DS Group Launches ‘Pallu Protection Equipment’ Awareness for Women Farmers in Uttar Pradesh

DS Group has introduced an awareness campaign in Uttar Pradesh called ‘Pallu Protection Equipment’, aimed at educating women farmers on the importance of using protective gear while handling pesticides and chemicals in agriculture. The initiative, currently running in seven villages in the Bagpat region, seeks to reduce health risks associated with unsafe farming practices and promote long-term safety among rural women who work in the fields.

The campaign uses a mix of mobile awareness vans, traditional puppet shows, and nukkad nataks (street plays) to explain in simple local language how exposure to pesticides can lead to skin irritation, breathing problems, and other health issues. It highlights the need for basic protection such as masks, gloves, and full-body cover, and draws attention to the fact that many women farmers often work without any protective equipment due to lack of awareness or access.

‘Pallu Protection Equipment’ is more than just a safety message; it is also about dignity and empowerment. By focusing specifically on women farmers, the campaign acknowledges their critical but often overlooked role in agriculture and encourages families and communities to support safer working conditions for them. The involvement of local cultural forms helps the message reach households that may not access digital or formal channels of information.

Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group said, “Women farmers play a vital role in India’s agricultural economy, yet awareness of the occupational health risks they face remains limited. Our field research revealed that the saree pallu and dupatta are 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. 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.”

This initiative builds on DS Group’s broader CSR focus on livelihood, health, and community development in rural Uttar Pradesh and Haryana. By making safety visible and relatable, the campaign hopes to create a culture where protective measures become a normal part of daily farming life, reducing illness and improving the overall well-being of women involved in agriculture.