“Cook or buy one bucket of rice and feed the needy,” the challenge's Facebook page says.
Inspired by the immense popularity of the ALS Ice Bucket Challenge, which aims to raise awareness of the amyotrophic lateral sclerosis disease, an Indian woman posted her own take on the challenge on Facebook.
Manju Latha Kalanidhi from Hyderabad in central India urged friends to hand over a bucket of rice to someone who needed it in their local community.
People were asked to take a picture of themselves handing over the rice and upload it to social media using the hashtag #ricebucketchallenge. The challenge soon took off and has now received more than 10,500 likes on Facebook, growing by several hundred every hour.
According to the Global Hunger Index, the hunger level in India is at an “alarming levels.” India is one of only four countries outside sub-Saharan Africa to fall in this category, alongside Yemen, Haiti and Timor-Leste.