Uninor works with GSMA to bridge mobile gender gap in India
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New campaign launched to educate women on how mobile phones can improve quality of life
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.”