Nestle India has changed the punch lines of three of its most-selling brands -- Maggi noodles, Nescafe coffee, and KitKat chocolates -- to support education for the girl child, the company said in a press release.
Nestle India has tied up with Nanhi Kali, a Mahindra-run NGO, that works to impart education to underprivileged girl children across the country.
For this, Nestle India has changed the packaging of 100 million packs which will be on the shelves from September-end.
Under the initiative by the FMCG company, it has replaced Maggi's iconic "2-minute noodles'' tag line for "2 minutes for education"; KitKat has changed its punch line to "No break from education", while Nescafe coffee changed from "It all starts with a Nescafe" to "It all starts with education".
Commenting on the move by the company, Suresh Narayanan, Chairman and Managing Director, Nestle India, said, "We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the crucial need for society & citizens to embrace our collective responsibility in ensuring that girls are allowed, given access to and nurtured with the power of education.
"Girls with access to education not only improve their own lives but also bring positive changes to their families, communities and economies. This is our belief and conviction as Nestlé India and our humble way of making a small yet deeply felt contribution to a cause that is important and vital to Indian society,” he added.
Nanhi Kali is jointly managed by K C Mahindra Education Trust and Naandi Foundation. Anand Mahindra, Mahindra Group commenting on the initiative, said, "I am sure the new packaging of MAGGI, NESCAFÉ and KITKAT carrying the message to #EducateTheGirlChild will have the desired impact of helping Nanhi Kali put a million girls in school. I am immensely grateful to Nestlé for their support to Nanhi Kali."
