The Desi approach to Ice Bucket Challenge

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The ALS Ice Bucket Challenge, is very popular and trending now a days among people. It is an activity in which the bucket full of ice water needs to be poured on someone’s head which was founded to promote awareness among people of disease named amyotrophic lateral sclerosis (ALS) and encourage people to donate for research. It went viral on Social Media.

The Indian woman created new kind of approach to the Ice Bucket Challenge which is Rice Bucket Challenge by adding ‘R’ in front of Ice Bucket Challenge. This was “desi” approach to Ice Bucket Challenge. The woman named Manju Latha Kalanidhi, founded this Indian Version of Ice Bucket Challenge. And she promoted it in India from all well-known Social Networks such as Facebook. She created page named “Indian version for Indian needs” which became viral in India.


In this challenge, People just have to cook or buy a bucket of rice and feed it to someone who needs it. It’s very simple Just like the ALS Ice Bucket Challenge, people can also use the hashtag – #RiceBucketChallenge and ask their friends to pay it forward. People can donate medicines worth Rs. 100 to their nearest government hospital instead of giving Rice.


The Manju Latha Kalanidhi was the first to post on Facebook that started off this challenge. “My own local, practical and tangible version/response to #icebucketchallenge… save water feed the hungry!” she wrote and almost instantly received thumbs ups from all those who liked her idea.

Manju Latha Kalanidhi has been honored with the Karmaveer Chakra Award and the Rex Karmaveer Global Fellowship by iCONGO, an international confederation of NGOs, and the United Nations. Ms. Manjulatha’s initiative will be promoted by agencies in a global scale. Apart from this, she will be featured in the second edition of iCONGO’s book Karma Kurry. The organisation is slated to sign a deal to sell 12 crore copies.

Ms. Manjulatha’s innovative way of feeding the poor has a tremendous response across the country and media within a week after the web page has been viewed by over 5 lakh people and according to Ms. Manjulatha over 10,000 kg of rice has been donated to beneficiaries.



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