In 2020, COVID-19 brought the entire world to a standstill. With lockdowns ensuing and social distancing becoming the new normal, countless wage workers were left without a means to earn their daily bread.

Being a brand deeply vested in the well-being of our nation and its people, Kashmir took a stand to come to the aid of these individuals and provide them with the immediate support they require.
As a result, Kashmir launched the #BagOfHope initiative, a symbol of hope and optimism for those
enduring the fallout of unemployment.

With the support of partners, Kashmir distributed the “Bag of Hope” with food rations to families across Pakistan who were struggling with food insecurity. The aim being to offer support in their time of need and let them know they are #NotAlone in their hardships.

Kashmir is always ready to come to the aid of families in need and works tirelessly to ensure support is provided where required.