Celebrating the contributions of women farmers, Coca-Cola India cooperated with renowned illustrator P.S. Rathour to recognize their incredible work in every nook and corner of the country. The campaign focuses on five inspiring stories of women farmers from different Indian states, including Regina and Rani from Delhi and Karnataka, Suvarna from Karnataka, Preethi from Tamil Nadu, and Basanti of West Bengal – all of whose lives have been captured so beautifully through Rathour’s illustrations.
Generally, the project centers on inspiring stories of resilience and transformation that the women project. Rani transformed barren land into a well-managed coffee plantation in Kodagu. She made herself overcome personal adversity by creating a profitable enterprise where she could secure steady income. Due to her leadership and commitment, Rani has been elected a board director for the Madikeri Highlands Farmers Producers Company. Similar is the case in Kolhapur, where Suvarna’s success from smallholder farmer to entrepreneur indicates impact was changed by sustainable agriculture. Through vermicomposting, she has improved the fertility of the soil and increased sugarcane and vegetable production for her family’s support; thus, her family is now economically stable.
These women, therefore, are very good examples of effective leadership in sustainable agriculture and change agents in their working communities. Such initiatives on Good Agricultural Practices will thus benefit the people through food security, benefit the family, create employment, encourage entrepreneurship at the local level, and therefore goes to establish the huge implication of women in the sector of agriculture.
P.S. Rathour said about the project, “It wasn’t just an artistic activity, but was instead an opportunity to translate the courage and innovation these women signify. My work should speak to that strength and role they play in influencing a sustainable future for Indian agriculture.”
‘Women farmers form the backbone of our society. We, at Coca-Cola India & Southwest Asia, are happy to support their critical contribution to agriculture. It’s through this decade-long association that Anandana, The Coca-Cola India Foundation, has emphasized the dynamism and strength women bring to farming practice.
