Mahindra SeedTheRise Initiative to source funds for Farmers from crowd, Mahindra to match with an equal contribution. Bollywood artist Nawazuddin Siddiqui promotes the initiative
Mahindra Group today announced an innovative campaign to support Indian farmers. The campaign is keeping with its Rise philosophy, the CSR campaign 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 idea is realistic from what is being churned around, 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).
Bollywood artist Nawazuddin Siddiqui will be promoting the initiative and has been roped in to play the role of a facilitator for this unique campaign.
Speaking on the initiative, Rajesh Jejurikar, President & Chief Executive, Farm Equipment & Two Wheelers, Mahindra & Mahindra mentioned “We have a long and close association with farmers in India. #SeedTheRise is an initiative to make a small yet tangible impact during their time of need by creating a platform for wider audiences to participate in farmer well-being. Every contribution would be matched by an equal contribution from Mahindra”.
The campaign #SeedTheRise is linked to a payment gateway and donors can choose from a selection of curated projects. The campaign idealizes on three simple steps of selecting a project, donating to the project and Mahindra matching the donor’s contribution.