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Ariel gets 1.3 million men to pledge to join its #ShareTheLoad movement

Actor Imran Khan, along with 30 other couples are the latest to join the movement to drive equality within the Indian household

BestMediaInfo Bureau | Delhi | May 11, 2015


Following up on the recent launch of its new customised ‘His & Her’ pack along with a ‘Do-It-Yourself Laundry Manual for Men’, and the ‘Men and Women’ wash care label, Ariel India and Whirlpool have stated that over 1.3 million men have pledged to #ShareTheLoad.

Actor Imran Khan, along with 30 other couples are the latest to join the movement to drive equality within the Indian household. The #ShareTheLoad Movement, initiated by Ariel India has received tremendous support with a host of famous faces and diverse partners joining. This includes the likes of Shilpa Shetty, Malaika Arora Khan, Arbaaz Khan, Amala Paul, Mandira Bedi, Neha Dhupia, Boman Irani, Sania Mirza, as well as Shoppers Stop, Indian Premier League (IPL) cricket team Rajasthan Royals, designer Masaba Gupta, and American Crew, among others.

Vijay Makwana, Category Director, Fabric Care, Whirlpool, said, “As a partner to the homemaker, Whirlpool constantly strives to make moments in her everyday life more enjoyable with washing machines that not just consistently deliver high performance, but also are easy and intuitive to use. We believe a happy home is the one where both husband and wife share an equal relationship and hence are proud to commit to #ShareTheLoad.”

Meanwhile, a recently conducted survey by an independent third party agency on Indian households across five cities – Mumbai, Delhi, Chennai, Hyderabad and Bangalore, supported by Ariel India, reveals that more than two-thirds of Indian women feel men who do the laundry will make great husbands. The survey also reveals the vast difference in the way men and women view household chores, while nearly 76 per cent of Indian men feel laundry is only a woman’s job, 76 per cent of Indian women feel laundry is the easiest task a man can help with at home. Seventy-five per cent of married Indian women also feel that if their husbands help with household chores, they will get more quality time with them. In a positive sign, 80 per cent of men feel sharing of household chores make men and women equal partners at home. Also, 82 per cent of men believe sharing of household work is important for a happy marriage.

Commenting on the survey findings, Sharat Verma, Associate Brand Director, Fabric Care, P&G India, said, “The survey on Indian households conducted by an independent third party agency, supported by Ariel, reinforces that Indian women feel there exists an inequality between men and women when it comes to household chores. With laundry being the face of this inequality, we are glad to partner with men and women across the country in addressing this issue. When chores are equally shared, it leads to a happier household, and we are glad to enable this by celebrating the pride and the role of laundry in the household.”


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