ON a bright Sunday morning in August 2006, Jithin Nedumala, a second year student at Sacred Heart College, Cochin received a call from a friend. The invite was to visit an orphanage at YMCA Boys Home. The idea was to distribute sweets, spend time with them and get back to college. Jithin tagged along with his friend and met with the kids. While planning to get out he asked the kids, “What should I get for you in the next visit?” They said in unison, “We want books to read”. And this response changed him completely. “I saw hope in their eyes and felt responsible to provide them that comfort,” shares Nedumala, today, Managing Director his own non-profit organisation Make A Difference (MAD).

Michelle Obama having a gala time with students and MAD volunteers at the Mumbai University campus

Origins of ‘MAD’
Thereafter, he met his college friends and borrowed books to start a library at YMCA Boys Home. He slowly gathered a bunch of college students and made a team. Soon they realized a library will not solve the issue. Here Nedumala’s parents proved inspirational. Belonging to an agrarian family, his parents were volleyball players who represented India in 1982 Asian games.

“My parents made me believe that nothing is impossible from a young age. When I used to visit my parents’ village, I often used to get inspired by the photos of them shaking hands with Indira Gandhi,” he says.

So he and his friends called a meeting and formed the NGO, Make A Difference (MAD) with 30 members. Initially, he and his friends pooled and raised money. “We started MAD in a rebellious mode. We made posters and believed it was time we as youngsters made a difference. My college banned MAD. Sadly, most adults, colleagues were oblivious of our strength,” he expresses. He didn’t succumb to defeat when his ideas were not well received by colleges and parents.

The growth of MAD
Nedumala had begun work while he was still in the school. He joined a manpower consultancy and connected with college students to provide part-time jobs. Did it affect his studies? Just 2 months before board exams, a teacher complained to his parents that he might flunk Board exams. To his surprise, he scored 90% in the Boards as well.

A child flips English textbook at chennai camp.

The group has an active placements programme that runs side-by-side to keep the children aware of their career options and keep them motivated to study harder. Their computer training programme in Cochin has computers in the ratio 6:1 in every centre, which means every child will get half-an-hour of computer class every day. Their aim is to ensure a 100% retention rate in Indian schools. Currently Nedumala says they work in 11 districts in India with over 900+volunteers, teaching 2500 children. They plan to reach out to 10,000 children in the coming year.

“Two things paid me back – being transparent and running a cost effective organization. Many donors approach us and today we are funded by major corporates like Google and Starbucks,” he shares. MAD delivers Cambridge English curriculum to children in orphanages or street shelters. Its operating cost per child is Rs. 176. How did this happen?

The Cambridge Connection
Luckily, he got in touch with an author of Cambridge books who was deeply moved by MAD. The author of the most widely sold books told Nedumala, “We want to tell the world that Cambridge books are not elitist but for everybody.” Later, Cambridge University decided to give 90 percent discount on all Cambridge books. So the books which cost Rs. 3500 were sold for just Rs. 350 to MAD.

Where does MAD go from here?
It was indeed a moment of victory when Michelle Obama chose to visit MAD amidst other NGOs in the country. She interacted with students and volunteers at the Mumbai University campus on November 6, 2010. Nedumala built a brand and won the hearts of many. “One has to believe in the strength of youth,” he concludes.