Tata Tea Jaago Re facilitates a gender equitable society

Kickstarts the process of dispelling gender bias and gender inequality through community engagement programs

MUMBAI: Propelling the dialogue on the need to Preact and to create a gender sensitized society, Tata Tea Jaago Re 2.0 is conducting gender sensitization programs in collaboration with its channel partners and Haiyya, a New Delhi based not-for-profit organization.

Tata Tea Jaago Re is organizing several community engagement activities called Deepa Ho Ya Deepak: Ek Samman, Ek sa Haq targeting parents and children to teach them how to be gender sensitive.

The program consists of street plays and games as interactive exercises that bring alive how people subconsciously perpetuate notions of inequality at home, which leads to the children then accepting these inequalities as societal norms.

Toolkits are handed out at the end of each session that teaches parents how they can practice gender sensitivity at home.

Sushant Dash, Regional President – India, Tata Global Beverages, says, “The launch of Jaago Re 2.0 campaign earlier this year marked the beginning of Tata Tea’s efforts towards building a nation of Preactivists. We’ve taken this forward on-ground with our channel partners, who have supported us by organizing gender sensitization programs in various cities and driving the message of SHE=HE.”

Tata Tea’s petition to Make Gender Sensitisation compulsory in the school curriculum has already crossed the goal of 1 million petitions in less than three months. This response stands testament to people’s belief in Tata Tea’s endeavour.




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