Indrive organized a press conference in collaboration with Misr El-Khier Foundation to announce the details of the “El Harka Baraka” campaign, which aims to provide meals to those in need in several vital areas of Cairo. This initiative is part of its efforts to support the Egyptian community during the holy month of Ramadan.
Mina Emad, the Regional Marketing Director for Indrive in the Middle East and North Africa, emphasized during the discussion that this initiative aligns with Indrive’s developmental goals and fulfills the core mission of Misr El-Khier Foundation, which is human development, especially in supporting youth. He noted that preparations for the initiative took over five months to ensure maximum benefit for the most needy groups.
Emad added that collaborating with Misr El-Khier Foundation, one of the strongest charitable organizations in the Middle East, ensures that support reaches those who deserve it effectively. The foundation has an accurate database of the most needy groups, contributing to achieving social justice, which represents one of Indrive’s core values.
Indrive’s Marketing Director in Egypt stated that the initiative reflects the company’s commitment to making a positive impact that goes beyond providing affordable rides. For every five rides taken through the app during the campaign, a meal will be donated. He added that this initiative gives users the opportunity to contribute to spreading goodness during Ramadan and reinforces Indrive’s goal of supporting the communities in which it operates.
He emphasized that Indrive is committed to not imposing any additional fees on rides within the campaign, with the app covering the donation costs from its profit margin, without placing any additional burdens on users or drivers. This ensures the continuation of the fair and transparent pricing policy that the company follows.
For his part, Dr. Mohamed El-Rifai, CEO of Misr El-Khier Foundation, confirmed that Indrive plays an important role this year in delivering support to a larger number of beneficiaries through Ramadan tents organized in various areas, including Benha, Maadi, and Shubra. He emphasized that the collaboration between the two parties is not limited to providing iftar meals but also contributes to achieving sustainable development through other areas such as education, training, rehabilitation, and health in the upcoming phase.
In this context, Ahmed Ali, Executive Director of Programs at Misr El-Khier Foundation, explained that the “Iftar Saaem” campaign, organized by the Misr El-Khier Foundation for the thirteenth consecutive year, aims to achieve social protection for the eligible, while maintaining the quality of services provided and their widespread dissemination. The campaign includes four main axes: dry food products by providing a 12 kg food box that meets the family’s needs throughout the holy month, in addition to the “Good Card,” which allows beneficiaries to choose the products they need, hot meals where Indrive contributes as a main partner in providing high-quality meals for those in need, Eid clothing to ensure joy for the most needy families, and Zakat al-Fitr to provide necessary support for the deserving before Eid al-Fitr.
For her part, Amal Mabdi, CEO of Resource Development at Misr El-Khier, confirmed that the foundation operates under the concept of the “Development Triangle,” which brings together the government, the private sector, and civil society organizations to achieve real human development. She praised the role that Indrive has played in supporting the foundation’s initiatives, both during Ramadan and by participating in initiatives such as “Able with Difference.”
She pointed out that the partnership between Indrive and Egypt Good reflects both parties’ commitment to social responsibility and contributes to achieving economic and social development for a large number of beneficiaries, stressing the importance of continuing this collaboration to ensure a sustainable impact on Egyptian society.
The joint protocol includes the “Ride and Donate” mechanism, through which the price of a Ramadan iftar meal is donated from the profits of the rides made through the app during the campaign period. It also includes distributing over 2,000 meals daily through four Ramadan tents spread across different parts of Egypt, supported by Misr El-Khier Foundation, ensuring that 63,000 beneficiaries are reached during the holy month.
