Indian textile firm Trident salutes women power with Trident Asmita

"‘Trident Asmita’ has been created to recognise the hard-working women who are breaking societal barriers every day and to inspire countless others in their pursuit of success, independence and empowerment," the textile company said in a statement.

The women featured in the six-part video campaign belong to the Trident family. They work across various functions including maintenance, shop floor management and heavy machinery operation—professions conventionally considered only for men. "In line with United Nations Development Programme’s 2021 theme of ‘Women in leadership: Achieving an equal future in a COVID-19 world’ for International Women’s Day, Trident’s philosophy of equality surpasses the day-to-day norms and gives a much needed fighting chance to those who are overlooked because of their gender or socio-economic background," the statement added.

“At Trident, we believe in empowering women who want to break away from the conventional barriers and work towards the growth of their career and family. Through Trident Asmita, we are excited to show the power of the women of Trident who defy stereotypes and emerge as extraordinary heroes in an ordinary world. Each story touches upon a challenging situation where the protagonist chose courage above everything else. These women are brave, bold and beautiful because they dared to be different and that’s why we call it 'Women stories with a difference'. We hope that the campaign inspires many more to follow their dreams,” said a company spokesperson.

Fibre2Fashion News Desk (RKS)