Manchu Manoj has kick-started a noble initiative. After his father and sister got into charity, it's his turn.

Announcing the launch of Manoj Kumar's Unity, which will work for the welfare of farmers, the actor has said that those who feed us should be taken care of. "We all love and respect our mothers who feed us. It's equally important to treat the farmers in the same way, as it is they who produce food for us. Due to farm distress, many of them are seen killing themselves. It's high time we did something to rectify the situation," the Manchu lad said in a statement.

As part of this, he has launched an initiative named 'Save the Farmers. A part of their annual salary can be donated by people from all sections of society into this fund. It works by way of one donor nominating others to do so. Social media will be leveraged in reaching out to well-to-do sections and others.

To begin with, Manoj has nominated Minister KTR, Rajamouli, Rana Daggubati, Sai Dharam Tej and GV Keshav.