Designer jewellery house Jooal has joined hands with Pratham, an internationally recognized UNICEF initiated charity, in support of its 'Right to Read' campaign. The effort is towards helping eradicate the problem of illiteracy in India.

The Right to Read campaign supports Pratham in bringing literacy to India and in implementing the charity’s mission of having “every child in the country in school and learning well”. Being well into their mission, Pratham has brought literacy to 33 million children living in rural areas in approximately 355,000 villages in India since 2008.