Mumbai: Sunfeast Mom's Magic unveils its powerful initiative, 'Will of Change’, to inspire mothers across India to advocate for equal inheritance rights for daughters. The campaign addresses the stark reality revealed by research, which shows that only 7 per cent of daughters receive equal inheritance through a will, despite having the same legal rights as sons. The deep-seated belief that ‘betiyan paraya dhan hoti hain’ (daughters are ultimately someone else’s responsibility) still lingers in many Indian families, and the campaign seeks to challenge this bias.
ITC Limited, chief operating officer of the biscuits & cakes cluster, foods division, Ali Harris Shere emphasises the role of mothers in leading this change: "A large number of mothers in India themselves having faced unfair treatment in matters of inheritance by their parents, are the ones who can truly spark a change now in their own families for their daughters. Through the 'Will of Change' campaign, we hope to inspire mothers to ensure equal inheritance rights for daughters and become a Mom of Change."
The initiative continues the brand's legacy of advocating for social issues that impact mothers. Sunfeast Mom's Magic encourages mothers to become the #MomOfChange, standing against the societal bias that often overlooks daughters in inheritance matters. The campaign features an emotional film starring Shefali Shah and Manish Chaudhari, which poignantly portrays a modern family grappling with inheritance decisions. When the father, Shekhar Verma, excludes his daughter Shreya from the will, the mother, played by Shefali Shah, subtly challenges the bias, reminding him that while their daughter is addressed as ‘beta’ (son) in daily life, she becomes ‘beti’(daughter) when it comes to inheritance. Her words prompt him to rethink the ingrained bias in his decision.
At the heart of the campaign is the belief that mothers, as pillars of change, possess the power to challenge the biases that stand in the way of their children's future. By spotlighting one of the most ingrained societal issues, Sunfeast Mom's Magic aims to empower moms to lead the movement for equality in inheritance practices.
