with many accessories which are fun to use.”

 - Ahana, 7 yrs

Having never played with dolls and toys, I never had any association with Barbie. We siblings were happy playing with boys- gillidanda,  marbles etc. May be that is the reason why my association with Barbie has been only academic- how did it influence the body image of generations of women and promote gender stereotypes.

It is estimated that every 3 seconds a Barbie doll is sold, showing how popular the toy is across the world. Starting with a price of 3 dollars the doll has had special collectors editions costing millions.

The most expensive Barbie in existence was designed by Australian jeweler Stefano Canturi. Dripping in a bevy of white and pink diamonds, the doll was sold in an auction for a whopping $302,500.”

Prof. Vibhuti Patel, well known economist and feminist has this to say about Barbie and her influence. 

“My encounter with Barbie happened in 1984 when my daughter was born and got ‘A Barbie Doll’ as a gift from my cousin at the insistence of his son. This was in addition to clay doll draped in printed saree from Khadi and Village industry gifted to her by a Gandhian friend, wooden doll from Karnataka, dancing doll from Tanjore district and cloth doll from Rajasthan.

 Indian dolls were healthy, colourful and had facial expressions of warmth. In contrast the Barbie doll was slender, had a distant look, fully made up in pink makeup and pink dress. To me, Barbie set an unrealistic standard of beauty and skin colour. My daughter learnt one thing, whenever she saw a white, young and thin woman with Golden hair, she shouted and called her BARBIE.

 After 1991, economic liberalization flooded Indian toy markets with the MADE IN CHINA Barbies with all her accessories-makeup, comb, hairpins, purses, shoes at a throwaway price of Rs. 20 for the Barbie Doll and Rs. 10 for accessories. And the Barbie Doll reached ‘poorest of the poor’ households of India and within a decade captured the rural markets too.

 Variety of Barbie’s- thin and fat, white-pink-brown-black in skin colour, golden-silver-brown-black hair colour, happy-sad-angry-cool in temperament; Anglo-Saxon, Afro American, mongoloid, Aryan, Mediterranean, African, mix-race Barbie-s in variety of costumes representing different nationalities enhanced her global appeal.

 Thus market friendliness informed by multicultural approach and cost effectiveness have made Barbie survive for 60 years as an ageless Beauty.”

Research studies have shown that Barbie dolls provide  limited scope for play and girls and boys have shared having used the dolls for Torture play and for expressing anger. (Early Adolescents’s experiences with, and views of , Barbie, TaraL Kuther and Erin McDonald,

Sixteen year old Sowmya has this to say about Barbie:

"Personally, I don't like Barbies because I feel that it puts a wrong idea of body shape;colour and hair in young minds. Even though Barbie has come in many other skin tones,mostly only the fair, blonde haired Barbie is available. Second reason is Barbie is expensive and it is absolutely useless and not worth the money. Third reason is  it promotes makeup. Children from a very young age want to look like Barbie by wearing  makeup.  Natural beauty is discouraged. 

You cannot play any intelligent game with Barbie. Other than dressing it up, undressing and redressing it in different costumes. After few days it becomes boring and Barbie is made to sit in a shelf.

When kids play with  Barbie in the kitchen basically Barbie cannot do anything but if they play with kitchen sets they use their imagination and make their dream dishes and act like their parents while cooking. Same case with doctor Barbie and a doctor set. When children play with Barbie they don't even develop motor skills.

Barbie cannot even  stand properly and there is nothing much to do with the accessories or props that come with Barbie be it Astronaut Barbie, kitchen set Barbie or laundry Barbie. That is why I never liked playing with Barbie. I always preferred toys like  clay modelling, quilling, rainbow loom,  building blocks, kitchen set, doctor set,etc. which helped me use my imagination."

Considering the growing negative perception among parents regarding Barbie, Mettlein 2016 has successfully repositioned Barbie as reflecting the aspirations of girls and has introduced greater variety - three new body types (curvy, petite and tall) and seven new skin tones, as well as 22 eye colors, 24 hairstyles and more diversity in the doll's fashion choices, including career wear. The ad campaign Imagine the Possibilities ( focused on the range of career opportunities that the girls could explore with Barbie. Not just that, they are also successfully riding on the new wave of changing gender roles by roping in fathers as playmates for girls playing with Barbie.

With the backing of the marketing and creative teams and her sheer appeal to parents and girls, Barbie will be ruling the markets and our hearts for many many decades to come.

Happy Birthday, Barbie.

Wednesday, July 11, 2018

Malnutrition: More than just lack of food

A joint study by Assocham and Ernst & Young showed that almost 50% of the worlds under nourished children reside in India.(1) Malnourishment has been called India’s silent emergency and the need to look into this issue has never been this urgent. The cause of alarm is the high rate of infant deaths. Pankaja Munde, Minister, Women and Child Development Department admitted that a total number of 2,161 infant deaths have been recorded in 16 districts of Maharashtra in 2017. Adding to this, in the span of only 5 months, September 2017 – January 2018, a total number of 995 infants between 0 – 6 months have died (2). The numbers are alarming.
Malnutrition at such a high level implies heavy economic costs for India, as it affects a child’s productivity, cognition, reduces participation in school and further ability to contribute to the economy (3). India is one of the fastest growing economies of the world, yet has the highest number of under nourished children. The basic right to a healthy life and to simply live is a fundamental one. The fact that this is snatched away from children and infants due to various structural and social barriers is unacceptable and requires immediate redressal. Although the battle to tackle this issue has been an uphill one with little visible progress, it has been uneven and the structural reasons causing malnourishment remain unaddressed.
A common misconception held by most people about child malnutrition is: food insecurity is the only cause for malnutrition (4), often placing the onus upon the mother or the child for not ‘eating well’. However, the reasons resulting in such high levels of malnutrition are varied and go beyond just the consumption of food. But unfortunately, most interventions are based on providing food rather than addressing other determinants.
The data from the National Family Health Survey (2015 – 16) showed three key factors of difference in districts with high and low levels of child malnutrition. These are: the status of women, diets fed to children and access to toilets (5). Lack of education, health awareness, sanitation and infrastructure form the basis of child under nourishment. It is also important to recognize that malnourishment is very much a gendered issue (6) stemming from the patriarchal set-up of society. The NFHS survey also revealed that malnutrition is higher in girls especially from rural areas and the scheduled castes and tribes are more susceptible to malnutrition.
Malnourishment affects women more than men due to specific nutrition requirements of women during adolescence, pregnancy and lactation. The nutrition deprivation in women perpetuates a cycle of deprivation in children. Under nourished girls grow up to become under nourished women who then give birth to undernourished children. The onus often lies with the woman to provide nutrition for the child, however she is not equipped to do so due to skewed power relations within the family, food distribution practices, lack of economic means and health awareness.
Integrated Child Development Services program, is the government’s flagship program to tackle child malnutrition. It has sustained for over 30 years and has been successful in many ways. However, it has been unsuccessful in reversing the adverse effects of child malnutrition due to the emphasis it lays on food supplementation and distribution.
There are gaping holes in in the implementation of the ICDS policies. There are no consistent mechanisms of identifying children with malnutrition which results in denial of special care and support to Moderately/Severely malnourished children. There is a lack of and poor distribution of appropriate and adequate supplementary nutrition. Often, adequate medical support is not provided at the right time. Moreover, cultural differences of different communities and groups are not taken into consideration by the health officials. It is important to also note the rampant under reporting of malnutrition, due to the misdirected monitoring system which puts the blame completely on the Anganwadi worker for the number of Malnutrition cases, thus absolving the family, community and the medical service providers and institutions of their role in addressing issues related to malnutrition (7).
Interventions on creating awareness around good caring behaviors for infants and children require community and familial engagement and require the training of grass root workers in order to maximize impact. Investments should be redirected towards younger children (between 0 – 3 years), the mother’s feeding and caring behaviors, improving household sanitation and strengthening access to health care. Economic growth cannot alone address these problems. Malnutrition is a social phenomenon which must be addressed by changing mind sets, scaling up of health, nutrition, education and infrastructural interventions.


See Also: 

Wednesday, April 25, 2018

How long? How often? 
Some questions to assess if legal reform is enough to tackle the culture of violence against women in India

The last few weeks have been traumatic for most of us, with sordid and heart wrenching details surfacing about the Kathua and Unnao rape incidents. The brutality, depravity and brazenness of the perpetrators shook the conscience of the nation. Protest marches have been heldall over the country. After the Prime Minister was criticised from all quarters for not responding conclusively to the public’s angst, the government has briskly introduced an ordinance to award death penalty to those convicted of raping childrenbelow the age of 12.

For those who feel that this is the rightful consummation of public anger, we ask the following questions: The criminal law was amended in 2013 post the Nirbhaya case, again partly owing to public pressure, expanding the understanding of rape and doling out tougher punishment to perpetrators. What is happening with the implementation of these amendments? Why is it that we as citizens have to repeatedly come out onto the streets to question how the systems work; to demand that the cases are filed, the arrests are made? Why can’t the systems run on auto pilot? Both Kathua and Unnao incidents give some insights into why the systems dont work, despite legal reforms. It isbecause they are subservient to those who have influence and clout. When the high and mighty are the perpetrators, the systems are manipulated to deny justice.Even seemingly independent institutions such as the National Commission for Women and the Human Rights Commission maintained a deafening silence on the cases for a long time. This is unnerving considering both these bodies are vested with the power to intervene. Is it because of mere ineptitude or the large scale politicization of these bodies?

Another set of questions to ask isregarding the innumerable cases that are reported in the papers almost on a daily basis, equally heinous and barbaric, that go unnoticed. There may be many more that are not registered or reported for fear of stigma or fear of the system. How many of the cases registered actually go through the complete judicial process? How many cases are withdrawn?How many cases result in acquittals because of lack of evidence or witnesses turning hostile? Although the National Crime Records Bureau (NCRB) reports compilethe statistics, there is no detailed reporting on the same. The conviction rate of rape cases in 2016 according to the NCRB reportwas just 25.5% in 2016. Why was this so? Who is supposed to monitor charge-sheeting and acquittals due to lack of evidence? How do we build accountability of the prosecution and judicial system? These are the questions that we need to ask ourselves.While tougher laws and greater punishment might act as deterrents, its more important to work towards sympathetic responsive systems and effective convictions to address the issue holistically.

Moreover, while it is necessary to raise our voice when an unjust incident happens, it should also serve as apivot for introspection about why it is happening and where we as a country are heading. The Kathua case epitomises the use of rape as a means of violence to terrorise a community into silence for political and economic gains. The main accused Sanji Ram proudly declared the same.We need to highlight and address the issue of aggression against womens bodies as a tool to make political points or, as in the Kathua case, to stress communal superiority or right over land. It is also important to seek solutions to tackle the rape culture in the nation, which exposes even infants to sexual violence, hitting at the more basic mindset and behavioural aspects as well as the patriarchal roots of the issue. What is it that makes a young man rush to a crime site to plead to rape a bruised, battered and drugged 8 year old?

Further, in addition to the gendered aspects of the issue, anothercrucial collectiveintrospection needs to take place regarding why it is becoming so easy to use fear and terror to address social issues in general.Juvenileperpetrators were involved in both the Kathua and Nirbhaya cases (alongwith many other cases of violence including themob lynching incidents over the past few years). What is it that is making our youth so vulnerable to radicalisation, whether right wing or left wing? Why is there such a dearth of conversations, dialogue and critical thinking among the youth? Why are they not developing a sense of respect and empathy?

A lot of the responsibility for the increasing violence and aggression among the youth, and their vulnerability to indoctrination lies with our education system which is now referred to as theeducation business. This factory-model of education is reinforcing unquestioning allegiance to authority, wiping out compassion and integrity. In an education system which workssolely for better results in examinations and material acquisition, which makes children slaves to rote learning, which deprives children of opportunities to play and bond with others, which ignores instilling the right values and ethics, which does not provide space for healthy disagreements and negotiations, we cannot hope to have children who can resist indoctrination. All through their lives they are being indoctrinated - to be mere followers and not leaders.The disintegrating networks of physical neighbourhoods and communities on the one hand, and the increasing influence of reactionary and compartmentalizing social media on the other further compound the problem.

We also need to look at government programmes such as Skill India more critically. The question is: are we creating an environment wherein youth can contribute productively and creatively to society or are we merely facilitating corporates and multinationals to create a vast pool of semi-skilled cheap workforce? While the number of people being skilled is important, the quality, content and long term career development aspects of skilling is much more crucial. Whether it is a shop floor assistant or delivery staff of a major retailer, what opportunities do they have to fulfil their long-term growth needs?How do they deal with the conflict between their rising aspirations and the ground realities?It is time we work towards inclusive  and holistic development programs rather than target based initiatives.

All-in all, public pressure may lead to piecemeal government responses to specific publicized cases. But till the time we ponder about some of the deeper questions as a society, we may continue to go out onto the streets once in a while and get back to our comfort zones; oblivious of the world we are creating - making the vulnerable more vulnerable and the powerful more brazen.

Dr. A. L. Sharada, Director Population First
 Ms. Maggie Paul, Senior Manager, Gender Trainings and Research

Wednesday, December 27, 2017

SDGs are Transformative. But what about CSR Investments? 

Often when we are sitting passively listening to others talk in a conference there is a certain sense of De ja vu ... You feel you have heard the speaker speak earlier on the same issues. I did not frankly expect much from the UN Global Compact’s conference on SDGs  organized at Leela hotel in Mumbai on 8th December 2017. But I was in for a pleasant surprise as there were some insightful presentations and sharing which were quite enriching.

Just as I was thinking that the conversation is totally taking place from the point of view of the corporates,  there comes on stage Nisha Agrawal, Chief Executive Officer, Oxfam. If I say she was passionate it would be an understatement. I suddenly felt as if I had got an opportunity to express my views on the stage.

I have been witness to the changes in the approach of corporates to engagement with social  development  issues after the CSR guidelines were formulated in 2013. While it is good that some money is being earmarked for socially useful work, I often remember the socially useful and productive work (SUPW) assignments of my son when I see the CSR engagements of some of the corporates. True there are some amazing corporate initiatives but I continue to feel they are not as many as we would like.

Nisha in her brilliant presentation had analysed the short comings of the CSR as it is being practised today in an objective manner articulating the issues sharply. I am sure many of us, particularly those working in the area of rights based initiatives, community empowerment and gender advocacy, would endorse her stand completely.To put it briefly, these are the points that she made.

·     One third of the money, according to her, goes for education. A major chunk of the remaining money goes to sanitation programmes. Has the fact that these are the two programmes which are personally driven by the Prime Minister influenced the choice of CSR investments of the corporates? What about the myriad other issues?

·         The CSR guidelines also encourage and promote CSR investments in the project and field areas of the corporates. Inspite of the consistent good work that many NGOs are doing in remote areas or areas where there are no corporates, they are facing a huge fund crunch often forcing them to cut down their activities. These are the communities which are left out of the ambit of development. Focus on backyard investment leaves many critical areas and issues  out of the CSR investments.

·     The requirements of reporting and monitoring as well as Return on Investment indicators has made it easy to measure service delivery projects popular with the CSR departments, often overlooking issues related to sustainability and people’s participation.

·     This in essence means advocacy initiatives for gender equality, women’s rights and rights of the other marginalised communities are totally overlooked.

·     Policy research is yet another important area which is starved of funds.

·     Most of the corporates have established their own foundations and are channelising their CSR funds through them. This is undermining the role of civil society organisations and NGOs as the watchdogs, the catalysts and the change makers.

·     The CSR agenda keeps changing at the corporate level every few years putting hurdles in long term investments in a particular sector or a particular issue.

·     An off shoot of this is the short term funding that is granted to NGOs for a couple of years with insistence on measurable impact.

Nisha very forcefully argued that this approach to CSR goes against the spirit of SDGs which are about transformational change, which does not happen with short term service delivery projects. We cannot agree more.


Gender equality is a cross cutting SDG which should be at the core of achieving many of the other SDGs. Gender equality and a society free of gender based violence is possible only when we change mindsets, mainstream gender sensitivity into institutions, policies and programmes, create champions of the cause across sectors and bring about a transformative change that would create a culture and ethos of inclusiveness. These require investments as well. They require long term investments.  We need greater commitment, support and engagement of corporates to make the above happen because a peaceful, inclusive and egalitarian society makes good sense for business as well.

Written by Dr. A.L. Sharada, Director, Population First

Wednesday, November 22, 2017


She was eleven years old. Freshly bathed and changed into her new school uniform, she was walking towards the bus stop humming a happy tune when suddenly someone slapped her on her pubic bone and zipped by on his bike. She instantly felt the slow burning in her cheeks. The pain, embarrassment, shame and shock welled up along with the tears as she quietly walked on – keeping her soul-shredding secret – never to be shared with anyone for the rest of her life. Five years later she was dodging commuters at the railway station making a beeline for her breasts as she rushed to make it to her 9:00 a.m. lecture on time.  She also has a vague but vivid memory – vague in terms of time but startlingly clear as an image – of a dark man masturbating in his car outside her bedroom window.

Most girls have experienced some form of sexual abuse at some point in their lives and at some level – either at the hands of random strangers, close relatives, friends of their parents or even their own drunken fathers. Many cannot even tell their mothers – or if they do it is often stoically swept under the carpet of denial, quite likely leaving those mothers to spend their lives resigned to the fact that their own husbands have violated their daughters. And this is way before the girls have discovered their own sexuality or even understood the concept of masturbation; leave alone experienced the arched ecstasy of an orgasm, the tenderness of a considerate cunnilingus, or the virtual reality/fantasy of a wet dream. A book I am reading quotes a lady telling her daughter: “The only thing a woman has to ever do in life is ENDURE. That is all she is capable of, what she is made for and has to prepare herself for.”

To ever dream of, let alone expect any form of pleasure of any sort is considered insolence and insubordination in many parts of the world (female circumcision being a case in point). But let us not kid ourselves. It is happening all around us – even in so-called educated and liberal societies. Behind closed doors and under soiled sheets – men expect to be serviced, waited on, cooked for – while they go about living their lives free to indulge in whatever they desire and to be excused for the most heinous behavior simply because they are providing for their families, which somehow gives them the right to be selfish, abusive, self-indulgent and for the most part – absent. Absent from familial obligations and any other responsibilities that might take them away from their own perverse pursuits. Of course – not all men are like that. Of course women are also providing for their families. But then they are harassed at the workplace. There is no escaping the ugly face of sexual abuse.

Yes we have all heard of sodomy and other horrors perpetrated on little boys and hapless men in prisons or during ragging in colleges. But have you ever heard of a woman swinging by on a bike and yanking a man’s penis and speeding off? Or a woman charging down a railway platform just to collide with some passenger’s smelly crotch?? Sounds ludicrous, doesn’t it? Women are just not capable of such abysmal behavior.

The point is we are living in times of “coming out”. People are speaking and writing more about sexual abuse than ever before. Campaigns like “Me Too!” help abused women realize that they are not alone. That there is no place for shame. That no more can the blame be put on their shoulders. That they can speak about it, process it and can grow up to be fine, accomplished adults, instead of living in constant fear of it being ‘found out’. As the articulate jazz and blues singer Joni Mitchell sang so beautifully: “He was out of line girl, you were not to blame.”

Written by Suneeta Rao- Singer, Performing Artiste and Writer

Monday, November 13, 2017

Rain rain go away!!!

The continuation of monsoon into October was seen as a nuisance by many of us…our romance with rains was over and we were looking forward to bright sunny days. But I was anxious. I was remembering the bright faces of women who said “yeh bar achchi fasal hui madam” and the heavy loss of standing rice crop that followed such unseasonal rains a few years back. I was praying that there should be no repetition of that year this time.

 So, when I visited our villages I was very nervous…as expected there was deafening silence, people going about their work with a sense of resignation. “Koi bhi diwali nahi manaya madam… poori fasal Kharab hogai hai” said Sadhna, our village volunteer. And it was heart wrenching to see stretches and stretches of farms with the crop flattened and drowned in water, the rice plants growing wild and the rice kernels turned black with fungus. I was told that the grain cannot be used even by the family as it has not hardened yet. Now, most families are coping with the burden of paying for labour to clear the fields to prepare for the vegetable crops which they hope will sustain them through the year. Not all families engage in a second crop.  For them the only hope is the grains saved from last year and the PDS supplies.

Crops damaged by excess and untimely rains
For villages which have kitchen gardens, farms and forests surrounding them, we hardly find any sparrows, butterflies and bees. We had to abandon a bee keeping project because we could not find and retain bees required for bee-keeping. The heavy and indiscriminate use of chemical fertilisers and pesticides could be a cause. The white sediment on hard cracked fields during summers that we see also indicates the havoc that is being played by chemical fertilisers on the soil. The rising cost of farming and poor returns are making the villagers sell their land to realtors to develop gated communities. Many of the small hills are blasted and flattened for road extensions and timber lobby has cut hundreds of trees in the interiors of forests taking advantage of the desperation and ignorance of the very poor tribals in these interior villages of Shahapur. Is it any wonder that the rain patterns have changed in the last few years?

But in this desperate situation I was surprised to see small plots of rice fields which were intact. I was told those were the fields where they have not used hybrid seeds or chemical fertilisers. The plants are short and sturdy and could withstand the heavy unseasonal rains. It reminded us to go back to our old methods of farming.

To address some of the issues mentioned above Population First, through its field project AMCHI has been promoting production of vermi compost and organic farming in villages through women’s groups for the past few years. Women are trained not just on production process but also to undertake promotion, marketing and organise farmer melavas to educate other farmers. The transformation this is bringing about in the women is tremendous and slowly but steadily the farmers are showing an inclination to use organic manure in their fields after seeing the results in the demonstration plots where only the organic manure produced by the women is used.

Currently, our women engaged in vermi compost project are working towards taking land from landlords on crop sharing basis and do organic farming. We are excited about it. This is just the beginning and we are hoping that we would succeed in making women farmers spearhead the change in the farming sector.

Women engaged in vermi-compost enterprise
You could be part of this movement. If you are involved in organic farming or marketing organic products you could provide us technical and marketing support, if you are a journalist, photographer or a film maker you could help us document the process, if you have disposable income and the heart to support us financially you could do that small act of signing that cheque. And I am sure all of you can wish us well. Please draw a cheque on the name of Population First and can send it to us at our office address: Ratan Manzil, Ground Floor, 64, Wodehouse road, Colaba, Opp Hotel Happy Home, Mumbai – 400005.
Contributions to Population First are exempt from tax under section 80-G (5) of the Income Tax Act. Population First is registered under Foreign Contributions (Regulation) Act 1976.

Written by Dr. A.L. Sharada, Director, Population First

Monday, June 26, 2017

A Role Model and a Change Maker

Pramila of Gokulgaon village

Pramila Dhirde, 45, lives in Gokulgaon – a village with population of 280 people, in Shahapur block of Thane district in Maharashtra. Most families in the village are engaged in agriculture, cultivating rice and a few vegetables. Pramila is educated up to 10th std., considered a high qualification for a woman of her age in the village. She lives with her two daughters and husband. Her husband has barely gone to school and is engaged full time in agriculture on a small plot of land he inherited from his father. Pramila works equally hard in their farm in addition to taking care of the household work. The household income of around Rs. 45000 per annum is enough to cover basic necessities including the school education of the girls.

When PF, under it's AMCHI field project introduced vermi-composting as an income generation activity in the village in March 2015, Pramila was one of the first women to enroll for the activity. As the initiative was agro-allied and did not require much travel outside the village, Pramila was keen to try. She was eager to get the additional income that it promised.

Pramila said, "Apart from the vermi-compost enterprise, I got lot of information from sessions on ante-natal and post-natal care which were being conducted in my village. I make good use of the information. I share this with other women of the village. I am able to talk to the doctors at PHC and RH very well. This has increased my confidence further."

Pramila convinced her sister-in-law to have the delivery done in the government hospital instead of private nursing home. She accompanied her to the hospital alone and had her delivery done. As soon as she notices any pregnant woman in the community or family, she ensures that her registration is done with the ANM / Anganwadi Centre.

Pramila and her group mates were trained by the AMCHI team in production and marketing of vermi-compost.  The group not only learned the skills quickly but also took various initiatives to develop the enterprise.Pramila along with the group members printed a pamphlet describing the benefits of the manure. They packed 5 kg bags of manure for distribution as sample to farmers. With this investment the members went around the village and met farmers and farmhouse-owners. The farmers were appreciative of the benefits of the manure as well as the effort made by the women. 

Pramila (left) working in her vermi compost unit
Pramila and her partners did not stop at that but regularly followed up with the farmers who had shown interest. The communication skills learnt in the training sessions came handy to them. The group also made a tie-up with a nearby buffalo-owner who steadily supplied them with good quality animal dung at reasonable price. The group thus established links in the market as well as for obtaining raw material.

The effort paid off and the sale increased gradually. The group made a good profit in the second year of the enterprise. Pramila got around Rs.10000 in the year and was very happy to support her younger daughter’s higher education and elder daughter’s marriage. Besides having the purchasing power Pramila now commands respect of her immediate and extended family. She is respected in the community too as she is a member of the first group of women to have a successful business.

Going beyond what was taught in the training sessions, the group now plans to increase their production by increasing the number of earthworms in the pits. They are developing clients outside Shahapur who would pick up the manure regularly. They are targeting farm houses of Murbad taluka. They wish to sell manure under their brand name “Sanjivani” – the life-giver. All the group members have been able to garner the support of their husband as well to give boost to the production and sale.

Pramila explains benefits of vermi-wash
Like Pramila there are around 175 women across 24 groups in different villages of Shahapur who enjoy the small financial freedom the enterprise has given them. For the first time in their lives they are getting money for their work. They are enjoying the mobility and enhanced social interactions too which the enterprise brings along. Women feel confident and hopeful of achieving much more. They wish to do something for the development of their community. They are being role models for so many girls and women across villages.

Written by Ms. Meenal Gandhe, Programme Manager, AMCHI