The Hindu Business Line : Patriotic flavour

A pinch of salt can add taste to your food and a kg can make a difference to the world around you. In line with its advertising campaign — Maine desh ka namak khaya hai — Tata Chemicals, manufacturers of Tata Salt, as part of its “Desh ko arpan programme (DKAP)" contributes 10 paise from the sale of every one kg pack of salt (Rs 10) towards a worthy cause. This programme is timed during the two national days — Independence Day and Republic Day.

“This programme schedule reiterates Tata Salt’s association with patriotic fervour and emphasises the Desh ka namak positioning,” says R. Mukundan, Executive Vice President, Tata Chemicals Limited.

DKAP has worked with NGOs in areas of education, talent incubation, vocational training, etc. During August 2007 Tata Chemicals contributed Rs 27 lakh to support the education of 1,500 underprivileged girl children under the Nanhi Kali project, which is jointly managed by K.C. Mahindra Education Trust (KCMET) and Naandi Foundation. This is the company’s second consecutive year of association with the project.

“An indication of the support it got from consumers is the 16 per cent increase in sales, compared to the previous month’s sales, during the five-day promotion period,” says Mukundan.

Over five years, DKAP has reached out to many needy groups and communities across the country. For instance, it partnered with Child Relief and You (CRY) to support the Dalit and Adivasi Liberation Trust (Orissa), the Gram Vikas Foundation (Jharkhand), the Hanuman Van Vikas Samiti (Rajasthan), the Jabala Action Research Organisation (West Bengal), the Kaingkarya Social Welfare (Tamil Nadu), Lok Vikas Samajik Sansthan (Maharashtra) among others. It even supported CRY’s telethon by contributing Rs 10 lakh. In 2005, DKAP provided specialised training in cricket and football to underprivileged children from Mumbai-based municipal schools under the aegis of the Brihanmumbai Municipal Corporation (BMC). The programme has till date contributed over Rs 1.7 crore.

The Desh ko Arpan promotion will be conducted during January 26 to February 25.

Batool Aliakbar Lehry

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