Mahindra & Mahindra Ltd.

Mahindra and Mahindra (M&M) has unveiled ‘Seed the Rise’ -- an innovative crowd funding campaign to support India’s farmers who have been betrayed by bad weather and difficult circumstances. For this, the company has entered in to partnership with Flying Cursor Interactive for developing, launching and managing this unique campaign that changes the narrative around the farm sector.

The aim of this campaign is to raise funds for farmers, from urban crowds, match the amount from the company and use this money for farmer welfare through carefully selected projects. The initiative also set out to change the sentiment and conversations around the plight of farmers. ‘Seed the Rise’ celebrates the hardworking and nurturing aspects of farmers, driving the audience to empathise and donate.

M&M is the flagship company of the Mahindra Group, a multinational conglomerate based in Mumbai, India. Amongst the various business interests of its parent group, the company is mainly involved in the automobile manufacturing. It is one of the leading auto companies of India.