PRandit wins mandate to promote govt backed women's entrepreneurship project ‘Her&Now' in regional India

 17th February 2021    PR News 
 Soumiya Awasthi

 Gurugram-based PRandit has won the national PR mandate for 'Her&Now' --a bilateral project for empowering women entrepreneurs of India. 

The mandate will mainly include regional media in tier-2 and tier-3 cities of the country. To showcase the outcomes and achievements of the 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.

Sukriti Somvanshi, communications lead, Project Her&Now, GIZ says,“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.”

PRandit won the year long mandate by participating in a competitive multi-agency pitch, following an open tender-based call by GIZ for the “Her&Now” media campaign. 

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.”

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.

The project is extending incubation and acceleration support to over 400 women entrepreneurs from various parts 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.