13th November 2023: Madhur Sugar, in the packaged sugar brand industry, has initiated ‘Madhur Utsav’ to celebrate the festive spirit of Diwali among all segments of society. The company, organised its’ first volunteer-driven initiative in collaboration with Robin Hood Army in thirteen locations in Delhi. The Robin Hood Army is a volunteer base organisation that serves the less privileged by organising the distribution of surplus food from the restaurants and community to them.
The Madhur Sugar team, is led by Executive Director Mr. Ravi Gupta. As part of this initiative the company joined hands with the army and distributed ration kits and festive sweets to a thousand households making their Diwali a happy and memorable one.
Thjs drive was further amplified through the participation of popular food vlogger Gaurav Wasan, who volunteered as the “Madhur Captain.”
The joint efforts of 80-90 dedicated RHA volunteers along with more than 100 Madhur Captains who worked together across the thirteen locations, resulted in bringing smiles on a 1000 faces on the occasion of Diwali. This marked the beginning of the journey of Madhur Sugar towards spreading “Madhurta” which touches one life at a time to bring one smile.
Executive Director, Madhur Sugar, Ravi Gupta, said, that they were indeed overwhelmed to see smiles on the faces of so many people, and at Madhur Sugar they believed in spreading sweetness amongst the people around them. Madhur Utsav reiterated the same objective. He went on to add that they had this novel concept wherein volunteers would be invited as Madhur Captains to lead this mission. He also mentioned that the company was keen to continue this initiative throughout the year, nationally. The campaign was planned with the objective of encouraging people to participate in this activity. The response of the community to add sweetness to the lives of the less fortunate was indeed overwhelming, he said.
Since its launch in 2007, Madhur Sugar, has been educating consumers on the merits of upgrading to hygienically packed sugar since. The brand engages with 95% of Indian households who buy loose sugar, and educates them on the advantages of upgrading to packed sugar.
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