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ITC’s ‘Will of Change’ campaign champions equal inheritance rights for daughters

Bhubaneswar, October 22, 2024 (TBB Bureau): In a country where legal frameworks provide for equal inheritance rights for daughters, societal realities tell a different story. A recent study by Sunfeast Mom’s Magic reveals that only 7% of daughters receive equal inheritance through a will, highlighting the persistence of the archaic belief that “betiyan paraya dhan hoti hain” (daughters are ultimately someone else’s responsibility).

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Ali Harris Shere, Chief Operating Officer of the Biscuits & Cakes Cluster at ITC Limited, underscored the urgency of this issue, stating, “Many mothers in India have faced unfair treatment regarding inheritance from their parents and are now in a position to spark change within their own families. Through the ‘Will of Change’ campaign, we aim to inspire mothers to advocate for equal inheritance rights for their daughters and become a Mom of Change.”

As voices for change resonate across India, mothers have begun to assert themselves on critical issues, championing their rights and the rights of their children. ITC Sunfeast Mom’s Magic, a brand recognized for addressing challenges faced by mothers, has launched the ‘Will of Change’ initiative to challenge the societal bias that often sidelines daughters in inheritance matters. The campaign calls on mothers, seen as pillars of change, to lead this pivotal movement and empower them to become the #MomOfChange.

The heart of the campaign is a poignant and emotionally charged film featuring acclaimed actors Shefali Shah and Manish Chaudhari. The narrative unfolds in a contemporary family context where Mr. Shekhar Verma is preparing to finalize his will. As his daughter, Shreya, helps him organize the necessary documents, it becomes evident that only his son, Arjun, is designated as the heir to the family assets. In a powerful moment, the mother, portrayed by Shefali Shah, challenges this biased decision. She reminds her husband that while their daughter is affectionately called “beta” (son) in everyday life, she is relegated to “beti” (daughter) when it comes to matters of inheritance. Her compelling words prompt a profound reconsideration of the ingrained biases that have influenced his decision.

Through the ‘Will of Change’ campaign, Sunfeast Mom’s Magic aims not only to raise awareness but also to ignite a movement that inspires mothers across India to champion equal rights for their daughters, creating a future where every child’s contributions are recognized and valued equally.

 

 

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