Vijaya Lakshmi, Debajani Sahoo and Achyut Telang
Purpose- The objective of the present study is to understand that to what extent: (a) awareness initiatives of SHE TEAMS have reached the public in Hyderabad city, (b) to what extent the public in Hyderabad city are using the help of SHE TEAMS, and (c) to what extent initiatives of SHE TEAMS are effective in assuring safety and security of women in Hyderabad city. Design/methodology/approach- A conceptual model based on expectancy value theory was developed and was tested on a sample of randomly selected 1046 respondents in Hyderabad.Descriptive, Factor and regression analysis has been used to examine the relationship between She team Brand awareness,Public attitude towards She teams and She teams effective using SPSS 24.0 Findings- The results suggest that it is necessary to use technology which proves to be quite effective in generating awareness and has a positive impact on attitudes and effectiveness of SHE Teams. Practical implications- The findings of the present study will not only help the Telangana Government to rework on the drawbacks, but for further strengthening women safety and security and improve the image of Hyderabad as an attractive city. Originality/value- The present study is one of the unique empirical investigations that examines the antecedents of She team Brand awareness dimensions and their effectiveness towards the women safety venture.