Inspired by the success of the Ice Bucket Challenge, Manju Latha Kalanidhi of India has come up with a charitable initiative tailored to the country’s specific needs.

The ice bucket challenge has been a huge success, raising millions for the ALS Association.

Inspired by its success, Manju Latha Kalanidhi of India has come up with a charitable initiative tailored to the country’s specific needs.

Its been dubbed the Rice Bucket Challenge and the purpose is to provide food to those in need.

Rather than dousing oneself in cold water and donating money, those wanting to participate are asked to give a bowl or bag of rice to a needy person.

One reason she’s chosen to forego the water part of the challenge is that in many parts of India people don't have access to the clean and consumable variety.

Another is that she feels direct charity is, in this case, best.

Kalanidhi said, “The idea of dunking oneself in icy cold water, shrieking in horror and then uploading the bizarre video felt preposterous. I wanted to just do something local, meaningful without wasting anything.”

The drive has just begun, but the page devoted to it has already received thousands of likes on Facebook.

On the site, the effort is described as an “Indian version for Indian needs”..