Kinnect encourages self-help with its #KinnectPRIDE initiative


At Kinnect, inclusivity, equality, and variety are actual tangible processes ingrained in its DNA. Being strongly culture-centered, Kinnect has strived to make a culture where people of all genders and identities feel safe and welcomed to be their authentic selves. Since 2019, the agency’s #KinnectPRIDE initiative aims to market workplace equity and to encourage all individuals to require PRIDE in who they’re.

Kinnect’s initiatives aim to travel beyond mere tokenism, and promote allyship, awareness, and sensitization within the society, towards the plight and rights of the LGBTQ+ community. While within the past, its PRIDE celebrations were centered internally, with employees being the most focused, the agency has gradually increased its scope and aimed to impact the larger LGBTQ+ community.

This year, Kinnect has collaborated with The Humsafar Trust (HST) to boost funds for delivering critical ration support to LGBTQ+ individuals struggling thanks to the pandemic. The agency is using its incremental reach and marketing skills to encourage more people to donate to the cause, uniquely- it’s created custom-designed ‘Unapologetic Love’ T-shirts and is delivering these to each one that donates Rs 1000/- to HST. The donation is often made directly on HST’s website and donors simply need to visit, upload the receipt, and claim their very own T-shirt!

Earlier this year, the agency marked International Transgender Day of Visibility on March 31, by updating its email signatures to incorporate and reflect gender pronouns. Through this, it encouraged and gave all Kinnectors the chance to self-identify. Nirati Majmudar, Sr. Copy Supervisor at Kinnect and a member of the LGBTQ+ community, while speaking about the initiative said “What this did, at the very base level, is that it sparked conversations. the instant we received the mail and began adding signatures, conversations like ‘yeh hum Kyun bata rahe hain’ came up. And slowly people understood that somebody is using ‘they’ as a singular pronoun and therefore the reason behind it. Such conversations may have happened only in certain work circles earlier but are now permeating to the very bottom.”

Kinnect has also on-boarded LGBTQ+ supportive counselors to supply free counseling services to all or any Kinnectors and conducts periodic workshops that help in sensitizing and educating people around gender and sexual identity. it’s also created various social media campaigns within the past like awareness-building videos when Section 377 was abolished, entertaining myth-busting films, and more. Connectors also recently spoke at a Clubhouse discussion centered on the theme – Maintaining PRIDE at Workplace.

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