The initiative, currently being rolled out across seven villages in Baghpat district, Pali, Katha, Bandpur, Sunehra, Basi, Mavikala and Sankrodh, combines awareness campaigns, preventive healthcare and access to protective equipment to promote safer farming practices.
As part of the campaign, the company has introduced its Pallu Protection Equipment (PPE) filter, a washable nano-fibre filter designed to be stitched into a saree pallu or dupatta, converting it into a protective covering during agricultural work. According to the company, the filter is designed to protect against pesticide particles, dust, harmful chemicals and PM2. 5 pollutants.
The filters will be distributed free of cost through identified tailor shops, pesticide outlets and chemist stores in the seven villages.
The initiative also includes mobile awareness vans, puppet shows, nukkad nataks (street plays), door-to-door outreach and free health camps. The health camps offer blood pressure and blood sugar screenings, basic health counselling and distribution of the protective filters. Women participating in the programme are also being provided mirrors and calendars carrying messages on safe farming practices.
“Women farmers play a vital role in India’s agricultural economy, yet awareness of the occupational health risks they face remains limited,” said Rajeev Jain, senior vice president, corporate marketing, DS Group.
He said the company’s field research found that the saree pallu and dupatta were often used as informal protective coverings during pesticide-intensive agricultural work despite offering inadequate protection.”This highlights the urgent need for simple, practical and culturally appropriate solutions that women farmers can seamlessly adopt,” Jain said.
Referring to the company’s latest initiative, he added that the Pallu Protection Equipment awareness campaign combines awareness with practical interventions.
“Through the Pallu Protection Equipment’ Awareness Campaign, DS Group combines awareness with action, providing accessible solutions that can help make agricultural work safer and healthier for women.”
The campaign is part of the company’s broader FarmHER programme, which focuses on supporting women farmers through health and safety interventions. DS Group said it has also developed a version of the nano-fibre filter that can be integrated into the gamcha commonly used by male farmers.
DS Group, the maker of Catch spices and Pulse candy and operator of the Le Marche retail chain, said the initiative is intended to address occupational health risks faced by women farmers while encouraging the adoption of safer agricultural practices through practical and culturally relevant solutions.