To help preserve the modesty of women pilgrims bathing at the ghats, brand Hamam distributed ‘waterproof sarees’ at the Kumbh Mela.
For Kumbh 2019, the soap brand sponsored changing rooms for women at the ghats, but soon realised it wasn’t enough.
Wondering why this initiative was taken?
This was because the crowd have been taking demeaning pictures of female devotees post their holy dip, when the clothes cling to their bodies. #Shameful
Note: The ‘waterproof sarees’ were distributed for the first time on the auspicious occasion of Basant Panchami. The sarees are yellow in colour with a green border, and have a layer of waterproofing texture that makes the fabric aquaphobic.
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General Manager of Skin Cleansing India at Unilever said, “The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”
Well done, brand Hamam! Till we meet again, happy travels and Namaste.
Blog image credit: campaignindia.in
