In a major push for women’s safety, dignity, and economic empowerment, Union Ministers Shivraj Singh Chouhan and Annapurna Devi launched the fourth edition of the national campaign ‘Nayi Chetna – Initiative for Change’ in New Delhi. The campaign, spearheaded by the Ministry of Rural Development under DAY-NRLM, will run across all states and union territories until December 23, 2025, with Self-Help Groups (SHGs) leading activities at the grassroots level.
A joint advisory signed by 11 central ministries was also issued at the event, signalling strengthened inter-ministerial cooperation to combat gender discrimination and violence. Ministries involved include Women & Child Development, Home Affairs, Panchayati Raj, Agriculture & Farmers’ Welfare, Health & Family Welfare, MSME, Information & Broadcasting, Justice.
Speaking at the launch held at Pravasi Bharatiya Kendra, Shivraj Singh Chouhan underscored the government’s efforts under Prime Minister Narendra Modi to advance women’s economic, social, and educational empowerment. He described Nayi Chetna as a growing mass movement designed to enhance women’s security, dignity, and participation in rural development.
Chouhan highlighted the transformative role of SHGs, noting that more than 20 million women have become ‘Lakhpati Didis’ through livelihood initiatives. He asserted that no woman should remain poor under the current government and reaffirmed the commitment to expanding opportunities for women across rural India. “It is our duty to ensure every woman smiles, and no woman has tears in her eyes,” he said.
Calling for a societal shift in attitudes toward daughters, Chouhan stressed the need to challenge discriminatory mindsets and prevent violence against women. He announced plans for a nationwide campaign to establish violence-free villages and condemned all forms of gender-based violence. “Women are divine; without respect for women’s dignity, neither country nor society can progress,” he stated.
The minister also warned against substance abuse, describing addiction as a root cause of many social problems. He urged women to lead awareness initiatives on curbing addiction at the village level.
The Nayi Chetna 4.0 campaign aims to promote safe mobility for women, encourage shared domestic responsibilities, recognise women’s economic contributions, and strengthen community-level action against gender-based violence. Officials from central ministries, state rural livelihood missions, Anganwadi workers, civil society organisations, and SHG members from across India attended the launch, showcasing broad support for the government’s ‘Whole of Government’ approach to gender equality and rural development.
