Daughters deserve more: The inheritance wake-up call

In India, although daughters, like sons, should have equal rights to inherit family property. In reality, this is far from the truth.

Research done by Sunfeast Mom’s Magic shows that only 7% daughters receive equal inheritance through a will. The long-standing belief that ‘Betiyan paraya dhan hoti hain’ (daughters are ultimately someone else’s responsibility) is still very much prevalent in Indian families. 

Ali Harris Shere, chief operating officer—biscuits and cakes cluster at ITC Limited’s Foods Division emphasised the importance of the campaign. He said, “A large number of mothers in India themselves having faced unfair treatment in matters of inheritance by their parents, are the ones who can truly spark a change now in their own families for their daughters. Through the ‘Will of Change’ campaign, we hope to inspire mothers to ensure equal inheritance rights for daughters and become a ‘Mom of Change’.”

With time, mothers in India have found their voice to take a stand and have a strong point of view on various issues concerning them. ITC Sunfeast Mom’s Magic, which takes up causes that affect mothers, has been inspiring them through its past campaigns.

Its latest ‘Will of Change’ initiative puts a spotlight on the deeply ingrained societal bias that sees daughters being overlooked in inheritance matters, advocating for a shift towards equality. The campaign calls on mothers, as the pillars of change, to lead this crucial movement and empowering them to become the #MomOfChange.

At the heart of the campaign is a thought-provoking film, conceptualised by Ogilvy Bangalore,  starring Shefali Shah and Manish Chaudhari. The film poignantly highlights how inheritance decisions often ignore daughters, despite their contributions to the family.

The story unfolds in a modern family setting, where Shekhar Verma is finalising his will with a lawyer. While his daughter Shreya, helps him gather the documents, it becomes clear that only his son Arjun is being named the heir to their family assets.

The mother, played by Shefali Shah, subtly but powerfully challenges this decision, reminding her husband that while their daughter is always addressed as ‘beta’ (son) in their daily lives, she becomes ‘beti’ (daughter) when it comes to inheritance. Her words leave a profound impact on her husband, encouraging him to rethink the bias ingrained in his decision.

As a brand, Sunfeast Mom’s Magic believes that a mom is the warmest superpower and and can fight the biases in the world that come in the way of her children. With the ‘Will of Change’ initiative, the brand takes up one of the most ingrained biases in society and inspires moms to take charge of this change.

Campaign’s take: In a cultural landscape where daughters have long been viewed as ‘paraya dhan’ (someone else's responsibility), the Sunfeast Mom’s Magic ad film, part of its 'Will of Change' campaign, makes a powerful statement. By highlighting the glaring inequalities in inheritance rights, the film challenges the patriarchal mindset that often sidelines daughters in favour of sons when it comes to family assets.

The poignant narrative, featuring Shefali Shah and Manish Chaudhari, reveals how even well-meaning families can perpetuate age-old biases. As the story unfolds, the mother’s subtle yet impactful reminder that her daughter is often referred to as ‘beta’ (son) in daily life but is deemed ‘beti’ (daughter) when it comes to inheritance strikes at the heart of this systemic issue.

Campaigns like this are essential in addressing the deep-seated patriarchy prevalent in Indian society. They provide a platform for dialogue and reflection, encouraging mothers—who frequently face similar injustices—to advocate for their daughters' rights.

While this ad is a commendable step toward fostering change, it also underscores the need for continued efforts. Educational initiatives, legal reforms, and broader societal engagement are critical to transforming attitudes about inheritance and gender roles. Ultimately, for real progress to occur, the narrative surrounding daughters must evolve from one of marginalisation to one of empowerment, where equal inheritance is not just a dream but a reality for all.