After fast moving consumer goods companies and home grown retail companies, non-government organisations are now attempting to widen the reach of their brands.
Child Rights and You, an NGO working for the rights of underprivileged children in the country, has embarked on a brand-building exercise to raise funds as it seeks to expand into semi-urban and non-English speaking parts of the country.
"We want to communicate our agenda effectively among non-English speaking people," said Irwin Fernandes, director, CRY West and Resource Mobilisation.
CRY plans to raise as much as Rs 55 crore (Rs 550 million)
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in the next one year. CRY, which is among the 20,000 NGOs working for the benefit of underprivileged children in the country, aims to expand into Tier-I and Tier-II towns such as Jaipur, Surat, Chandigarh, Coimbatore and Nasik by March 2010.
The foray into smaller towns would begin in April next year. CRY receives about 9 per cent of its income from non-resident Indians, who form volunteer groups and take the message of child rights into the workspace.
