Empowering girls in cricket

By Erum Noor Muzaffar
Tue, 06, 24

The initiative is taken in a bid to empower aspiring female cricketers by providing access to training, mentorship etc. Read on…

Empowering girls in cricket

he for she

Women are without a doubt their own greatest champions, but many men are also lending their support to the cause of gender equality. Keeping this in mind, our segment, ‘He for She’ carries interviews of successful entrepreneurs, IT professionals, CEOs, marketing leaders, architects, writers, artists, activists, and directors etc. - who believe in gender equality and are supporting women in whatever way they can. This week we are featuring Gohar Syed, a seasoned marketer. In an exclusive interview with You! Gohar talks about his company’s first-ever Cricket Scholarship Programme for young girls in Pakistan. The initiative is taken in a bid to empower aspiring female cricketers by providing access to training, mentorship etc. Read on…

You! Tell us a bit about yourself...

Gohar Syed: I am a Chevening Scholar at the University of Nottingham Business School. I am a seasoned marketer with over 9 years of experience in business strategy, innovation management, and brand building at various organisations in Pakistan and the UK. I am currently working as a Marketing Manager at Mondelez Pakistan Limited (which is a world leader in chocolates and other products such as Cadbury Dairy Milk). I am also a co-founder of a social impact organisation named DOST.

You! What are your views on gender equality?

GS: Gender equality is not only a moral imperative but also a strategic imperative for businesses. When we embrace inclusivity, we unlock a wealth of perspectives and experiences that fuel our innovation and drive our success.

You! Does your organisation promote gender equality?

GS: At Mondelez, we believe that diversity isn’t just a buzzword - it’s our greatest asset. Gender equality isn’t just a checkbox for us; it’s the cornerstone of our culture. We believe in creating an environment where diversity is celebrated. From the boardroom to the break room, we are committed to levelling the playing field and empowering every member of our team to reach their full potential.

You! Can you shed light on first-ever Cricket Scholarship Programme, an initiative taken by your company to support female cricketers in the country?

GS: In a country where women make up nearly half the population but are vastly underrepresented in sports, we knew we had to take action. That’s why we decided to shake things up by launching the first-ever Cricket Scholarship Programme for young girls in Pakistan. This initiative is designed to offer equal opportunities for talented young girls to nurture their skills and pursue their cricketing dreams across Pakistan. By breaking barriers, we are not just changing the game - we are rewriting the rules.

Empowering girls in cricket

You! What are the aims and objectives of this initiative?

GS: Through this initiative we aim to empower aspiring female cricketers by providing access to training, mentorship, and resources, thereby nurturing talent at the grassroot level and fostering a culture of inclusivity and empowerment within the sport.

Cricket scholarships for young girls are more than just an investment; they are a commitment to a brighter, more inclusive future. Together, we can create opportunities that inspire and empower the next generation of female leaders.

You! What challenges are being faced by women cricketers in Pakistan?

GS: Women cricketers in Pakistan encounter various challenges including limited access to training facilities, lack of financial support, and societal barriers that discourage female participation in sports. These challenges underscore the importance of initiatives like ‘Cadbury Cricket Scholarship’ in levelling the playing field and creating equal opportunities for female athletes.

You! What advice would you give to young female cricketers women in Pakistan who are just beginning in their careers?

Empowering girls in cricket

GS: To young female cricketers embarking on their careers, I would say: Believe in yourself, work hard, and never be afraid to chase your dreams. Stay focused, persevere through challenges, and seize every opportunity to learn and grow. And if you like it, apply for our scholarship programmes.

You! In your opinion, in what ways can we empower our women?

GS: Empowering women requires a multifaceted approach that addresses systemic barriers, promotes education, enhances economic opportunities, and fosters a supportive environment that values and respects women’s contributions.

You! Do you agree that men should be sensitive about women issues?

GS: Absolutely, men play a crucial role in championing gender equality and should actively engage in dialogue, advocacy, and action to address women’s issues and promote gender inclusivity in all spheres of life. I believe that by embracing gender equality with empathy and authenticity, we can build stronger connections with our audience and drive positive social impact.

You! What are you most passionate about?

GS: I am passionate about leveraging the power of marketing to drive meaningful connections, inspire change, and positively impact communities.

You! What does a typical day look like for you?

GS: A typical day at work for me involves developing marketing strategies, analysing consumer insights, collaborating with cross-functional teams, and overseeing the execution of marketing campaigns that resonate with our target audience.

Empowering girls in cricket

You! Your philosophy of life:

GS: My philosophy revolves around the belief that marketing has the power to drive positive change and shape culture. By aligning business objectives with social responsibility, we can create brands that make a difference in people’s lives.

You! What is your biggest indulgence?

GS: My biggest indulgence is exploring new trends in marketing, discovering innovative ways to engage consumers, and staying ahead of the curve in a rapidly evolving industry.

You! What is your most treasured possession?

GS: My possession is the trust and loyalty of our consumers, which we earn through delivering on our brand promise and creating memorable experiences.

You! What do you like to read and who are your favourite authors?

GS: Let’s just say I have many half-finished books and novels, and only few that I have completed. Out of those, my current favourite is ‘The God of Small Things’ by Arundhati Roy.

You! Are you working on any exciting new projects now? How do you think that will help women?

GS: Absolutely, we have got some exciting projects in the pipeline. Rest assured, these initiatives are focused on delighting our consumers, strengthening our brand presence, and driving sustained growth in the market. Stay tuned for more updates as we continue to innovate and bring new and exciting experiences across Pakistan.