Union Minister of Rural Development and Agriculture & Farmers’ Welfare Shivraj Singh Chouhan on Tuesday launched Nayi Chetna 4.0, the National Campaign on Gender Equality and Women’s Empowerment, here.
In his keynote address, he reaffirmed the Prime Minister’s resolve to ensure that no sister remains in poverty, no woman lives with tears in her eyes, and that every sister attains dignity, confidence, and prosperity as a Lakhpati Didi.
He highlighted that more than two crore SHG women have already become Lakhpati Didis. He stated that the government is consistently working towards realising this vision by strengthening women’s empowerment and expanding opportunities for rural women across the country.
An inter-ministerial joint advisory, signed by eleven collaborating Ministries/Departments, was also unveiled at the launch event. This advisory embodies the spirit of a “whole of government” approach, leveraging the strength of each collaborating Ministry/Department to eliminate gender-based discrimination and violence.
The month-long campaign, organised by Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) under the Ministry of Rural Development, will run across all Indian States and Union Territories until 23rd December 2025. This initiative, led by the extensive SHG network of DAY-NRLM, embodies the spirit of Jan Andolan.
Minister of State for Rural Development and Communications Chandra Sekhar Pemmasani highlighted that the collective strength of 10 crore rural women mobilised through Self-Help Groups has transformed Nayi Chetna into a robust grassroots movement. He stated that the campaign not only empowers women to seek timely support but also inspires them to speak up and bring long-suppressed issues to the forefront, thereby strengthening community-led efforts towards a violence-free and gender-equitable rural ecosystem.
Two Gender champions from Bihar and Rajasthan shared their journeys of overcoming discrimination and leading change within their communities.
Nayi Chetna 4.0 aims to strengthen community action against gender-based violence and promote women’s safety, dignity, and economic empowerment across rural India.
The campaign focuses on enabling safe mobility, recognising women as key economic contributors, and addressing unpaid care work through shared community responsibility. It further seeks to enhance women’s access to assets, credit, skills, and markets, thereby expanding opportunities for entrepreneurship and livelihoods. By advocating gender-responsive policies and budgets, the campaign ensures women’s voices shape decision-making at all levels, reinforcing DAY-NRLM’s commitment to equality and inclusive rural development.