Pankajakasthuri Herbal Research Foundation (PKHRF), a leading Modern Ayurveda brand, on the occasion of women’s day, has unveiled a digital film titled ‘Celebrating Gender Imbalance’. Through this film, PKHRF pays a tribute to women in Modern Ayurveda who are breaking the barriers and are now dominating the field.
The film was inspired by the increasing number of women in their workforce and the rising enrollment of female students in their Ayurvedic medical college. Since its inception, the organization has had a women-centric workforce comprising 79% of doctors and 90% of healthcare staff. The college on the other hand has 86% of girl students with a 66% of women faculty. Led by four women directors – Dr Lekshmi Nair, Director – Medicals, Dr Kasthuri Nair, Director – Academics, Dr Kaveri Nair, Director – Operations and Dr Aiswarya Nair, Director – Strategy, PKHRF has always been at the forefront to support women with their initiatives.
Emphasizing the theme #BreakTheBias, this film showcases how women are today leading in the field of Modern Ayurveda and changing the perception of the ancient science that was hitherto mostly associated with a male image. The film cleverly uses reverse psychology by celebrating their #GenderImbalance to portray how they have a positive gender bias at PKHRF.
Dr Aiswarya Nair, Director – Strategy, Pankajakasthuri Herbal Research Foundation said, “Since we began our journey in 2002, we have seen a rising interest from women to work in the field of Ayurveda, either as doctors and scientists or in other areas of science. We are proud to have an organization where women are forging ahead in the field of modern Ayurveda. It is a great honour to celebrate these women who are breaking the glass ceiling in this field. In this film, we decided to reverse the concept of inequality and celebrate it by showcasing the ‘bias towards women’ at PKHRF. It’s about time we welcome this change and encourage young girls to break the bias.”
With this film, PKHRF aims to encourage women to celebrate womanhood through a majority!