P&G to launch 'Shiksha' in TN

Procter & Gamble(P&G) has tied-up with child rights organisation Child Relief and You (CRY) and Raj TV to launch 'Shiksha', a programme to help educate underprivileged children in Tamil Nadu.

India has the largest number of illiterate children in the world, two third of them are girls. Almost 50 per cent of Indian children aged six to 18 do not go to school. As a corporate social responsibility exercise, P&G has taken up Shiksha this year.

For Shiksha, P&G will contribute between April and June 2005 Re 1on sale of every large pack of Tide, Ariel, Pantene, Head&Shoulders, Rejoice, VicksVaporub and Pampers.

In addition, P&G will contribute Rs 1crore to CRY which will be allocated by CRY to projects with a focus on education, spread across locations such as Salem in Tamil Nadu, Barrackpore in WestBangal, Ongole and Chilkaluripet in Andhra Pradesh, Bellary in Karnataka, Bolangir in Orissa, and Osmanabad, Wardha, Navi Mumbai and Borivalli in Maharashtra.

P&G has tied up four media partners in this regard: Raj TV in Tamil Nadu, Maa TV in Andhra Pradesh, Asianet Plus in Kerala and Sony TV for the northern regions of the country.

The television channels will appeal to their viewers to support the cause of underprivileged children.