Actress Shwetha Menon, the trailblazing first woman president of the Association of Malayalam Movie Artistes (AMMA), made a compelling case for fixed working hours for women in the film industry during her session at the India Today South Conclave 2025, held on September 9 in Coimbatore, Tamil Nadu. As part of the theme “Ideas from the South, for the Nation,” Menon headlined “The Changemaker: Safe Spaces and Gender Parity in Cinema,” drawing from her experiences as an actor and leader to highlight the need for structured workdays, better communication, and support systems to combat career fears and exploitation.
A Historic Voice for Change
Menon’s election as AMMA’s first female president in August 2025 marked a seismic shift in Malayalam cinema, following the Hema Committee report that exposed systemic abuses. At the conclave, she reflected on her vice-presidency days, urging women to voice issues but facing silence due to fear. “I used to ask women to come forward and talk about their problems, but none would. I felt so sad,” she shared. As president, she’s committed to action, emphasizing fixed hours to prevent grueling shoots that disproportionately burden women, from pregnant actors to mothers balancing family and reels.
The Struggle Behind the Spotlight
Menon drew from personal battles, recalling shoots during her pregnancies where she hid her condition to avoid losing roles. “Communication is key, but fear of career setbacks silences us. Women fight their own battles against people and systems,” she said. In an industry notorious for 18-hour days, fixed hours—say, 12-hour caps with breaks—could normalize work-life balance, reducing burnout and harassment risks. Menon defended women’s choices, noting, “I won’t blame them for staying quiet; everyone worries about work. But slowly, we’ll bring these issues to light.” Her words echo the Hema report’s calls for reforms, positioning AMMA as a pioneer for gender parity.
Broader Implications for Indian Cinema
Menon’s advocacy resonates across India’s ₹101 billion entertainment sector, where women in Bollywood and South cinema face similar woes. From long night shoots to unequal pay, fixed hours could foster safer sets, as seen in Hollywood’s post-#MeToo intimacy coordinators. At the conclave, she stressed content-driven films like her Salt N Pepper (2011), saying, “Cinema changes every 5-10 years; it’s exciting.” Yet, challenges persist—low female participation in AMMA elections (58% polling) and ongoing cases against her for “obscene” roles highlight resistance. Menon remains optimistic: “AMMA is now a woman; it’s time to rescript.”
-By Manoj H