Girls in rural areas are struggling to receive support: Soha Ali Khan
LToan against gold is an old tradition in the Indian lending market. With more people seeking gold loans to address their financial he pandemic has made the hygiene situation even more difficult for a lot of women and girls, especially in rural parts of our country,” says Soha Ali Khan. The actor believes that the road to ensuring menstrual hygiene continues to be a key issue. A while ago, hence, she extended a helping hand to women to ensure that they’ve access to sanitary napkins.
She says, “Reports suggest that women and girls are worst needs and emergencies, Muthoot Finance, India’s leading financial services brand and India’s largest gold loan NBFC, has collaborated with 93.5 RED FM to launch Sunheri Soch, a campaign aimed at breaking stigmas around gold loans.
The initiative includes real-life inspirational stories narrated by Muthoot Finance’s brand ambassador, actor Amitabh Bachchan.
A melodious Sunheri hit, due to work mounting up at home, lack of access to hygiene products and girls dropping our of schools permanently because of financial challenges. I strongly felt that I wanted to do something which had a direct impact on girls in need.”
Khan points out that the rural-urban divide became more prominent during the health crisis. She explains, “In urban areas, underprivileged women are managing with the help of NGOS that distribute sanitary napkins. However, girls in rural areas are
Soch anthem was launched with Red FM’S RJS saluting the courage of these successful people who have achieved their dreams in highly challenging circumstances. Muthoot Finance is proud to be a catalyst in this journey of millions of Indians.
Commenting on the association, Alexander George Muthoot, deputy managing director, The Muthoot Group, said, “We have always launched pathbreaking campaigns that have brought attitudinal transformation in the lives of people. Gold loans have huge potential as Indian households have 26,000 tonnes of gold and just 2-3% of this is monetised by way of gold loans.”
Abhinav Iyer, general struggling to receive the support they had before the pandemic hit. Many girls who had access to sanitary solutions through their schools now no longer have that support as schools are closed.”
The actor believes that while it’s important for the economy to start opening up, it’s important to practice social distancing as well. She says,
“In other parts of the world where lockdowns have not been imposed, people have done voluntary social distancing and companies have manager, marketing and strategy, Muthoot Finance added, “Sunheri Soch is a series of life-transforming stories that can inspire a million others. As human beings, we feel inspired by great success stories. With +2.5 lakh customers being served every day, it wasn’t easy to handpick a few success stories.”
Nisha Narayanan, COO and director, Red FM and Magic FM, said, “We are excited to announce our collaboration with Muthoot Finance, one of the most trusted financial services brands in India.”
Ruchi Mathur, senior vice-president, Mindshare, said, “Magic happens when real life and storytelling come together, especially in times like these when consumers and listeners are looking for something positive to latch on to. We, at Mindshare Content+, are proud to partner with Muthoot Finance Sunheri Soch and hope this platform will bring the change we feel it can.”
To know more about the initiative, you can log on to www.sunherisoch.com followed protocols like having minimal staff working and ensuring social-distancing norms when in public. We need to do the same here.”
The new normal, according to her, is going to be all about prioritising health and safety. “The crisis is far from over. We need to follow the norms using our own sense of social responsibility,” she concludes.