In its 1st year – provided 36058 children with the opportunity for education
Madhya Pradesh, Nihar Naturals Shanti Amla is continuing its commitment to provide a platform to today’s progressive women to take small steps and enable children’s education in India by kick-starting the second phase of its “Chotte Kadam Pragati Ki Aur” campaign in association with CRY India. As part of the “Chotte Kadam Pragati Ki Aur” initiative, 2% of all proceeds from the sale of Nihar Shanti Amla are contributed to the cause of children’s education. Launched in September 2012, Nihar Naturals Shanti Amla has so far supported 19 projects across 10 states including Uttar Pradesh, Madhya Pradesh and others, giving 36, 058 children the opportunity for education.
In Madhya Pradesh alone, over the last one year, this partnership between Nihar Naturals Shanti Amla and CRY along with their other state partners like Gramin Vikas Samiti (GVS) ensured that 2405 children were enrolled in schools across the state.
At Thanapur Village in Mirzapur district of Varanasi today, Nihar Naturals Shanti Amla along with actress and brand ambassador Ms.Vidya Balan launched an innovative mobile phone-based learning system that will help children learn English words in an engaging and fun-filled manner. This is a novel concept where one just needs to give a missed call on the toll free no. 1800 120 8989 post which they will receive a call back. The recorded message will take the children through a learning module in a manner that’s interesting and holds the child’s attention. Given the increased penetration and usage of mobile phones in villages today, this initiative is expected to have a far reaching impact.
Besides launching the mobile phone module, Nihar Naturals Shanti Amla in association with CRY has created an environment of learning in the village by placing elements like wind chimes of alphabets and numbers and wall paintings with simple Hindi to English translations in different parts of the village.
During her visit to Thanapur, Vidya also interacted with women from self-help groups who are spearheading the campaign in their respective regions and they took a pledge together to ensure the progress of children’s education. She also made the children learn English words in an entertaining manner.
Sharing her experience of spending a day in the village, Vidya said "I am proud to be associated with this cause as Nihar Naturals Shanti Amla is working towards building a brighter future for India by aiding the cause of education for young children, and also encouraging women to be at the forefront of this change. This year, we have gone a step further and introduced an exciting interactive mobile phone module to help children learn English words easily. This is the second year of the initiative and we aim to reach out to more children in the coming years and spread the light of education."
Sharing the success stories of last year’s campaign Vidya added “I am glad that the cause has helped in impacting the lives and giving the opportunity for education to 36,058 children across the country. To highlight an example, in the village of Lusa alone where I visited last year, this initiative has managed to create a substantial impact by motivating 128 children to stay in school, re-enrolling 31 drop outs back into school, upgrading the infrastructure of the middle school and enabling the appointment of 3 new para teachers. ”
Talking on the campaign, Puja Marwaha, CEO, Child Rights and You (CRY) said, “Chotte Kadam Pragati Ki Aur” is a great initiative by Nihar Naturals Shanti Amla. Primary education is a basic issue in our country and we need more than one person to drive this cause. With Nihar Naturals Shanti Amla’s continuous endeavour to encourage education and empower women, we believe this initiative will bring smiles on many children’s faces and take them a step closer to fulfilling their education dreams.”
The campaign’s strength comes from real women in rural India. Every time one buys a bottle of Nihar Naturals Shanti Amla Hair Oil, it is making a difference in the lives of children across the country. The brand thus empowers women to bring about a positive change in society by contributing towards the education of children. All it takes is a small step – buying a bottle of Nihar Naturals Shanti Amla Hair Oil.
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