DS Group launches ‘Pallu Protection Equipment’ campaign for women farmers in UP

NEW DELHI: DS Group is weaving safety into tradition. DS Group has launched a campaign in Uttar Pradesh that aims to protect women farmers from pesticide exposure by integrating a washable nano-fibre filter into saree pallus and dupattas, turning everyday clothing into protective gear.

The initiative, titled ‘Pallu Protection Equipment’ (PPE), is being rolled out across seven villages in Baghpat district: Pali, Katha, Bandpur, Sunehra, Basi, Mavikala and Sankrodh. It combines community awareness, preventive healthcare and free distribution of protective equipment to encourage safer farming practices.

At the heart of the campaign is a washable nano-fibre filter that can be stitched into a saree pallu or dupatta, providing protection against pesticide particles, dust and harmful chemicals, including PM2.5 pollutants. The filters will be distributed free of cost through local tailor shops, pesticide retailers and chemist stores in the participating villages.

The programme also includes mobile awareness vans, puppet shows, street plays in local languages, door-to-door outreach and free health camps offering blood pressure and blood sugar screenings, basic health counselling and distribution of protective masks. Women participating in the campaign are also receiving mirrors and calendars carrying messages on safe farming practices.

DS Group, senior vice president, corporate marketing, Rajeev Jain said the initiative was developed after field research showed that many women farmers already use saree pallus and dupattas as makeshift face coverings while handling pesticides.

“Our field research revealed that the saree pallu and dupatta are often used as informal protective coverings during pesticide-intensive agricultural work, despite offering inadequate protection. This highlights the urgent need for simple, practical and culturally appropriate solutions that women farmers can seamlessly adopt,” Jain said.

He added that the campaign aims to combine awareness with practical interventions that make agricultural work safer and healthier for women.

The initiative is part of DS Group’s broader FarmHER programme, which focuses on recognising and supporting women farmers across India. Alongside the solution designed for women, the company has also developed a version integrated into the traditional gamcha commonly used by male farmers.

By combining locally relevant design with public health awareness, the campaign seeks to bridge the gap between awareness and adoption, encouraging safer agricultural practices without requiring farmers to change their daily attire or routines.