As per the mandate, PRandit will be responsible for crafting and disseminating the key messages, information, and case studies relevant to potential women entrepreneurs as well as the established women entrepreneurs and their immediate surroundings (including family members and communities of these women).
PRandit Solution Pvt. Ltd. has been awarded the national (India) PR mandate of Project “Her&Now” –a bilateral project dedicated to empowering the aspiring and existing women entrepreneurs of India.
The four-year project (ongoing) ‘Economic Empowerment of Women Entrepreneurs and Start-ups by Women (Her&Now)’, started in 2018, is implemented by Deutsche Gesellschaft fürInternationaleZusammenarbeit (GIZ) GmbH – a development agency working globally in the field of sustainable development, on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), and in partnership with the Ministry of Skill Development and Entrepreneurship (MoSDE), Government of India.
PRandit was able to secure the mandate by participating in a multi-agency pitch, following an open tender-based call by GIZ for outsourcing the “Her&Now” media campaign. The mandate will mainly include regional media in tier-2 and tier-3 cities of the country.
Shalu Jha, Co-Founder & Director, PRandit says, “At a time when our the country is emerging as a global innovation hub ideal for nurturing start-ups and entrepreneurship, the contribution of women entrepreneurs cannot be undermined or ignored. We at PRandit feel extremely proud to partner with GIZ for their flagship nationwide project, i.e. Project Her&Now, which aims to create a more enabling environment for women-led enterprises in India. By leveraging our expertise and capabilities in PR and media relations space, we are confident of highlighting success stories of the project’s support programs for women entrepreneurs across various towns and cities of India, and publicizing information for heightening awareness on the positive contribution of women entrepreneurship in the Indian society.”
Sukriti Somvanshi, Communications Lead, Project Her&Now, GIZ says, “We are happy to partner with PRandit for the ‘Her&Now’ media campaign. While the objective behind the national media, outreach is to generate awareness about the project and the mission, it is the regional media outreach that will enable us in meeting our goal of steering a positive debate and mindset change around women entrepreneurship. Through this partnership, we hope to inspire many existing and aspiring women entrepreneurs from tier II and III cities in India by presenting stories of relatable role models from their region.”
The Government of India considers the promotion of entrepreneurship as a key mechanism for achieving its goals of sustainable socio-economic growth and employment creation and the Government is currently placing special emphasis on supporting women entrepreneurs across the nation.
Having a shared mission of fostering gender-sensitive entrepreneurship policies, BMZ (a cabinet-level ministry of the Federal Republic of Germany) is committed to helping the Indian Government nurture and empower the women entrepreneurship ecosystem throughout the country and has therefore commissioned GIZ on their behalf to carry out the project “Her&Now” in India, in partnership with the Ministry of Skill Development and Entrepreneurship, Government of India.
In cooperation with local implementing partners, namely, Dhriiti-The Courage Within (in the northeast region), Startup Oasis (in Rajasthan), WE Hub (in Telangana), Mann Deshi Foundation (in Maharashtra), and Empower Foundation (in Uttar Pradesh), the ground-level project not only equips select women entrepreneurs in several parts of the nation with critical business skills, but also offers customized support through mentorship, access to market opportunities and peer networks, linkages to financial institutions, and so on. The project is extending incubation and acceleration support to over 400women entrepreneurs from various parts of India, helping them to transform their business ideas into full-fledged enterprises and/or setting their existing small businesses onto a sustainable growth track.
To showcase the outcomes and achievements of the on-ground project and use that to inspire innumerous women across the country to take up entrepreneurship, GIZ is looking to gain visibility across regional media publications in the North-East (Arunachal Pradesh, Manipur, Meghalaya, Mizoram, Nagaland, Assam, Sikkim, and Tripura), Rajasthan, Maharashtra, Uttar Pradesh, Madhya Pradesh, Telangana, Karnataka, and the Union Territory of Delhi.
Apart from the media showcase, GIZ is also running a parallel ‘Her&Now Film campaign’ that has 4 short films on women entrepreneurship and many of these films have been screened at reputed Indian and international film festivals, alongside getting nominated for prestigious awards.