Mahindra Celebrates International Women's Day with Launch of #DeshkiShakti

Mahindra Tractors, a division of the Mahindra Group and the biggest volume producer of tractors in the world, marked International Women's Day today by releasing the digital film #DeshkiShakti.

The new digital movie emphasizes the contribution of women in agriculture as effective farmers, decision-makers, and business owners.

Through a straightforward but powerful narrative featuring a youthful, vibrant, and self-assured woman farmer named 'Shakti', #DeshkiShakti challenges gender stereotypes. She also helps dispel myths about women's roles in Indian agriculture.

#DeshkiShakti – The Story Line

Shakti, a young, vivacious woman farmer who is also accountable for Choudhary Farm's success, is the primary character of the digital film.

 In the movie, Shakti offers a journalist from an agricultural magazine a lift on her gleaming red Mahindra tractor to Choudhary Farm, a prosperous farm that also happened to be Shakti's destination.

At Choudhary Farm, the journalist was in pursuit of Choudhary, Shaki’s father, to invite him to the Agri magazine’s annual award function, where he’d be conferred with an ‘Innovative Farmers Award’ for his work exemplary work at Chaudhary Farm, while also wanting to interview him for the innovative work undertaken by the successful agri-business.

When the journalist first met Chaudhary, she came to understand that his daughter, Shakti, had more to do with the farm's success than her father and that she was responsible for the company's innovative business practices. 

 As the journalist realizes his own gender biases, he turns to Shakti and apologizes for the misunderstanding while arguing that it was unusual for a woman to manage an agricultural business. He heard from Shakti that it wasn't his problem; rather, society's perception of a farmer as a man is to blame. 

Mahindra Tractors wants to break down social stereotypes and give women in farming more chances by spreading awareness through this movie.

Overall, this effort fits in well with Mahindra's RISE, which aims to uplift the farming community, especially women farmers, and create a more just and sustainable future for all.

You can watch the short film here:#DeshkiShakti