Amazon has launched a campaign called "SheIsAmazon" to highlight female employees, associates, and partners who have not only overcome societal, cultural, disability, and economic barriers to achieve their goals, but who are also redefining the powerful role of a woman in the fast-paced e-commerce industry. This year's theme is 'Break the Bias,' and the ad follows suit. On International Women's Day, it was officially launched.
Swati Rustagi, Amazon's Director, DE & I, International Markets, WW Consumer, said, “At Amazon, inclusion is at the heart of all our decision making, and we believe that it’s not only good for society but also for business. ‘SheIsAmazon’ is a simple effort to recognize the stellar work done by many women across Amazon India. There are thousands of women who are breaking bias every day and succeeding in unconventional roles and profiles. We are thankful to all these remarkable women for making what Amazon is, an inclusive and progressive workplace.”
With pioneering programmes and inclusion initiatives like Amazon's revive programme, Amazon India says it has made tremendous steps to enhance diversity at work. The initiative provides opportunities and encourages women to professionally re-integrate themselves and resume their corporate career after a break; planned on-boarding, focused mentoring, flexible work alternatives, and on-the-job learning are major parts of the programme.
'Amazon WoW,' a programme specifically designed for women in technology, assists engineering students in developing long-term careers in technology by allowing them to interact with Amazon executives, participate in workshops, connect with alumni on career experiences, and apply for positions at Amazon.
Amazon has a Military Ambassador Program in addition to the Military Veterans Employment Program, which provides job possibilities for military veterans and their families (MAP). It focuses on the unique developmental requirements of veterans, offering customised training experiences to aid in their transition as well as initiatives to hire persons with disabilities.
Sindhu Mary, an Amazon India fulfilment centre associate and proud transgender woman, remarked, "I am so glad to be treated as an equal at my workplace. The financial stability and growth opportunities make me feel independent and worthy. Honestly, I want to tell all my community members that when the right platform is offered to you, grab the opportunity and give it your best.”
Company said “it is driven by its commitment to creating a great place to work that fosters equity, empathy, respect for people, and an egalitarian work environment. Women have always led from the front when it comes to breaking bias. It takes courage, strength, and willpower to defy social norms and what women have been told to do for all these years. Honouring women for their courage and zeal is what we aim to do on this women’s day.”
As part of the campaign, Amazon is releasing a coffee table book that delves into the professional and personal lives of these women, as well as their path of hope, struggle, and accomplishment. Aruna Sharma, IAS, former secretary to the Government of India, wrote the introduction to the coffee table book, emphasising the importance of increasing women's participation in the workforce in order to achieve the vision of a completely self-sufficient India.
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