Uninor works with GSMA to bridge mobile gender gap in India

In November 2010, a village in Uttar Pradesh banned unmarried women from using mobile phones. Here, and elsewhere in this region, mobile phones are seen as unwelcome tools that enable women to step beyond the confines of traditional roles and social mores. Mobile penetration among women in many developing markets is consistently low, with just 28% of Indian women in possession of a mobile phone.

In an effort to bridge the mobile gender gap in India, Uninor joined forces with the GSM Association’s mWomen advocacy campaign. Together they launched “Mera Mobile, Mera Saathi”, which means “My Mobile, My Companion”. This campaign aims to bring the life-transforming benefits of mobile phones to more women across all of India.

Mera Mobile, Mera Saathi is a response to inequality

“We know that the mobile phone improves quality of life by opening up a world of information and opportunities. It is regrettable that women in such large parts of our country do not have equal access to this change. Mera Mobile, Mera Saathi is our response to this inequality,” said Rajiv Bawa, EVP and Head of Corporate Affairs, Uninor. “By supporting women’s rights to hear and be heard, we hope that we will make a contribution to their social and economic prosperity.”

Trina DasGupta, Director of the GSMA’s mWomen programme, added, “Upon learning about the banning of cell phones from single women in the Lank village of Uttar Pradesh, the GSMA mWomen Programme sought out partners to create locally-relevant educational campaigns on the benefits of women’s access to mobile phones. Uninor has stepped up to develop the important Mera Mobile, Mera Saathi campaign, which is one of the first of its kind. The GSMA mWomen Programme continues to support the efforts of the campaign with global advocacy around this issue and applauds Uninor on its efforts.”

Spreading the message

Mera Mobile, Mera Saathi was officially launched in January 2011, in the states of Uttar Pradesh and Bihar. The campaign is an awareness initiative that highlights the benefits from mobile phones, including income generation opportunities, stronger familial and social ties, and new information on health, education and government schemes, as well as personal safety and entertainment.

The information is broadcasted through Uninor’s own network via SMS campaign messages. Outbound dialing to existing customers also ensures that voice messages in local languages reach rural communities. The Mera Mobile, Mera Saathi campaign will also organize events in local communities, and local media will be used to reach a wider audience in the second phase of the campaign.

Building a more sustainable future

By introducing rural Indian women to telecommunications and its enabling effects, Uninor aims to build a sustainable future for the community. Uninor employees will also share their time and expertise in generating awareness in the markets where it does business, strengthening its reputation as a responsible corporate citizen.