Cricketer Sachin Tendulkar kick-started the Joy of Giving Week for Mumbai-based NGO Apnalaya on his Facebook page on Tuesday.
On his page on the social networking website, Tendulkar encouraged donors and fans by posting, “Happy joy of week everyone. There’s a NGO Apnalaya, working in Mumbai slums for a better life for children — a cause, that’s very special to me. A generous donor will match donations (up to a limit) made till the end of the Week. I request you all to donate generously. My daughter has already made the first donation — proud of her (sic).”
Apnalaya, which was founded in 1972, works closely with children who live in slums in and around Mumbai through its urban community projects. Donors can route their contributions through the GiveIndia website, which is acting as a facilitator for the campaign. A total of Rs1,12,462 had been collected till Wednesday.
Annabel Mehta, Apnalaya’s founder and Tendulkar’s mother-in-law, said, “Luckily, we have a supporter who offered to match any donation given to Apnalaya if I asked Sachin [Tendulkar] to encourage people to donate this week.”
“A generous donor will match all donations (up to Rs25 lakh) made till October 8 (when the Joy of Giving Week ends) so that Sachin and Apnalaya can make a bigger difference in the lives of the children they support,” said a member of GiveIndia.
Apnalaya operates in the slums at Shivaji Nagar and Govandi as well as with communities around Deonar’s dumping ground in pockets like Rafi Nagar, Shanti Nagar, Padma Nagar and Chickalwadi. It reaches out to nearly 6 lakh slum residents and helps them access basic amenities.