In an unprecedented move, PepsiCo India, under its Lay’s brand, has launched a unique initiative to honour the unsung heroes of Indian agriculture – women farmers. In collaboration with the Department of Posts, Government of India, Lay’s has released a set of 12 Customised My Stamps, each featuring a vibrant illustration of a woman farmer.
For centuries, women have been the silent pillars of agriculture, their hands nurturing the soil and their hearts ensuring food security for their families and communities. Yet, their stories have largely remained untold, their contributions unseen. This initiative by Lay’s aims to change that narrative.
Stamps, a timeless medium of communication, have evolved into collector’s items, symbolising significant milestones in India’s culture and history. By choosing this medium, Lay’s is not just commemorating these women farmers but also shining a spotlight on their relentless dedication that has played a pivotal role in shaping India’s agricultural landscape.
The launch ceremony, held on 14th June 2024, at the PepsiCo India office in Gurgaon, was attended by representatives from both PepsiCo India and the Department of Posts. The event marked the extension of Project Farm Equal, a multifaceted program spearheaded by PepsiCo India and USAID through the Global Development Alliance Project (GDA). The project aims to empower 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.
Saumya Rathor, Category Lead – Potato Chips, PepsiCo India, shared her thoughts on the initiative, “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.”
Anukool Joshi, Director Agro at PepsiCo India, expressed pride in witnessing the impact of the Farm Equal initiative: “One aspect that 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. Launching the customized My Stamp issued by the Department of Posts celebrates and honors their tireless efforts.”
Rajan Devi, a farmer at Lay’s potato field in Aligarh, shared her gratitude: “I am overwhelmed by Lay’s recognition of our hard work and dedication. Having our own postal stamp 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.”
The initiative has received widespread praise. Veena Reddy, Mission Director, U.S. Agency for International Development (USAID), in India, said, “Although women represent more than 40 per cent 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.”
The stamps will be available to the public at the e-post office starting June 15, serving as a tangible symbol of Lay’s dedication to empowering women in agriculture. This initiative is a powerful recognition of their dedication and resilience and a step towards dismantling the barriers they face. It’s a long overdue spotlight on the critical role women play in agriculture, and a reminder that their efforts are indeed valued.
