ARUNIM – Creating Markets For Supporting the Disabled

Being disabled usually comes with its own set of economic limitations. However, this is now poised to change. Various products being made by different segments of physically challenged people shall now carry a brand name, and hence gain more market reach. This article in Business Standard reports:

The process began this week with the former President APJ Abdul Kalam launching the Association for Rehabilitation under National Trust Initiative in Marketing (ARUNIM), an autonomous body under the National Trust, for the welfare of persons with autism, cerebral palsy, mental retardation and multiple disabilities. The body will be run under the Ministry for social Justice and Empowerment. 

In essence, all those products such as cotton fabrics, perfumed candles and incense sticks etc, shall now be brought together under a single brand name. The ARUNIM will now become the official salesman and marketing arm for all these products tied together.
How does ARUNIM plan to go forward from this initial proposal:

ARUNIM, with a corpus of Rs 1 crore, is already on the move. Its chairperson Sminu Jindal, who also heads Jindal Saw and an NGO Swayam, says she will soon appoint a researcher or consultant to identify the available products with the 800 NGO members of the National Trust. These will now naturally become members of ARUNIM making it a huge cooperative network right from the beginning. 

Sminu goes on to say:

While the branding and marketing plans to help those with multiple disabilities and conditions like autism, ARUNIM may also be able to support people with temporarily disabled bodies, like from an accident or disease, says the wheelchair borne Jindal who lost her legs in a road accident. She gives full credit to the National Trust chairperson Poonam Natarajan for the effort.”It is Natarajan’s vision which has led to the birth of ARUNIM,” she says. 

Read the complete article here.

Image by Dhimant Parekh from here.

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