ON PURPOSE introduces inclusive employee benefits for new parents, primary and secondary caregivers as well as pet parents

The policy comes with the branding '#TwoIsTooLittle' referring to the industry standard of two weeks of paternity leave.

ON PURPOSE, a creative communications consultancy in India, has launched its paid parental leave policy inclusive for all employees who are new parents, primary and secondary caregivers, and pet parents. The policy comes with the branding '#TwoIsTooLittle' referring to the market standard of two weeks of paternity leave, which the agency is replacing with a 12-week leave policy for fathers and partners.

The company's new paid parental policy is as detailed:

• 26 weeks of paid maternity leave (leave for "birthing people");
• 12 weeks of paid paternity leave for fathers and partners;
• 12 weeks of paid leave for employees by law [parents by adoption, or by assisted reproduction such as surrogacy, or in-vitro fertilisation (IVF)];
• Six weeks of paid leave for employees who experienced loss during pregnancy, such as miscarriage or stillbirth;
• Employees who have breast- or chest-feeding (for transgender, and non-binary parents) infants are entitled to time-off or time-away from their desks, as well as from work; and
• For employees who have pets, a seven-day time-off for new pet adoption.

These new benefits come soon after ON PURPOSE introduced a paid menstrual leave policy, called Period Chutti (holiday), in May 2021 that offers an additional six days of paid leave for all employees dealing with period pains. Mindful of not marking it under sick leave ("since periods are not a sickness", said the company's statement), the agency hopes to remove the stigma surrounding menstruation, and make it a normal conversation at the workplace.

[ICYMI: 68% of women surveyed in Singapore would continue to work despite intense period pains, as they fear being judged]

Speaking about the latest initiative, Girish Balachandran, Founder, ON PURPOSE, said: "Social change must start at home. As an organisation committed to driving social change in India, the launch of our new parental policy is an integral milestone to challenge gender stereotypes, and build an inclusive workplace. It’s time to share the load, share the लाड (laad) (which translates to 'love').”

The agency added that based on the realities and needs of modern-day parenting, it recognises the role of bonding with their baby/child/ pet in the first critical weeks in order to give them the best possible start in life. 

[ALSO READ: Wise rolls out 18 weeks' parental leave for all employees, including in Singapore, Malaysia, and Hong Kong, regardless of gender]

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