Prerna is an initiative aimed to support and empower Indian women in agriculture. Prerna is based on the insight that women are often the invisible face of agriculture. There are 100 million women in agriculture in India, many of whom work long hours in tedious and back-breaking tasks in fields, often with tools and equipment's not suited for women. Despite these challenges they are usually paid less than their counterparts.
The first project under Prerna is a collaboration between Mahindra & Mahindra, Central Institution for Women in Agriculture (CIWA), a department of Government of India’s Indian Council of Agricultural Research (ICAR) and NGO – Pradan (Professional Assistance for Development Action), which aims to address these issues with the promotion of women friendly, efficient and ergonomic farm tools and equipment’s through well designed targeted interventions. The project aims to increase work efficiency and productivity of farm women, which will in turn lead to sustainable development in the agriculture sector. The project will be initially launched in the state of Odisha, with the intention to positively impact the lives of over 1500 families across 30 plus villages.
In addition to the launch of this project, Mahindra has also introduced a contest to crowdsource ideas that aims to seek contributions from general public on ways to improve the lives of women in agriculture. The winner of the contest will get a privilege invite to the prestigious Mahindra Samriddhi awards, an annual event that recognizes innovations and contributions in the field of agriculture. www.prerna-bymahindra.com is the link to the contest page.