Published on: 30 November -0001
As a female leader in the alcohol industry, Natasha is on a journey to tackle female-based violence and alcohol harm in South Africa. Based on her belief that alcohol can exist in a balanced and safe manner, she is starting two brand initiatives. Firstly, in the short term, Natasha has set out to build an online platform empowering women to share their experiences. Inspired by the platform, Distell is offering help in building safe spaces for women at taverns and bars in underdeveloped areas. Help comes in concrete forms like basic lighting, transportation options at night, and security patrols. In the long term, the brand initiative will empower female bar owners in the industry with commercial training and coaching.
Through these initiatives, Natasha aims to create shared value as women are empowered by our brands and vice versa. In response, Natasha credited the IRG for helping her connect her personal purpose with the company’s purpose and values. She shared, “Through the IRG I was able to connect my personal passion and drive to the commercial objectives of the company I work for. Leading our brand’s portfolio to deliver brands with purpose, we will continue to uplift South African women"
Inspired by Natasha Maharaj, IRG100 participant 2022, Marketing Director Distell South Africa
