A crusade to create a just and more equal society

Hyderabad, October, 2003:  Invest just 20 minutes and Rs 8.22 each day and create a legacy of a better-balanced society and world without any disparity. Action Aid India, which has been working aggressively in the country for the betterment of improvised groups,has introduced an innovative concept ‘Karm Mitra’. Mr. Harsh Mander, Country Director, ActionAid India launched Karm Mitra in presence of luminaries like B. Madhivanan - Business Head-Cards, ICICI Bank; Ms. Lubna Markar - Head, Corporate Communications, OM Kotak Mahindra Life Insurance; Amala, Ramoji Rao & his family, G.V.K Reddy & his family, Shailaja Kiran, Deepti Reddy to name a few, who are also the goodwill partners in this noble movement.

Karm Mitra is a unique ‘Donor Loyalty’ program where in both the donor and the recipient community is benefited at the same time. While the donation helps the underprivileged in meeting their day-to-day requirements, the donor gets excellent returns worth three times more on his/her donation. Based on the philosophy that when people do good they should get good things in return, Karm Mitra is a first of its kind of concept in the world in terms of its packaging and marketing strategy.

Said Mr. Mander, ”It’s an endeavor to bring like-minded, socially responsible and caring individuals on a common platform who want to and can create a better world for the marginalized and exploited strata of the society. Donation in India has largely been for charity. This program is not about child adoption or religion but the intent is to advise people to become a part of the larger community that will work for the betterment of certain unprivileged groups, which need immediate attention.”

ActionAid India has identified a few beneficiary communities like, Aman Parivar (working for riot victims), India for change (urban homelessness), Manual Scavengers, Tribal People, Sex Workers, Dalits and others that shall be directly supported through the Karm Mitra initiative.

The market is set to witness a splendid change as for the first time a Non-Governmental-Organization will promote a product offering that aims to sensitize and induce people to donate.

“Karm Mitra will propel the fund raising spectrum in the developmental sector. To market this unique concept we have tied up with Direct Selling & Marketing agencies, financial institutions and corporate houses. Also multi level marketing channels over the major metros in the country are being explored to spread awareness about the product”, said Mr. Jeroninio (Jerry) Almeida, Chief Executive and Director- Fundraising, Action Aid India Society.

ActionAid India Society signed MoUs with ICICI Bank, Om Kotak Mahindra, Heritage Hotels, Reliance Infocom & Mantra Entertainment Ltd. to bring to the Karm Mitra communities the benefits that they rightly deserve for thinking & acting on bringing a change in the society. Karm Mitra program is also being encouraged by Times Foundation.

Karm Mitra members, who form the Karm Mitra community, would be an integral part of all the initiatives and will be the goodwill ambassadors and supporters along with other celebrities, socialites and industrialists already associated with these initiatives. The Karm Mitra community will have four categories of donor members. Members of each category will gain tangible benefits like tickets to music concerts, Movie Premier, Supper Theatre, life insurance, credit cards, holiday packages and tax exemption according to the contributions made by them.

“From small acorns grow mighty oaks – the idea is to garner a large community of Karm Mitra who bring in their small contributions for a big cause. The beneficiary communities will then stand to benefit from the volume of funds and support of noble-minded Karm Mitra”, added Mr. Almeida. “Karm Mitra has been developed to expand the giving market and is a concept that we have developed not only for Action Aid India but for the development sector globally. We would be glad to share our experiences with other charity organizations that would like to emulate and develop a product like Karm Mitra”.

The question that one needs to ask is not ‘Can I do?’ but one should say ‘I can do’.

About Action Aid India
ActionAid India is a development organisation working with the most poor and marginalized communities, in partnership with the communities themselves, and their organizations, Non Government Organizations (NGOs) and the Government. It seeks to address the denial of basic rights of poor and marginalized women, men boys and girls and support creation and restoration of such rights. It is working in over 20 states since 1972 in partnership with over 300 voluntary organizations.

-MK
Reachout's News Bureau
October' 2003

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