Monalisa Das | The News Minute | October 28, 2014 | 06:55 pm ISTThe brainchild of Hyderabad based Manju Latha Kalanidhi, the Rice Bucket Challenge has been touted as a ‘desi’ version of the Ice Bucket Challenge.Over 70,000 kg of rice have been donated so far in the Rice Bucket Challenge since its inception in August.The Rice Bucket Challenge is as simple as it can get- people take a bucket of rice and donate it to a needy person. They follow this by posting pictures of them donating on social media and nominating other people to carry forward the challenge.However, there have been questions on how long can such challenges survive after the initial hype.( Manju Latha Kalanidhi (left) with RJ Prateeka at the RedFM Hyderabad; Image Courtesy: Rice Bucket Challenge Facebook Page )“When I began the challenge, I thought we’ll last probably for a week. But it is going steady even now. I feel the challenge is actually being taken up in a big way at present”, said Manjulatha, , a senior editor at Oryza, Hyderabad. “At least 30 firms have donated 2000 kg each. A lot of individual donations have also been made. 70,000 kg, one could say, is a very conservative estimate”, she added.The Rice Bucket Challenge, over the last two months, has been voluntarily taken up by individuals and organisations.( Vidya Sagar, a BJP leader, from Chikkadpally donated 2,500 kg rice on Sunday, October 26, in Hyderabad; Image Courtesy: Rice Bucket Challenge Facebook Page )And the challenge is not just restricted to larger cities. “People are taking on The Rice Bucket Challenge across the country, in larger cities like Hyderabad and Bangalore and in relatively smaller ones too, like Dehradun and Baroda”, asserted Manjulatha.The popularity of the challenge can be gauged from the fact that the idea of the challenge has been picked up by few other countries as well.“Phillipines has taken it up very seriously. Some in Dubai also took up the challenge”, said Manjulatha.For Manjulatha, the other challenge she likes apart from her inception, is the tree challenge. “I like the tree challenge. But the challenge requires one to plant a tree and also take care of it afterwards which may deter some from taking up the challenge.” “But, I feel the Rice Bucket Challenge is extremely flexible. It is easy and does not need a lot of coordination”, she said. ( Tech Mahindra employees in Noida take part in the Rice Bucket Challenge; Image Courtesy: Rice Bucket Challenge Facebook Page )Manjulatha’s experience this far been ‘great and overwhelming’. “A woman in Mysore donated rice three times since the challenge began. I do not want this to become a one time challenge. I want it to become a habit. Just as we pay electricity bills or buy grocery every month, I wish people could also make donating a habit. People can donate on their birthdays or anniversaries; they must fix a few days in the year to donate”, she said.( Rice Bucket Challenge in Phillipines; Image Courtesy: Rice Bucket Challenge PH )By donating rice, Manjulatha said, one could help people in several other ways simultaneously. “If you give someone rice, you may help the person save Rs 200 in a month. He may repair his roof with that money or even buy medicine. A woman, who was donated rice through this challenge, saved Rs 600 in a month. She used the money to enroll her son in computer crash course. Today her son has a job with a local supermarket”, she stated.Manjulatha, who has a busy time juggling a full time job, family and various aspects of the challenge, for now has her hands full. She is trying to work out a plan which could make this challenge a more sustainable concept, like a food bank.