Says SS Sandhu, director-general, HelpAge India: ``We expect the contribution of the corporate segment to rise to 15 per cent from 10 per cent now.'' Worldwide corporate segment accounts for 10 per cent while the individual 90 per cent of the charity sales.

HelpAge India is associated with around 50 corporates and works with them for cause-related marketing, pay-roll contributions, sponsorships, and project support.

HelpAge India has announced the launch of the year 2001-01 range of greeting cards and products in association with Archies Greetings & Gifts Ltd here on Friday. It has an exclusive tie-up with Archies, under which it secures around 25 per cent on the transactions of HelpAge-AG&G cards.

Recently, HelpAge tied up a scheme with Pfizer, under which it will get Re 1 on every tin of Protenex sold beginning November this year. Similarly, under a tie-up with Systopic (which sells around 10,000 boxes a month), it will get Rs 5 for every box of Systopic sold (a medicine for arthritis patients).Says Sandhu, ``Cause-related marketing is emerging rapidly.'' He adds the NGO will also focus on affinity credit cards. Following its tie-up with the Standard Chartered bank, HelpAge is now in advanced stages of talks with the the State Bank of India for launching affinity cards.

The NGO will give impetus to micro-credit projects-a system of giving advances to the needy, enterprising groups.