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Storyboard18 | International Transgender Day: Are brands really that inclusive?

It's March 31. It's also International Transgender Day of Visibility, and a good time to ask whether brands are really moving the needle on inclusivity.

March 31, 2022 / 08:56 AM IST
(Representational image) Homegrown brands like Bhima Jewellery, Airtel, Kaya, Colobar Cosmetics, Vicks, Brooke Bond Red Label and Nykaa are among those that have launched campaigns and initiatives for gender inclusivity. (Image: Harry Quan via Unsplash)

(Representational image) Homegrown brands like Bhima Jewellery, Airtel, Kaya, Colobar Cosmetics, Vicks, Brooke Bond Red Label and Nykaa are among those that have launched campaigns and initiatives for gender inclusivity. (Image: Harry Quan via Unsplash)

Why don’t we divide this world between you and me, one part for people who look like you, one part for people like me? This is the question that Kaya is asking in its BeautyInSafety campaign launching on International Transgender Day of Visibility (March 31).

The skincare brand has taken its first step towards extending support to the transgender community with the launch of this new initiative and so have many other brands. In a bid to be more inclusive, over the years brands have been launching campaigns like 'Swad Apnepan Ka, Touch of Care’ or aligning themselves with ongoing projects that serve the community. But is it enough?

Like Samyukta Ganesh Iyer, VP and Head of Marketing, Kaya, says, “For communities that have gone through years of oppression and marginalization, such as the transgender community, no efforts are enough. But we start somewhere.”