Not many of us get to thank our soldiers posted on the border protecting the country's frontiers. Now, a Mumbai-based start-up has launched a 'India Says Thank You', initiative that aims to do exactly that.
The initiative, which began last year, aims to thank soldiers of the Indian Army posted on the borders by sending them personalized greeting cards.
"It is one of the ways to offer our gratitude to unsung heroes of the country," says Divyanshu Asopa, founder and CEO of 21 Fools.
Asopa says he hit upon the novel idea of sending greeting cards while he went to watch a film last year.
"It just so happened that the Indian national anthem shot at Siachen was played before the film began. So the thought came about, why not send greeting cards to our soldiers posted on the border?" says Asopa.
After seeking the necessary approval from the Army headquarters, customised greeting cards were sent to around 1700 soldiers last year and for this year the site has received many more bookings.
"This year the initiative has had a wider reach. We have received orders from natives settled in the US and Dubai as well," says Asopa.
Unlike last year, the cards this year have no fixed design; people can click their own set of photographs with a 'Thank you' note and send the designs to the company.
The cards with rakhis, undersigned by customers would be printed and dispatched to five headquarters of the Indian army in Udhampur, Jaipur, Kolkata, Pune and Lucknow to be distributed to individual soldiers.
There is no fixed price to send a greeting card with a rakhi, "The cards will be priced at zero and you are free to pay the amount you wish. Keep the goodness alive," says the website.
"Last year we received letters of appreciation from the Indian Army which has kept our hopes alive. The response has been overwhelming and we wish to continue until every soldier on the border receives a token of gratitude from our side," says Asopa.
The cards and rakhis are expected to be dispatched to the five Army headquarters on August 18.