AMMA's executive meeting today; history made, challenges remain for Shwetha & Co

The newly elected executive committee of the Association of Malayalam Movie Artists (AMMA) will meet in Kochi on Wednesday, the first time after Shwetha Menon was elected the first female president of the organisation. She will be accompanied by Kukku Parameswaran, the first woman general secretary, and six other women members in the 17-member decision-making body.
The agenda is expected to focus on addressing the long-standing internal conflicts and laying the groundwork for the Association’s future direction.

Internal conflicts and controversies
The path to leadership was not without obstacles. Just days before the election, Shwetha found herself embroiled in controversy when a case was filed against her, alleging that she promoted obscenity through certain films and advertisements — content that had been publicly available for years. Shwetha strongly refuted the allegations, pointing out the suspicious timing of the complaint, which coincided with her bid for the presidency.
Kukku also faced scrutiny. Allegations resurfaced that she had secretly recorded videos of AMMA members during a 2018 meeting in which several individuals spoke out about sexual abuse in the industry. Some members accused her of betraying their trust. Kukku, however, denied any wrongdoing, stating she was not responsible for organising the meeting and suggesting that the controversy was a targeted attempt to discredit her. In a statement to Onmanorama, she revealed that the incident had caused her significant mental distress.

The challenges
While the path to the top job was anything but smooth, Shwetha and Kukku now step into leadership roles amid a new set of challenges. They've taken the reins of AMMA at a time when the organisation and its members are yet to take a concrete step in mending the fractured internal ties following the Hema Committee exposé. The report had revealed several incidents of sexual assault, abuse of power, and other disturbing practices — mostly by men against actresses, makeup artists and other women in the industry. The previous leadership led by Mohanlal was dissolved after many in the top positions, including actor Siddique, faced severe allegations of sexual assault. 
Shwetha and Kukku had taken a strong stand against producer-actor Vijay Babu while serving on AMMA’s Internal Complaints Committee (ICC), which was established to address sexual assault allegations within the organisation. Although some critics accused Shwetha of dismissing the allegations against actor Dileep in the high-profile actress assault case, she clarified shortly after becoming AMMA’s president that she considers the issue a serious one. She also expressed her willingness to support the survivor’s return to the organisation, assuring that AMMA would prioritise her needs.

Women’s safety
Many members believe that Shwetha has to tackle significant internal challenges before women's safety and related concerns take centre stage within the organisation.
Kukku told Onmanorama that several issues need to be discussed for the organisation's growth. Kukku also emphasised that AMMA is an organisation for both men and women actors and the leadership panel is committed to addressing the needs of all its members equally.
“Many people ask how we plan to address women-related issues. These questions are directed at us because we are women, and I find that a bit odd,” she said. “We do acknowledge the trust placed in us, but our focus will be on addressing the most pressing issues first.”
Maala Parvathy, who was vocal in supporting Shwetha and Kukku's bid to the top job, said winning was only the beginning of the arduous journey. “Both Shwetha and Kukku had to fight it out to secure the top positions in AMMA. Do you think the people who worked against them before the elections will stay silent? They will face a mountain of challenges, but I am sure they will press forward,” she said.
Another member closely associated with the organisation said the biggest challenge for the new leadership would be to continue the services, like financial assistance to actors. “This is where the real test lies. Until recently, AMMA was powered by superstars' presence. The organisation was able to partner with numerous brands largely due to Mohanlal’s involvement as president, which ensured a steady flow of funds. Now, with that era coming to a close, AMMA may need to explore new avenues for revenue,” he said.
Some members have proposed initiatives like AMMA-backed sitcoms as a source of income and an avenue to generate employment for actors.
AMMA has long positioned itself as a body that genuinely supports its members. It currently provides a monthly pension of ₹5,000 to at least 150 members and has recently launched a new initiative to deliver medicines to all its members. “These are meaningful, charitable efforts—but they require substantial funding,” the member added.

Bridging the gap between WCC and AMMA
The Women in Cinema Collective (WCC), an initiative started by a group of women artists and directors, was formed after its members broke away from the AMMA, following the actor assault case and Association's stance on women's safety. Though actors Revathy and Padmapriya are still members of AMMA, they were at the forefront of pioneering change through the WCC. Ever since Shwetha was elected as the president,  speculations have been high that AMMA would welcome the WCC members back to its fold. Shwetha, in her first media briefing after her win said that it was her wish to welcome former members back, but anyone who returns will have to follow the rules and regulations of the Association.
However, some believe that the two organisations have their perspectives, and it would be wise to let them chart their own course. “The WCC is a more academic body, which is doing a lot to bring about change in laws for women and their safety in the film industry. The AMMA is concerned about ensuring the livelihood of its members and their welfare. They are two different organisations that operate in distinct ways. Bringing them back would just complicate the issue,” said a member.