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Google India launches new social campaign with MARD to boost Internet adoption among Indian women

24/09/2014

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The search’s world giant, Google has launched a new social campaign in association with Bollywood actor-director Farhan Akhtar’s initiative MARD that aims to boost Internet adoption among Indian women.

It was last year when Google India launched a digital literacy initiative campaign for the first time in collaboration with Intel, HUL and Axis Bank and the campaign was called ‘Helping Women Get Online’ (HWGO).

The campaign is an initiative not just to boost the overall internet adoption but also to bridge the huge gender disparity prevalent in the country.

“The first phase has been very successful. In the last 12 months, the number of women using the internet has grown 35% as against 31% by men. This for the first time that women have surpassed men in using internet. This is just the start of the programme as it’s only 10 months when we launched it (the first phase),”

Google India vice president and managing director Rajan Anandan said in Mumbai.

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The jointly-promoted campaign called ‘ReachForTheSky’ will be generating awareness about the need to get women online. The campaign will also make endeavors to encourage existing users to help get more women online and spread awareness of gender equality and women empowerment.

Although India is about to spot the second position in terms of number of internet users in the country, still the number of women using internet is lower than in most of the countries on which Mr. Anandan added

“empowering the young women population with information and internet related tools could transform India’s future.”

According to sandeep Menon, head of marketing, Google India, the company’s aim is to help bring 50 million women online in the country.

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