On the occasion of World Children’s week, leading food service retailer McDonald’s India (North and East), announced its support to Dr Shroff’s Charity Eye Hospital’s (SCEH) Paediatric Eye Care initiative. Branded as ‘I Care for Eye Care’, the programme aims to build awareness about the cause of preventable childhood blindness and invites the community to contribute funds for treating visually challenged children in the country suffering from avoidable blindness issues.
At the unveiling of specially created limited edition ‘Eye Care Notebook’, a collectible that would be sold across all the McDonald’s restaurants in north and east of India to raise funds for the cause, the leaders from both the organisations pledged their commitment to mitigate the issues that afflict the paediatric eye care in the country; and specially impact the underprivileged section of the society. Vikram Bakshi, Managing Director, McDonald’s India (North and East) said, "Being socially responsible is not only our heritage, but an integral part of our business strategy. We have strategic intent to support this initiative of Dr Shroff’s Charity Eye Hospital; and we earnestly hope to make a difference in the lives of many visually disadvantaged children who can be treated to lead normal lives, but whose parents cannot afford quality eye care."
Arun Arora, Chief Executive Office, Dr. Shroff’s Charity Eye Hospital said, “We believe such initiatives will go a long way in eradicating avoidable childhood blindness from our country. Paediatric Eye Care as a category requires immediate and significant intervention. The support from McDonald’s is welcome, and we are very hopeful that other corporates would also feel inspired to come forward and support the cause."