In India, nearly one out of two children does not go to school and 47 per cent of India’s habitation does not even HAVE a primary school.
We all hear alarming facts like these often and feel the urge to contribute within our means. P&G's signature CSR Program 'Shiksha' understands this national concern, and gives consumers a simple yet powerful way to participate in building India’s educational future.
Every time a consumer buys P&G products such as Tide, Ariel, Pampers, Whisper, Olay, Vicks, Gillette Oral-B, Head & Shoulders, Pantene and Duracell in the month of April, May & June, Shiksha contributes a portion of the proceeds towards children’s education.
Now in its 7th year, Shiksha is back with an even stronger commitment - to take its current impact of 150,0001 children to the 200,000 mark.
In 2010, Shiksha began building over 20 schools all across India, supported 100+ existing schools and aims to build at-least 20 more in the coming year.
This year, Bollywood megastar Rani Mukherji came on-board to extend her selfless support to Shiksha, encouraging consumers to help Shiksha lead more and more on the path to education.
Rani was delighted to hear that Shiksha is also building a school in her home state West Bengal and helped build a model for a play-school that will be presented to the children at Begampur High School.
At the Shiksha launch event Rani said “It’s truly commendable that with your support, Shiksha has been able to impact 150,000 children and begun building 20 schools across India. I am proud to be associated with Shiksha and felt very happy to be creating this playschool that will be built for the children at Begampur High School, West Bengal. I urge you to remember that the next time you walk into a store to shop for something basic like a shampoo, a toothbrush or a detergent - you can help educate a lesser-privileged child by making a simple brand choice.”
Present at the launch, Sharat Verma, Marketing Manager, P&G India said, ‘‘Shiksha is not just an initiative, but a passion that we as an organization strongly believe in. After touching the lives of 150,000 children, we are now helping build the future of India’s children “Brick by Brick” by building 20 schools this year and an aim to build another 20 in the coming year and take Shiksha’s impact to 200,000 children. After all, “Padhega India, tabhi toh Badhega India”
Shiksha has been successful in impacting 150,000 children thus far, in association with leading NGOs - Round Table India (RTI), Child Rights & You (CRY), Navy Wives Welfare Association (NWWA), Army Wives Welfare Association (AWWA) amongst others. NGO Round Table India is spearheading the identification, establishment, completion and maintenance of RTI Shiksha School projects in the country as a joint partner bringing onboard expertise in building schools as well as contribution towards funds.
P&G brands Tide, Ariel, Pampers, Whisper, Olay, Vicks, Gillette Oral-B, Head & Shoulders, Pantene and Duracell, contribute to Shiksha in the months of April, May and June. Shiksha channelizes a part of the proceeds from these sales towards educating underprivileged children. Irrespective of sales, P&G will commit a minimum of Rs 1 crore towards the donation funds of Shiksha every year. With a motto of ‘Padhega India, Badhega India’ - Shiksha believes that the secret to a brighter India lies in the quality education of our children.
Shiksha is an integral part of P&G's global philanthropy program - Live, Learn & Thrive - focused on the development of children in need across the globe, currently reaching over 50 million children. Launched in 2004, Shiksha has grown immensely and is today a National Consumer Movement with strong support from consumers. This year, P&G, through Shiksha will build more than 20 schools across the nation to give more children the invaluable gift of education with a focus to build more schools in the years to come.
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