Shwetha Menon, the newly elected president of the Association of Malayalam Movie Artistes (AMMA), is advocating for fixed working hours for women in the Malayalam film industry. This push for structured work schedules comes as Menon makes history as the first female president of AMMA.

Menon's call for reform was highlighted at the India Today South Conclave 2025. Drawing from her own experiences, including working during pregnancy, Menon emphasized the need for a supportive and communicative environment for women in the industry. She recounted informing her directors about her discomfort with early morning shoots and their subsequent understanding and accommodation.

Menon stressed that many women are hesitant to voice their concerns due to the fear of losing job opportunities and a lack of adequate support systems. She acknowledged the concerns of women who are worried about their careers, stating, "Everyone is worried about their careers. But slowly, we will bring these issues to light".

At the India Today South Conclave 2025 in Coimbatore, Menon addressed challenges within the film industry and her role as AMMA president. She acknowledged the transformative impact of the Hema Committee report, stating that it "was an eye-opener, and opened up many closets". Menon commended the women who shared their experiences and appreciated the committee for bringing systemic issues to light. The Hema Committee report highlighted the working conditions for women, including the lack of changing rooms.

Menon believes that better communication can resolve most issues, but people often avoid it. She recalled her time as AMMA's first female Vice President, where she urged women to share their problems, but none did. She recognizes that not everyone has the same support system to voice their concerns.

Menon describes herself as a strong and opinionated person, not a mouthpiece for anyone. She sees her personality as her strength and acknowledges the huge responsibility that comes with being AMMA president.

Menon's election as AMMA president marks a historic moment, as the organization has never had a woman in either the top position of president or general secretary since its inception in 1994. She secured 159 votes, defeating her opponent Devan, who received 132. Kukku Parameswaran was also elected as the first woman general secretary of the association. Following her victory, Menon expressed her intention to bring back women actors who had previously left AMMA. She stated that AMMA is now a woman.

Menon is also addressing a case registered against her, which she believes is a conspiracy. The complaint alleges that she acted in offensive content with the intention of earning money.

Shwetha Menon began her career as a model and was a Femina Miss India finalist in 1994 before transitioning to films. She has gained recognition for her roles in films like Paleri Manikyam, Salt N' Pepper, and Kayam. Menon has also appeared in Hindi and Tamil films and hosted popular TV shows.