Godrej Capital’s Aarohi film asks the questions women already face

Godrej Capital, the financial services arm of Godrej Industries Group, has launched Aarohi, an initiative to empower women beyond enabling credit. Aarohi will drive inclusive growth by expanding financial access, strengthening community initiatives, and increasing opportunities for women. It focuses on empowering women as customers, collaborating with channel partners, promoting inclusive hiring, and addressing well-being and representation. With a goal to positively impact 100,000 women over the next five years, Aarohi aims to foster meaningful growth. 

To mark this expansion, Godrej Capital has launched a film that highlights the challenges women face and opens a dialogue to address them. Through unscripted stories, the film brings to light the biases women encounter in their career and financial decisions, showcasing those who have challenged norms, defied expectations, and redefined success on their terms.

Manish Shah, managing director and CEO, Godrej Capital, added, "Aarohi is more than enabling credit; it’s a sustainable ecosystem where women can thrive as leaders and changemakers. Women’s ambitions are often shaped by societal expectations and met with challenges, but through Aarohi, we are building resilience and providing tangible opportunities. Whether a woman wants to work with us, partner with us, serve communities, or grow as a customer, Aarohi is here to support ambitions in every form.”

To further Aarohi’s mission, Godrej Capital, through its subsidiary, has partnered with the Women Entrepreneurship Platform (WEP), a flagship initiative by NITI Aayog, to introduce Aarohi Loans with tailored financial solutions such as Home Loan, Loan Against Property, Business Loans, and Professional Loans for women borrowers. Designed to support all women, including first-time borrowers, Aarohi Loans offer simplified eligibility criteria and financial literacy programs to enhance accessibility. Ranging from INR 5 lakhs to INR 15 crores, Aarohi Loans ensure seamless access to funding with quick approvals, minimal documentation, and flexible terms.

Beyond financial inclusion, Aarohi is also integrated into CSR initiatives, driving sustained impact through community programs. A key focus is on building the financial capability of existing women-led MSMEs by addressing gaps through capacity-building programs in business management, financial literacy, market linkages, and the legal and regulatory framework. Additionally, the company is expanding opportunities within its channel partner network, having onboarded over 250 women channel partners and aiming to onboard more, fostering greater participation and growth.

Campaign’s take: Godrej Capital’s latest film for its Aarohi initiative ditches polished models and scripted perfection in favour of real women and their everyday struggles—smart move. After all, if you’re talking about breaking barriers for women entrepreneurs, who better to tell the story than those who have actually lived it?

The film opens with a deceptively simple yet powerful question: “Jab aapne aage badhne ki koshish ki tab kaunse sawaal uthe?” (“What questions arose as you tried to move forward?”). The answers hit home. A woman dentist is asked where the ‘real’ doctor is. A budding entrepreneur fields concerns about where she’ll set up her office—because starting from zero is apparently unfathomable. And then there’s the single woman applying for a loan, battling outdated notions that marital status is a business credential.

These moments, plucked straight from real life, make for an impactful narrative. Godrej Capital isn’t just pushing credit—it’s nudging a much-needed shift in mindset. Will it change how people view women entrepreneurs? That’s a bigger battle. But by turning the spotlight on the questions that hold women back, this campaign ensures the conversation won’t be ignored.