The ITC Story- Women's Entrepreneurship
Client - ITC
Duration- 6 min 34 sec
Online Campaign
Producer, Director & Director of Photography : Umang Bhattacharyya
Script & Voice over : Shabani Hassanwalia
Editor & Post production manager : Pulkita Parsai
Music : Abhishek Mathur & Gaurav Chintamani
2nd Camera : Anurag Dasgupta
Location sound : Shailendra Singh
Colour grading : Srikanth Kobathu
Post production assistance : Samarth Dixit
Summary : Challenging the definition of a working woman in an Indian context, the film sets up the rural working woman as a site for unrecognised labour. She’s a working woman who is left out of income figures and GDP debates, even though she heads 23 million households in rural India. These are families that often can't afford even medical treatment for their ailing children. ITC’s Women Empowerment program helps turn rural women into successful entrepreneurs. With a focus on women who live in extreme poverty and are sole earning members, ITC provides training and financial support so women can set up small businesses, form self-help groups or micro- enterprises, and brings in technology for the woman farmer. It has had a cascading effect. These women are building savings, investing in their own health and nutrition, becoming decision makers in families and communities, and breaking biases built over thousands of years.