1. 2013
TEAM: rudraksha
INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE
PRASHANT YADAV RUPA MURUDKAR ANKITA KAGE APOORVA BAJAJ
prashanty16@iimk.ac.in
8943546912
murudkarrr16@iimk.ac.in
8943694765
ankitaak16@iimk.ac.in
9946917787
apoorvab16@iimk.ac.in
9946932654
Walk to Equality: Ensuring Safety and Empowerment of Women

2. • Women in Indian society have been victims of ill-treatment, humiliation, torture, and exploitation for as long as
written records of social organisation and family life are available.
• These records are replete with incidents of abduction, rape, murder, and torture of women.
Increasing Violence against Women
• Crimes against women include violence against women, rape, molestation, dowry harassment, wife-battering,
kidnapping female children to be sold into brothel homes, forcible embracement, forcible religious conversion,
cheating young women with a promise to marry them or fetch them a job and various types of sexual harassments
and abuse of women including eve teasing
Increasing Crimes against Women
• Women are often subject to violence within the family, a place which is expected to protect their dignity and
assure their safety.
• This type of violence includes crimes such as — dowry related harassments including death, wife-battering,
marital rape, sexual abuse of female children and women of one‘s own family, deprivation of sufficient food to
female members, committing incestuous offences, inducing female members of the family to resort to sex-trade
Violence against Women within the Family or Domestic
Violence
• Kidnapping, raping and murdering women are very serious offences
• Such violence‘s include compelling women for abortion and to undergo tubectomy operation, eve-teasing,
kidnapping girls of pre-matured age and forcing them to marry, sexual harassment of women employees in work
place, immoral trafficking in women and girls, forced prostitution, kidnapping and mutilating the organs [such as
hands, legs, ears, nose, etc.] of female children to use them for the purpose of begging, resorting to forcible
religious conversion of young women, blackmailing of women, throwing acid at the faces of girls who refuse to
marry, the police and the jail personnel committing sexual crimes against female prisoners, the police, armed
forces and the border security forces committing sex crimes against the female citizens in the border areas and so
on
Violence against Women outside the Family or Social Violence
• In our socialisation process female children are becoming victims of discrimination. In the Indian social context
even today male children are preferred to female children.
• Hence, female children are subject to discriminatory treatment. Male preference and female negligence has almost
become a working policy especially in the rural areas.
Gender Discrimination: Discrimination in Socialisation:
• Most of the Indian families are patriarchal. Hence, the philosophy of equality of sex is not acceptable to them.
Domestic works such as – cooking, looking after the children, washing clothes and vessels, keeping the house neat
and clean, looking after the domesticated animals, serving family members like a nurse on all days and especially
when they fall sick, etc., are branded as ―women‘s work‖
Discrimination in the Distribution of Power and Work
• It is found that girls are being discouraged to go for higher education and also for professional and technical
education.
• ii. There are regional imbalances also. In states like Kerala, Karnataka and Maharashtra, female education is
encouraged and given almost equal importance. Whereas in states like Bihar, Orissa, Madhya Pradesh etc.
education of girls is neglected even today.
• iii. Increasing drop-out of female children from schools is another problem. Though female children are getting
admitted to primary, middle and high schools in a substantial number, many of them drop out of the school in the
middle without completing the course
Problems of Female Education:
Problems faced by Women in India

3. Crime against women is an ever-increasing
problem. This problem has been growing more
and more acute in India during the recent years.
India on an average, every day for every 6
minutes one atrocity is committed against
woman;
(ii) for every 44 minutes a woman is kidnapped;
(iii) for every 47 minutes a woman is raped;
(iv) every day 17 dowry deaths take place
Large Number of Employed Women is Illiterate:
Of every 100 women employed, 52.59% of them are
illiterate and 28.56% of them have studied only up to
elementary level. Of every 100 women working in the
rural areas, 88.11% are illiterate.
These illiterate women in the unorganised sector are
totally exploited by their employers. Women working
in factories, mining industries, building construction
process, in dams, bridges and road repair or
construction work are not only paid less but also made
to work in unhealthy surroundings.
Economic Exploitation: Women workers
are given much work but are paid less wages
or salary especially in the unorganised
sector. ―Equal pay for equal work‖ remains
only a slogan. ―Equal Remuneration Act,
1976 has proved to be a dead letter in this
regard.
Sexual Harassment of Women: Sexual harassment
of women at workplace refers to giving indecent
treatment to women workers by violating all the
norms of modesty. Many female workers have
complained of such harassments during the recent
years. This harassment by men includes – continuous
staring at women, making women the targets of lewd
remarks, dirty jokes, repeated invitation to meals and
outings, offers to drop them home, making unwanted
comments about dressings, making ―accidental‖
touches and dashes
The Problem of Dowry: Dowry harassments are
many. Women are ill-treated, disrespected, man-
handled, tortured and subject to all sorts of cruelties in
the name of dowry. Very often, our daily papers flash
news about the tragic results of the dowry system, in
which the newly married girls are always the victims
of harassment, violence, murder and suicide. Dowry is
demanded as though it is a fundamental right of the
bridegroom. Violence against women who bring less
dowry or no dowry include – wife battering,
emotional neglect / torture, verbal abuse, refusal of
sufficient food, imposition of heavy physical work,
severe physical harassments to the extent of killing the
victim, and so on.
Decline in the Political Participation of Women:
Participation of women who constitute 50% of our
total population in politics and public life is very
much negligible in India. We find only a negligible
number of women in prestigious positions like
those of Central and State cabinet ministers,
governors, secretaries and legal advisers to the
governments, ambassadors to other countries, IPS,
IAS, IFS officers, judges in courts, mayors of big
cities, office bearers of all-India parties, etc. No
political party of India has given position to women
in accordance with their number in the total
population. In some areas seats are reserved for
women as we find in Gram Panchayat, Jilla
Panchayat, University Senate, etc
Poor Participation of Women in the Party
Politics: Not only in the legislative bodies
but even within the framework of the
political parties also the participation of
women is very poor. Political parties are still
male-dominated and unwilling to give
sufficient representation to women.
And it continues...

4. STEPS TAKEN BY INDIAN
GOVERNMENT TO SAVE GIRL CHILD
The Balika Samriddhi Yojana in 1997 is one of
the most important initiatives of the
Government to raise overall status of the girl
child.
The Yojana aims to change family and
community attitudes towards both, the girl
child and the mother.
A series of incentives were included in
the Yojana, including the likes of a gift of Rs.
500/- to the mother on delivery of a baby girl
and the provision of an annual scholarship for
the girl, with the overall aim of improving
enrolment and retention of girls in school.
In another major initiative, in 2005, the
Government of India also announced free and
reduced cost education for girls. Those with
two girls and no other children were promised
discounts of up to 50%. The program also
offered fellowships of US$ 45 per month for
those undertaking post-graduate studies.
Various State Governments have formulated
State Plans of Action for Girl Child,
appropriate to the condition prevailing in each
state, prominently including Governments of
Karnataka, Madhya Pradesh, Tamil Nadu and
Goa.
Step Taken By Government to Develop
Women Entrepreneurs in India
Economic development and growth is not
achieved fully without the development of
women entrepreneurs. The Government of India
has introduced the following schemes for
promoting women entrepreneurship because the
future of small scale industries depends upon the
women-entrepreneurs:
Trade Related Entrepreneurship Assistance and
Development (TREAD) scheme was launched
by Ministry of Small Industries to develop
women entrepreneurs in rural, semi-urban and
urban areas by developing entrepreneurial
qualities.
Women Component Plant, a special strategy
adop0ted by Government to provide assistance
to women entrepreneurs.
Swarna Jayanti Gram Swarozgar Yojana and
Swaran Jayanti Sekhari Rozgar Yojana were
introduced by government to provide
reservations for women and encouraging them to
start their ventures.
New schemes named Women Development
Corporations were introduced by government to
help women entrepreneurs in arranging credit
and marketing facilities.
State Industrial and Development Bank of India
(SIDBI) has introduced following schemes to
assist the women entrepreneurs. These schemes
are:
Mahila Udyam Nidhi
Micro Cordite Scheme for Women
Mahila Vikas Nidhi
Women Entrepreneurial Development
Programmes
Marketing Development Fund for Women
Training programmes:
The following training schemes specially for the self
employment of women are introduced by
government:
(i) Support for Training and Employment
Programme of Women (STEP).
(ii) Development of Women and Children in Rural
Areas (DWCRA).
(iii) Small Industry Service Institutes (SISIs)
(iv) State Financial Corporations
(v) National Small Industries Corporations
(vi) District Industrial Centres (DICs)
Steps taken by the Government of India for safety and Empowerment of Women
Sexual Harassment of Women at Workplace
(Prevention, Prohibition and Redressal) Act, 2013
The Committee is required to complete the inquiry
within a time period of 90 days. On completion of the
inquiry, the report will be sent to the employer or the
District Officer, as the case may be, they are mandated
to take action on the report within 60 days.
· Every employer is required to constitute an Internal
Complaints Committee at each office or branch with 10
or more employees. The District Officer is required to
constitute a Local Complaints Committee at each
district, and if required at the block level.
· The Complaints Committees have the powers of civil
courts for gathering evidence.
· The Complaints Committees are required to provide
for conciliation before initiating an inquiry, if
requested by the complainant.
Penalties have been prescribed for employers. Non-
compliance with the provisions of the Act shall be
punishable with a fine of up to 50,000. Repeated
violations may lead to higher penalties and cancellation
of licence or registration to conduct business.
The Parliament of India passed the 'Protection of
Children Against Sexual Offences Bill, 2011'
regarding child sexual abuse on May 22, 2012

5. Steps taken by the Government of India for safety and Empowerment of Women
•Action has been taken against the
transporter whose bus was involved in
the crime.
•Improvement in the public transport
system by increasing the number of
buses at night.
•GPS will be installed on all public
transport vehicles to ensure that they
do not stray from their scheduled
routes.
•It will be ensured that all personnel
deployed on public transport carry
identification badges and are verified.
•A campaign namely ‗Parivartan‘ for
the safety of women and children was
initiated on 29thAugust, 2005 in North
West District of Delhi Police. The
campaign was initiated in 28 beats of
North-West District and 56 women
beat constables were deployed under
Parivartan Scheme. It included
educating parents, teachers, students,
youth, area security committee
members, NGOs and other key persons
on issues pertaining to Safety of
Women
Steps Taken by the
Government after Delhi
Rape Case for safer travel:
• The Indian government
set up a £125m fund to
pay for measures to
improve women's safety
in the country, hit by an
unprecedented wave of
sexual violence in recent
years, its finance minister
has said. The fund was
named on the victim‘s
name: Nirbhaya Fund
Announcement of
Nirbhaya Fund (2013):
•The law maintains life imprisonment
for rape as the maximum sentence, yet
sets down the death penalty for repeat
offenders and those whose victims are
left in a "vegetative state".
•It also expands the meaning of rape to
include penetration of the mouth, anus,
urethra or vagina with the penis or any
other object without consent.
•It also defines stalking and voyeurism
as crimes with punishments up to seven
years.
•Gang rape has been recognised as an
offence, while sexual harassment has
been redefined to include unwelcome
advances with sexual overtures and
showing pornography without consent.
•The age of consent of sex has been kept
at 18. 6. The law also punishes police
and hospital authorities with
imprisonment of up to two years if they
fail to register a complaint or treat a
victim.
Anti Rape Bill 2013
In Feb 2013, Government of India has initiated the skill development programme and urged the women to come forward to
join the programme in large numbers

6. But is this sufficient???
Apprehensions or worry of the women activists regarding the
latest anti-rape bill 2013:
Women‘s rights activists say the tough new laws mark a good
beginning in tackling sexual violence directed against women. But
they are concerned that two key recommendations of the
government panel on women‘s safety -- laws against marital rape
and sexual assault by military personnel -- are not covered by the
new laws.
Ranjana Kumari of the Center for Social Research in New Delhi
says domestic violence is a huge problem in India. ―Marital rape is
something which needs to be recognized by Indian law and also by
Indian society. Unless we recognize that women will continue to be
treated as object of sexual gratification," she said. "And will not be
granted their own autonomy, independence and bodily integrity. You
cannot go against consent of women, she is not your property.‖
The government reached out to activists on Monday saying it is not
ruling out addressing issues such as marital rape in future.
Important point to think:
There is a provision to set up a public limited bank only for women.
The budget also sets aside a sum of Rs.1000 crore for safety of women.
Will these provisions be sufficient for women to feel safe or happy considering
the current position all over India where women don't feel safe at all.
Or something else is required, like strengthening the present laws and educating
people and imbibing good moral values in general so as to give a better and safe
environment to them.

7. Poverty,
castes, class
discrimination
No
Education
No Job
Insecurity
in their
minds,
Superiority
complexio
nSuccessful
married
life??
Hatred, jealousy,
unsatisfaction,
frustration
Rapes,
murders,
abusing
girls, eve
teasing,
dowry, etc
No socio-
economic or
environmental
progress of an
individual
Analysis: The vicious, endless loop...
Understanding the basic mindset of common man(especially males in the male dominant Indian Society) is necessary in Indian society. Poverty
leads to an endless and vicious circle, for which, the only solution is education.
Inferences:
This is the vicious loop in the Indian society, which interconnects all the societal issues
Education, poverty, castes, classes leads to social discrimination
This in turn leads to superiority complexion and insecurity in male dominant Indian scoiety causing the endless crimes against women

8. Recommendations
Education Laws
Rules and
regulations
Women‘s
Rights
Rewards
Increase
Social
awareness
Campaigns
Better
Position of
Women in
India
•Education
should
basically
ponder for
increasing
respect of
women. Even
in academics,
such chapters
teaching female
legends of
history to be
taught
•Encourage
more female
participation in
education
•Increase
reservation
seats for
women
•Make karate
training
compulsory of
every girl child
from primary
school, in order
to learn self
•Laws stricter
pertaining to
crimes and
violence against
women
•‗Penetration
law‘ to be
redefined
•Harsher
punishments for
female
infanticide,
dowry, rape, and
other crimes
against women
•In the case of
rapes, the case to
be treated with ut
most priority and
the criminal to be
given a death
statement, this
would increase
the fear of
attempting rape
crime
•In institutions,
offices, other
workplaces,
encourage female
participation
•Ragging, and
other crimes
against women to
be dealt strictly in
institutions
• Physical abuse,
mental torture
should be
punishable
offences, and the
criminal should
be suspended
immediately with
thorough
warnings
•Special
counseling to be
provided to
women in schools
and other
institutions for
knowing their
problems and
aiding them solve
those issues.
•India's Right
to Information
Act, which
can be used to
demand
information
from
government,
has led to
radical
changes
•Democracy
can be helpful
in protecting
minority
rights as
well.
•Monetary
Incentives for
having at least
one girl child in
the family
•Further such
incentives can
be extended in
decrement of
paying taxes for
allowing women
to work
•Encourage
participation of
women in
politics, in
defense, sports,
etc. by
increasing
reservation for
women
•Encourage
people to help
eliminate such
violence
against women
•Speak up and
be rewarded
•Increase social
awareness and
thus increase
responsibility
towards
keeping a
women
treasured
•Any evidence
who doesn‘t go
forward to stop
this crime, or
who aids in
such crimes
should be
punished
equally
•Educate the
rural and urban
Indians about the
importance of
women
•Social equality
to be encouraged
•Family is
complete even
with the girl
child- Forecasts
this commercial
on TVs, radios,
social
networking sites,
newspapers, etc
•Run a campaign
insisting on the
importance of
female child in
the family
•Encourage
family shows
which shows
respect to
women
Where
Women
would be
•Respected
•Empowered
•Encouraged
•Valued
• Secured
•Treated
equally
•Treasured
in the Indian
Society

9. Twitter CAG
Website
Education
Community
Laws
Mobile
App
Ad words
Print ad
TV
Campaign
site Email
Facebook
page
PERSUATION
VALUE CREATION
Mass market:
Image Building/ Awareness
Multiple, long term
interactions
Quick interactions
Personal
High Engagement/ ―Hands on‖
Campaign touch point Matrix

10. Laws and regulations
The definition
of rape??
The word rape is legally defined u/s 375 of Indian Penal Code, 1860.
It defines the rape and also prescribes its punishment. Whenever a
man penetrates or does sexual intercourse with a woman without her
consent or will it amounts to rape. Penetration here means that only
a slightest of the touch of penis to vagina amounts to rape,
unruptured hymen of woman does not prove that rape was not
committed. There are exceptions to it also i.e. when a man does
sexual intercourse with his wife who is above 15 years of age. The
rape law under Indian Penal Code had gone through a lot of
amendments. In 1983, amendment was made and S. 376(2) i.e.
Custodial rape, S. 376(A) i.e. marital rape & S. 376(B to D) i.e.
Sexual Intercourse not amounting to rape were added.
Is this definition of rape valid?
Is the penetration rule necessary??
Females feel way more uncomfortable even with physical
abuse done with sexual intention, ain‘t this rape? Should
the intercourse condition be compulsory?
It is all way beyond the ‗penetration law‘and Indian
Constitution must redefine rape in its dictionary
Law needs to be more sensitive to the
feelings of the victim, who has had a
traumatic time and scarcely needs to be
reminded of it. Often the victim is abused and
humiliated. "Don't try to tell us that you didn't
enjoy it.‖
Aid and help to be provided to the
female victim in terms of monetary
and non-monetary benefits
Social awareness is a must. Include
such chapters in the academics
from primary schools to respect
women
Run the campaign ‗Treasure a Women‘,
both: online and offline to get enthusiastic
participation of the citizens. Rally,
marathons, etc should be encouraged to
demonstrate the importance of women

11. Phase-wise Improvisation Plan Implementation – A Roadmap
Anxiety
Listening
Experimentation
Operationalization
Fully Integrated
• Informational TV ads showing the importance of girl in Indian society,
and a ‘Girl to be treasured’
• Newspaper ads to targeting super-premium and premium class to be
more responsible for Women in Indiam Society
• Repetitive emphasis on Safety and empowerment of Women in live
shows, concerts, schools, by celebrities, TV daily soaps
• Educate about female legends of the history, not only in academics, but
also in social sites and other media mix
•Encourage females to take part in self defence
academics foe self protection
•Build Facebook Communities
• Build Linkedin Communities
• Create Twitter handle, hashtags,
• Start conversations showing such inspiring videos
• Build Facebook Page
• Create Linkedin Profile
• Use twitter search
• Use paid buzz monitoring tools
•Emphasize and reward people for Safer
and Empowered d Indian Women
•Encourage women empowerment by
holding contests and quizzes which
emphasize respect and importance of
women in Indian Society
Increasing no. of trials
• Run Campaigns – “Treasure a Female”
•Sponsor Marathons in different metro cities where
emphasis on Women safety can be imbibed in the
minds of very large numbers
To increase conversions
• Link promoters directly
with the campaign site
• Calebrities which are
followed by common man,
should be encouraged to
emphasize the Importance
of women
• Continuous tweets,
conversations of such
celebrities will definitely
improvize condition of
women in the Indian
Society