FMCG major Nestle India has made major changes to the packaging of its Maggi noodles, Nescafe and KitKat to support girl child education in association with Nanhi Kali, an NGOs that imparts education to underprivileged girl children across India. Nestle has changed packaging of 100 million packs available on shelves by the end of September.
Maggi’s famous tag line has changed from ‘2 minute noodles’ to ‘2 minutes for education’. Similarly, Kitkat has changed the tagline to ‘No break from education’ and Nescafe changed the tagline from ‘It all starts with a NESCAFE’ to ‘It all starts with education’.
Taking its association with Nanhi Kali to another level, Nestle has also introduced a blue band which carries more information on the NGO
“We are changing the packaging of three of our most iconic brands to sensitize and draw attention to the crucial need for society and citizens to embrace our collective responsibility in ensuring that girls are allowed, given access to and nurtured with the power of education”, Suresh Narayanan, Chairman and Managing Director of Nestle India said.
“Girls with access to education not only improve their own lives but also bring positive changes to their families, communities and economies”, he added.
Anand Mahindra, Chairman, Mahindra Group also expressed his gratitude toward Nestle and Nanhi Kali’s association. He is the founder of the NGO.
Through this initiative, Nestle India aims to further strengthen the Nestlé Healthy Kids Programme which has, as per the company, reached out to about 1,00,000 beneficiaries.