Gurugram, February 28, 2024 – 'Trident Asmita', a powerful digital campaign spotlights the indomitable strength and defiance against societal norms displayed by the women within Trident's revered workplace family. Trident unfurls its narrative quilt that stitches together stories of valiant women who have surmounted gender barriers, cementing their position in professions once deemed suitable only for their male counterparts.

As 'Trident Asmita' unfolds a compelling journey of women thriving as maintenance experts, shop floor maestros, and heavy machinery operators. These roles, steeped in legacy as male-dominated forts, have been reclaimed and revitalised by the women of Trident, raising a standard for what collective support and individual bravado can achieve, the campaign is a testament to Trident's philosophy of equality that translates into decisive action.

The campaign gains further prominence as it echoes the United Nations Development Programme's 2021 theme, celebrating women in leadership and fortifying a gender-equitable future in a post-pandemic world. Trident embraces this theme not just in sentiment but practically and prominently through the initiatives that provide platforms for women to emerge as leaders within and beyond the organisation.

Each story featured in 'Trident Asmita' narrates an episode of adversity turned into a tale of triumph – where the protagonists, through sheer will and unwavering courage, chose to pursue a path less trodden. A heartwarming portrait of these women illustrates beauty not in conformity but in audacity; it is in their choice to differentiate and their success in carving out a niche for themselves.

Trident Group's commitment to women empowerment extends to tangible action and resolute initiatives, a compelling narrative that has resonated with the eminent PHD Chamber of Commerce and Industry (PHDCCI), leading to the honour of the 2nd Astitva Award. A beacon in the CSR domain, the award demonstrates the effectiveness and reach of Trident and its MD, Sh. Rajinder Gupta’s, emphatic initiatives.

Trident's initiatives speak volumes of the organisation's focus on fostering environments where women can thrive unimpeded by societal constraints:

The Empowerment Panels: Within the Sole Female Earner Initiative and the Shagun Scheme, there are stories of grit where Trident has not only acknowledged but rewarded the contributions made by sole breadwinning women and provided financial aid to celebrate the nuptials of their family members.

Crafting the Future with Tradition: Through Hastakala, Trident empowers several hundred women by providing them with opportunities to imbue traditional art forms into commercially viable products, heralding not just a revival of a cultural legacy but the creation of a new economic lineage for these women artisans.

Health and Education: Giant strides in healthcare and education initiatives show the Group's unwavering commitment towards building a robust community. Notably, Trident's notebook distribution crusade addresses the heart of education – resources for learning.

Mental and Physical Well-being: Nav Chetna and the partnership with Swasti are prominent illustrations of Trident’s comprehensive approach towards tackling health issues ranging from addiction to the wellbeing of women within their factories; a clear commitment towards creating a wholesome work environment where the Trident family can flourish.

About Trident Group

Based in Ludhiana, Punjab, Trident Limited, a billion-dollar titan, sways the global market as a top-tier manufacturer in textiles and paper. Famed for its superior quality bath & bed linens, yarns, and eco-friendly paper products, Trident entwines excellence and sustainability, forging an intimate bond with households worldwide. Garnering international applause for their product superiority, societal contributions, and a commitment to the environment, these commendations serve as reaffirmations of Trident's and its Chairman, honourable Padma Shri- Sh. Rajinder Gupta’s unfaltering vision and drive towards pacing a mindful world.