Atma is an NGO that works to support the disadvantaged community by partnering with educational NGOs. Through building the capacity of these organisations, we attempt to deliver high quality education to underprivileged children and young adults. While education is one the key drivers of development, there are numerous other causes that need to be addressed.

We at Atma understand that we cannot solve all the problems of the world. However, being a socially responsible organisation Atma promotes a culture of making socially conscious decisions. We support organisations and entrepreneurs who are working to provide solutions to the various problems afflicting our country.

physicoolsports is one such incredible organisation that works to address the injustices in the cotton farming industry of India. Referred to as the dirtiest crop for the rampant use of pesticides and fertilizers in its production; cotton poses a myriad of problems to its producers in India. Nearly 300,000 Indian farmers have committed suicide since 1995. A significant number of cotton farmers are part of this abysmal statistic.

physicoolsports designs and produces 100% organic and fair trade clothing that is ethically and sustainably made from seed to garment. By saying No to all the Nasty Business that is the cotton industry in India today, this organisation gives us the power to Vote with our Wallets.

Atma ‘cottons on’ to physicoolsports and everything they stand for. Not only are the Atma t-shirts a physicoolsports product all the way, but some of their latest designs have also found a way into the closets of our staff members.

Mary Ellen Matsui (Executive Director, Atma) says, “Atma is a young organisation keen to be a part of the larger change-making process.  The uber hip & clean physicoolsports t-shirts make for a natural ‘fit’ for our team. We are thankful for this awesome initiative that allows us to be a part of the solution!”

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Happy holidays, Atma!  It’s an honour to be on board your socially conscious train!

Reality Tours and Travel is a social tour operator who aims to break down the negative attitudes many people have towards slums and the residents. Our signature Dharavi tour shows the industrial and residential areas of one of Asia’s biggest slums and tries to give our customers an understanding of the “realities” of this area. We show and explain the enormous economical power of Dharavi and the strong sense of its community. Besides that we also offer Market, Bicycle, Mumbai by Night, Public Transport and Village tours.

Eighty percent of our profits go towards our sister NGO Reality Gives that runs and supports several projects in education as well as environment, health and livelihoods improvement for the communities of Dharavi.  Besides many other projects we run a Community Centre, a Youth Empowerment Program as well as an English Language Support Program at Municipal schools. Since Reality Gives was founded in 2009 we had a direct impact on the underprivileged lives of 1500 residents.  In 2012-13 we plan to provide resources and opportunities to 750 slum dwellers through powerful programs run by us or our connection projects.

You might think now that this is all great but why do you read that on the physicoolsports blog? Because physicoolsports plays a big part in creating that change for our communities by adding their fair trade, organic and too-soft-to-believe-it tees to our merchandise line. Besides our tours we also offer products to our customers that represent our vision of creating a change in the world. We give 100% of the profits from the merchandise sales back to Reality Gives.

Our “I ♥ Dharavi” t-shirt produced by physicoolsports is a bestseller in our Reception Centre in Dharavi. The heart doesn’t just symbolize the devotion and love we dedicate to our work in Dharavi but also the shape of Dharavi itself. Situated between the Western and Central railway lines the area looks like a heart from the bird’s eye perspective. Also it is located in the middle of Mumbai, conveniently reachable from everywhere in the city.

But that’s not all that connects us to the incredible team of physicoolsports. Apu, who has tried to get us all in his Ultimate Frisbee team for more than a year now (with limited success by the way) and co-founder Diti designed the website www.realitygives.org. Additionally, Apu has been a member of the Reality Gives advisory board for half a year and enlightens us regularly with his creative and professional input for all areas of our work.

physicoolsports has become a very important partner for the Reality Group. Our team loves the perfect-fit and eco-friendly shirts that feel especially good on the skin even after a long hot day in Dharavi. And also our customers are often surprised how soft and light the shirts and the prints feel. 

It’s also never too late to explore the “real” Mumbai with us. Find out more on www.realitytoursandtravel.com.

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Thanks, Reality!  We ♥ what you guys do.