In an attempt to spread awareness on this critical issue of girl child education in India, Nestle will change packaging of 100 million packs available on shelves by the end of September, the company said in a statement.
According to a PTI report: Project Nanhi Kali is jointly managed by the KC Mahindra Education Trust and the Naandi Foundation. It has been working in girl child education for decades.
CMD, Nestle India, Suresh Narayanan was quoted by PTI as saying: “We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the crucial need for society and citizens to embrace our collective responsibility in ensuring girls are allowed, given access to and nurtured with the power of education.”
He was further quoted by PTI as saying: “Girls with access to education not only improve their own lives, but also bring positive changes to their families, communities and economies.”
Chairman, Mahindra Group, Anand Mahindra was quoted by PTI as terming it as “path-breaking and innovative partnership”. He was further quoted by PTI as saying: “We believe that supporting girl’s education is a national priority and will have a far-reaching positive impact on society.”
He was optimistic that the new packaging of Maggi, Nescafe and Kitkat carrying the message to educate the girl child will have the desired impact of helping Nanhi Kali put a million girls in school.
As part of that, its popular instant noodles Maggi will have a changed tag line to “2 minutes for education” from “2-minute noodles”.
Similarly, its chocolate-covered wafer biscuit bar Kitkat has changed the visual of the finger snap to one without the break with the line ‘No break from education’.
Its instant coffee Nescafe has changed the tagline from ‘It all starts with a Nescafe’ to ‘It all starts with education’.
This has been further reinforced with a blue band which carries more information on the association with URL of Nanhi Kali.