BMW India, a 100% subsidiary of the BMW Group, has strengthened its commitment to society through its corporate citizenship program in partnership with Magic Bus, an Indian non-profit organization. BMW Group India started the program with Magic Bus in 2011, gradually expanding and benefiting 15,000 underprivileged children in the slums and villages of New Delhi, Chennai and Mumbai (5,000 in Delhi, 5,000 in villages around BMW Plant Chennai and Chennai city and 5,000 in Mumbai).
Using its ‘Sports for Development’ program as a medium, Magic Bus steers children towards a life with better awareness, opportunities and skills. The aim is to help children complete a successful journey from ‘Childhood to Livelihood’. The program uses a structured activity-based curriculum delivered by mentors to bring about positive and long-lasting changes in children’s lives.
Started in 1999, Magic Bus is a non-profit organization that supports over 250,000 underprivileged children in twenty states across India. Using sports as a medium, Magic Bus tries to inculcate positive values in children and channels them towards a constructive direction with enhanced opportunities.
The program imparts 40 sport-based learning sessions per year per child. A group of 25-30 children and youth (aged between 8 – 18 years) from underprivileged backgrounds come together for weekly sessions under guidance of a mentor. This is strengthened with the help of community-based advocacy efforts.
Speaking about the program, Philipp von Sahr, President, BMW Group India said, “Commitment to society is firmly embedded in BMW Group’s culture and corporate strategy. Corporate citizenship forms an integral part of BMW Group’s vision of itself as a responsible business enterprise and is regarded as an investment in the future. Through our partnership with Magic Bus, we aim to play an active role in empowering underprivileged children to build a brighter future for themselves. This initiative is a very successful example of corporate and social sectors joining hands to bring about positive change. We are proud of our association with Magic Bus and look forward to extending our support to them in every possible way.”
Matthew Spacie, Magic Bus Founder and Executive Chairman added, “Our relationship with BMW Group India started three years ago and since then we have worked with a common vision to help the underprivileged children move out of poverty. We make this possible by bringing about a behavioral change in the children; and what better way than sports to connect with them! Together, Magic Bus and BMW Group India are helping these children in making the right choices and walking on a path leading to better and dignified livelihoods as adults. We value our association with BMW Group India and look forward to the continued support and tremendous encouragement that we have received.”
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