ITC’s Sunfeast, one of the most liked consumer biscuits brand and Big Basket, India’s largest online grocery delivery service with the largest fleet on the Indian streets, have collaborated for ‘Sunfeast India Run As One’. This first-of-its-kind, citizen-led participatory initiative, dedicated to supporting those distressed since the nationwide lockdown due to the pandemic, commenced on India’s 74th Independence Day, 15th August 2020. Be it through a walk, run, jog, or cover kilometers in a wheelchair, the goal is to cover the total distance between Kashmir to Kanyakumari 74 times. Big Basket’s energetic delivery executives or partners have collectively pledged 7.7 million steps towards the cause and will be covered over 3 to 4 weeks.
Established on the pillars of community wellness to drive a large-scale societal impact, ‘Sunfeast India Run As One’ endeavor to raise funds for the vulnerable sections of society. Leveraging the strength and spirit of ITC’s enormous human capital, network partners, external stakeholders, and invaluable retailers have helped the brand to champion or advocate the cause effectively. The company has effectively engaged its massive on-ground sales force, one of the most active teams to join the cause by pledging 10.5 million steps to the more significant cause.
Nation First, Sab Saath Badhein
Talking about the collaboration, Hemant Malik, divisional chief executive- Foods, ITC said, “At ITC, with our credo of Nation First, Sab Saath Badhein, we are committed to inspire thought, strategy and action as we progress on our journey to sustain and strengthen our leadership as a global exemplar in sustainability initiatives. Through various avenues, we endeavor to manifest this thought leadership to touch and transform lives meaningfully. Sunfeast India Run as One is one such avenue and we are very delighted to have participation and commitment from Big Basket’s on-ground teams who positively impact consumer lives on an everyday basis by keeping them safe indoors facilitating convenient access to daily essentials. Their steps will immensely benefit the cause and collaboratively take us closer to our goal.”
Talking about the collaboration, Hari Menon, co-founder, and chief executive officer, Big Basket said, “It gives us immense pleasure to collaborate with Sunfeast yet again and this time for a larger societal cause. Consumers of Big Basket will also be able to make a contribution as they make a Sunfeast product purchase through our platform. We are happy to be able to leverage our institutional strengths that rightly fit in, adding further momentum to this initiative.”
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Naresh Khanna – 10 February 2025
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