The initiative is currently being implemented across seven villages in Baghpat district of Uttar Pradesh — Pali, Katha, Bandpur, Sunehra, Basi, Mavikala and Sankrodh — with the objective of promoting safer farming practices among rural women engaged in agricultural activities.
Under the campaign, DS Group has introduced its Pallu Protection Equipment (PPE) filter, an advanced washable nano-fibre filter designed to be stitched into a saree covering or scarf, converting it into a protective barrier during farming operations. The innovative solution provides protection against pesticide particles, dust and harmful chemicals, including PM2.5 pollutants.
Developed as a culturally suitable and practical intervention, the nano-fibre filter has been designed to integrate seamlessly with commonly used agricultural clothing among women farmers. The filters, which can be fitted into saree coverings, scarves and similar protective garments, will be distributed free of cost through identified tailoring shops, pesticide outlets and medical stores across the seven villages of Baghpat district.
The initiative has reached rural communities through mobile awareness vehicles, traditional puppet performances, local street plays, free health check-up camps and door-to-door educational programmes. Supported by local authorities and community members, the campaign has encouraged discussions on the often-overlooked occupational health hazards linked to pesticide exposure and the need for safer agricultural practices.
The health camps organised under the programme have provided blood pressure and blood sugar screenings, basic health counselling and distribution of PPE protective masks to women farmers. Additionally, every participating woman has received mirrors and calendars carrying messages focused on strengthening awareness about safe farming practices.
Rajeev Jain, Senior Vice President, Corporate Marketing, DS Group, said, “Women farmers play a vital role in India’s agricultural economy, yet awareness of the occupational health risks they face remains limited. Our field research revealed that the saree covering and scarf are often used as informal protective coverings during pesticide-intensive agricultural work, despite offering inadequate protection. This highlights the urgent need for simple, practical and culturally appropriate solutions that women farmers can seamlessly adopt. Through the Pallu Protection Equipment Awareness Campaign, DS Group combines awareness with action, providing accessible solutions that can help make agricultural work safer and healthier for women.”
The initiative is part of DS Group’s broader FarmHER programme, which recognises and supports the contribution of women farmers across India. By making health and safety information accessible, practical and relevant to local farming practices, the programme aims to bridge the gap between awareness and action while encouraging safer and more sustainable agricultural methods.
The protective equipment is also suitable for male farmers, with a specially designed version integrated into the gamcha, a traditional shoulder cloth commonly used by male farmers for wiping sweat and dust during field activities.
DS Group, also known as Dharampal Satyapal Group, is a leading FMCG conglomerate and multi-business corporation with a strong Indian and international presence. Founded in 1929, the organisation represents a business journey combining a rich legacy with continuous innovation and growth. The Group has a diverse portfolio spanning food and beverages, confectionery, mouth fresheners, hospitality, agriculture, luxury retail and other investments.
Its prominent brands include Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol and Namah.
Guided by its commitment to social responsibility and environmental sustainability, DS Group continues to align its business practices with global environmental, social and governance priorities. The DS Headquarters has received Leadership in Energy and Environmental Design Platinum certification under the US Green Building Council’s existing building operations and maintenance programme version 4.0. It has also received LEED Zero Carbon Certification from the US Green Building Council.
DS Group has further demonstrated its environmental commitment through a water positivity index of 1.8 across its business units operating at 30 locations in India. Through the Pallu Protection Equipment Awareness Campaign and the wider FarmHER programme, the organisation continues to focus on empowering farming communities with safer practices, improved awareness and practical health protection solutions.
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