ITC’s Sunfeast Mom’s Magic has launched the ‘Will of Change’ campaign, following a revealing survey that found only 7% of daughters in India receive equal inheritance rights through wills. This initiative seeks to inspire mothers across the nation to advocate for their daughters’ rights, challenging the ingrained belief that “betiyan paraya dhan hoti hain” (daughters are ultimately someone else’s responsibility).
Ali Harris Shere, Chief Operating Officer of ITC’s Biscuits & Cakes Cluster, emphasized the pivotal role mothers can play in fostering change. “Many mothers have experienced unfair treatment regarding inheritance and can now influence their families to ensure equal rights for their daughters,” he stated. The campaign includes a poignant film featuring Shefali Shah and Manish Chaudhari, highlighting the emotional challenges families face around inheritance decisions.
In Siliguri, this initiative is gaining traction, with local mothers eager to confront traditional norms and advocate for equality. As conversations about inheritance rights expand, Sunfeast Mom’s Magic is championing a movement that empowers mothers to become the #MomOfChange, paving the way for a more equitable future. For more information, visit WillofChange.com and join the cause.
