Be.The Solution Partners with Ketto for WaterAid India for the Cause of Health and Hygiene


The youngest business of 109-year old multinational listed Ador Group of Companies, Be.The Solution strives to make female consumers’ routine safe and convenient in the workplace and home, while also contributing five percent of its net revenue for hygiene awareness and sanitation initiatives for women and girls in the rural communities. Apart from this, the brand is associated with Milaap Social Ventures and Ketto, non-profit organisations, to raise funds and host campaigns for women’s health.

The home-grown hygiene and personal care brand, recently announced its association with Ketto, Asia’s most-visited online crowdfunding platform, to raise funds for building sanitation facilities with Water Aid India.

The objective of the first-leg of the campaign is to raise a total of Rs. 2,50,000 over 31 days, during Christmas season, wherein all crowd contributions will be matched one for one by Be.The Solution. “It is our mission to ease sanitation around the country by addressing critical issues like this one and to enable a hygienic lifestyle for urban women through our product offerings.” said Mr. Deep Lalvani, Co-Founder & Director, 1908 e-Ventures Pvt. Ltd., Ador Group, under whose direction the projects have been initiated.

The first project aims at building sanitation facilities at five schools in Lucknow to support 689 students. Following the success of this initiative, Be.The Solution will continue the effort pan India in 2018, raising funds separately for each nominated city.

Actor Kunal Kapoor, Co-founder of Ketto said, “School is a key setting where the health and education sectors can jointly take action to improve and sustain the health, nutrition and education of children.  We at Ketto are happy to be part of the initiative taken by Be.The Solution, which aims to help children by making possible a hygienic day-to-day life.”

Children, especially young girls, hailing from extremely poor and marginalised families of urban Lucknow have to fetch water for daily needs from nearby water sources and finish other household work before commencing for school regularly. Most government primary schools do not have proper toilets causing students to defecate in the open. Even where toilets exist, they are not connected to water points, so using these dilapidated premises entails fetching water from a common hand pump within school grounds.  While key hygiene messages like ‘washing of hands before meals and after toilet use’ are delivered, it is next to impossible to apply them due to a lack of functional and adequate sources of water.

“In primary school Mishribagh, for example, all of 155 children are supposed to sit and study in a single room and there is no toilet facility. Similarly, the primary school in Para has only one hand pump catering to the needs of 123 children (64 boys and 59 girls). These are just a few instances; the problem is spread across most schools, even in the urban parts of the city. We look forward to the success of this project and a subsequent pan-India revolution,” said Deep Lalvani.