MUMBAI:  ALTBalaji, one of the country’s leading homegrown OTT platforms, has initiated fundraising for the distribution of food for the needy and the underprivileged as the country is reeling under the effects of the COVID-19 pandemic. The fund will be used to extend a helping hand to the daily wage earners, labourers and the underprivileged who are struggling to make ends meet.  

ALTBalaji has associated with Impact Guru to support Annamrita Foundation, who are putting their best foot forward towards ensuring that the underprivileged do not go hungry. With the help of the fundraising, ALTBalaji aims to reach out to maximum people to ensure they get their share of meals and are able to survive the lockdown period with dignity. ALTBalaji will be donating Re 1 for every subscription that they get on their app till 30 April and urges the viewers and people across the country to donate to the cause as well.

The donation page can be accessed here https://altbalaji.impactguru.com/.

With crowdfunding being the quickest way to collaborate and mobilize support during times of a crisis, ALTBalaji and Annamitra foundation will utilize the funds in buying grocery items such as lentils, rice, vegetables, cooking oil, flour etc., for meals to be distributed. ALTBalaji will be urging its users and followers via in-app notifications, social media posts and other efforts as this is the time for one to give back to the society and make a difference.

“It is the need of the hour for all of us to show support to each other and society. Through this effort, the aim is to reach out to the masses and appeal to them by leveraging the combined strength of platforms: ALTBalaji, ImpactGuru and Annamitra. These funds will be utilized to feed the underprivileged across cities and we hope our subscribers and followers will also lend their extensive support as we all stand as one in such tough times,”  ALTBalaji CEO and Balaji Telefilms group COO Nachiket Pantvaidya said.