Mumbai, March 12: Ever wonder who benefits everytime Indian run-machine Sachin Tendulkar hits a six? His belligerent shots are more far-reaching than his team's cause and the cheers of his fans - they actually enter the hearts and minds of underprivileged children.
Indeed, for every six hit in the ongoing cricket World Cup, privater insurer Reliance Life contributes Rs 25,000 to a child literacy fund. Thus Sachin Tendulkar, who has just completed his 48th one-day century, has also become one of the highest contributors for children in its philanthropic initiative.
For its scheme, Reliance Life has joined hands with the International Cricket Council (ICC) and Room to Read---a global non-profit organisation promoting literacy and gender equality in education for this campaign.
Tendulkar has so far hit 8 sixes, just behind West Indies' K A Pollard with 9 and Kiwi Ross Taylor, with 12. Other Indian players who have contributed to the initiative include Virender Sehwag and Yusuf Pathan who hit 7 and 5 sixes, respectively.
"Over 5,000 children have already benefited under the Reliance Life Insurance 'Boundaries for Books Initiative' as players hit nearly 150 sixes in World Cup," the insurer said in a statement.
Every single six will provide at least 30 underserved children with access to fully functional libraries with local language and English books as well as trained teachers.
In addition to contributing for every six hit in the world cup, Reliance Life also contributed Rs 10,000 for every four in the India-England match to the NGO under the same initiative, the company said. It turned out, there were 64 fours and 12 sixes hit in that match, and making the amount contributed Rs 9.4 lakh. What a way to go!