Pidilite and 22,000 Selfless Heroes Celebrate Shram Daan Diwas

        Pidilite and 22,000 Selfless Heroes Celebrate Shram Daan Diwas

  PR Newswire

  MUMBAI, December 19, 2013

MUMBAI, December 19, 2013 /PRNewswire/ --

Fevicol Champions' Club (FCC), an initiative by Pidilite Industries Ltd, will
celebrate the 3rd 'Shram Daan Diwas' on December 20, with 22,000 carpenters
and contractors at multiple location across the country, devoting their day to
repairing broken furniture at organisations and institutions for the

The Astitva School at MIDC Dombivli, at any given time, has a pile of
furniture that needs repairing. The school, which caters to the mentally
challenged as well as those with a hearing disability, has over 400 students
many of whom are below the age of 18. "Mischief is common among children this
age and furniture and windows are constantly breaking," reveals Radhika Gupte,
Trustee, Astitva Organisation. "But funds are short and it is difficult for us
to make sure the furniture is faultless at all times," she rues. So last year,
when the carpenters from Fevicol Champions Club devoted an entire day to
repair work on the school's campus, they became heroes not only to the
organisation but also to the children at the school. "They came to our
institute, inspected the furniture, and worked on whatever needed repair. They
fixed a number of windows, tables and chairs. It was wonderful," recalls
Gupte. "Even though we try to sanction repair work once a year, it gets
difficult for us because our costs are far higher than the grant we receive
from the government," she adds.

Lokeshwar Vishwakarma, who spent his day labouring at a similar institute in
Thane, recalls the look on the children's faces on Shram Daan Diwas last year.
"They watched us with such delight," he exclaims. The 40-year-old carpenter,
who has two little children of his own, claims he has never felt better about
himself than he did at the end of that day. And yet, all through our
conversation, the woodworker from Uttar Pradesh remains non-chalant about
giving up a day's worth of labour to offer a wonderfully thoughtful service to
those in dire need.

Joining the Club:

Vishwakarma became a part of the Fevicol Champions Club three years ago and is
today one among a total of 35,000 members, all from the woodworking community
across the country. "Established in 2002, the FCC is a one-of-its-kind club
that functions on three principles - bonding, training and social welfare,"
explains Nilesh Mazumdar, President, Sales and Marketing, Fevicol. For
Vishwakarma, the club has served as a valuable platform to network with people
in the business. "The members meet often over a cup of tea and discuss work.
Sometimes, if one of us is overloaded with work, we offer the job to another
fellow member," reveals the carpenter. The club undertakes several activities
through the year, including diabetes camps, blood donation drives, and
awarding scholarships, etc. Shram Daan Diwas, one of the club's biggest
initiatives, was born in a bid to celebrate the club's founding day, December
20. "We felt that making a contribution to society was the best way to
celebrate the anniversary of the FCC," opines Mazumdar.The objective of Shram
Daan Diwas, he adds, is to unite woodworkers to donate a day towards social

For the Community:

The members of the club are extremely self-motivated, adds Mazumdar.
"FCC-Shram Daan Diwas is completely their initiative. The smiling faces of the
children from these needy institutes are something that charges them to come
together and donate a day of their labour," he says. "Yes, we are giving up on
one day of labour, but it is for the welfare of society. Just knowing that is
enough to rid us of our worries. That makes it worth everything," says
Lalchand Sharma, a Jogeshwari-based contractor.

Last year's pan-India Shram Daan Diwas initiative, with a total of 15,000
woodworkers participating, made it to the Limca Book of Records. "This year,
we plan to make it even bigger with more than 22,000 carpenters participating
in Shram Daan Diwas across 325 institutes in 145 locations across the
country," says Mazumdar. The members of the FCC identify institutions across
the country that could do with a helping hand and get in touch with the
authorities. Now that the initiative is better known, there are certain
schools that get in touch with the club too. "We would certainly love to have
them over again," exclaims Gupte, certainly a very happy customer.

About Pidilite Industries Limited:

Pidilite Industries Limited is the largest adhesive manufacturer in India. It
also has worldwide presence in adhesives, art material and industrial
chemicals. The brand name Fevicol has become synonymous with adhesives to
millions in India and is ranked amongst the most trusted brands in India apart
from being the largest selling adhesives brand in Asia. Pidilite is also
growing its international presence through acquisitions and setting up
manufacturing facilities and sales offices in important regions around the

Primary Media Contact: Sanila Narang, ,

Contact: PRN
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