30 ‘Jagruk Didis’ to Lead Grassroots Outreach Reaching 4,500 Women and Adolescent Girls
New Delhi, May 29, 2026: On the occasion of Menstrual Hygiene Day 2026, the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi business corporation has launched a focused community-led menstrual hygiene awareness campaign across 18 villages in Barota, Karnal, Haryana and Purquazi, Muzaffarnagar region of Uttar Pradesh. The initiative will improve awareness, accessibility and preventive healthcare support for women and adolescent girls.
As part of the initiative, the DS Group will develop 30 “Jagruk Didis” through an intensive Training of Trainers (ToT) programme. Equipped with Information, Education and Communication (IEC) materials including aprons and flip charts, these trained Jagruk Didis will conduct village-level sessions to promote menstrual hygiene awareness and healthy practices. The campaign will directly reach nearly 4,500 adolescent girls and women within one month.
Mr Prabhakant Jain, GM, Sustainability & CSR, DS Group said “Aligned with DS Group’s commitment to inclusive community development, this initiative aims to create awareness at the grassroot level around menstrual hygiene while empowering women leaders to become catalysts of change within their villages. Through the ‘Jagruk Didi’ model, we hope to strengthen preventive healthcare awareness and reach nearly 4,500 women and adolescent girls across 18 villages.”
The initiative also aims to establish a sustainable village-level support system by further developing selected “Jagruk Didis” into - community health ambassadors. This model will deepen outreach, encourage behavioural change, and ensure continuity of awareness, counselling, and preventive healthcare support for women and adolescent girls in rural communities.
Rural communities in Karnal and Purquazi continue to face multidimensional development challenges, including inadequate school infrastructure, limited healthcare access, low awareness around reproductive health and restricted livelihood opportunities for women and youth. Menstrual hygiene remains a critical but often under-addressed issue due to social stigma, lack of awareness and limited access to quality healthcare services.
To strengthen healthcare access in these regions, DS Group is currently operating mobile medical clinics across 18 villages while also supporting PHC services in Barota, Karnal through deployment of doctors, medical equipment, and specialised gynaecologist consultations. These healthcare services are benefiting women and adolescent girls from all project villages as well as neighbouring communities.
Regular counselling sessions by gynaecologists, along with awareness programmes on menstrual hygiene, anaemia, nutrition and reproductive health, have become integral components of the Foundation’s healthcare interventions. The growing community response has also encouraged government schools in the region to collaborate with the Foundation for dedicated awareness sessions for girl students, conducted regularly by the Foundation’s health team and gynaecology specialists.
ABOUT DS GROUP
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.
As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC. DS Group has aligned its financial performance with global ESG priorities with the launch of a pioneering Double Materiality Assessment across all businesses. Further demonstrating its environmental leadership, the DS Group has a water positivity index at 1.8 across its business units in 30 locations of India. For details, log onto www.dsgroup.com.