Social commerce platform LimeRoad is celebrating Diwali with a difference. It recently launched a festive campaign ‘Mission: One Crore: Pledge a saree. Pledge a smile’, for India to pledge one crore sarees that can be given to the under-privileged women in the country.
LimeRoad has partnered with Facebook & Goonj to ensure that festive happiness reaches the 20 crore people who have nothing to look forward to. To make sure this noble thought becomes a reality, the company is leveraging its active community of stylists while 200 collection points have been set up across India. The campaign #India1CroreSareeswithLimeroad has seen contribution of first 12 thousand fresh products from LimeRoad itself.
To pledge a saree, visit www.limeroad.com/goonj and fill in your details and click on ‘I Want To Pledge’. This leads to the respective city community member who connects you to the nearest collection centre.
Over 50,000 pledges have been collected so far.
Pledging a product like that of saree appears to be a perfect fit and belongs to a category of products sold online at brand’s online platform. However, the thought behind collecting sarees and not anything else was also to make sure it can be put to use by the receiver.
“Mission: One Crore: Pledge a saree. Pledge a smile, is LimeRoad’s way of giving back to our community. This festive season we are urging all of India not merely to buy for themselves, but to pause, think and pledge for others much less fortunate. We have worked closely with Anshu Gupta (Goonj) to arrive at the Saree as the central theme for this campaign because it is the most effective contribution that one can make from a utility perspective, and can help many more people as compared to any other item”, Suchi Mukherjee, Founder & CEO, LimeRoad told GW.
The initiative was received well by Goonj as it matched its mission to touch issues that are least talked about or taken care of.
“Goonj’s mission has been to touch upon a series of non-issues from basic clothing to sanitary pads. We are a firm believer that many big issues have small solutions provided we don’t leave things just in the hands of the governments or big agencies. We always talk about us the Aam Janta to play a constructive role in doing something meaningful and this is just one such initiative- small act, big impact”, says, Anshu Gupta, Founder, GOONJ.
While the collaboration with a non-profit organization like that of Goonj is helping LimeRoad reach out to the needy community, Facebook is being instrumental in creating awareness among its users. Mukherjee shares, “Umang Bedi from Facebook and Anshu Gupta of Goonj have been tremendous partners in Mission 1cr: Pledge A Saree. Pledge a Smile. From Day One, they have believed in the power of communities to create change, and have lent their support in creating awareness, and ensuring that we are able to string together small acts of kindness to create massiveimpact”.
“Facebook is pleased to support LimeRoad on their mission to collect 1 Crore Sarees. This is a thoughtful gesture for a cause that will light up so many women’s lives this Diwali. Such associations strengthen the collaborative relationship we share with LimeRoad and their community of shoppers”, adds Umang Bedi, Managing Director, Facebook India & South Asia.
However, the initiative has also been an extention to LimeRoad’s policy to connect with the community at large and create value that denotes brand’s seriousness.
Mukherjee opines, “At Limeroad, how we interact with the community outside of our own eco-systems is an integral part of our management philosophy. Long-term sustainable and credible brands will have to co-exist with the social fabric in order to create true value, and I think it is something that all businesses – whether start-ups or not – have to increasingly pay a lot of attention to.”
Join in the cause if you want to donate your drape and make a difference too. 🙂 Simply visit www.limeroad.com/goonj
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