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Indian film actress and model Shilpa Shetty has raised a phenomenal amount for charity through the sale of her new fragrance at a recent auction in Britain.

The new perfume, called S2– pronounced S Squared – sold for over $31,000 at the auction on November 3, with proceeds going to Cry, a children’s charity in India. The 32-year-old star of 50 Hindi language films recently launched her new perfume to critical acclaim around the world, and the fragrance has already become a top seller in Britain.

“It’s a thrilling feeling for Shilpa, and she’s almost jumping for joy,” said her publicist, Dale Bhagwager. “She is thrilled that her perfume has managed to raise this amount for charity. What’s remarkable is that the sum raised from auctioning the S2 perfume topped other auction items, including a diamond and ruby necklace, and a Cartier watch.”

The bottle of perfume was bought by fashion tycoon Danni Passi, and the auction marks the second time Shetty’s fragrance has raised a massive amount for charity. The first bottle to roll off the production line was sold for $18,000 in June at an event organized by MP Keith Vaz, with the proceeds going to Vaz’s diabetes charity, Silver Star.

“I’m amazed and delighted that my fragrance has raised such an amazing amount for Cry,” said Shetty, who became a household name in Britain after winning Celebrity Big Brother 2007. “The proceeds of my fragrance and of the entire auction will make a real difference to the lives of underprivileged Indian children.”

Cry – Child Rights and You – is an Indian charitable organization set up in 1979, dedicated to help deprived Indian children. Their aim is to motivate children and give them the opportunity to reach their full potential, while restoring their basic rights for survival, protection, and development.

S2 is available in stores and on the internet now. Bhagwager describes the fragrance as “a kaleidoscope of rich floral aromas with a fruity zest, including the scent of Mandarin, Bergamot, Peach, Jasmine, and Sandalwood.”

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