Leading The Change

Homeownership has long been a symbol of stability and success, yet gender inequality persists in this space. Societal norms have historically positioned women as caretakers of homes rather than rightful owners. Even today, many women face biases—whether in financial decision-making, property inheritance, or securing loans.
Our campaign challenged these outdated perceptions by redefining the language around women and homeownership. We transformed traditional labels—from “Homemaker” to “Homeowner,” from “Lady of the House” to “House of the Lady,” and from “Ghar ki Lakshmi” to “Lakshmi ka Ghar”—shifting the focus from duty to empowerment.