The global initiative aims to combat loneliness and promote well-being by addressing the issue from a child’s formative years
Mumbai: NIVEA Global has launched ‘NIVEA Connect’, an initiative aimed at combating social isolation and fostering human connections across the globe. In India, NIVEA has partnered with the Aseema Charitable Trust, a renowned Mumbai-based NGO dedicated to working with marginalized communities, to provide holistic support for children and their families.
Geetika Mehta, Managing Director of NIVEA India, shared her thoughts on the initiative, “At NIVEA, care has always been at the heart of everything we do. Our collaboration with Aseema Charitable Trust extends this legacy, addressing the growing concern of social isolation by nurturing meaningful connections. By fostering a sense of community, care, and emotional security for children and their families, we aim to build a future where no one feels left behind. This partnership reflects our belief that togetherness starts early, ensuring everyone has the support to thrive. By fighting social isolation and fostering social connection, NIVEA will create bridges of belonging and trust.”
Dilbur Parakh, Co-founder and Chairperson of Aseema Charitable Trust, emphasized “At Aseema, our mission has always been to empower marginalized children through education and comprehensive support systems. In partnership with NIVEA India, we’re deepening this commitment -ensuring that beyond education, children receive the emotional and social tools to thrive. Together, we’re not just transforming lives; we’re creating stronger, more connected communities and shaping a brighter future for those who need it most.”
There have been several health impacts that have been linked to loneliness. These long-term effects of social isolation are alarming, contributing to heightened risks of heart disease, stroke and mental health conditions such as depression. The brand aims to establish the projects in over 40 countries by 2026 by joining forces with experts and organizations around the world to educate, inspire and empower to reach out and connect. The focus will continue to be on vulnerable groups such as young adults, the elderly who are impacted by mental health challenges predominantly.
NIVEA India’s collaboration with Aseema Charitable Trust brings this mission to life by addressing both the educational and emotional needs of children from marginalized communities in Mumbai’s slums and tribal areas in Igatpuri. Aseema adopts a holistic approach to child development, addressing not only educational needs but also emotional and mental health through initiatives like the Meal Program and Counselling Program. Through its Meal Program, Aseema ensures children receive daily nutritious meals and regular health assessments. Meanwhile, the Counselling Program offers therapeutic support through art-based therapy, play therapy, and cognitive behavioral therapy to help children and their families cope with emotional challenges, including dealing with issues of loneliness and alienation. Employees of NIVEA India also make yearly visits to the Aseema Foundation to spend meaningful time with the children, further strengthening the bond and contributing to their overall well-being. The partnership aims to create a nurturing environment where children can thrive.
The NIVEA Connect global initiative will collaborate with scientists, NGOs, and community organizations worldwide to extend support to those experiencing social isolation. By launching global awareness campaigns, NIVEA aims to break the stigma surrounding loneliness and empower individuals with the tools to reconnect with their communities.