Mumbai, April 14 (IANS): Young Indian designer Masaba Gupta and Bollywood couple Soha Ali Khan and Kunal Kemmu have partnered with Ariel India to launch a first-of-its-kind “Men & Women” washcare label, drive home the message of sharing the burden of household chores and to promote gender neutrality.

The label carries fabric care instructions and a message that with Ariel, anyone can bear the laundry load.

The new label is aimed at getting men to help in doing the laundry at home, and bust the myth that laundry is only a woman’s job, said a statement.

Masaba, a celebrated name in the world of fashion, is doing her bit by inserting the label on her designs.

“We hope that this will encourage men across the country to pick up the laundry and share the load with their partners,” she said.

Masaba says she was always encouraged to help around household chores with her siblings.

“I am glad to have been raised in a household where ‘sharing the load’ was routine, and it’s a practice I wish to continue in my own household. I believe equal responsibilities when it comes to household chores are key to a happy and successful marriage, and I’m certain these labels will go a long way to drive that progressive message," added the designer, who recently got engaged to producer Madhu Mantena.

Soha also shared how “Kunal has always been someone who shares the workload at home”.

“Kunal and I having been associated with the movement right through its journey and think that this is an excellent way of spreading the message to the masses.

"Laundry is one of the easiest tasks a man can help with at home and 76 percent of Indian women agree. As a working woman myself, I truly believe that equality in household chores is key to a happy marriage,” she said.