West Bengal, 5 March 2025: Ambuja Cements, the cement and building material company of the diversified Adani Portfolio, is driving impactful community development through its CSR arm in Murshidabad, West Bengal – one of India’s major bidi-rolling hubs.
Women in the region, including Ajija Bibi, have long been engaged in this hazardous trade, unaware of its severe health risks.
Through dedicated efforts, Ambuja Cements has been empowering them with awareness, training, and alternative livelihood opportunities to transform their lives.
Ajija’s turning point came in 2014 when she first volunteered as a Sakhi (community health volunteer). Through training, she learned about tobacco’s harmful effects and quit bidi rolling in 2015. Since then, she has become a champion of maternal and child health, ensuring 100% institutional deliveries for 350 mothers.
She actively discourages bidi rolling, helping 150 women shift to alternative livelihoods including poultry, and small businesses. Her persistent advocacy has led to a 67% reduction in bidi rolling amongst the community, with women stepping beyond their homes to explore healthier income opportunities.
Ajija’s journey from a bidi roller to a respected community leader is a testament to self-empowerment. Completing her secondary education through distance learning, she now stands as an inspiration for many.
Ambuja Cements is committed to facilitating sustainable livelihoods and empowering women amongst rural communities where it operates. These efforts are aimed towards ensuring financial independence and security for the underserved communities and enabling them to make healthier choices.
