With International Women’s Day around the corner, Prega News, a pregnancy detection brand from Mankind Pharma, has launched its #SheCanCarryBoth campaign. The Prega News campaign shows how society views and treats working mothers. It is probably one of the biggest reasons women step away from their careers after childbirth. The question is not whether a mother can manage both work and home. It’s the way people judge her for trying.
An Ashoka University report found that 73% of Indian women quit their jobs after childbirth. Among those who manage to return to work, 48% drop out within four months of reintegration. Moreover, 30% of women report getting wage cuts after maternity breaks. Between rigid policies, a lack of support, and the outdated expectation that caregiving is solely a woman’s job, many find themselves pushed out rather than stepping away voluntarily.
#SheCanCarryBoth: Prega News campaign challenges societal perceptions of working mothers
The campaign video takes place at a school parent-teacher meeting, where a student, Sanvi, waits for her mother. As she waits, parents around her discuss working mothers, their words carrying subtle but clear judgment.
One mother praises her husband for taking time off to attend, as if fathers deserve special recognition for parental involvement. Another shares how she left her job at its peak to focus on raising her children, implying that true dedication to motherhood requires sacrifice. These comments, though casual, suggest that a working mother like Sanvi’s is somehow less committed to her child.
Moments later, her mother arrives, walking in with confidence. She is a decorated Army officer dressed in full uniform. She makes it just in time for Sanvi’s turn. The room falls silent, and the expressions on the parents’ faces shift.
Before the meeting begins, Sanvi’s teacher asks her to read a paragraph she wrote about her role model. With pride, she speaks about her mother, saying that a working mother is no less present, no less devoted, and no less of a parent.
Motherhood or career? Why not both?
The assumption that a “good mother” must always be physically present disregards the countless ways mothers support, nurture, and inspire their children. The #SheCanCarryBoth campaign is a reminder that being a mother and having a career are not mutually exclusive. We cannot define a mother’s love by proximity but by presence in the moments that matter. Career and motherhood can coexist.
Perhaps the real problem is not working mothers. It is the world that refuses to accept them without judgment.
Joy Chatterjee, Vice President, Sales and Marketing Head of Mankind’s Consumer Business Unit, said:
While women have made significant strides in their professional journeys, societal mindsets often lag behind, creating unnecessary pressure and judgment. This campaign reinforces our commitment to supporting and celebrating women who challenge these stereotypes.
“Women choose to leave.” Do they?
People say women choose to leave. That might be true for some. However, most are pushed out due to a lack of support. A new mother may not be able to commit to a strict nine-hour workday, so she looks for flexible jobs that align with her baby’s schedule. However, instead of finding roles that match her skills, she is often left with remote options far below her expertise.
India may have the highest number of overqualified homemakers. It is not that they failed interviews or did not get job offers. The burden of managing everything has pushed them from paid work to unpaid, unappreciated labour.
Even in the campaign, when a woman tries to balance work and home, she faces unwanted comments and judgments from bystanders. Some of these remarks come from other women, revealing how deeply internalised misogyny runs.
We often judge working mothers for leaving their children at daycare or school, but do we ever ask what about the women who help run our homes? Many domestic workers are mothers, too. On one hand, people criticise a woman with a corporate job for not being fully present for her child. On the other, we expect a domestic worker to leave her children behind to care for someone else’s home. The issue is not whether a woman works inside or outside the house. It is the way we pick and choose when and who to judge.
Prega News campaign on working mothers: The final thoughts
It is time to move past selective criticism and stop keeping women as untapped potential. Whether in boardrooms or homes, women contribute to society in countless ways. Instead of forcing them to choose between work and family, we should focus on making workplaces and communities more supportive.
In the recent and most talked about movie “Mrs”, available on Zee5, the protagonist is given an example of her mother-in-law, who is a PhD in Economics and how she has sacrificed her career to raise two kids. That is a narrative common in many households, where a highly educated woman has given up her career to raise her family.
Read more in our analysis on the challenges of being a single working mother in India.
It is not only a loss to the workforce, but it is also a strain on the exchequer as the state spends resources on the student. In a large country where the right to education is yet a privilege, this is a sheer waste of opportunity. Narratives won’t change unless we are aware of the larger construct. Your opportunity could have been someone else’s.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and marginalised individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
