Adani Foundation’s ‘Arthik Azadi’ Films Spotlight Women’s Quiet Victories and Everyday Freedom
Ahmedabad, India, Dec 08th: Women across India are expressing empowerment through small yet meaningful choices – what to buy, what to wear and where to go. Capturing this paradigm shift, the Adani Group’s Corporate Brand Custodian (CBC) Digital team has unveiled ‘Arthik Azadi’, a three-film series for the Adani Foundation that spotlights the everyday freedom unlocked through financial independence.
Setting the tone for the series, Dr Priti G Adani, Chairperson, Adani Foundation, said, “A woman empowered is India empowered. If we truly want progress that matters, the fulfilment of women’s potential is not optional. It is non-negotiable.”
For 29 years, the Foundation, the social and development arm of the Adani Group, has strengthened women’s agency through education, health, livelihoods, climate action and community development. Today the non-profit reaches 9.6 million people, including two million women across 7,000+ villages in 22 states.
Rooted in the insight that financial freedom is life freedom, each film depicts a simple act of choice. The Plate reflects the freedom to choose what she likes, the Autorickshaw symbolizes the power to decide one’s direction, and the Saree represents the confidence to assert identity. Together, these films celebrate the quiet victories of women whose earnings are expanding possibilities for families and communities.
Because money isn’t just money, it’s a choice. And Indian women are claiming their rightful place.