India, 3rd December 2024: On World Disability Day, House of McDowell’s Soda announced the launch of the ‘Yaaron Ki Udaan’ project in partnership with Samarthanam Trust For The Disabled. The initiative aims to empower 100 disabled and underprivileged youth by providing them with education, essential skills, vocational training to secure meaningful employment, while also fostering a broader conversation about disability inclusion at workplace.
Building on the inclusive spirit of the #YaaronWaaliBaat campaign featuring Kartik Aaryan, House of McDowell’s Soda reinforces its dedication to diversity and inclusivity as essential drivers of societal progress with the launch of ‘Yaaron Ki Udaan’.
In partnership with Samarthanam Trust, renowned for empowering persons with disabilities and underserved communities, the brand also unveiled an insightful survey. The survey, conducted with over 200 participants, highlighted the ongoing challenges in employment and independence faced by individuals with disabilities. Key findings revealed that over 94% of respondents emphasized the need for upskilling and training programs. Furthermore, 42% of participants reported that there were limited job opportunities due to insufficient hiring by organizations and intense competition. A lack of practical and technical skills, coupled with inadequate education, further hindered their employment prospects. Moreover, inadequate infrastructure and difficulties in securing basic needs like food, accommodation, and travel, further restricted their opportunities for meaningful employment.
To bridge these evident gaps, respondents highlighted the need for vocational training and accessible education, with a focus on enhancing technical and practical expertise. They also emphasized the importance of inclusive infrastructure and assistive technology to create equitable opportunities. Programs centred on mentorship, counselling and confidence building were deemed essential to empower individuals and help them thrive.
A staggering 80% of respondents also expressed the need for more organizations, like House of McDowell’s Soda, to set up community engagement initiatives to build a more equitable, independent and inclusive future for all yaars.
Varun Koorichh, Vice President of Marketing and Portfolio Head at Diageo, shared, The ‘Yaaron Ki Udaan’ initiative reflects our commitment to inclusivity, empowering youth with disabilities by equipping them with skills that lead to meaningful, long-term employment. Our partnership with Samarthanam underscores our belief that true diversity goes beyond representation—it’s about collective upliftment and creating a future where everyone has the chance to thrive. At House of McDowell’s Soda, we are proud to take this meaningful first step and are determined to build this effort strongly year after year, ensuring lasting impact and shared success.”
Dr. Mahantesh G Kivadasannavar, Founder – Samarthanam Trust, expressed, “We are thrilled to collaborate with House of McDowell’s Soda, a brand that is not only supporting inclusion but also driving tangible impact. This partnership is a testament to our shared commitment to a future where everyone, regardless of ability, has the opportunity to contribute and grow with dignity.”
The ‘Yaaron Ki Udaan’ initiative is part of House of McDowells’ Soda’s larger mission of forging authentic connections and unlocking limitless opportunities for collective growth. As the program launches on World Disability Day, it serves as a powerful reminder that inclusivity is not just a value but a shared responsibility.
