Biggest beneficiary outreach programme of BJP, Mahila Morcha

Sujata Sabat Padhy

(sujata.mjmc@gmail.com)

Over the past nine years, the Central Government of India, led by visionary Prime Minister Narendra Modi, has catapulted India’s growth roadmap and brought it on par with that of top tier countries like the USA, China, and Russia. What is more interesting is that the development and the programs were carefully drawn to favor a good economic growth with more FDI while focusing on self-reliance and the slogan of AATMANIRBHAR BHARAT.

As the economies grew, so did the support for the needy, poor, and middle-class Indian citizens. The Modi government has introduced many people-centric beneficial schemes aimed at developing the socio-economic and health conditions of the common man or woman of India. If one counts the schemes for women and girls, they were some of the biggest priorities of the honorable Prime Minister. He, coming from a very humble background himself understood the plight of an ordinary citizen and especially women, who were quite negligent and needed to be taken care of. Also there was the instance of the safety and security of women, including girls.

To take care of all these and also to ensure the overall safety and growth of a girl child from birth through her journey as a woman, the government has established many schemes and programs. Be it Pradhan Mantri Matru Vandana Yojana, Pradhan Mantri Surakshit Matritva Abhiyan, PM Cares for Children, Beti Bachao, Beti Padhao, Sukanya Samriddhi Yojana, and many more, our beloved Prime Minister Shri Narendra Modi has not left any stone unturned to make sure the safety and security of a girl or woman, including Women Empowerment with Mudra Yojana, Start-Up India benefits for women, and so on.

While PM Modi always said that the women of India are his strength and brought him back once more in 2019 to serve the country, the women of India also reciprocate their belongingness to the great son of Mother India and stand tall behind him.

This has prompted the BJP Mahila Morcha, one of the world’s largest political women’s wings, to come up with a unique idea of thanking the benevolent PM Modi and expressing their gratitude in the form of taking selfies with all such women beneficiaries across the country. The 27th of February 2023 was chosen to launch the biggest-ever beneficiary outreach program conducted by the BJP Mahila Morcha under the able leadership of its National President, Smt. Vanathi Srinivasan. Armed with women karyakartas spread over 37 organizational states of the BJP up to booth level, a vast program aimed to reach out to grassroots levels was drafted along with all senior leaders and National Office Bearers. And the “One Crore Selfie with Mahila Labharthis” program was conceived. The plan was that Mahila Morcha Karyakartas would reach out to women beneficiaries in their own areas and take a selfie with their consent, and upload it to NaMo App, the official mobile app of PM Shri Narendra Modi, including posting Labharthi videos thanking the PM. A massive virtual workshop was organized across all the state units of the Mahila Morcha to train the members on the technicalities of uploading all the data into the NaMo App. A knowledgeable team from NaMo App came out to support the movement and train everyone.

On February 27, 2023, the Honourable Union Minister for Women and Child Development, Smt. Smriti Irani ji, launched the program from Maharashtra, while BJMM National President, Smt. Vanathi Srinivasan ji, launched it the same day from Madurai, Tamil Nadu.

The hashtag #MahilaMorcha1CrSelfies was also launched on that day by the Social Media Unit of the BJP Mahila Morcha. Now, apart from Maharashtra and Tamil Nadu, the program was launched simultaneously across 30 other organizational states of the BJP at 4 p.m. on February 27, 2023, involving BJP Ministers, MPs, and MLAs as guests. This biggest beneficiary outreach program will continue until February 2024, and all the National Office Bearers and NEC Members of the BJP Mahila Morcha were entrusted with different states to travel and ensure the success of this program.

As the program proceeds, the numbers of selfies uploaded are increasing day by day and picking up speed, while the enthusiastic Mahila Morcha cadre is reaching out to each labharthi across their own areas.

When it comes to social media posts only, the hashtag #MahilaMorcha1CrSelfies has already crossed 9 crore reach and impressions on social media platforms like Twitter, Facebook, and Instagram. With only days of its beginning of the program it holds lot many other records to make in coming days, weeks, months till we reach February 2024.