Fiesty_fashionV2

Endurance, commitment and strength. These make a woman. There aren’t enough battles in the world to deter her if she is determined.

Madura Fashion and Lifestyle’s factories are woven by the fabric of a woman’s spirit. With a splendid group of women working determinedly towards making our and their own future beautiful, Madura has become a monument of pride for the Aditya Birla Group. The Madura factories are made up of over 8000 such powerful women. Their beginnings are from three different Indian states but their destination is the same. They haven’t had the luxury of proper education or a supportive family. Yet, they have decided to fend for themselves and face hardships with a fighting spirit.

Most projects are started for profit and later layered with a CSR initiative. But empowering these women with the basics of a job, some education, a crèche for their kids and freedom was never a deliberate “initiative”. Madura began with the motive of making every one of these women strong enough to overcome the difficulties thrust upon them.

It was a unique business plan that created profit with the spirit of its employees.

Working in the factory may be their job, but these women don’t start their work from here. They rise before the sun, finish all their household chores, face the various challenges of their family lives and then, with their head held high, travel several miles, by the company transport or even on foot to reach the factory. There is a mesmerising zeal and pride in every one of these women. They aren’t just out there to earn a living. They are out in the world to prove their worth. It is this pride that brings out the kind of commitment towards their work that isn’t a common sight elsewhere.

Madura, a second home to many of these women, spares no effort to make them feel confident, encouraged and empowered. It tries to instil a sense of security in them. Adding more meaning to their lives than any regular job. Why else would Ratnamma choose to walk 10 kilometres every day to reach work during a four day transport strike?

Not just her, hundreds of women walked as much as 15-kilometres to reach work.

Gowri faces a string of difficulties within the walls of her home but she is never late to work or without a smile full of promise and hope. She participates in Namma Dina (Our Day), a day that celebrates the workforce through entertainment and awards. It is these little things that make her feel loved and keep her going. The caring environment stretches well beyond the factory floor. On reaching home Jyoti would be separated from her kids by her in-laws. But with the confidence that Madura gave her, she contacted the authorities and put an end to this injustice. “I want my children to have parental care and I know Madura is walking with me in this endeavour,” she smiles.

These women find their sense of belonging and appreciation from the hard work that they put in the factory. Driving them to outdo their own capabilities. The factory too draws its strength from these fighters. The designs come to life, by their undying spirit.

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