Mahindra North America & Milaap USA Support Seed The Rise Campaign To Assist Farmers In India

By Api Podder

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Mahindra North America & Milaap USA Support Seed The Rise Campaign To Assist Farmers In India

HOUSTON, TX (December, 2015): Mahindra North America and Milaap USA are working in conjunction with Mahindra & Mahindra and Milaap India to support fundraising efforts to provide relief for struggling farmers and their families in India through Seed The Rise. This international crowd funding campaign is an initiative of Mahindra & Mahindra and Milaap India to raise US$600,000 for five unique programs in India with Mahindra & Mahindra providing a 100 percent matching donation. Each program provides assistance to farmers from a different angle; this multi-pronged approach provides support directly to each organization, which can then focus on solutions based on its area of expertise.

The projects supported by provide long term solutions to the challenges and uncertainties farmers in India face due to uncooperative weather conditions, unstable crop trends and prices, and poor access to basic human needs such as education, sanitation and water. This initiative has been successfully received in India, with Bollywood Actor Nawazuddin Siddhiqui serving as the ambassador for the cause, and endorsements from star Indian athletes Sachin Tendulkar, Mahesh Bhupati and Saina Nehwal.


“It is a privilege to support Mahindra & Mahindra in this important community outreach which is an important tenant to our corporate Rise philosophy to drive positive change. Creating synergy between private crowd funding and matching corporate donations and taking it to an international level creates an energy that maximizes the impact we can have for these farmers struggling through adversity,” said Cleo Franklin, Vice President of Marketing and Strategic Planning, Mahindra North America.

“Milaap USA is pleased to partner with Mahindra North America in a symbiotic effort to combat real challenges farming communities in India face. #SeedtheRise promotes an innovative and digital platform for communities in America to improve lives of rural communities in India. Our joint initiative focuses on a long-term solution for farmers and their families through five initiatives, ranging from income generating cultivation, accessible information through technology, and education for their children. Even basic human needs such as water and hygienic sanitation facilities are provided. Under-resourced communities do not want pity; they want our partnership. Which is why #SeedtheRise is a call to action to lift up those who truly put food on our tables,” said Paulomi Patel, Director of Strategy & Development, Milaap USA.

Mahindra North America is working in cooperation with Milaap USA to raise awareness and funds in North America for this Rise initiative. All donations in U.S. dollars are tax-exempt through Milaap USA, whose mission is to support innovative grassroots programs in India using technology for social change. Donations are accepted through until December 7th, 2015. Funds are sent directly to the NGO of the donor’s choice: Naandi Foundation, Swades Foundation, Digital Green or Nanhi Kali.

To learn more about the Seed the Rise campaign, please visit

Re-published from as part of CSRlive’s collaboration with Your Mark On The World

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