Mahindra & Mahindra, part of the USD 16.9 billion Mahindra Group today announced a unique and innovative campaign to support Indian farmers. In keeping with its Rise philosophy, the company has launched a distinctive CSR campaign which allows the urban audience to use a crowd funding platform to donate directly to farmer-specific projects. Mahindra will match the contributions received, thereby doubling the positive impact to the lives of farmers.
The initiative targets to crowd fund a maximum amount of Rs. 2 crores from the contributors and Mahindra will add in an equivalent sum. The crowd funding platform brings together different CSR initiatives that help Indian farmers through a web-site (www.seedtherise.com). The projects that can be donated to, include a wide range of ways to help farmers including Sustainable Cultivation and Alternative Livelihood (Naandi Foundation), Educating Farmer’s Daughters (Nanhi Kali), Income Enhancement (Swades Foundation) and Delivering an Information Edge (Digital Green).
Noted Bollywood artist, Nawazuddin Siddiqui has been roped in to play the role of a facilitator for this unique campaign
The #SeedTheRise campaign is linked to a payment gateway and donors can choose from a selection of curated projects. The campaign promises to bring about a change in the life of a farmer through three simple steps of selecting a project, donating to the project and Mahindra matching the donor’s contribution.