“Prathyasha” is an innovative programme launched as a joint venture between Malabar Group, who is a frontrunner in the practice of philanthropic activities and corporate social responsibility (CSR) and Kerala Social Security Mission (KSSM). Without any doubt, marriage is part of the social agenda of human life, but in poor families the parents are not able to afford the escalating marriage expenses. The main objective of the Prathyasha scheme is to help economically poor parents in getting their daughters married.
As part of this programme 2000 girls belonging to poor families are provided with a marriage assistance dole of Rs 50,000 each using the funds raised by Malabar group and Kerala Social Security Mission (Rs. 5 crore each funded by Malabar group as CSR & KSSM). Before March 2014 this scheme intends to provide marriage assistance to 2000 girls. In the first phase of the scheme marriage assistance for poor girls and mobile clinics will be implemented.
In this present scenario where the marriage has become an expensive occasion, there is no doubt that this programme would bring a new ray of hope and prove to be a helping hand for deprived and downtrodden families who are struggling to meet the marriage expenses of their daughters.