Shaadi.org is a social initiative launched by Shaadi.com with a powerful goal: to address gender disparities and foster a world where men and women enjoy equal opportunities and fair treatment. The platform envisions a society free from the pressures and inequalities related to marriage, where women can live without judgment or disparity.
Shaadi.org works actively by funding and promoting initiatives that empower women with livelihood opportunities, while also influencing mindsets across India through partnerships with organizations sharing the vision of gender equality.
Recent Incidents Triggering The Need of Such Campaigns
The tragic death of Nikki Bhati in Greater Noida has reignited urgent calls to combat dowry-related violence in India. Nikki, aged 28, was allegedly set on fire by her husband and in-laws after failing to meet escalating dowry demands totaling Rs 36 lakh, despite already providing luxury gifts like a Scorpio SUV, Royal Enfield and gold.
Over nearly a decade in a brutal cycle of torture, Nikki and her sister suffered physical abuse and relentless demands. This horrific case, witnessed in part by Nikki’s young son, exposes the deep-rooted cruelty behind dowry practices, which continue to claim thousands of lives annually despite decades-old legal bans. The Nikki Bhati incident underlines the critical need for social initiatives like Shaadi.org’s campaigns—which confront dowry culture head-on—by raising awareness and promoting equality to protect women and change societal mindsets.
Bold Campaigns: Changing Mindsets around Marriage and Women’s Roles
One striking initiative by Shaadi.org is its campaign against dowry culture. Visitors searhing for a dowry calculator on their platform don’t get numbers; instead, they face sobering facts like 187,879 dowry deaths in India in the last 10 years, accompanied by a poignant question:
“Before calculating your worth, ask yourself: what is her life worth?”
This bold approach highlights the dark reality behind societal traditions and sparks a call for reflection and change.
Additionally, Shaadi.com pioneered #FastForHer, a campaign encouraging men to fast during Karwa Chauth for the long life of their wives, promoting equality and respect in marriage. This viral initiative effectively challenged traditional gender norms and encouraged supportive partner behavior early on.
Partnerships That Empower Women
Shaadi.org doesn’t just raise awareness—it actively supports women’s empowerment through partnerships with leading NGOs:
- Udayan Care: A significant collaborator, focusing on the Udayan Shalini Fellowship Programme, which empowers young women from underprivileged backgrounds by providing scholarships, mentoring, and skill development. Since 2002, it has helped nearly 14,000 girls across 13 states pursue education and financial independence.
- Stree Mukti Sanghatana (SMS): Shaadi.org partners with this Mumbai-based NGO to support oppressed women, offering counseling, daycare, and training programs aimed at building self-reliance and healthy living.
- Child Rights Activism: Shaadi.com has worked with organizations like CRY and Madhya Pradesh Lok Sangharsh Sajha Manch to provide safe platforms where children can voice concerns about crucial social issues, including child marriage.
Promoting Financial Independence: A Movement Towards True Freedom
Despite India celebrating 78 years of independence, financial independence for married women remains a significant challenge. Reports highlight that 68% of married women in India are not part of the workforce, often due to societal expectations confining them to unpaid domestic roles. Shaadi.org’s campaigns shine a light on these hidden barriers, emphasizing that financial autonomy is essential to dignity, choice, and empowerment.
By supporting women’s re-entry into the workforce and providing training and leadership programs, Shaadi.org aims to change the status quo—helping at least 10,000 women become financially independent over the next five years through strategic partnerships and targeted funding.
The Larger Goal: Changing Behaviour and Building Equality
Shaadi.org also acts as a convener, providing a platform where people can discuss social issues related to marriage and gender discrimination openly. Its mission includes dismantling harmful traditions and enabling conversations that drive cultural change toward a more equal and just society.
As Adhish Zaveri, VP Marketing at Shaadi.com, explains, the organization’s goal is not just to raise awareness but to inspire action, making financial independence accessible and relatable for women and the broader community.
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Conclusion
Shaadi.org stands as an inspiring example of how an established brand like Shaadi.com leverages its reach and resources for social impact. By addressing deeply rooted issues such as dowry customs, gender bias in marriage, and women’s financial dependency, Shaadi.org is helping nurture a more equal India—one initiative, one life, and one mindset change at a time.
