Shoppers Stop launched “It’s Our Time” campaign, a tongue-in-cheek approach at the age-old anecdote women hear, ‘women take time to get ready’. It is a bold but positive expression of women who want to be a part of progressive times through their own progress. The campaign aims to draw attention towards issues and challenges faced by women and are barriers towards their path to their success. The campaign was conceptualised while addressing the audience of women and captures the real opportunity that women’s progress can mean to India. India ranks 120 among 131 countries in female labour force participation rates.
Women are an influential community and contribute to more than half of Shoppers Stop sales which are either directly made or influenced by them. 28% of their overall workforce including frontline sales is represented by women. At mid-to-senior level 37% of workforce is represented by women employees. Extending the thought, as part of the campaign, Shoppers Stop has committed to donate ₹1 against every beauty category bill towards the cause of acid attack survivors to support and encourage them to live their life with dignity. Additionally, the company has rolled out various initiatives and policies to empower working mothers such as - Daycare facility and allowances, ‘Bring your child to work’, ‘Flexible work hours’, extending Maternity Leave for 24 weeks and Paternity Leave for 5 working days.