As urbanization continues to draw men away from rural areas, women are stepping into vital roles within agriculture. They are cultivating crops, laboring on farms, and participating in related sectors such as animal husbandry, gardening, and post-harvest processing. These diverse contributions highlight the crucial role that women play in sustaining agricultural communities and economies.

Otipy’s ‘Annapoorna’ video campaign emphasizes that ending poverty necessitates the eradication of gender discrimination. It highlights how gender inequality deprives women of their rights and opportunities, perpetuating cycles of poverty. This cycle entraps women in a state of economic disadvantage, underscoring the urgency of dismantling gender-based biases and promoting equality.

Varun Khurana, Founder & CEO, Otipy, underscores the organization’s commitment to empowering women in agriculture. “At Otipy, we believe in the transformative power of empowering women in agriculture. The resilience, skills, and dedication that women bring to the sector are unparalleled. Through our campaign ‘Annapoorna’, we aim to reinforce the urgent need to dismantle gender-based discrimination, recognizing that true progress in ending poverty requires the full and equal participation of women in every facet of agricultural development.”

In line with its mission, Otipy has announced plans to conduct monthly training sessions for women farmers. These sessions, facilitated by teams from various stratas of life at Otipy, will cover essential practical skills like internet navigation, creating safe finance management, using smartphones, watching out for underlying ailments, hygiene practices, among others. Additionally, Otipy is also trying to address societal taboos surrounding issues like menstrual hygiene and periods, ensuring that women can engage fully in agricultural activities without encountering discrimination or barriers.

Through these initiatives, Otipy is laying the groundwork for a more inclusive and sustainable future for women farmers.

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Overall, 68% kiranas across India indicate that cold drinks of national FMCG brands sell more than local brands. A similar trend is witnessed across Uttar Pradesh, Madhya Pradesh, and Bihar wherein 75% retailers indicate the sale of national brands to be more. 60% retailers in Rajasthan and Chhattisgarh also have a similar perspective.

When it comes to popularity of cold drinks and packaged juices among kids during the summer months, Frooti topped the chart with 24% retailers indicating its sale to be more than other brands. The second favourite is Maaza (19%), followed by Sprite (8%), Dew and Sting at 6% each, Coke (5%), Pepsi and Thums Up at 3% each whereas Appy Fizz and Jeera Soda at 2% each. Some of the other popular brands among kids include 7UP, Appy Fizz, Fanta, Paper Boat, Slice, Limca, Amul Kool, Priya Lassi, and Fundaaz among others.

Kiranas are also stocking some of the other summer-centric products including dairy products such as ice creams and curd (16%), talcum powder (7%), as well as Glucose and Rasna (6%). Energy drinks is also an emerging category, and it is popular in Uttar Pradesh, Bihar, Maharashtra, and Jharkhand.

Kirana Club Founder Anshul Gupta said, “Over the years we have witnessed significant growth of the beverage industry during summer months. This year we are witnessing a change in consumer preference with kirana owners in Maharashtra indicating the growing popularity of local cold drink brands as well. A kirana owner knows the pulse of the consumer and taking cue from our survey among retailers on Kirana Club platform, we see an increased potential for such regional brands in the years to come across various states in India given that they cater to the hyperlocal preferences of consumers.”

Other findings:

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