TJC, formerly known as The Jewellery Channel, has started a new charitable initiative to help disadvantaged children in Jaipur, Rajasthan.
The jewellery TV shopping channel has launched the One for One plan with the aim of providing a healthy meal for a child in need every time an item is purchased from them.
The new campaign is the brainchild of TJC managing director, Colin Wagstaffe (pictured), who set it up earlier this year. TJC has already provided over 250,000 meals since February.
Wagstaffe says: “For every single item our customers buy, we’ll provide a meal for a hungry child. That means this year we will fund over two million school lunches for under privileged children.
“One of our founding principles is to do the right thing – for our customer, our TJC team, and for the communities in which we operate. TJC’s One for One programme is purely and simply about doing the right thing.
“This won’t just be an initiative that we do for a week or a month, we intend to do this for years to come and provide millions of meals. To start with, we’ll be distributing meals to schoolchildren in India, but in time we hope to provide meals in the UK, China and Thailand – in all the countries where our business impacts.”
TJC, which launched in April 2006 and currently broadcasts to over 30 million homes in the UK and the Republic of Ireland, is working in conjunction with Akshaya Patra to distribute the meals in Jaipur. The not-for-profit company has state-of-the-art kitchens and already provides meals for hungry children.