March 8, 2021
This International Women’s Day, Trident Group, a USD 1 billion Indian business conglomerate and leading global player in home textiles, has launched a digital campaign highlighting the stories of resilience and strength of women from the Trident family. The campaign called ‘Trident Asmita has been created to recognize the hard-working women who are breaking societal barriers every day and to inspire countless others in their pursuit of success, independence and empowerment.
The women featured in the six-part video campaign belong to the Trident family and work across various functions including maintenance, shop floor management and heavy machinery operation– professions conventionally considered only for men. In line with United Nations Development Programme’s 2021 theme of ‘Women in leadership: Achieving an equal future in a COVID-19 world’ for International Women’s Day, Trident’s philosophy of equality surpasses the day-to-day norms and gives a much needed fighting chance to those who are overlooked because of their gender or socio-economic background.
“At Trident, we believe in empowering women who want to break away from the conventional barriers and work towards the growth of their career and family. Through Trident Asmita, we are excited to show the power of the women of Trident who defy stereotypes and emerge as extraordinary heroes in an ordinary world. Each story touches upon a challenging situation where the protagonist chose courage above everything else. These women are brave, bold and beautiful because they dared to be different and that’s why we call it women stories with a difference. We hope that the campaign inspires many more to follow their dreams,” said a company spokesperson.
The campaign is live across all social media channels of the Group.
Trident Limited (NSE: TRIDENT; BSE: 521064) is the flagship Company of Trident Group, a USD 1 billion Indian business conglomerate and a global player. Headquartered in Ludhiana, Punjab, Trident Limited is a vertically integrated textile (Yarn, Bath & Bed Linen), Paper (Wheat Straw-based) and Chemicals manufacturer with captive power generation facility. The manufacturing facilities are located in Punjab and Madhya Pradesh. It is also one of the largest players in home textiles globally. Trident’s towels, yarns, bed sheets and paper business have earned global recognition and are delighting millions of happy customers across the world. Supplying national, captive, and retailer owned brands; the organisation is accorded with multiple national and international awards from its customers, vendors and various government entities in recognition of advancing the highest standards in product quality, social responsibility and environmental stewardship.