The Joy of Giving Week is India's ‘festival of giving’. Each year, this pan India festival is celebrated during the week of 2nd - 8th October and brings together individuals from all walks of life to celebrate the joy of 'giving'. In 2013, United Way Mumbai initiated a concept designed towards facilitating
interactions between citizens and various charities in a fun, interactive and engaging premise. We named
this initiative Maadhyam which means a means or a medium between two entities.
Maadhyam 2013 was an interactive and engaging event, which connected citizens of Mumbai, corporates and organisations, with various NGOs in a festive environment. Maadhyam 2013 was a two day event, 7th and 8th October, 2013 at the courtyard of High Street Phoenix mall, Lower Parel. Over 20,000 customers visited and connected with the NGO’s and their beneficiaries through engagement activities, product stalls or general interaction. Maadhyam 2013 witnessed fun and engaging opportunities to interact, connect, volunteer or support any cause. A series of performances ensured high energy levels at the venue.