Procter & Gamble (P&G) in partnership with the Delhi-based Child Rights and You (CRY) has launched the Shiksha 2008 school education programme for underprivileged children. Shiksha, a national consumer movement project, is now in its fourth year.
Promoted under P&Gs corporate social responsibility programme, Shiksha 2008 facilitates consumers to help educate underprivileged children by purchasing P&Gs large packs of washing powder (in the months April-June). However, irrespective of sales, P&G has committed a minimum of Rs.1 crore to CRY, which will be allocated to projects focused on enabling childrens right to education.

As the economy grows by 8 percent-plus per year, we need to ensure that we build a strong foundation for its growth by continuing to invest in educating the future generation. In this context, P&G companies around the world are committed to the cause of educating children through our common ‘live, learn, thrive programme, says Shantanu Khosla, managing director of P&G (India).

Adds Irwin Fernandes, director (western region) of CRY: The financial support P&G, its media partners and consumers provide to CRYs work is invaluable. Even more critical, however, is the awareness of child rights that Shiksha helps create. India will achieve her true potential, only when we make child rights our topmost national priority.

To date the Shiksha programme has facilitated the education of 67,000 children across 435 communities at an aggregate expenditure of over Rs.4 crore.