Given its familiarity to Indians today, it's easy to forget that CRY, the brand, has existed for only twenty-seven years. The name that appeared on the obverse of those first greeting cards that were sold door-to-door in the early years of CRY's existence, is today one of India's most recognisable brands.

Brand CRY is the product of almost three decades of constant innovation and nurturing. Thanks to innovative awareness building strategies this has been achieved at a minuscule financial cost. To donors, individual and corporate, development professionals, bureaucrats and politicians, purchasers and retailers, CRY has come to represent trustworthiness, sincerity and commitment. Today it is widely acknowledged as being one of India's premier philanthropy brands.
 
In order to ensure the highest quality both in content and look, CRY works with specialist communications organisations in the fields of direct mail, advertising and campaigns, media, advocacy, and internet development. While each organisation, as their contribution to the cause charge CRY significantly reduced rates, they are critical and unavoidable investments CRY needs to make to mobilise action and build a network of people and groups committed to children's rights.

Our core brand values of trustworthiness, sincerity and commitment, drive all our actions.