DS Group launches nano-fibre protection initiative for women farmers in Uttar Pradesh
DS Group has introduced innovative nano-fibre filters integrated into traditional attire to protect women farmers from pesticides and pollutants.
Consumer goods major DS Group has launched a comprehensive safety and awareness initiative for women farmers in the Indian state of Uttar Pradesh. The company has introduced nano-fibre-based protective filters designed to mitigate health risks associated with the handling of agricultural pesticides, chemicals, and exposure to PM2.5 pollutants during farm activities. This program marks a significant step in enhancing occupational safety for women in the agricultural sector.
The initiative is currently being rolled out across seven villages in the Baghpat district, specifically Pali, Katha, Bandpur, Sunehra, Basi, Mavikala, and Sankrodh. The centerpiece of the program is the 'Pallu Protection Equipment' (PPE) filter. This washable nano-fibre insert is engineered to be stitched into a saree pallu or dupatta, effectively turning a traditional garment into a protective respiratory barrier during field work. This design ensures that the safety tool is culturally appropriate and easy to adopt.
Rajeev Jain, Senior Vice President of Corporate Marketing at DS Group, highlighted that the project was based on field research revealing that women farmers often relied on their saree edges for makeshift protection against pesticides, which offered minimal safety. The new filters provide a practical, evidence-based upgrade to these existing habits. The company has also developed a similar version of the filter that can be integrated into the 'gamcha' (a traditional cotton towel) used by male farmers, demonstrating the potential for broader application.
To ensure wide accessibility, the filters are being distributed free of charge through local tailor shops, chemical outlets, and pharmacies within the selected villages. The campaign also employs a diverse range of outreach methods, including mobile awareness vans, puppet shows, and 'nukkad nataks' (street plays), which help communicate the importance of safe farming practices in an engaging and accessible manner. These efforts are complemented by regular door-to-door interactions to educate the community.
Health initiatives are deeply embedded in this project. Through the 'FarmHER' program, DS Group has established medical camps offering blood pressure and blood sugar screenings, basic health counselling, and the distribution of protective gear. By combining practical technology with healthcare access and grassroots awareness, the DS Group is addressing the critical health risks faced by women in agriculture while fostering a culture of safety across Uttar Pradesh’s rural landscape.