LEADING INDIAN DESIGNER MASABA GUPTA & NEWLYWED BOLLYWOOD COUPLE SOHA AND KUNAK KHEMMU PARTNER WITH AREIL TO LAUNCH FIRST OF ITS KIND 'MEN & WOMEN WASH CARE LABEL

Mumbai, 14^th April, 2015: Celebrated Indian designer, Masaba Gupta, and B-town’s newly-wed couple, Soha Ali Khan and Kunal Kemmu, partnered with Ariel India, to launch a first of its kind ‘Men & Women’ wash care label, at a press conference here in Mumbai. In response to a recently conducted survey by an independent third party agency on Indian Households which revealed that nearly 76% of Indian men feel laundry is only a woman’s job*, women from across the country sparked a pan-India movement to bust gender stereotypes and end inequality within the Indian household. Supported by Ariel India, the #ShareTheLoad Movement, has seen a host of famous faces joining including the likes of Shilpa Shetty, Malaika Arora Khan, Arbaaz Khan, Amala Paul, Mandira Bedi, Neha Dhupia, Boman Irani, Sania Mirza, to name a few.

With the survey revealing that 72% of Indian women want to only marry a man who will help with household chores*, it is clear that equality within the household is a burning issue for women across the country. Following up on the recent launch of its new customized ‘His & Her’ pack, Ariel India has joined hands with designers, independent labels and retail chains to further the #ShareTheLoad Movement with an innovative and revolutionary approach. The first of its kind ‘Men and Women’ wash care label, which carries fabric care instructions and a message that with Ariel anyone can bear the laundry load, is also uniquely designed to drive the message of gender neutrality. The new label is aimed at getting men to pledge to do the laundry at home, and bust the myth that laundry is only a woman’s job.

The talented Masaba Gupta was delighted to join Ariel in this new launch,“It is my pleasure to have associated with Ariel’s ‘Share the Load’ movement and have these unique ‘Men and Women’ wash care labels inserted on my designs. We hope that this will encourage men across the country to pick up the laundry and share the load with their partners. As children, my siblings and I were encouraged to help around withall the household chores, a lesson we still follow to this very day. I am glad to have been raised in a household where ‘sharing the load’ was routine, and it’s a practice I wish to continue in my own household. I believe equal responsibilities when it comes to household chores are key to a happy and successful marriage, and I’m certain these labels will go a long way to drive that progressive message. Over 500,000 people and counting have already pledged to Share The Load!”

Talented actress Soha Ali Khan added,“Kunal has always been someone who shares the work load at home and I am glad we are here today to partner with Ariel and launch these new ‘Men and Women’ wash care labels. I’m glad we have so many partners joining this cause, fromgarments designed by Masaba to apparel available in retail outlets like Shopper’s Stop and online at American Crew, which will hopefully get men across the country to join the movement! Kunal and I having been associated with the movement right through its journey and think that this is anexcellentway of spreading the messageto the masses. Laundry is one of the easiest tasks a man can help with at home and 76% of Indian women agree*. As a working woman myself, I truly believe that equality in household chores is key to a happy marriage.”

Bollywood actor Kunal Kemmuwas equally excited, “82% of Indian men believe sharing of household work is important for a happy marriage*. It’s a widespread belief, but not too many of us practice this on a daily basis. These unique ‘Men and Women’ wash care labels will remind men across the country that laundry is not just a woman’s job. Helping each other with the chores provides Soha and me with that much more quality time and I have always been a firm believer that equality within the household inspires a quality family life which is important for a happy marriage.”

Attributed to Sharat Verma, Associate Brand Director, Fabric Care, P&G India, “The survey on Indian households conducted by an independent third party agency, supported by Ariel, reinforces that Indian women feel there exists an inequality between men & women when it comes to household chores. With laundry being the face of this inequality, we encourage men to share the load of laundry at home and celebrate the pride of not only doing the laundry but also getting best stain removal in 1-wash.”