Titan Company Limited is launching a strong campaign this Mother’s Day centred on Titan Kanya, its main CSR project. In FY24, Titan Kanya changed the lives of more than 74,000 girls and women in some of India’s most impoverished areas by putting a strong emphasis on structured education. The movie Aage Badhegi is a celebration of the value of literacy and the changing role that daughters play in promoting education for their mothers, who were their first role models.

The film masterfully depicts the journey of women who have chosen to rewrite their stories despite not having access to formal education, evoking a strong sense of India’s rural emotional dividend. The film, “Aage Badhegi”, which was produced by Superfly Films and conceived by Ogilvy, tells the moving tale of mothers who are reclaiming their right to education for both themselves and their daughters.

The Mothers’ Literacy Program, which was started in collaboration with the nonprofit organisation IIMPACT, is an expansion of Titan Kanya’s goal of empowering girls via education. Titan has developed structured literacy modules for women who have never attended a classroom because of the growing desire of rural mothers to learn alongside their daughters.

The Titan Kanya program, which focuses on remedial education, life skills, scholarships, and STEM learning, has reached over 74,000 girls and women in districts throughout Tamil Nadu, Karnataka, Uttarakhand, Uttar Pradesh, and West Bengal in just the last fiscal year. Additionally, by educating women educators and fostering connections between communities, homes, and schools, the collaboration with IIMPACT has been crucial in bringing about change at the grassroots level.

The Mothers’ Literacy initiative is a significant step as Titan plans to expand the program to reach over 1 lakh people annually over the next three years, demonstrating that the circle of education is complete only when mothers are included in the narrative.

Learn more about Titan on: www.titancompany.in

Priyanka Dutta