Brings forth the message that ‘Capability has no look or hairstyle’ through powerful stories of women

MUMBAI/ KOLKATA – MARCH 11^th , 2020 (GPN): On the occasion of International Women’s Day, Nihar Naturals has launched #Unstereotype, a digital campaign to recognize and showcase stories of real women and their experiences of breaking stereotypes. In India there are stereotypes on how a woman should look depending on the roles she fulfills, if she doesn’t fit in she is judged by the society. Through this campaign the brand aims to drive an impactful message leading to change in perception about correlating a woman’s look and her capabilities.

Aloknanda Roy who is known for her social activism for teaching convicted inmates in Kolkata to dance, is an inspiration for her work towards the betterment of this group. She has been acknowledged for her initiative to work towards a group which is usually neglected by the society. Her daily look includes wearing a turban, she however, is way above what people say or think and is proud of the work that she does.

Another real life story is of Pratima Poddar,who is the first woman bus driver in Kolkata, and usually goes through the judgment of looking more like a housewife because of how she looks and her hairstyle. The brand was able to bring her story forward of how she is able to rise above the judgement of the society and continue doing her work.

Nilanjana Banerjee who is a Kolkata based Radio Jockey, is passionate about weight lifting. However, she is usually teased for her looks and not seen as someone who can lift weights. She is the perfect example of how one can rise above the verdict of the society of how someone’s looks do not determine their capability of doing things.

Commenting on their campaign and stories of these women, Koshy George, Chief Marketing Officer, Marico Limitedsaid, “Nihar Naturals believes that every woman has unlimited potential and strength and stereotyping them basis their looks overshadows their efforts and hard work. The women featured in our videos have done extraordinary work in their respective professions and we salute their strength, determination and capability. The brand has always championed the cause of women’s progress and is a perfect embodiment of the spirit of these strong women.”

Stereotyping, especially on the basis of looks and hairstyles, curtails the extent that women can go to achieve their dreams and create a change in their lives as well as lives around them. This Women’s Day, the brand is celebrating such women who have gone beyond these restrictions and moved ahead with determination and inner strength to do what they do best! ENDS

About Marico Limited 

Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies, in the global beauty and wellness space. During 2018-19, Marico recorded a turnover of about INR 73.3 billion (USD 1.05 billion) through its products sold in India and chosen markets in Asia and Africa.

Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Parachute Advansed, Saffola, Saffola FITTIFY Gourmet, Coco Soul, Hair & Care, Nihar Naturals, Livon, Set Wet, Set Wet Studio X, True Roots, Kaya Youth O2, Mediker and Revive. The international consumer products portfolio contributes to about 22% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, XMen, Sedure, Thuan Phat and Isoplus.