Mahindra launches initiative to crowd source funds for farmers

NEW DELHI: Mahindra & Mahindra today launched an initiative to crowd source funds for farmer-specific projects.

In this initiative 'SeedTheRise', Mahindra & Mahindra will make a matching contribution.

Announcing the innovative campaign to support Indian farmers, the company said: "The initiative targets to crowd fund a maximum amount of Rs 2 crores from the contributors and Mahindra will add in an equivalent sum".

The company has launched a distinctive CSR campaign which allows the urban audience to use a crowd funding platform to donate directly to farmer-specific projects, it added.

Mahindra & Mahindra is part of the USD 16.9 billion Mahindra Group.

The crowd funding platform brings together different CSR initiatives that help Indian farmers through a web-site (www.seedtherise.com).

The projects that can be donated to, include a wide range of ways to help farmers including Sustainable Cultivation and Alternative Livelihood (Naandi Foundation), Educating Farmer's Daughters (Nanhi Kali), Income Enhancement (Swades Foundation) and Delivering an Information Edge (Digital Green).

"SeedTheRise is an initiative to make a small yet tangible impact during their time of need by creating a platform for wider audiences to participate in farmer well-being. Every contribution would be matched by an equal contribution from Mahindra," said Rajesh Jejurikar, President & Chief Executive, Farm Equipment & Two Wheelers, Mahindra & Mahindra.

The campaign is linked to a payment gateway and donors can choose from a selection of curated projects.