“Mission Million books” is a pan-India initiative, launched by the Chinese online and mobile e-commerce giant Alibaba Group, inviting the citizens of India to donate textbooks and educational material for its use by the underprivileged. The campaign’s main aim is to provide the undeserved sections of the society the access to quality educational material for their growth and advancement. The Mission Million Books initiative, which will run till September 16, also supports the Indian government’s efforts to enable access to quality education for all.
Alibaba group has launched this campaign in partnership with The World Bank Family Network Book Project, Delhivery, Kotak Mahindra Bank, mGage India, Shoppers Stop, HyperCity and Rotary Club of Bombay Worli.
Alibaba Group’s subsidiaries alibaba.com and UC Web will provide online marketing support to maximize the impact. In addition to launching, coordinating and marketing the campaign, Alibaba Group said it would donate over 50,000 books to the campaign. As part of the campaign, The World Bank Family Network Book Project has already donated 30,000 books.
Collected educational material would be distributed to more than 2,500 schools educational institutions across India, in a book donation ceremony scheduled in Mumbai towards the end of September 2016.
Guru Gowrappan, global managing director, Alibaba Group, said, “Quality education is everyone’s right and plays a fundamental role in building character and intelligence at an early age, ultimately shaping a nation. We believe that every child in India must have the opportunity to learn and cultivate a reading habit which is an important ingredient for learning and building curiosity.”
How to make donations?
Donations can be made between August 18 – September 16, 2016, at 1,300+ branches of Kotak Mahindra Bank, as well as Shoppers Stop, HyperCity, and Crossword stores across major cities in India. Pick-up services from Delhivery are available for donations of 20 books or above. Please call toll free hotline 1800-103-7598 where representatives will provide the required information and guidelines for donation, or visit www.books.alibaba.com for details.