MUMBAI: On International Women’s Day, Navbharat Times, in collaboration with FCB Ulka, unveiled a pioneering initiative, ‘Barabari Ki Bhasha’,aimed at making the Hindi language more inclusive and gender-equal.

For centuries, Hindi has been a gendered language, often lacking female-specific terms for professions and achievements, particularly in male-dominated fields such as STEM, politics, sports, and entrepreneurship. This campaign seeks to address this gap by introducing new, gender-neutral or female-centric words, ensuring language no longer limits aspirations.

Research indicates that language shapes society by influencing participation in various fields. The absence of feminine equivalents for certain professions often discourages female involvement, reinforcing gender disparities. By introducing these new words, the initiative hopes to empower young girls, providing them with the language to dream, aspire, and succeed.

The Times of India Group president & chief brand officer Partha Sinha stated, “The first step in understanding a culture is through its language. With a gendered language, some inclusiveness is always left out. ‘Barabari Ki Bhasha’ aims to reflect the true desires and aspirations of society, marking a significant cultural shift.”

FCB Ulka chief creative officer Hemant Shringy added, “‘Barabari Ki Bhasha’ is more than a campaign; it’s a movement. Language shapes how we think, and by introducing these new words, we take a meaningful step toward true equality. Every girl deserves to see herself represented in the words we use daily.”

Initially launched in print, the campaign will expand to digital platforms and other media to maximise its impact.