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CSR IN RURAL MARKETS - Case of Lafarage India

Kriti Tayal B-14 Dimpi Gupta B-55

LAFARGE

French industrial company specializing in four major products: cement, construction aggregates, concrete and gypsum wallboard Entered the Indian market in 1999

NIDHEE, a not for profit trust promoted by the company as a part of the Company's CSR Initiative

Mission-Generate systematic and sustainable improvement in the communities surrounding the plant and project sites

Community Needs Assessment (CNA)
Major issues :Employment Sanitation Drinking water Health Irrigation Education Road Development

Comprehensive survey was conducted in villages across 7 states

Community development activities launched under the pillars of :•Dwellings and Rural Infrastructure •Health and Safety •Education •Employment

HEALTH AND SAFETY

Surakshit Bharat: A Safe India Safety Initiatives ◦ Unique initiative on promoting road safety in rural areas ◦ Launched during the safety month in June 2010 ◦ Objective: Increase awareness and stimulate behavioral change of rural population towards road safety ◦ Target Audience: School children, village adults ◦ 3 States: Chhattisgarh, Jharkhand, West Bengal ◦ Total Rural Population: 22,008 Rural Citizens

Programme elements

Education on best safety practices Creation of Grameen (Village) Safety ◦ Presentations and films on safety Ambassadors Door-to-door campaign on safety shown in schools issues ◦ Wall paintings with safety messages in villages and schools

Swasth Bharat: A Healthy India
Community Health Centers
Mobile Dispensaries and Health Checkup Camps

•Provides basic and primary healthcare facilities •Till date community health centers have provided free medical treatment facilities to 15,128 patients approximately and 4,934 lab tests have been conducted

•Mobile Vans-well equipped with medicines and other medical aids to facilitate proper medical check ups and diagnosis of the diseases •Visit peripheral villages of Jojobera, Sonadih, Mejia Cement Plants as well as villages around Chittorgarh, Rajasthan

HIV/AIDS Awareness Programme

Clean Govindpur: Safai Abhiyan

• Targeted at the truckers and migrant labour populations

• Took up this garbage cleaning drive to help clean the environment and avoid spread of disease • Lafarge India and Tata Power jointly took up a Garbage Cleaning drive for 18 days and cleaned drains and garbage lying in open areas from various places in Govindpur

• Nukked Natak (Street Play) on HIV/AIDS awareness on the occasion of World HIV/AIDS Awareness Day

Blood Donation Camps

Animal Treatment and Vaccination Camp

Drug De-Addiction Programmes Targeting youths between the age group of 15-35 years, in village Amora and Arasmeta in Chattisgarh •Ramgarh, Sankhlon Ki Khera and Kanpura village •The programme was appreciated by the local village sarpanch and other key persons

• Forming ladies and youth groups • Sports promotion, Cultural activities • Seminars and Workshops • Tie-up with Red Cross, SIMS etc for treatment of drug addiction

EMPLOYABILITY
Saksham Bharat: Capable India
Safal Krishak
Started in Nandanpur Village in West Bengal Aim•To train farmers on scientific farming and creating a demonstration unit • To strengthen irrigation facility • To train women members on Kitchen Garden and Handicraft • Providing forward linkages to ensure the sale of final product • Undertaking seed multiplication programme

Ek Mouka (An Opportunity): Employability Initiatives in Chhattisgarh, Jharkand,Karnataka

• Focuses on developing skills of rural unemployed and underprivileged youths, and linking them to employment opportunities in nearby areas • At the end of the 3 month programme, over 400 youths were offered placements and nearly 70% took up jobs in various local businesses in the local areas

EDUCATION
Sakshar Bharat: A Literate India  15 Computer Training Centers continue to provide computer education to 4,241 children and youth across Chhattisgarh, Himachal Pradesh, Jharkhand, Rajasthan, West Bengal  Module covers Computer Fundamentals, Paint, MS-Office and Internet  The programme witnessed a high level of participation of community members and youths  The management committee of a Government high school also appraised the team about the low educational status and requested Lafarge India to set up a Computer Training Centre within the school premises

Tribal School, Birsa Prathmik Vidyalaya, Sunderhattu, Jamshedpur, Jharkhand

Student Scholarship Initiatives, Rajasthan

Dwellings and Village Infrastructure Development

Community infrastructure issues such as building community halls, refurbishment of local temples, upgradation of libraries, construction of school boundary walls, improvement and cleaning of drainage areas, building a passenger waiting area at railway stations, improving roads etc.

Till date 97 Handpumps & Tubewells have been installed

Other Companies…

CONCLUSION

Indulging into activities that help society in one way or the other only adds to the goodwill of a company Rural people can become a viable market for the corporate with a developmental approach of social marketing

Organisations can launch social responsibility initiatives in order to build brands in the rural areas
The social responsibility initiatives are far more effective in building brands in rural market than the commercial advertisements

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