Kolkata :
In India, although daughters, like sons, should have equal rights to inherit
family property; in reality it is far from the truth. Research done by Sunfeast
Mom’s Magic shows that only 7% daughters receive equal inheritance through a
will. The long-standing belief that
“betiyan paraya dhan hoti hain” (daughters are ultimately someone else’s
responsibility) is still very much prevalent in Indian families.
Ali Harris Shere, Chief
Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited
emphasized the importance of the campaign, saying, “A large number of Mothers
in India themselves having faced unfair treatment in matters of inheritance by
their parents, are the ones who can truly spark a change now in their own
families for their daughters. Through the ‘Will of Change’ campaign, we hope to
inspire mothers to ensure equal inheritance rights for daughters and become a
Mom of Change.”
With
time, mothers in India have found their voice to take a stand & have a
strong point of view on various issues concerning them. ITC Sunfeast Mom’s
Magic, a brand known to take up causes that affect mothers, has been inspiring
them through its past campaigns. The brand’s latest initiative ‘Will of Change’ puts a spotlight on the
deeply ingrained societal bias that sees daughters being overlooked in
inheritance matters, advocating for a shift towards equality. The campaign
calls on mothers, as the pillars of change, to lead this crucial movement and
empowering them to become the #MomOfChange.
As
a brand, Sunfeast Mom’s Magic believes
that a mom is the warmest superpower & and can fight the biases in the
world that come in the way of her children. With the ‘Will of Change’ initiative, the brand takes up one of the most
ingrained biases in society & inspires moms to take charge of this change.
At
the heart of the campaign is a deeply emotional and thought-provoking film
starring Shefali Shah and Manish Chaudhari. The film poignantly
highlights how inheritance decisions often ignore daughters, despite their
contributions to the family. The story unfolds in a modern family setting,
where Mr. Shekhar Verma is finalizing his will with a lawyer. While his
daughter Shreya, helps him gather the documents, it becomes clear that only his
son Arjun is being named the heir to their family assets. The mother, played by
Shefali Shah, subtly but powerfully challenges this decision, reminding her
husband that while their daughter is always addressed as “beta” (son) in their
daily lives, she becomes “beti” (daughter) when it comes to inheritance. Her
words leave a profound impact on her husband, encouraging him to rethink the
bias ingrained in his decision.
For
more information and to be a part of the change, visit WillofChange.com and
pledge your support today.
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