Nisa retailers Anish and Jamie Keshwara have embarked on a new charitable initiative which will see them donate money to local good causes each time a customer withdraws money from their free to use in-store cash machines.

The initiative, in partnership with cash machine provider Your Cash, will see the brothers donate 1p to their in-store charity fund for each withdrawal, while Your Cash will also donate 1p.

It will first be launched in two of the Keshwara’s Nisa stores: the neighbourhood store Victory Avenue and its busy highstreet store in Glinton, Peterborough.

”The initiative should raise around £300 a year in one store, and around £900 in the other,” Jamie told Convenience Store.

“We’ve been telling shoppers about it at the till points and have also created some messaging by the cash machines themselves. Customers are really impressed by the idea and it could act as a further footfall driver,” he added.

Jamie and Anish are already heavily engaged with the local community and regularly donate money to local good causes via Nisa’s Making A Difference Locally scheme.

Their Nisa store on Victory Avenue recently claimed the Excellence in Impulse prize at the 2015 Convenience Retail Awards.