PepsiCo India, through its Lay’s brand, has taken a significant step forward with a unique endeavour in collaboration with the Department of Posts, Government of India: releasing Customised My Stamp commemorating the heart of Indian agriculture – women farmers.
By choosing stamps, the brand elevates these often-hidden heroes – women farmers by shining a spotlight on their relentless dedication that has played a pivotal role in India’s agricultural landscape.
The releasing ceremony, held at the PepsiCo India office in Gurgaon, celebrated a shared purpose of empowering women in agriculture and was attended by representatives from both PepsiCo India and Department of Posts. This launch extends Project Farm Equal, a multifaceted program spearheaded by PepsiCo India and USAID through the Global Development Alliance Project (GDA). The project empowers over 2,500 women farmers by addressing their unique challenges and serves as both a tribute to their indomitable spirit and a catalyst for further empowerment.
The set of 12 My Stamp feature a vibrant illustration of a woman farmer, clad in a yellow saree, proudly holding a basket overflowing with freshly harvested potatoes. This image is a powerful representation of the countless women working tirelessly in Lay’s potato fields, and a symbol of their dedication and sacrifice.
Manju Kumar, chief postmaster general, Delhi Circle, and Saumya Rathor, category lead – Potato Chips, PepsiCo India, said, “The stamp released by Lay’s and Department of Posts beautifully bring to life the contribution of women farmers, showcasing their invaluable role in Indian agriculture. Lay’s has done a commendable job in highlighting these often-overlooked heroes through such an aesthetically pleasing design. Project Farm Equal, marks a momentous milestone in our journey to empower and educate women farmers, equipping them with the knowledge and tools to succeed. By championing women in agriculture through this initiative, Lay’s is not only recognising their contributions but also spearheading a pivotal movement that places women at the forefront of the agricultural landscape.”
Veena Reddy, mission director, US Agency for International Development (USAID), in India, said, “Although women represent more than 40 percent of the global agriculture workforce, women face unequal access to training, technology, finance, and land. Understanding this gender divide, USAID and PepsiCo are expanding the range of roles that women can fill, reducing gender disparities, and increasing women’s access to training opportunities, as well as improved working conditions.”
Anukool Joshi, director agro, PepsiCo India, said, “One aspect that particularly resonates with me is the pivotal role played by women farmers, whose inclusion has brought a fresh perspective to our practices. Their rigor and discipline in implementing critical agricultural methods ensure the safeguarding of yields and the flourishing of crops to their full potential.
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