From Ghoonghat To Gear Shift: upgrad-Supported Centum Foundation Unveils Video Campaign On Women Farmers

Mumbai, Mar 25, 2025: In a step towards gender inclusivity in agriculture, the Farm Mechanisation Project, a joint initiative by Centum Foundation - supported by upGrad and Mahindra & Mahindra Auto & Farm Division Jaipur, is redefining the role of women in farming. Designed to empower rural women in Rajasthan, the initiative has successfully completed its training cycle, yielding remarkable outcomes in skill development, economic empowerment, and social transformation.

The initiative equips women farmers with essential tractor operation and mechanisation skills, enabling them to challenge stereotypes, contribute to their families' livelihoods, and drive economic progress. Since its inception in 2022, the project has trained 1,896 farmers, with women comprising 35% of the participants. Implemented across Rajasthan, Maharashtra, and Telangana, it is fostering a more inclusive and technologically advanced agricultural landscape.

To bring these real-life transformations to the forefront, upGrad’s in-house Enterprise Marketing team conceptualised and produced a powerful campaign film, capturing the inspiring journeys of women farmers in Ajmer, Rajasthan. The film follows their evolution, from initial hesitation to confidently operating tractors and embracing mechanisation - showcasing how a single skill can redefine futures and break deep-rooted gender norms in agriculture.

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Shirin Rai Gupta, Director - Marketing, upGrad Enterprise, shares her perspective on the impact of this initiative, “From Ghoonghat to Gear Shift - the name says it all. These incredible women aren’t just learning to drive tractors, they’re steering their own destinies. For generations, women's contributions to farming remained unseen, and I feel, it’s more than skill development; it’s a movement towards economic independence and a future where women are at the heart of India’s farming revolution. We’re thrilled to bring a glimpse of this transformation to the world through this video campaign.”