National News
Malabar Group signs MoU with WHO India to implement ‘Nurturing Beginnings’ project
Malabar Group, as part of its continued commitment to social responsibility, has announced the launch of a new CSR initiative, NURTURING BEGINNINGS, in collaboration with the WHO India. The project is designed to improve the nutrition and overall well-being of mothers and children from disadvantaged urban communities, while supporting the mental and intellectual development of children.
A Memorandum of Understanding (MoU) was signed at Malabar Group’s Headquarters in Kuttikkatoor, Kozhikode in the presence of Dr. Roderico H. Ofrin, WHO Representative to India; Dr. B. Muhammad Asheel, National Professional Officer of WHO; M.P. Ahammad, Chairman, Malabar Group; Asher. O, Managing Director – India Operations, Malabar Gold & Diamonds, Nishad A.K, Group Executive Director, NGO Organization “Thanal” Chairman Dr. V. Idrees, Malabar Group Senior Directors, Management Team Members and other dignitaries. The initiative will be implemented through the Malabar Charitable Trust.
The NURTURING BEGINNINGS project builds on the Group’s flagship Hunger Free World program. Global studies highlight that the first 1,000 days from conception until the child’s early growth years are critical for physical, mental, and intellectual development. To address this, the project will provide free nutritious food to mothers and children, along with medical services that support both physical and mental health. Initially, it will be rolled out in urban communities in Delhi, with plans to expand across other states.
Speaking on the occasion, M.P. Ahammad, Chairman, Malabar Group said, “NURTURING BEGINNINGS is a very important project for us, as it extends the impact of our ‘Hunger Free World’ initiative. Only when children receive proper nutrition from conception through their early years can they grow to their full potential, both mentally and physically. Sadly, many in our society are deprived of this. By collaborating with WHO India, Malabar Group is acknowledging its responsibility in shaping a healthier society. We are deeply grateful to WHO for its support and cooperation.”
Dr. Roderico H. Ofrin, WHO Representative to India, said, “WHO congratulates Malabar Group for initiating such a vital project, which is crucial in shaping a healthier future generation. Nutrition and care are the fundamental rights of mothers and children, and the responsibility of society. Malabar Group has been implementing several impactful CSR initiatives, and we are confident that the NURTURING BEGINNINGS project will also be a great success.”
Dr. P. Muhammad Asheel, National Professional Officer of WHO, added, “The NURTURING BEGINNINGS project has the potential to significantly improve the development of children in socially and economically backward communities. WHO India will extend all possible cooperation and support to Malabar Group to ensure the successful implementation of this initiative.”
Since its inception in 1993, Malabar Group has consistently allocated 5 percent of its profits towards CSR initiative. Through its Hunger Free World project, the Group currently provides free nutritious meals to 60,000 people daily in India and 10,000 students in three schools in Zambia. Additionally, more than 700 micro-learning centers have been established across India to support street children and school dropouts with food and education, helping them return to formal schooling. In addition, nearly 30,000 children were brought back to school.
The Group also runs ‘Grandma Home’ to support destitute mothers. Since launching its scholarship program in 2007, Malabar Group has awarded over 1,15,000 scholarships to girl students. Additionally, Malabar Charitable Trust is set to distribute 33,000 scholarships this year alone to promote the education of underprivileged girls. The Group’s CSR initiatives span health, housing, education, women’s empowerment, and environmental sustainability.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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