Kolkata: Collections in the rice bucket challenge, as part of the "Joy of Giving" "Daan Utsav" week that began here on Friday, will be donated for relief measures in flood-hit Jammu and Kashmir, an organiser said.
The Kolkata citizens' initiative is urging residents to take up the rice bucket challenge at the Avani Riverside Mall in Howrah here and plans to dispatch the rice to the flood-hit Kashmir Valley.
"There are a host of activities that encourage people to donate. In the rice bucket challenge, we have already collected around 400 kg of rice. Whatever amount we collect till September 21 will be sent as relief," volunteer Sara Adhikari told a news agency.
Modelled on the popular ALS ice bucket challenge, the Indian version, which encourages people to donate rice instead of dumping water, is gathering momentum in Kolkata with both online and offline events planned this month.
The Indian spin-off, started by Hyderabad-based Manju Latha Kalanidhi, involves donating rice to people in need in a country which is the world's second largest consumer of rice.
"Joy of Giving" week is celebrated across the country October 2-8. But the Kolkata initiative is being observed a week earlier to avoid a clash with the Durga Puja festivities during the first week of October.
Kolkata Victoria Round Table 227 has donated 200 kg of rice.
Jammu and Kashmir is battling the worst floods in 60 years, which have left over 200 people dead. About four lakh people are still marooned in Srinagar.