New Delhi, May 10 (IANS): Gifts manufacturing company Archies, in collaboration with international NGO Sulabh International, on Sunday launched a new campaign that aims at improving the life of widow mothers across India who have been shunned by their children.

The campaign, 'Adopt a Mom', allows people to donate money at the nearest Archies outlet anywhere across India. The funds generated will be used by the Sulabh international for the social and economic upliftment of such widow mothers in various shelter homes.

Sulabh has been involved with the welfare of widow mothers in different cities across India, including a shelter at Vrindavan, near Mathura, that it has maintained for several years.

"Archies feels strongly about the cause and has pledged financial support to the widow mothers who have been shunned by their children, especially when they need it during their old age.

"Their needs are fairly simple. However, they are not able to afford even that," said a statement from Archies.

"We can very easily provide them with the necessities if we come together and contribute for them," the statement added.

The money raised through the programme will help them expand their activities and bring more widow mothers under the umbrella of care and love that they deserve.