Our target is low-income and poorly educated mothers aged 18-35, and we assume that most of them are lower castes.

Although caste-based discrimination is currently prohibited, the deeply rooted caste system in society throughout history still has an impact on choosing occupations.

However, there is potential to overcome caste limits in new professional fields. Many lower caste mothers feel hopeful about the tech industry, which offers abundant educational resources and does not have the occupational inequality caused by the caste system.

We think that if AWC can offer not only solid general classes, but also coding classes, it will be more likely to attract the mothers attention.

AWC collaborates with Google to add coding classes to their curriculum and launch a digital campaign “Google’s Youngest Recruits”

“Youngest Recruits”campaign aims to give graduates who have taken coding classes at AWC the opportunity to become future employees (similar to a youth system in sporting).

By announcing the collaboration with top-tier tech companies, the recognition and credibility of AWC as an educational institution will be enhanced.

Through this initiative, AWC, which was once perceived as a porridge center, will now be seen not only as a place that provides education but also as a place where children can look beyond education to future employment in tech industries.

For tech companies, investing in early education for children aged 3 to 6 can be considered as an excellent investment in tech talent. (Besides, Google has already announced in 2020 that it plans to invest $10 billion in India for education.)

The brain develops about 80% of its foundation by the age of 5. Therefore, receiving programming training at an early stage of education is extremely advantageous for future learning.

By providing opportunities for children to interact online with people who have become great engineers from low-caste backgrounds, it helps them find role models in life.

In other words, this initiative is a win-win project that allows both tech companies and children to feel the possibilities for a brighter future.

① First, start advertising the registration for "Google’s Youngest Recruits

" using YouTube AD, Google AD, and other platforms.

② From there, mothers will discuss whether to join the program on WhatsApp, and it will also become a hot topic on social media.

③ After the application deadline, face-to-face lessons utilizing AWC facilities and communities, as well as online education, will be provided.

④ Although the initiative begins with a collaboration with one company, it is likely to attract the participation of numerous tech companies, such as Amazon and Meta, in the future.