The e-commerce site, asking the visitors to ‘buy a girl her life back’, by donating school materials to girls in India was initially intended for a different purpose as suggested by the name. ‘The Girl Store’, is this one site which helps prevent the common practice that its title alludes to.

Corinna Falusi, the Creative Director of ad agency StrawberryFrog, which designed the campaign for NGO Nanhi Kali said “It’s true that girls are literally being sold into slavery, and we wanted to pick up that thought to make provocative”.

Anyone willing to help these girls can actually scroll through a gallery of girls and chose the items for purchase. These items can be shoes, a uniform, pencils, or even books.

And when the girl gets all the required things to go to school a label is displayed over her image which says ‘off to school’. India is a country where female children are often seen as economic burdens and more than half of women are illiterate. The girls on the site are among the 57,000 girls in India, who are aided by Nanhi Kali which helps them get educated.

The e-commerce set up which has been put up for this week, has acted as an emotional tool and within 12 hours after the site was launched on Wednesday, almost every posted item had been sold.