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Sep 8, 2012

Nihar Naturals launches its “Chhotte Kadam Pragati Ki Aur” campaign

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Press Release

Varanasi, 7th September 2012 2012: On the eve of International Literacy Day, Nihar Naturals unveiled its “Chhotte Kadam Pragati Ki Aur” campaign in the village of Lusa in Mirzapur, Uttar Pradesh. This marks the commencement of Nihar Natural’s initiative in association with CRY India, which provides a platform to today’s progressive women to take small steps and enable children’s education in India.

As part of the “Chhotte Kadam Pragati Ki Aur” initiative, every time a woman chooses to buy a bottle of Nihar Shanti Amla, 2% of all proceeds will be contributed to the cause of children’s education in partnership with CRY India. Launched on 1st September 2012, this initiative will benefit many villages like Lusa to address their concerns regarding children’s education. Nihar Naturals will be funding 19 projects across Uttar Pradesh, Madhya Pradesh, Rajasthan and other regions, where each project will touch around 25 to 30 villages within these geographies.

At Lusa, Nihar Naturals transformed the village into a sanctuary of learning with colourful alphabets and numbers painted in different parts around the village, making education an accessible part of their everyday lives. Vidya Balan, the brand ambassador of Nihar Naturals, was also present to do her bit, where she laid the foundations of an “abacus” for the village children. She encouraged the village women to take small, simple steps of progress towards ensuring their education. While education is seen as important by the women, access to schools is limited, and inadequate staff, limited classes, poor infrastructure act as deterrents. Also, the pressures to add to the family income force children to drop out of schools and get involved in harvesting, household chores, etc.

In a meaningful gesture, the village women and Vidya took a pledge to ensure the progress of children’s education by hanging boards with alphabets on the village Banayan tree. Talking about her experience in Lusa, Vidya Balan said, “It was very inspirational to be present in Lusa for the launch of the “Chhotte Kadam Pragati Ki Aur” campaign. While interacting with the women, I learnt about how they’ve come together to form self- help groups and tackle the various issues they face. These women in themselves are harbingers of change, and Nihar Naturals aims to enhance those efforts with added support and inspiration.”

As efforts are underway by women in these villages to bring about change in society, Nihar Naturals aims to give them a helping hand with the “Chhotte Kadam Pragati Ki Aur” campaign. Education is a concern that is critical to the future of India’s children, and a cause which unites women across the country. Thus, Nihar Naturals acts a facilitator that brings together its women consumers across India to do their bit for the cause. It will aggregate their contributions, and direct them to various villages of India, to supplement the efforts that are already in place by the village women.

Adding on the campaign, Vidya said, “While women across India take care of their families with utmost dedication, Nihar Naturals is allowing them to be part of something larger as they can use their choices to contribute to the cause of children’s education. All they have to do is buy a bottle of Nihar Shanti Amla, and they will be taking a step towards changing a child’s life. This is truly a noble initiative as Nihar Naturals empowers their women consumers to contribute to the development of India, and connects them to join the village women in the fight for children’s education.”

Talking on the campaign, Puja Marwaha, CEO, Child Rights and You (CRY) said, “We are excited about the “Chotte Kadam Pragati Ki Aur” initiative with Nihar Naturals. Education is an important issue that requires catalysts to drive the cause. As Nihar Naturals inspires women across India to do their bit for children’s education, it would help to strengthen the movement that aims to enable progress in society as a whole. With Nihar Naturals’ endeavor for promoting inclusive growth and our expertise on challenges related to children’s education across India, we believe this initiative will bring success and smile on many children’s faces.”

With this poignant campaign, Nihar Naturals reiterates the importance of empowerment of women in India. It unifies the efforts of women consumers and the village women across India, and together takes a genuine, purposeful step towards children’s education and the progress of society at large.


About Nihar Naturals:

One of our most diversified brands, Nihar Naturals is the market leader in East India. Nihar Naturals hair oils range offers quality solutions for different hair care needs of the women of today. The current product portfolio includes:Nihar Naturals Perfumed Coconut Hair Oil, a unique combination of Coconut Oil and Methi extracts, available in two fragrances - Rose and Jasmine. Nihar Shanti Amla Hair Oil, one of the fastest growing hair oils in India. We now also have two new offerings, Nihar Naturals Almond hair oil & Nihar Naturals Cooling oil.

For further information, please contact:
Atul Malikram


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