New Delhi, September 2017: RB, world’s leading consumer health and Hygiene Company,today announced its collaboration with Srishti Bakshi as she embarks her 3,800 km cross country walkto create awareness and open conversations around the health and hygiene practices for the women of India. This partnership comes as a continuation to RB’s effort towards developing a social and behavioural change strategy to trigger people’s mind-setand establish the new way of life.
SrishtiBakshi, Founder CrossBow and an Empower Women Champion for Change 2016-2017 started her pan India walk with team Crossbow, covering 3,800 kms over 260 days from Kanyakumari to Srinagar. The walk will begin from Vivekananda College, Kanyakumari (Tamil Nadu) and is aimed at creating awareness across India for women’s safety and empowering them through digital and financial literacy. 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.
Through this walk, Srishti and her team will conduct workshops on women empowerment, health and hygiene, digital and financial literacy, leadership, knowing one’s rights and gender sensitization. The campaign aims to drive awareness in Tamil Nadu, Karnataka, Andhra Pradesh, Telangana, Maharashtra, Madhya Pradesh, Rajasthan, Uttar Pradesh, Punjab, Haryana, Delhi as well as J&K, which will be the route for her entire walk.
RB has spearheaded many campaigns to drive social change including thefirst-of-its kind Harpic Matrimonial Campaignthat focused on curbing open defecation with the help of a subtle yet thought-provoking initiativewhere the brand aimed to sensitize and dissuade women from defecating in the open and encouraging them to demand their right for hygiene and sanitation. Another strong partnership RB has undertaken with SwadesFoundationis to create Open Defecation Free communities byconstructing 25,000 household sanitation blocks and promote health &well-being through strengthening access to quality sanitation facilities inhouseholds and schools in the next 4 years.
On the occasion, Mr. Rohit Jindal, Director Marketing, RB, said,“Women empowerment is crucial for the development of our country. Srishti Bakshi is undertaking a commendable feat of connecting women across the country with her nationwide walk. Dettol & Harpic through the Banega Swachh India campaign are happy to associate with her as hygiene and sanitation partners. We wish Srishti good luck for her journey.”
Speaking on the campaign Srishti Bakshi said, “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. 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. It is imperative to create an India with women, for women, with the efforts and visionof 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.”
Srishti is an Empower Woman Champion for Change 2016-2017. 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
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in London, Dubai and Amsterdam, and sales in most countries across the globe. The company employs approximately c. 37,000 people worldwide.
Inspired by a purpose to deliver innovative solutions for healthier lives and happier homes, RB is in the top 20 companies listed on the London Stock Exchange. We are the global No 1or No 2 in the majority of our fast-growing categories, driven by an exceptional focus on innovation. Our health, hygiene and home portfolio is led by our global Powerbrands including Nurofen, StrepsilsGaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. Our Powerbrands represent 80% of net revenue.
RB is redefining the world of consumer health and hygiene. Our people and unique culture are at the heart of our success. We have a drive for achievement and a passion to outperform wherever we focus, including sustainability where we are targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and 1/3 of net revenue from more sustainable products. We are proud to be Save the Children’s largest global partner, with a new vision to radically reduce one the world’s largest killer of under 5s, Diarrhea.
For more information visit https://www.rb.com/
*RB is the trading name of Reckitt Benckiser group of companies
For further information please contact
Indu Sharma, Corporate Communications Manager, RB, 9910590399 [email protected]
Gunjan Mukherjee, Avian Media 9899270810[email protected]
Tanushree Pruthi, Avian Media 9958660499 [email protected]