Daily deals site Groupon India has partnered with UNICEF to raise funds for promoting quality education for children in India.
The initiative -- a three-year partnership -- will see the partners raising donations through the deal site, where customers can donate between Rs 499 and Rs 799.
UNICEF India Celebrity advocate and actor Kareena Kapoor is also a part of the initiative. She will give an equivalent amount of the total funds raised, thereby doubling the donation.
"This simple act of donating a small amount can have far reaching impact on the lives of millions of children. This campaign is the first of our efforts.
"We are committed to working with UNICEF for creating similar fund-raising campaigns as a long-term partner," Groupon India CEO Ankur Warikoo told PTI.
The initiative will feature on the company's website till December 6.
UNICEF is working with the Indian government to ensure greater access to education, enrolment and improved learning outcomes for all girls and boys by strengthening policies, enhancing capacities of teachers, as well as working with communities to raise awareness about the importance of quality education.
"It is an opportunity to reach out to the company's large customer base -- mostly middle-class people -- who want to contribute to create a joyful and conducive school environment for children," he said.
Groupon had done similar initiatives during Uttarakhand floods where Rs 5 lakh was collected in 7 days and the company doubled the amount and deposited it in Prime Minister's National Relief Fund.
Besides, it supported a campaign for women (where users donated Rs 333 to pay for the amenities for a girl/woman) and Friendicoes (offering assistance to rescued street dogs).