Sipradi Trading Ltd, the authorized distributor of Tata Motors for Nepal, started its 'Test Drive for Education' campaign in September this year. Sipradi has been providing parents of students at various Kathmandu schools its vehicles for test driving and donates Rs 500 to that school for every test drive. The donation goes toward developing the schools infrastructure and providing scholarships to underprivileged students. Ashim Neupane of Republica talked to Hemant Puranik, the country manager for Tata Motors Ltd for Nepal, to know more about the campaign. Excerpts:
What is behind your campaign?
There are many students who need financial support to continue their education. Out of every 10 kids who join a school, five drop out by higher secondary level. So we are trying to help the needy students through this campaign. The campaign will also donate money to schools so they can upgrade their infrastructure. The campaign will help both students and schools.
What has the response been like?
The campaign is doing great. A lot of parents have come for test drives and we have received a positive response from schools as well. So far, more than 8,000 parents have come for a test drive. We have set a target of above 10,000 parents. We request more parents to come for test drives. They can help someone gain education just by donating some time.
How does this kind of initiative help your branding?
Doing just business is not a motto of Tata. We have not started this campaign for the benefit of the company as we ourselves donate money to schools for every test drive done by a guardian. Of course, the campaign will help promote our vehicles. But our target is to help the maximum number of schools. This campaign is part us fulfilling our corporate social responsibility and we will bring more programs like this just for the cause.