Active Wheel: Careers from home

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

The Summary

Women have a strangely mystifying status in India.

In mythology and folklore, they are worshipped, idolised and venerated. But in everyday life, they are often subjugated, labelled and objectified.

Given the fragile socio-economic levels of their families, the young women in small towns and rural India have an irrepressible urge to contribute with a second income, but they are held back by social conventions, lack of education and productive skills.

Wheel, the leading mass market detergent that catered to this demographic, genuinely wanted to empower them financially. But how do you impart income-generating skills to women who are...

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