About AUF:

Amar Ujala Foundation (AUF) is social arm of Amar Ujala Publications Limited with a mission to create a better future through empowerment of all.

AUF Vision and Mission

AUF has commenced a series of Social Activities enabling a large section of society to live their life with dignity and pride through direct action on the ground. AUF is driven with a vision to empower all – especially the less advantaged ones first. Development of girl child, protecting environment, serving the elderly, identifying unsung heroes from all walks of life and helping unfold excellence in youth, from the core focus area of AUF.

Launched around the dawn of Indian independence, the objective of Amar Ujala has been to promote social awakening and introduce a feeling of responsibility among citizens. Founded in 1948 from Agra AU is now distributed in Chandigarh, Punjab, Haryana, Himachal Pradesh, Jammu and Kashmir, Uttar Pradesh, Uttarakhand and New Delhi.


Message from Chairperson:

Our traditional society is replete with many orthodoxies that need to be amended in the light of current societal values— values that have been metamorphosed, primarily, due to technological innovation. Values related with personal hygiene of rural women are one such set of challenges that needs to be addressed in all earnest throughout the country. While collaborating with many national and UN agencies on adolescent issues for the last many years, the need to go beyond advocacy and awareness generation had been simmering in AUF team. This year it surfaced on the ground and resulted in a pilot project of Sanitary Napkin production and marketing, all done by rural women themselves.

The location chosen for the production and marketing centre was Sangel village in Nuh district of Mewat region of Haryana, one of the toughest regions as far as dispelling societal taboos around women personal hygiene is concerned. To AUF’s pleasant surprise the confident women of the region were more than welcome to the idea and the project ultimately took off despite some initial hiccups. I sincerely hope that the multi dimensional capacity building of these rural women through this project would pave the way for many more Sanitary Napkin production cum marketing projects through SHG model in the near future, not only in Haryana but other states too.

Expanding the scope and reach of other health related programs of AUF and scaling up the endeavors in the fields of Blood Donation, empowerment of adolescent girls and boys, Acid Survivors’ treatment and their empowerment apart from facilitating better educational opportunities for the meritorious but financially constrained young students of various states where Amar Ujala is present would happen as a logical extension of the efforts of AUF team.

Our Reach:

AUF believes in rigorous ground work and outreach to people as grass root level connects is the backbone for any developmental organization. At AUF, we have been reaching out to people in extreme remote areas for the last 5 years. Our activities can be categorized into several verticals such as EDUCATION, EMPOWERMENT, AWARENESS, RURAL DEVELOPMENT and HEALTH campaigns. AUF has presence across the 7 states and 167 districts of the country.

Amar Ujala is India’s fourth largest major daily newspaper, with 30.13 million readers per day. It is published in 19 editions in the states of Uttar Pradesh, Uttarakhand, Himachal Pradesh, Jammu & Kashmir, Punjab and Haryana as well as the union territories of New Delhi and Chandigarh.

Being the most loved newspapers of the Hindi Heartland, it becomes Amar Ujala’s obligation to impart values, and give love to its readers by providing them value based services. This is where Amar Ujala Foundation pitches in and abets meaningful on-ground engagement of the newspaper.