Kolkata Knight Riders may be known for their cricketing legacy, but their true impact goes far beyond the pitch. For KKR, the commitment has always extended to the heart of the community, and this year, they've reinforced that dedication with an inspiring new initiative: Shahoshi Rani, a name that powerfully translates to Brave Queen. This impactful campaign champions women who have displayed extraordinary courage in the face of adversity, transforming their lives and inspiring countless others.
At the heart of Shahoshi Rani are incredible stories of resilience. Take Mongali Murmu, who, at just 19, supports her ailing father through college and labor work, all while pursuing her dream of becoming a footballer. Then there’s Urmila Hansda, a 17-year-old who, despite losing her mother at a young age, is now a "Vidushee Teacher," educating 40 first-generation learners in her village. Similarly, Neha Mardi, the first in her village to score 88% in her XII board exams, is now a college student, a football team manager, and a "Vidushee" mentor for 61 young children. These are just a few examples of the indomitable spirit Shahoshi Rani aims to celebrate and empower.
Launched at the 8th edition of Knight Golf, Shahoshi Rani encompasses three transformative pillars: "Play It Forward" that creates access to sports for underprivileged girls; "Skill Up For Equality" for vocational training and employment-linked upskilling for women; and "The Vidushee Programme", which focuses on scholarships and educational support for deserving young women. To delve deeper into this groundbreaking initiative, its genesis, and KKR's vision for driving real change beyond cricket, we speak with Ms. Binda Dey, CMO, Kolkata Knight Riders. In this compelling interview she offers an insider’s perspective on the vision behind ShahoshiRani, the transformative power of sport and education, and KKR’s commitment to driving community impact with as much heart as their on-field game. She delves into the real stories shaping the movement, the synergy with the Knight Golf fundraiser, and how KKR plans to mobilize its massive fanbase for a cause that’s rewriting the narrative for women in rural India.
Scroll down for detailed insights.
Q&A
Q. Could you start by telling us more about the ShahoshiRani initiative? What inspired its creation, and what are its core goals?
A. At Kolkata Knight Riders, our commitment has always extended beyond the field — to the heart of the community and the world we live in. Over the years, our social initiatives have focused on creating meaningful impact, and at the core of our CSR efforts lies a cause we deeply believe in: the empowerment of women through upskilling and opportunity.
Through a range of programs — from vocational training in tailoring and beauty services to football coaching for young girls — we've strived to provide platforms for women to learn, grow, and lead. These efforts have enabled countless women to transform their lives, build self-reliance, and emerge stronger despite the odds.
This year, through our 'ShahoshiRani' initiative, we proudly celebrate these journeys. It is a tribute to the courage, resilience, and determination of women who have risen through adversity to create a life of dignity and purpose. 'ShahoshiRani' is not just about recognizing success stories but also about honoring the spirit of perseverance and inspiring many more women to believe in their strength.
We stand by every woman who dares to dream and through this initiative, we hope to amplify their voices and their victories.
Q. ShahoshiRani's three pillars: Play It Forward, Skill Up For Equality, and The Vidushee Programme, are interconnected in driving lasting change. Can you elaborate on the rationale behind these specific areas and how they work together to create sustainable development for women in underserved communities?
A. When we launched the 'Shahoshi Rani' initiative, we didn't want to just run a campaign. We wanted to build a movement that drives real, lasting impact. The three pillars, Play It Forward, Skill Up For Equality, and The Vidushee Programme were carefully designed to address different, yet deeply connected, aspects of empowerment.
'Play It Forward' uses sport as a tool for transformation. Through football training for young girls, we're not just teaching the game, we're instilling confidence, teamwork, discipline, and leadership. It's about giving them a voice, a space, and a belief that they belong wherever they choose to be.
'Skill Up For Equality' focuses on vocational training. From tailoring to beauty services, helping women acquire practical, income-generating skills. These are real-world tools that allow them to become financially independent and break out of generational cycles of dependency.
'The Vidushee Programme' addresses education especially for young girls. We believe that education is the foundation of long-term change. Through these learning opportunities, we're making sure they don't just dream bigger, but also have the means to achieve those dreams.
Each of these pillars supports the other. When a girl is educated, she's more confident on the field. When she plays, she learns discipline that helps her in vocational training. When she earns, she invests back into her family and community. That's the cycle of empowerment we aim to create, one that's sustainable, holistic, and deeply rooted in dignity and opportunity.
Q. The inspiring stories of Mongoli, Urmila, and Neha are a testament to the impact of ShahoshiRani. What insights have you gained from the initial phase of the initiative in addressing the challenges and specific needs of these young women, and how do these learnings shape future plans for the programme?
A. The journeys of Mongoli, Urmila, and Neha have been nothing short of inspiring not just for us at KKR, but for everyone who's come across their stories. Through them, we've seen first-hand the incredible strength, potential, and ambition that often goes unnoticed in underserved communities. What 'ShahoshiRani' has done is provide a platform and sometimes just that little push, for these young women to rise above difficult circumstances and take charge of their own futures.
One key learning has been that empowerment isn't one-dimensional. For some, it's a sport. For others, it's skill-building or education. All these women needed support systems that understood their unique realities — whether it was access, mentorship, financial help, or just belief.
These insights have shaped our approach going forward to be more tailored, more sustained, and more community-driven. 'ShahoshiRani' isn't just about creating opportunities; it's about walking alongside these women as they seize them with courage, purpose, and pride. Their voices, their needs, and their courage are what guide us. And going forward, we're committed to scaling this impact thoughtfully, responsibly, and always with heart.
Q. Given KKR's substantial platform and loyal fanbase, how do you plan to leverage this influence to raise awareness about ShahoshiRani and engage fans, stakeholders, and other partners in this powerful journey of women's empowerment?
A. We're incredibly fortunate to have a passionate fanbase and a powerful platform, and we see it as our responsibility to use that influence to drive real conversations and action.
With 'ShahoshiRani', our goal is to go beyond awareness. We want to create emotional connections between our fans and the inspiring stories of these women. Whether it's through digital storytelling, in-stadium moments, or collaborations with players who champion the cause, we're looking at every touchpoint as a way to engage and inspire.
We also believe in partnerships. By bringing in like-minded brands, NGOs, and local community groups, we can scale both impact and visibility. And most importantly, we want our fans to feel like they're part of this journey. Whether it's supporting a fundraiser, sharing a story, or simply spreading the message, every bit counts.
Q. The synergy between Knight Golf and ShahoshiRani is an innovative element of the initiative. How was this connection conceived, and how does it help mobilize resources and strengthen the overall goals of the initiative, particularly in rural and underprivileged areas?
A. Knight Golf has been one of our most cherished CSR initiatives for the past seven years. It started as a way to bring the KKR family and our partners together to support causes that matter, and over the years, it has grown into a powerful platform for change. It blends sport, purpose, and community in a unique way, and every edition has contributed meaningfully to causes close to our heart.
This year, the synergy between 'Knight Golf' and 'ShahoshiRani' felt like a natural evolution. ShahoshiRani is all about empowering women, especially in rural and underprivileged areas, and Knight Golf gave us the perfect platform to bring more visibility, energy, and support to that mission. By aligning the two, we were able to mobilize resources and rally our extended KKR network toward a shared purpose.
The connection was conceived with the idea of creating a ripple effect. When our partners, players, and supporters come together for Knight Golf, they're not just participating in a sport, they're contributing to real impact on the ground. Every swing, every contribution, and every conversation helps fuel the journey of women who are breaking barriers in their own lives.
It's this kind of collaboration that amplifies what we're doing through 'ShahoshiRani'. And we're proud that Knight Golf continues to be more than a tournament—it's a platform for empowerment, inspiration, and change.
Q. As the sports industry increasingly recognizes its role in social impact, what distinguishes KKR's approach with ShahoshiRani from others? What lessons can other organizations in sports and entertainment learn from your experience in creating a meaningful social impact through such initiatives?
A. At KKR, we've always believed that sport has the power to go far beyond the boundary ropes. With 'ShahoshiRani', our approach was not just to support a cause but to build something deeply rooted in the communities we aim to impact. What sets it apart is the intent to create long-term, sustainable change by listening, learning, and working hand-in-hand with the people we're trying to empower.
This initiative is not just about telling inspiring stories, it's about investing in real journeys—through skill development, education, sport, and opportunity. We didn't want it to be a one-time campaign. We wanted to build a framework that grows with the women it supports. That's where the strength of ShahoshiRani lies—it's authentic, consistent, and evolving.
For others in the sports and entertainment world, one key lesson is that purpose needs to be woven into the fabric of everything you do. Audiences today connect with brands that stand for something real. And when you use your platform to amplify voices that deserve to be heard, the impact is powerful and lasting. It's not about scale first. It's about starting with empathy, building trust, and staying committed for the long run. That's when real change begins.
Q. The Vidushee Programme's model of empowering young women to become educators within their own communities is unique. How do you see this approach driving sustainable development, leadership, and long-term impact at the grassroots level, particularly in rural areas?
A. The Vidushee Programme is incredibly close to our hearts because it captures the true spirit of sustainable empowerment. The idea of enabling young women to become educators within their own communities came from a very simple but powerful belief—when change comes from within, it lasts.
By equipping these girls with education and leadership skills, we're not just giving them an opportunity to grow, we're helping them become catalysts of change in places where it's needed most. These young women understand the realities of their communities better than anyone else. When they step into the role of educators, they bring empathy, relatability, and a deep sense of responsibility.
A girl who becomes a Vidushee doesn't just improve her own future, she lifts up many others around her. It creates a cycle of knowledge, confidence, and aspiration. That's how leadership is built at the grassroots level. And in rural areas, where access and awareness are still limited, that kind of homegrown leadership is invaluable.
The long-term impact lies in how these girls are not only changing the narrative for themselves but are helping redefine what's possible for the next generation. The Vidushee Programme is about planting seeds that will continue to grow for years to come.
Q. Looking ahead, what key performance indicators will KKR track to measure the success and long-term impact of ShahoshiRani? How will you ensure accountability, transparency, and continuous improvement as the initiative grows and expands?
A. ShahoshiRani is a deeply personal and purpose-driven initiative for us. While it's rooted in storytelling and recognition, it's also a long-term commitment to empowerment, and like any impactful initiative, it must be measurable, accountable, and constantly evolving.
To gauge the success and long-term impact of ShahoshiRani, we're looking at both quantitative KPIs and qualitative indicators.
On the quantitative side, we'll be tracking:
- Number of women impacted through our CSR programs and platforms
- Reach and engagement of the campaign across digital and physical touchpoints
- Community participation in related on-ground events and activations.
However, the heart of ShahoshiRani lies in its deeper, more human outcomes. So, we're also measuring:
- Transformational impact on the lives of the featured women — are they able to sustain and grow their livelihoods?
- Opportunities created post-recognition — mentorships, partnerships, and continued visibility
- Inspiration quotient — how many other women are coming forward, motivated by these stories to take a step forward in their own journeys?
As for accountability and transparency, we are working closely with our CSR partners and community organizations to regularly audit the initiative's impact. We're also documenting stories longitudinally — not just celebrating these women once, but revisiting their journeys over time to see real progress. These updates will be shared publicly as part of our commitment to openness.
ShahoshiRani is not a one-off tribute — it's the beginning of a movement. We're listening to feedback from the women we honor, from our fans, and from our partners, so that each season, the initiative becomes more inclusive, more far-reaching, and more effective in creating real social value.
Q. With your experience in sports marketing and brand building, what unique challenges and opportunities do you encounter when communicating the impact of social initiatives like ShahoshiRani to a diverse audience, ranging from cricket fans to wider community stakeholders?
A. One of the most fascinating aspects of working with KKR is that you're speaking to an incredibly diverse and passionate audience. When it comes to communicating the impact of social initiatives like ShahoshiRani, the challenge lies in striking the right balance between emotion, authenticity, and relevance, across very different audience segments.
On one hand, you have our core cricket fans, who live and breathe every match, every player stat, every chant from the stands. For them, it's about staying emotionally connected to the team and so, social impact initiatives must be communicated in a way that feels like an extension of KKR's spirit, not separate from it. With Shahoshi Rani, we didn't position it as "off the field" work. We brought it into the fabric of match week with players wearing the names of these brave women, with storytelling embedded in our content ecosystem. That helps fans feel it's their cause too.
On the other hand, we have a much wider community, social sector partners, government bodies, educators, and local changemakers, for whom the credibility and measurable impact of the initiative is paramount. They aren't just moved by the sentiment; they want to see data, long-term plans, accountability. For them, we focus on clarity of purpose, stakeholder collaboration, and transparent reporting of outcomes.
So the opportunity and the responsibility lies in becoming a bridge. A bridge that translates emotion into action, and recognition into real-world change.
What we learned is that storytelling must be multi-layered and audience-aware. The campaign film that moves a young fan to tears may need to be paired with a roundtable for policy influencers or an impact report for CSR partners.
Ultimately, the biggest opportunity is that sport, unlike almost any other platform, has the power to unite people across age, background, and belief. If we use that platform wisely with integrity and intent, initiatives like Shahoshi Rani don't just tell stories. They change them.
Q. As a sports organization, KKR is well-placed to create cross-sector partnerships for social impact. What role do you see such collaborations playing in enhancing the reach and effectiveness of initiatives like ShahoshiRani, and can you share any examples of existing or future partnerships?
A. As a sports organization with a deep cultural footprint and a loyal, pan-India fanbase, KKR is uniquely positioned to act as a catalyst for cross-sector collaborations that drive meaningful social impact. Initiatives like ShahoshiRani don't exist in a vacuum, their true power lies in our ability to amplify them through strategic partnerships with government bodies, NGOs, private sector allies, and the larger community ecosystem.
These collaborations bring complementary strengths to the table. While KKR can offer reach, storytelling, and emotional capital, our partners often bring deep subject matter expertise, grassroots networks, and the infrastructure for sustainable intervention. It's a synergy that transforms a powerful story into a scalable solution.
With Shahoshi Rani, for instance, we've worked closely with our CSR organisations and local NGOs who help us identify and support the women we spotlight. Their role is critical, they ensure the initiative doesn't end with recognition, but continues with mentorship, capacity building, and long-term support. These partnerships ensure that the impact is not symbolic, but structural.
Looking ahead, we're actively exploring multi-dimensional collaborations, whether it's with skill development organizations, financial inclusion platforms, or even tech partners who can help us digitally enable these women to grow their micro-enterprises. Imagine the power of a partnership where a woman recognized on the KKR platform is then able to access a zero-interest business loan, receive digital training, or get listed on a commerce platform, that's when storytelling meets real, transformative change.
Ultimately, ShahoshiRani is not just about what KKR does, it's about what we can inspire and enable together. That's the real game-changer. Sport has always had the power to move hearts. With the right partnerships, it can move systems too.
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