CSR supporting Indian women’s cricket team

In 2017, our women’s team was the runners-up in the World Cup. Indian women’s cricket has had consistent performers. There were victories worth celebration and performances worth taking pride. But, the Women in Blue lacked recognition worth their game.

Just this Saturday, opening batswoman Smriti Mandhana (World No 1. ICC ODI Ranking) scored a ravishing half-century to provide India with the early momentum in the team’s chase of 120 set by England women in Guwahati in the T20I series. CSR is playing a growing part in supporting women’s cricket.

“Smriti Mandhana has been a brand ambassador for Hero Motors, Power, Vaseline, Red Bull and has signed another big deal with Alcon. Brands are looking up to them,” says Tuhin Mishra, MD, Baseline Ventures — the company that also manages commercial interests of cricketer Jemimah Rodrigues.

Mandhana will be the face for Alcon, a division of Novartis. Alcon is working with Mandhana for their new product innovation – AIR OPTIX plus Hydra Glide contact lenses. Mandhana features in the brand campaign designed to recognise and celebrate the everyday struggles and successes of people to reach their dreams.

Shriti Malhotra, CEO, The Body Shop India says, “Women’s Sports has never been easy in India. We continue to live the Indian stereotype mindset for an individual’s achievement based on academic results. Fortunately, there is a huge upsurge in women’s sports in recent years and great passion amongst our young girls to live their dreams in the sporting arena.”

On Women’s Day, The Body Shop, an ethical beauty brand, pledged its support to women’s cricket in India. To empower this campaign ‘Little Girls Dream Big’, The Body Shop collaborated with three top cricketers of the India Cricket Team – Mandhana, Rodriques (ICC World no. 2) and Radha Yadav (ICC ranked no. 10)  to inspire and galvanize young talent of the country and urge them to chase their dreams on the cricket pitches and in life.

Says Malhotra, “To honour and recognize women in their struggles and support them in their passion for sports, we want to create awareness for those little girls who dream big, who aim to fulfill their dreams of playing cricket and bring glory to the country.”

About the campaign, Mandhana said, “I never knew that Women’s Cricket Team started playing way back in 1976. I never even knew they existed. Today I am proud that we are recognized in the country and we are able to encourage young girls to pursue their passion in sports. We hope to bring more laurels to the country and to be seen as equals to the Men in Blue.”

Rodrigues added, “Cricket is no longer a man’s game anymore. Women are showing great passion and potential and delivering in the cricketing arena. Soon women’s cricket will proudly rub shoulders with men’s cricket in the country. I strongly urge all girls to come out on the cricket grounds and live their dreams.”

Radha Yadav commented that “I feel very happy to see women playing cricket on pitches, at homes and streets. I feel happy that I am able to contribute to this spirit in my own little way.”

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