This campaign, titled +1, was launched on Children’s Day (November 14, 2013) and will roll out across 20 of the chain's outlets in Bengaluru and the rest of Karnataka. The price of every item on Vasudev Adiga’s menu would be increased by Re 1, and the proceeds would be donated to the Foundation.
“Our +1 campaign aims to bring together our customers, partners and employees in achieving our goal of helping the Akshaya Patra Foundation to provide a million meals. We hope to demonstrate the collective power to do good by giving just an extra rupee. We hope this campaign would inspire our customers, while helping nourish the dreams of many children across the country”, said Jacob Kurian, managing director, Vasudev Adiga’s.
In a public-private partnership with the Indian government, the Foundation serves the largest number of hot, freshly-cooked school meals in the country each school working day. Reaching out to around 1.3 million children in 19 locations across nine states of India, Akshaya Patra is one of the world’s largest NGO-run school meal programmes.
According to Shridhar Venkat, executive director, the Akshaya Patra Foundation said, “This partnership would support many deserving children of our country in their endeavors to realize their dreams and true potential. We are extremely happy to have collaborated with Vasudev Adiga’s under their +1 campaign, which hopes to reach out to many such children, helping us take a step closer to ensuring that no child in India is deprived of education because of hunger.”
