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“I used to stand on the banks of the river, watching others live their lives,” says Madhu Verma. “Now I steer my own course – and I help others find theirs.”
Just a year ago, Verma’s daily routine was no different from countless other women in her community: household chores and limited aspirations. The river she now navigates as a tour operator was completely dominated by men, who made an income from ferrying tourists across its sacred waters. When the opportunity to join a tourism training programme for women arose, people were skeptical. Verma’s family discouraged her; neighbours gossiped. She questioned herself: “How could I, a woman, stand on a boat and talk to strangers?”
Supported by Aprajita Mahila Sangh, a local grassroots organization partnering with UN Women and MPTB, she joined the first cohort of women enrolled in the programme. It wasn’t easy. She had to wake up earlier, travel outside her village, and sit in a classroom for the first time in many years.
“I was terrified of public speaking,” Verma admits. But she was inspired by the stories her grandmother used to tell: myths and legends about Omkareshwar, a highly revered pilgrimage site. “Now, I can tell stories while steering a boat. Tourists listen. They ask questions. They smile. And I smile too.”
The visibility of Verma and other female professional guides on the waters of the Narmada River challenges the gender norms that once held them in place – and creates a sense of safety for visitors. Women travellers, a major driver of tourism’s booming growth, report feeling more comfortable and welcomed in destinations where female guides and operators are present.
Because Verma’s monthly income has increased significantly, her daughter has been able to return to school. Her husband now proudly supports her work and other women in the community have come forward to enrol in the training.
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