Mumbai: For generations, women have been the backbone of agriculture, silently tilling the land, nurturing crops, and ensuring food security for families and communities. Yet, their stories remain untold, their contributions remain unseen. Today, PepsiCo India, through its Lay's brand, has taken a significant step forward with a unique endeavour in collaboration with the Department of Posts, Government of India: releasing customised My Stamp commemorating the heart of Indian agriculture – women farmers.
Postal stamps are a timeless medium of communication that has evolved into collector’s items, symbolising significant milestones into India’s culture and history. By choosing stamps, Lay's elevates these often-hidden heroes – our women farmers by shining a spotlight on their relentless dedication that has played a pivotal role in India's agricultural landscape.
The releasing ceremony, held at the PepsiCo India office in Gurgaon, celebrated a shared purpose of empowering women in agriculture and was attended by representatives from both PepsiCo India and Department of Posts. This launch extends Project Farm Equal, a multifaceted program spearheaded by PepsiCo India and USAID through the Global Development Alliance Project (GDA). The project empowers over 2,500 women farmers by addressing their unique challenges and serves as both a tribute to their indomitable spirit and a catalyst for further empowerment.
The set of 12 my stamp feature a vibrant illustration of a woman farmer, clad in a yellow saree, proudly holding a basket overflowing with freshly harvested potatoes. This image is a powerful representation of the countless women working tirelessly in Lay's potato fields, and a symbol of their dedication and sacrifice.
"Postal stamps have always held a unique cultural significance, capturing and conveying stories that resonate with our heritage and values. Despite the digital age, stamps remain a powerful medium for storytelling. The stamp released by Lay's and Department of Posts beautifully bring to life the contribution of women farmers, showcasing their invaluable role in Indian agriculture. Lay's has done a commendable job in highlighting these often-overlooked heroes through such an aesthetically pleasing design. We are confident that stamp collectors across India will be eager to acquire these stamps, and they will inspire many to send letters again.", stated chief postmaster general, Delhi circle Manju Kumar.
Sharing her thoughts on the stamps, PepsiCo India category lead - potato chips Saumya Rathor said, “Stamps have globally been a symbol of honour which immortalise people, moments, and movements of great cultural value. The launch of the stamps as a part of our continued vision with Project Farm Equal, marks a momentous milestone in our journey to empower and educate women farmers, equipping them with the knowledge and tools to succeed. By championing women in agriculture through this initiative, Lay’s is not only recognising their contributions but also spearheading a pivotal movement that places women at the forefront of the agricultural landscape.”
U.S. Agency for International Development (USAID), in India, mission director Veena Reddy said, “Although women represent more than 40 percent of the global agriculture workforce, women face unequal access to training, technology, finance, and land. Understanding this gender divide, USAID and PepsiCo are expanding the range of roles that women can fill, reducing gender disparities, and increasing women’s access to training opportunities, as well as improved working conditions.”
PepsiCo India's director agro Anukool Joshi added, “I am immensely proud to witness the profound impact of our Farm Equal initiative. One aspect that particularly resonates with me is the pivotal role played by women farmers, whose inclusion has brought a fresh perspective to our practices. Their rigor and discipline in implementing critical agricultural methods ensure the safeguarding of yields and the flourishing of crops to their full potential. This gesture of launching customised My Stamp issued by Department of Posts, celebrates and honours their tireless efforts.”
Rajan Devi, a farmer at Lay’s potato field in Aligarh, expressed, “I am overwhelmed with gratitude to Lay's for recognising our hard work and dedication. To have our own postal stamp really fills our hearts with joy and pride. Being featured on a stamp is a moment of great joy for our entire community and a reminder that our efforts are valued.” (translated to English)
This initiative shines a long overdue spotlight on the critical role women play in agriculture. It's a powerful recognition of their dedication and resilience, and a step towards dismantling the barriers they face. Starting 15 June, these stamps will be available to the public at e-post office, serving as a tangible symbol of Lay's dedication to empowering women in agriculture.
