Chennai, April 4 Tamil Nadu Minister P Geetha Jeevan on Saturday detailed the DMK's 'Illatharasi' scheme, a key promise for the upcoming elections, providing Rs 8,000 coupons to homemakers for household appliances.
Describing it as a "smart economic multiplier," Jeevan said the initiative allows nearly 2 crore families to choose their own gadgets, such as washing machines, TVs, or refrigerators, rather than receiving government-selected brands.
"The scheme also allows for the exchange of old appliances, a move intended to revive local retail markets and recycling businesses," she added.
"This is about governance based on choice," the minister said, noting that shifting procurement from large corporations to local small-scale vendors will boost regional economies and purchasing power.
The coupons would alleviate the domestic workload for women, fostering self-reliance and confidence, Jeevan, minister for Social Welfare and Women Empowerment, said.
Drawing parallels to the 'Magalir Urimai Thogai' scheme, she emphasised that the DMK remains committed to Dravidian ideals of gender equality.
She said the 'Illatharasi' scheme would be a "game-changer" in the April 23 polls, securing a massive mandate for the DMK-led alliance.