The '+1 campaign' initiated by Vasudev Adiga's in November, 2013, has yielded positive results for The Akshaya Patra Foundation. As part of the initiative, the price of every item on the Vasudev Adiga's menu was increased by Re 1 and the proceeds were collected. The donation so far has amounted to 18.25 Lakh, a cheque of which was presented to Sridhar Venkat, Executive Director, The Akshaya Patra Foundation by Dr Abhay Shet, a pediatrician and customer of Vasudev Adiga's at the Government High School, Jayanagar, Bangalore. This campaign was carried out at 20 Adiga's outlets across Bangalore and Karnataka.

Speaking at the event, Dr Abhay Shet, said, "Vasudev Adiga's +1 campaign is an excellent initiative. It shows how we can make a difference when ordinary citizens come together for a cause. A rupee donated by many people like us ensures a million children get nutritious mid-day meal."  He also addressed the children on the significance of the mid-day meal scheme and consuming nutritious food.

Jacob Kurian, Managing Director, Vasudev Adiga's and Vinay N Kumar, General Manager – Operations, Akshaya Patra, were also present at this occasion. The dignitaries served mid-day meal to the school children as a symbolic gesture. "Vasudev Adiga's is pleased to reach this important milestone in our mission to a million meals. We want to thank everyone who contributed and re-dedicate ourselves to reach our goal of feeding a million children," said Jacob Kurian.

Thanking Vasudev Adiga's and its customers for the contribution, Mr Shridhar Venkat, said, "The campaign is a novel initiative by Vasudev Adiga's. We are elated that there are many people who have supported this initiative and thereby the thousands of children studying in government schools across India. It is only through the support of the people that we will be able to reach out to address India's twin challenge of hunger and education."