expands its ‘Gift a Smile’ initiative

o Adds 15 new NGOs and extends reach to many more cities
o Customers can light up this Diwali for hundreds of underprivileged children by gifting them gifts of their choice instantly, directly and conveniently

Bangalore, October 14, 2014: “I got it from school. I never saw such a playing thing before,” said a delighted Rita, daughter of daily wage earning parents and one of six children, who was gifted a flower making kit from a customer on Rita, a Class 7th student, studies at a school run by Jagriti Bal Vikas Samiti in Lodhar, Kanpur .

4 year old boy, Love, from an underprivileged family in Agra is suffering from a life threatening condition and is currently undergoing treatment at ISIC, N Delhi. His wish was to get a remote control car. Make A Wish Foundation included a remote control car in their ‘Wishlist’ and a customer on gifted the car to Love. Today you can see Love spend hours playing with his proudest possession and watch his face light up with pure joy.

Love and Rita are the beneficiaries of Gift a Smile program started by earlier in June and are just a few of many such stories. These smiles and the positive impact on these children’s lives are brought alive courtesy the customers on They have chosen to donate products that have been put up on wishlists of NGOs that are partners to’s ‘Gift A Smile’ initiative.

The ‘Gift a Smile’ initiative was launched by earlier this year in June and has since enabled customers to gift thousands of smiles by delivering gifts worth lakhs of rupees to thousands of beneficiaries from marginalized sectors.

On the occasion of Diwali, a season for giving and spreading joy, has expanded the ‘Gift a Smile’ initiative by adding 15 additional NGOs working for causes ranging from child development, education, health care and protection to women empowerment and more. The reach of the initiative has now widened covering states like Kerala, Uttarakhand and Telangana where some of the new NGO have their centres. With this, customers can now choose to gift products from ‘Wishlists’ posted by 25 NGOs, directly to the beneficiaries and light up their Diwali.

Amit Agarwal, Vice President and Country Manager, Amazon India, said, “Gift a Smile is an impactful way for consumers to gift directly to beneficiaries with ease and convenience. We feel fortunate that we are able to create a small yet meaningful impact on the lives of many people using our platform. With many new NGOs joining us, we believe that many more beneficiaries from marginalized sectors will be able to benefit from this initiative.”

Choosing to gift products from wishlists posted by NGOs, customers can support any of the 8 causes such as Child Education, Skill Development, Differently-abled persons, Women’s Empowerment, Child Health, Sports for Development, Terminally-ill children and Children needing care and protection.

The 15 new NGOs that have now joined as partners and listed their ‘Wishlists’ on include CRY, Care and Love, Ashray Akruti, Sphoorti, Bhagvatula CT, Bhumi, Vidyarambam, Yuva Global Foundation, Sikshana, Aarohi, Tropical Health Foundation of India, Action for Autism, Astha-Alternative strategy for the Handicapped, Isha and TeachforIndia.

In the first phase of the ‘Gift A Smile’ initiative NGOs like Magic Bus, Make a Wish foundation, Pratham, READ India, Sahyog, Save the Children, Bhoruka Charitable Trust, Jagriti Bal Vikas Samiti, Lotus Petal Foundation and Nav Bharat Jagriti Kendra had created their wishlists.

The participating NGOs, using the Amazon wish list technology, create and continually update a list of items that they need from the over 18 million products available on at Through ‘Gift a Smile’, customers can browse through the wishlists of their preferred NGO, select the items they would like to gift and delivers the item to the chosen organization. All seller fees that accrue from these sales on the marketplace are donated to the participating NGOs.

Customers can brighten a child’s Diwali this year by following these simple steps:
• Step 1: Select the NGO you want to support basis the cause you feel for
• Step 2: Browse the wish-list
• Step 3: Choose the product to gift and click the ‘Add to Cart’ button
• Step 4: Select the relevant ‘Gift Registry Address’
• Step 5: Proceed to Check Out and make payment for the product

The wishlists include but are not limited to products like educational toys, books, dictionaries, sports equipment, clothes, personal hygiene products, as well as items that will help NGOs provide vocational training (for example, beauty products for beautician courses targeting girls between 16-20 years) to help develop sustainable livelihoods.

All participating NGOs have been validated by Charities Aid Foundation (CAF), a not-for-profit organization that offers support to corporate entities, individuals and PSUs to ensure greater impact of their philanthropic and CSR investments.

Consumers on and Amazon’s mobile shopping application can shop anywhere with ease and confidence from over 18 million products across a broad range of departments including Books; eBooks and Tablets; Movies and TV shows; Kindle Devices, Computers and Accessories; Mobiles and Accessories; Consumer Electronics; Toys and Games; Baby Products; Health and Personal Care products; Watches; Fashion Jewelry; Home and Kitchen products; Beauty Products; Video Games; Music; Luggage and Bags; Handbags and Clutches; Sports, Fitness and Outdoor equipment; Shoes; Men’s, Women’s and Kid’s wear; Pet Supplies; Gift Cards; large Appliance store.Consumers across several cities in India are increasingly enjoying Amazon’s guaranteed next-day delivery on more than 325,000 products fulfilled by Amazon.

All Consumers on benefit from a safe and secure ordering experience, convenient electronic payments, Cash on Delivery, no-risk hassle-free returns policy, Amazon’s 24x7 customer service support, and a globally recognized and comprehensive 100% purchase protection provided by Amazon’s A-to-Z Guarantee.

The marketplace is operated by Amazon Seller Services Private Ltd, an affiliate of, Inc. (NASDAQ: AMZN). seeks to build the most customer-centric online destination for customers to find and discover virtually anything they want to buy online by giving them more of what they want – vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience; and provide sellers with a world-class e-commerce platform.

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