Project Shakti is an initiative to financially empower rural women and create livelihood opportunities for them. Through this project, the Company endeavours to enhance livelihoods of rural women. Around 70% of Shakti Ammas are working in low Human Development Index (HDI < 0.51) districts. The company contact and appoint rural women as Shakti Entrepreneurs (SE), commonly referred as 'Shakti Ammas'. SE are educated and trained by the rural promoter about the Company products and their utility in day to day life in maintaining health and hygiene.  After being trained about the products she receives stocks from company rural distributor at a discount below the price at which the products are sold in the normal course. The Shakti Entrepreneur then sells these goods both directly to consumers (through home to home selling) and to retailers in the village. The Company has trained thousands of Shakti Ammas across the villages in a bid to develop an entrepreneurial mindset and make them financially independent and more empowered. A typical Shakti Amma earns around Rs. 1000/- per month through selling our products. A Shakti Amma in her village gains a social stature as she is associated with the reputed company in addition to being financially empowered.