In recent times, I’ve encountered scenes that stirred a deeper reflection on the essence of empowerment and the varied forms it takes in our society. Two distinct experiences stood out, offering contrasting yet thought-provoking narratives. Both involve Indian organizations with significant cultural footprints, yet their approaches to empowerment left me grappling with complex emotions and questions.
During a recent visit to Gujarat, I had the opportunity to tour one of Amul’s factories in Anand. Amul, synonymous with India’s dairy revolution, has undeniably brought transformative changes to rural India. As the proud public relations officer guided us through the factory, he passionately highlighted the company’s remarkable contributions to the local villages—economic upliftment, infrastructure development, and women’s empowerment. His pride was palpable, and it was hard not to be moved by the scale of progress the organization has facilitated. At one point, he showed us a photograph of an economically flourishing household, courtesy of Amul’s initiatives. In it was an “empowered woman,” a proud member of that household. The settings looked impeccable, and economic prosperity was surely highlighted. Yet, in the photograph, the woman wore a ghoonghat—a traditional head covering often associated with patriarchal traditions that restrict women’s visibility and voice in public spaces. Here stood a woman whose financial standing had improved significantly but who still adhered to a practice that seemed to contradict the very notion of empowerment.
It felt emblematic of a broader narrative in which empowerment is often seen through the lens of economic independence, while cultural and societal norms remain unquestioned. Can true empowerment coexist with traditions that suppress individuality? Or does it require a more holistic approach, one that liberates in every sense—economically, socially, and emotionally?
Fast forward a few days, and I stumbled upon an advertisement by Kalyan Jewellers that left a lasting impression. The ad featured Bollywood star Katrina Kaif, not as the bride, but as a friend of the bride. The bride herself was far from the conventional portrayal seen in wedding and jewelry advertisements. She was not size zero, nor airbrushed into an unattainable ideal. Instead, she was the kind of woman you would see in everyday life—healthy, vibrant, and unapologetically herself. Dressed in a bright green outfit, standing confidently next to the sensational Katrina, this bride was celebrated for who she truly was. There were no loud slogans proclaiming empowerment. Instead, the quiet confidence of the ad spoke volumes. It celebrated women as they are, embracing their individuality and authenticity without conforming to societal pressures of appearance or perfection.
Reflecting on these two experiences, I am struck by the contrast in the narratives of empowerment they present. Amul’s work is undeniably transformative any day, uplifting entire communities through financial prosperity. Yet, the image of the woman in the ghoonghat serves as a reminder that empowerment cannot stop at economic independence. It must challenge and transcend cultural norms that continue to limit self-expression and autonomy. On the other hand, Kalyan Jewellers’ ad, with its quiet yet powerful message, demonstrates a broader understanding of empowerment. By showcasing a bride who does not fit conventional beauty standards but radiates confidence and joy, the brand sends a message that empowerment is about embracing and celebrating oneself, free from societal judgments.
As I juxtapose these two experiences, I find hope in the evolving narratives around empowerment in India. From the rural villages of Gujarat to the glossy advertisements on our screens, there are signs of progress, albeit uneven and incomplete. True empowerment, as these stories suggest, transcends monetary gains and infrastructural development. It lies in fostering an environment where women can break free from restrictive norms, where they can be seen and celebrated for who they are. It lies in challenging the status quo, redefining beauty, and expanding the definition of success to include authenticity and self-expression. Empowerment is a journey, one that requires both systemic change and cultural evolution. Empowerment is not just about economic prosperity; it is about enabling every individual to live with dignity, confidence, and freedom. Only then can we claim to have achieved true progress. Development must not only be measured in economic terms but must also be viewed through the lens of social progress, ensuring that no one is left behind in the journey toward a truly empowered and sustainable future. Addressing these issues is crucial to realizing the vision of a better society, a better world, and more so—"Viksit Bharat 2047", an aspiration that we are taught to breathe—day in, day out.
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