#IndiaDegaAashirvad is an initiative that aims to feed millions of less fortunate people. In most Indian weddings, rice is used to shower blessings, identifying the larger purpose this auspicious ceremony can serve, #IndiaDegaAashirvad was created, empowering traditions to effect a greater change. The initiative upholds the sacred tradition of showering rice, while giving newlywed couples the option to be prudent with its use and donate the share saved at the wedding to the less privileged via a not-for-profit organisation, Feeding India.
The initiative designed special rice packs that gives the wedding guests the option to simply touch the packs as a gesture of blessing. In return for these packs, people are encouraged to donate rice, which, along with every unopened pack will be donated to those in need.