Mumbai, August 28, 2025: Dear Diary, the fragrance brand founded by actor Rashmika Mandanna, has announced a partnership with Smile Foundation to support children’s education across India.
The collaboration will see a portion of Dear Diary’s earnings directed towards Smile Foundation’s education initiatives. The NGO works across education, healthcare, livelihood, and women’s empowerment, reaching over two million lives annually in 27 states.
Rashmika Mandanna described the partnership as an extension of the brand’s philosophy. “Dear Diary was built on the values of kindness and authenticity. Fragrance, to me, has always been about connection, and now, through this association with Smile Foundation, we are extending that connection to communities that need it the most. Kindness is contagious, and I hope this inspires many more to give back in their own ways,” she said.
Puneet Bali, Executive Director of Smile Foundation, emphasized the importance of such collaborations. “At Smile Foundation, we believe that change begins with compassion and is sustained through collective effort and meaningful partnerships. Through this collaboration with Dear Diary by Rashmika Mandanna, we are hopeful of translating personal storytelling into tangible impact for children across India,” he said.
Dear Diary, launched as a brand inspired by Rashmika’s personal experiences and emotions, has sought to connect with consumers through storytelling and authenticity. With this initiative, the brand aims to contribute to what it calls the “Kindness Economy,” a cultural shift that values empathy, responsibility, and conscious consumption.
By combining personal storytelling with social responsibility, the collaboration reflects how consumer brands and social organizations can come together to create measurable community impact.
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