MUMBAI: With International Women’s Day beckoning right around the corner, LimeRoad, India’s largest independent fashion retailer, has joined this global crusade for equality and launched a campaign that celebrates ‘Collective Individualism’.

While celebrating ‘HER’ has become a vital notion globally, in an equal world where every individual chooses to combat stereotypes and break barriers to collectively narrow the gender gap, it has become vital. While taking forward the essence of this global theme, the campaign launched by LimeRoad, celebrates three achievers who have individually chased their dreams and passions and created a niche for themselves in their chosen professions – regardless of the stereotypes.

The campaign questions the basics of gender equality and the personal challenges faced by the personalities who have broken labels and shattered the glass ceiling which has been enforced by the society and making a bold statement in itself.

The  unique journeys of Priya Jha – Country Director Evidence Action (International NGO), Ruchira Hoon (former journalist, now head chef Ek Bar) and photographer par excellence Ashish Chawla, have been captured in videos that will be released on LimeRoad’s exclusive Instagram, Facebook and YouTube handles. Staying true to the campaign’s essence the company has included Ashish Chawla who photographer with his experience of over 17 years, as a gesture to drive home the Each For Equal message. 

LimeRoad has long paved the way for equality and for #EachForEqual with having a woman at the helm of affairs, a very high percentage  women in the senior leadership team as well as a veritable army of scrap bookers.  The very concept of a workplace is alien to a huge percentage of women in India, but thanks to LimeRoad’s unique approach to user-generated content, thousands are now embracing these opportunities and are able to use virtual styling as a means of self-expression, as their connect with the external world, as well as a key source of self-affirmation.