Life seems to be changing rapidly right now. We are facing challenges today that we hadn’t ever foreseen. But then there are some challenges that have been around forever and have only been amplified by the current crisis. One such issue is that of women’s financial fitness. A conversation long overdue, and the urgency to have it is now palpable. AMFI and SheThePeople.TV have come together to launch a campaign called #FinancialFitness to put the spotlight on discussions we often shy from having, but we now need to.

Even today most women in our society are largely dependant on men in their lives to manage their financial health. This dependency isn’t just limited to earning money, but extends to saving and investments too. It is men who plan the hows and wheres of a family’s money, even if women contribute a substantial amount to it on a regular basis. There is this palpable lack of confidence among women, which is evident in how scarcely they discuss money matters among themselves. Ask us our opinion on politics, economy, cooking, entertainment and sports and we’ll give it to you. But ask us about money and it will take more than some goading to even get us started.

Once women can get rid of their conditioning that has drilled it into our brains that we are bad with money, they can take the first and perhaps the most important step in the financial fitness journey: to have a conversation about it. It all starts here.

This attitude needs to be done away with. And the campaign Financial Fitness tries to do just that. To fill the vacuum in the conversation on money for women, of women and by women. To encourage them to speak up, ask questions, and then find it in themselves to take their financial matters into their own hands. No one comes coded with financial acumen, do they? Everyone learns with experience about what investments and saving tools suit their needs the best. Once women can get rid of their conditioning that has drilled it into our brains that we are bad with money, they can take the first and perhaps the most important step in the financial fitness journey: to have a conversation about it. It all starts here.

AMFI and SheThePeople Financial Fitness campaign aims to give women a voice to raise, a thought to toss around in their heads and just the boost they need to roll up their sleeves and get their hands into financial planning. And the more voices there are to this conversation, the better.

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