Zee TV has taken its focus on women beyond its programming with the ‘Zee TV Ladies Special’ initiative in Mumbai, aimed at improving access to safe, clean and hygienic washroom facilities for women during the city’s Ganesh Chaturthi celebrations.

According to a press release, the initiative has been introduced near Mumbai’s Ganpati pandal ‘Parel Cha Raja’, with a dedicated washroom installation for women available from September 14 to 25. The facility has been designed to be easily identifiable and accessible, providing women with a safe and hygienic space while they participate in the festivities.

Ganesh Chaturthi brings thousands of devotees to pandals across Mumbai, with women often navigating crowded streets, long queues and several hours of celebrations while looking for safe washroom facilities. The initiative highlights how the lack of access can affect women’s comfort, dignity and participation, with some women planning their day around washroom availability, limiting water intake or relying on cafés and restaurants to access clean facilities.

Several female artists from Zee TV also visited the facility and extended their support to the campaign, helping raise awareness around women’s hygiene and an everyday need that often remains unspoken. The initiative is positioned as an extension of Zee TV’s focus on women and aims to bring greater visibility to their comfort and dignity during public celebrations.

Mangesh Kulkarni, Chief Channel Officer, Zee TV, said the channel believes a brand should not only reflect society but also influence it in meaningful ways. He said the initiative takes the channel’s philosophy of giving women a voice a step further by identifying everyday gaps they experience and finding ways to make a tangible difference.

“With ‘Zee TV Ladies Special’, we are taking that philosophy a step further by identifying the everyday gaps that women experience and finding ways to make a tangible difference,” Kulkarni said.

He added that the larger vision is to build a culture where women’s needs are considered when public spaces are created and used. According to Kulkarni, the initiative is intended to go beyond a festive-season installation and contribute to a broader conversation around women’s comfort, dignity and participation in everyday life.