This article is published in partnership with Godrej Foods Limited

When unrest disrupted life in Manipur, Rozaline Thangjam didn’t step back. As part of a fledgling general trade team, she continued visiting stores, speaking to retailers, and keeping business afloat — often walking long distances to do so.

Her resilience is not an exception. It’s a sign of what’s possible when women are given the training, tools, and trust to thrive in frontline sales — an industry that has long excluded them.

Her story reflects a deeper, systemic issue — and the scale of the challenge becomes evident when we look at the numbers.

A gender gap in plain sight

While women made up 18 percent of the Indian workforce in FY2024 — a marginal 0.6% dip from the previous year and from 19 percent in FY2021 — their presence in frontline sales remains especially concerning.

That’s because field roles are still widely seen as a man’s domain, shaped by long-standing gender norms and perceptions around physical mobility, safety, and negotiation. This bias often sidelines capable women from even being considered for these roles, let alone thriving in them.

It’s not a lack of skill that holds women back. The problem is that sales — especially frontline sales — have traditionally been seen as a man’s job. Long hours, frequent travel, and deep-rooted gender bias have made it a space that’s rarely open to women.

But some companies are choosing to see things differently.

One of them is Godrej Foods Limited(GFL), which is working to change the narrative through an ambitious, thoughtfully designed initiative called WINGS.

Why women at the grassroots deserve a bigger seat at the table

Ask the team at GFL what sparked WINGS, and the answer is clear: meaningful, inclusive growth has to start at the grassroots. Over the years, they’ve seen firsthand how women — especially those in agriculture and field roles — contribute immensely to the economy, often with little visibility or recognition.

Across India, several women have emerged as powerful leaders — transforming their lives and local economies through sheer grit, hard work, and determination. Long before any structured training programmes were introduced, these women were already breaking barriers.

One such trailblazer is Rozaline........

© The Better India