PINAKI MAJUMDAR
Jamshedpur, Nov 13: Didi Kaamwali (maids), an initiative led by PR 24×7, a prominent regional PR organization, has reached its third anniversary.
Launched on November 4 three years ago, the campaign’s purpose is to acknowledge the hardworking Didis who contribute diligently to our community throughout the year, gaining substantial support from the public.
The positive impact of this initiative continues to manifest this year as well. The PR agency had urged everyone to show respect not only to those employed at home but also to those working in our streets and neighbouring areas.
Officials of the PR agency said that they play a crucial role in keeping homes clean and organized, so it’s only fair that everyone shows appreciation for their dedication and efforts during this festive season.
Expressing his perspective on this initiative, Atul Malikram, founder of the PR agency, remarked, “Nearly a month prior to Diwali, the cleaning routine commences in our households, encompassing various items and utensils. Occasionally, we notice dust accumulating in different corners of our homes. In addition to their regular responsibilities, we assign them additional small tasks. At times, we present them with four large utensils to wash, and on other occasions, we involve them in cleaning cobwebs and dust from the walls. During that period, we often overlook the fact that she was employed in ten other households similar to ours. I am inclined to think that this scenario is likely playing out in all homes during the Diwali month. Rarely does anyone consider that these workers, too, have a need for cleaning in their own homes, and they might be celebrating Diwali amidst chores. It is worth noting that while enhancing the aesthetics of our homes and attending to our needs, they tend to neglect their own well-being and homes. This is a reality we must acknowledge.”
Notably, as part of this initiative last year, the general masses across India showed their support for the Didis who play a crucial role in caring for families.
Many individuals changed their profile frames to #DIDIKAAMWALI on social media, endorsing an appeal to respect the dignity of their work, considering they leave their homes to enhance the beauty of ours.
People from various states including Jharkhand wholeheartedly embraced this campaign, actively supporting #DIDIKAAMWALI and spreading awareness within their families
