The Hindu Business Line : ActionAid India unveils `Karm Mitra'

That's `Karm Mitra', a crusade to create a just and more equal society launched here by ActionAid India in the presence of a bevy of the capital's luminaries, socialites and a number of corporate honchos.

Karm Mitra is a unique `Donor Loyalty' programme wherein both the donor and the recipient community are benefited at the same time.

While the donation helps the underprivileged in meeting their day-to-day requirements, the donor, in turn, gets excellent returns worth three times more on the 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.

ActionAid India, which has been aggressively working in the country for the betterment of identified beneficiary groups, has signed MoUs with ICICI Bank, Om Kotak Mahindra, Heritage Hotels, Reliance Infocomm and Mantra Entertainment Ltd to bring to the Karm Mitra communities the benefits that they deserve for thinking and acting for bringing about a change in society.

Karm Mitra members will be an integral part of all the initiatives and will be the goodwill ambassadors and supporters along with other celebrities and industrialists already associated with these initiatives.

Its community will have four categories of donor members and members of each category will gain tangible benefits such as tickets to music concerts, movie premieres, supper theatre, life-insurance, credit cards, holiday packages and tax exemption in accordance with the contributions made by them.

Some of the identified beneficiaries of the crusade are `Aman Parivar' (working for riot victims), `India for Change' (urban homeless), manual scavengers, tribal people, sex workers and dalits, among others.

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