CRY (Child Rights and You) has been working to ensure “happy childhood for India’s children” for over four decades. During this period, CRY has evolved from a small group of individuals passionate about the welfare of underprivileged children to a reliable force that has brought about a change in the society’s approach to children.
This case study explores what enabled CRY to become a household name and maintain its reputation, despite the scale it has achieved over the span of four decades. It delves into the motivations that led to the founding of CRY, some pioneering strategies adopted by the founder, and specifically the culture of dedication and integrity nurtured within the organisation that continues to remain the essence of their operations even today. This study looks at the core values of CRY-dedication, integrity and accountability-aspects that have made it a highly respected organisation in the civil society space.