Women’s participation in the job market has always been a matter of concern for our society. Those women, who manage to overcome all the barriers to join the workforce, often stumble at motherhood.
Especially in the corporate setting where everyone is competing through excellence, sitting it out with maternity leave often kills the career prospect for aspiring women. Motherhood is much more than physical hardship; it also involves a deeply emotional journey for the women.
Hence, any corporate entity that wishes to ensure diversity at workplace must accommodate women through this life-changing experience they go through. However, for organizations that has to evolve with market demands, running the business without a resource person for six months poses many challenges.
Robi’s Maternity Program- Bloom, offers a win-win proposition for both the women who are going through their motherhood experience and the organization who has to manage without key human resources due to women taking maternity leave.
Launched in response to employee feedback and inspired by global best practices, Bloom is more than a maternity program—it’s a holistic, employee-centric initiative designed to ensure seamless professional continuity while honoring the deeply personal journey of motherhood.
A Program Rooted in Empathy and Excellence
The inception of Bloom was born out of a dual need: addressing the challenges faced by the women returning from their maternity leaves and ensuring business continuity during their extended leaves. Prior to Bloom, departments often scrambled to fill gaps, and returning employees struggled with reintegration. Robi saw an opportunity not just to solve these problems, but to turn them into strategic advantages.
Mohammad Rubbyat Akram, Robi’s Director, Infrastructure Management of Technology Division, who has experienced the impact of Bloom program in his function, captures its spirit perfectly: “Bloom supports our working mothers, creates space for rising leaders to step up, and proves that business continuity and compassion can go hand in hand. It clearly shows that the company is committed to support its employees through every phase of life.”
Seamless Transitions: The Reliever System
At the heart of Bloom is its signature Reliever System. Instead of external hires or ad hoc arrangement, Robi identifies and prepares internal team members to temporarily take over the responsibilities of the employee on maternity leave. This ensures both operational continuity of the team and professional growth for the individual taking on additional responsibilities.
Takmila Khorshed, the first beneficiary of the program, recalls her experience with gratitude: “Two months before my leave, a colleague who was identified as my reliever, was onboarded to shadow and share my responsibilities. This smooth handover, overseen by my line manager, ensured full transparency and zero disruption.”
From a management perspective, Bloom also fosters preparedness and team resilience. Syed Rafiur Rahman, who oversaw Takmila’s transition, reflects: “With Bloom, we had a structure in place. Her reliever started shadowing her well in advance. What I loved most was how this wasn’t a burden on anyone—in fact, it became an opportunity. It was a win for everyone.”
Growing Leaders, Not Just Managing Leaves
One of the most transformative aspects of Bloom is how it turns temporary transitions into leadership opportunities. Mohammed Ashique Rahman, who stepped in as Takmila’s reliever, describes the experience as career-defining: “I had the chance to lead projects I’d never handled before. I always thought growth came from promotion, but sometimes, it comes from opportunities like this. Bloom gave me that space to grow.”
This dual-impact design—supporting mothers while empowering relievers—underscores Bloom’s innovation. It doesn’t just mitigate disruption; it creates value.
A Thoughtful Return and Sustainable Support
Reintegration is often overlooked in maternity policies. But at Robi, it’s a central pillar. Mothers returning to work are supported with a two-month re-entry plan and flexible working options.
“The option to work from home twice a week for up to six months allowed me to nurture my bond with my baby while staying professionally engaged,” shares Takmila.
This blend of empathy and common-sense strategy ensures that no mother is left to navigate her return alone—and no team is left in the lurch during her leave.
Beyond Policy: A Cultural Commitment
Bloom also extends to health and wellness, offering access to counseling, health check-ups, and lactation facilities. Awareness campaigns further aim to break down societal stigmas around maternity in the workplace.
As Rubbyat aptly puts it: “For us, this isn’t just a program. It’s a commitment to building a workplace where people can thrive in every chapter of their lives.”
A New Industry Standard
Since its launch, Bloom has already proven its impact—reducing stress, enhancing career growth, and strengthening workplace culture. The robust design of the program ensures that this model can be adopted without stretching the work arrangement. It provides a unique template for any organization to pursue diversity in their workplace as long as they have the right structure, culture, and mental outlook.
