New Delhi, Aug 19 (IANS): Chinese mobile internet giant Alibaba Group on Friday announced the launch of a book donation drive in India, inviting people to donate textbooks and educational material to empower those who are underprivileged.

The "Mission Million Books" is a pan-India initiative aimed at providing the underprivileged with the access to quality educational materials for their growth and advancement, the company said in a statement.

The campaign, which will run till September 16, also supports the government's efforts to enable access to quality education for all.

"Quality education is everyone's right and plays a fundamental role in building character and intelligence at an early age, ultimately shaping a nation," said Guru Gowrappan, Global Managing Director, Alibaba Group.

Collected material will be distributed to more than 2,500 educational institutions across India.

In association with Crossword and Ratna Nidhi Charitable Trust, Alibaba Group will also donate over 50,000 books to the campaign, and Alibaba.com and mobile browser UC Web will provide online marketing support to maximise the impact.