Boond Ki Muskaan: A Sip of Relief, A Moment of Care

As the summer sun blazes across cities in India, it brings with it an undeniable challenge — the harsh and often dangerous impact of heatwaves. With temperatures soaring above 45°C in many cities, India experienced over 40,000 heat stroke-related deaths last year alone. Heatwaves not only cause extreme exhaustion and dehydration but also deeply affect the daily lives of many — especially those who must work or survive under the open sky.
While most of us retreat indoors to escape the heat, countless others remain exposed — the traffic police who manage our roads, the hawkers who earn their daily bread, the delivery agents always on the move, the daily wage workers who keep our cities running — and even those with no shelter, like beggars, who endure the sun without a choice or shade.
This summer, we felt the need to do something more — something simple yet meaningful.
Through our CSR initiative “Boond Ki Muskaan”, we launched a heartfelt drive to distribute drinking water to those exposed to relentless heat. It wasn’t limited to just workers — we also reached out to people living on the streets, because they too are braving the sun every day without basic comfort.
With our on-ground team, we visited traffic signals, market lanes, roadside work zones, and wherever we saw someone in need. We offered cold, clean water — something basic, but in that moment, so deeply valuable.
What we witnessed was moving.
One traffic officer shared that he hadn’t had a sip of water in hours. A street vendor, exhausted and sweating, quietly said thank you. A beggar, with cracked lips and sunburnt skin, accepted the bottle with both hands and said nothing — but his eyes said it all.
These weren’t just moments. They were real, raw, and spontaneous — and that’s what made Boond Ki Muskaan special. It wasn’t about grand gestures, but about recognising dignity in the smallest acts of care.
We didn’t count the bottles. We noticed the faces.
This campaign wasn’t about visibility — it was about presence. About being there, where empathy was needed most. Because something as small as a bottle of water, when given with kindness, becomes more than relief — it becomes recognition, comfort, and sometimes, hope.
With Boond Ki Muskaan, we’ve only just begun. We believe real impact starts at the street level — and we’re committed to keep showing up, one small gesture at a time.