Amenity Lifeline Emergency Response Team (Alert)

Focuses on emergency response training, aiming to empower citizens and improve the emergency response ecosystem

  • Silver Certified 2023
  • FCRA
  • 80G
  • 12A
  • CSR-1
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  • Headquarters

    Chennai, Tamil Nadu

  • Since


ALERT is an NGO that saves lives by empowering a common man to act during an emergency. 17 lives are lost every minute to emergencies and over 75% Read moreof them could have been saved if proper first response was provided. And yet 98% of Indians are not trained in first response. Be it road accident or heart attack or choking, we remain helpless till the ambulance arrives and this inaction kills millions of lives every year! ALERT ( is a not-for-profit organization working to ensure ‘Right to Life’ a reality in India by bettering the emergency response ecosystem, since 2006. ALERT’s core initiative is Golden Hour Care and Emergency Response Management. Working towards the goal of “train one in every family in emergency response”, set by former legendary president Dr. APJ Abdul Kalam, we have, till date, empowered over 185000 citizens across varied walks of life. On one hand, we empower the general public by training them in emergency response, and on the other, work with various stakeholders of the emergency care ecosystem such as the legal, judicial, enforcement, EMS, hospitals, government, research, etc., to bring about synergies and advocate policy making in this space.

Vision & Mission

Vision and Mission -

Goal set for ALERT by Dr. APJ Abdul Kalam - "Train one in every family in emergency response"

Donor History

Ford Motor Company
Royal Sundaram General Insurance Pvt Ltd
Ashok Leyland
Bahwan CyberTek
Star Health Insurance


  • Peer - Personal Empowerment in Emergency Response

    Personal Empowerment in Emergency Response (PEER) is a set of programmes designed and envisioned by ALERT Simulation Lab for Emergency Response Management. The pedagogy of the PEER programmes have been designed keeping in mind the requirements of a lay person to learn emergency response. The programmes incorporate latest recommendations from the American Heart Association and weaves them into real life scenarios in an Indian context, thereby giving the learner universal protocols in handling emergencies even while relating to an Indian setting.

  • Alert Golden Army

    ALERT Golden Army is a special clan of warriors of the Golden Hour to save lives. Chapters in the names of the institution are installed in institutions where students get an opportunity to join the mission who become trainers, campaigners, event organisers, innovators etc.

  • Alert Awareness Cell Phone Radio

    ALERT Awareness Cell phone radio is an IVRS based cell phone radio service that delivers curated content in emergency response designed for rural audiences.

Impact Metrics

  • Number of People Empowered

    Year-wise Metrics
  • 2,20,000+

    Year-wise Metrics
  • Same as Above

    Year-wise Metrics
  • Number of Institutions Onboarded

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  • Number of Students Going Through Peer-Basic Program

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  • Number of Students Enrolling as Members

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  • Number of Calls From Individuals to Listen to Modules.

    Year-wise Metrics
  • Number of Modules Completed

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  • Number of People Who Complete Survey.

    Year-wise Metrics

Theory of Change

Empower common man in emergency response management who is the first person at the scene of an emergency may it be RTA, SCA or any other. That provides an immediate chance early in the chain of survival process to save lives. Also, when an individual gets empowered, he/she becomes the safety net first for their family and becomes a responsible citizen/road user.

Leadership Team

  • Rajesh R Trivedi

    Managing Trustee

  • Mr. v M Muralidharan


  • Kala Balasundaram

    Founder Trustee

  • Karthik Venkatesan

    Manager - Training and Public Affairs

  • Rekha Sreekumar

    Assistant Manager - Social Initiatives

Demographics & Structure

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  • Ethics and Transparency Policies


  • Formal CEO Oversight & Compensation Policy


Political & Religious Declarations

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  • On Deployment Bias if any


Registration Details

  • PAN Card


  • Registration ID


  • 12A


  • 80G


  • FCRA


  • CSR Registration Number



  • Headquarters

    5/75, Bonanza 1, Blue Beach Road Neelankarai, Chennai, 600115


Other Details

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Financial Details

 Income / Expenses
  • 2021-22

    Admin Expenses
    Program Expenses
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