Marico created a brand with a purpose (Nihar Shanti Amla) and 5% of all proceeds from the sale of under this brand is contributed to the cause of children’s education. As part of this, the organization launched a first-of-its-kind mobile phone based tutorial – ‘Angrezi Mobile Paathshaala’, a missed call based English learning platform. Through this initiative, people are encouraged to give a missed call to a designated number. Following this, they receive a call back which leads to a series of interactive nine English language learning modules. The outcome has been phenomenal as the Angrezi Mobile Paathshaala has been able to garner upwards of 16.20 Lakh unique callers since its inception.

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