National, December 2020: Gourav, one of the leading consumer electrical goods brand, a trusted name in Tier-2& 3 cities of India, has introduced a social-media initiative called #DeshKaGourav. #DeshKaGourav is Gourav’s community voice for women empowerment. Spread across Facebook, Instagram, Twitter and Youtube it salutes the grit, triumph and pride of Indian women.
With 70 per cent of their labour workforce comprising of women, the brand is committed to taking steps to empower women. Recently, it got Mary Kom, the boxing legend, as its brand ambassador to send out a strong message. From working in paddy fields to becoming a six-time world champion in boxing, Mary Kom is a true icon for #DeshKaGourav. She chose a male-only sport, brought an Olympic medal for India, won titles like Padma Vibushan, got nominated by the President as an MP at the Parliament, continued her career post motherhood, and adopted a daughter despite having three sons. In her life’s journey, she has broken many stereotypes and established a glorious example for women. The #DeshKaGourav initiative is dedicated to inspire many Mary-Koms-in-making in various fields of work. The brand believes in bringing to the forefront stories of such women who have dared to dream and achieve new heights, who break the stereotypes and foray into uncharted fields.
A socially conscious brand, Gourav has been sharing some truly inspirational stories #Yodhhas –women who have made a real difference to the society at the grassroots level– through their campaigns. It highlights stories like Madhu Singhal who established an NGO Mitra Jyothi to help differently-abled people become educated and self-reliant after struggling with visual impairment herself; Kanika Tekriwal, who became an entrepreneur at 24 in the male-dominated aviation industry after battling cancer and parental pressure to marry; and Mumbai-based Chetna Gala Sinha who founded India’s first microfinance helping over 500,000 women achieve financial security, training, even funds to start their own business.
Commenting on the campaign, Gaurav Khanna, CEO of Gourav Luminaries (P) Ltd said, “DeshKaGourav is our small bit way of highlighting women achievers, change-makers and pioneers our country is proud of. It is a community that thrives on inspiration and appreciation. Its mission is to create real on-ground impact through positive engagement on social media as opposed to the rampant hate and negativity. We hope that with our small initiative we are able to bring to light the true heroes of our country.”