BMW Group India, in partnership with Magic Bus, an Indian non-profit organisation, has further strengthened its ‘Sports for Development’ programme by steering the course of 15,000 underprivileged children's lives to better awareness, opportunities and skills. This is possible by bringing about a behavioural change in the children; and what better way than sports to connect with them. This programme helps these children in making the right choices and walking on a path leading to better and dignified livelihoods as adults.
BMW started the programme in 2011 and gradually expanded and benefited 15,000 underprivileged children in the slums and villages of New Delhi, Chennai and Mumbai. (5,000 in Delhi, 5,000 in villages around BMW Plant Chennai and Chennai city and 5,000 in Mumbai).
This program’s aim is to help children complete a successful journey from ‘Childhood to Livelihood’ by moving them out of poverty. The programme uses a structured activity-based curriculum delivered by mentors to bring about positive and long-lasting changes in children’s lives.
Mr. Philipp von Sahr, President, BMW Group India said, “Commitment to society is firmly embedded in BMW Group’s culture and corporate strategy. Corporate citizenship forms an integral part of BMW Group's vision of itself as a responsible business enterprise and is regarded as an investment in the future. Through our partnership with Magic Bus, we aim to play an active role in empowering underprivileged children to build a brighter future for themselves. This initiative is a very successful example of corporate and social sectors joining hands to bring about positive change. We are proud of our association with Magic Bus and look forward to extending our support to them in every possible way.”
BMW’s commitment for the Magic Bus programme is based on the principle of ‘Helping People Help Themselves’. Particular emphasis is given on sustainability, measurability, transferability and long-term impact of the programme. The programme also promotes the core human principles of respect, gender equality and tolerance towards all religions, castes and races.
With BMW Group India support, the locations covered in Delhi include urban slums and villages in Lalkuan, Bhalswa Dairy and Shahbad Dairy. The locations in Mumbai include urban slums and colonies of Bombay Port Trust, Dharavi, Jogeshwari, Powai, Ghatkopar, Govandi, Mankhurd and Jogeshwari. The locations in Chennai include urban slums (Perungudi, Saidapet, Thoraipakkam, Pallikaranai, Chitalapakkam, Ottiampakkam, Madipakkam, Besant Nagar, Kanagi Nagar, Cheemencheery) in the city and rural villages (Thimmavaram, Kunnavakkam, Pattaravakkam, Vallam, Thiruvadisulam, Athur, Villiyambakkam, Palur, Reddipalayam, Anjur, Thenmel Pakkam, Kondamangalam, Periyapotheri, Karunilam) around BMW Plant Chennai.
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