In a significant step toward addressing gender inequality in inheritance, ITC’s Sunfeast Mom’s Magic has unveiled its latest campaign, ‘Will of Change,’ following a survey that revealed a mere 7% of daughters in India receive equal inheritance rights through wills. This initiative aims to empower mothers to advocate for their daughters’ rightful claims to family property, challenging the longstanding belief that “betiyan paraya dhan hoti hain” (daughters are someone else’s responsibility).
Ali Harris Shere, Chief Operating Officer of ITC’s Biscuits & Cakes Cluster, emphasized, “Mothers, having faced unfair treatment in inheritance matters, can lead the charge for change within their families.” The campaign features a thought-provoking film starring Shefali Shah and Manish Chaudhari, portraying the emotional impact of inheritance decisions on families.
In Siliguri, the campaign is resonating strongly, as local mothers increasingly recognize the need to challenge societal norms and advocate for their daughters’ rights. With growing awareness around inheritance equality, Sunfeast Mom’s Magic is fostering a dialogue that encourages mothers to become the #MomOfChange. For further details, visit WillofChange.com and join the movement for equality.
