For us in the Aditya Birla Group, reaching out
to underserved communities is part of our
DNA. We believe in the trusteeship concept. This entails transcending business
interests and grappling with the "quality
of life" challenges that underserved
communities face, and working towards ma
king a meaningful difference to them.
Our vision is – "to actively contribute to t
he social and economic development of the
communities in which we operate. In so doing
build a better, sustainable way of life for
the weaker sections of society and raise
the country's human development index".
(Mrs. Rajashree Birla, Chairperson, Aditya
Birla Centre for Community Initiatives and
All projects are identified in a participator
y manner, in consultation with the community,
literally sitting with them and gauging their basic
needs. We recourse to the participatory
rural appraisal mapping process. Subsequently, based on a consensus and in
discussion with the village panchayats, and other
influentials, projects are prioritised.
Arising from this the focus areas that
have emerged are Education, Health care,
Sustainable livelihood, Infrastructure development, and espousing social causes. All of
our community projects are carried out under
the aegis of The Aditya Birla Centre for
Community Initiatives and Rural Development
Prior to the commencement of projects, we
carry out a baseline study of the villages.
The study encompasses various parameters such as – health indicators, literacy levels,
sustainable livelihood processes, population
data – below the poverty line and above
the poverty line, state of infrastructure
, among others. From
the data generated, a 1-
year plan and a 5-year rolling plan are
developed for the holistic and integrated
development of the marginalised. These pl
ans are presented at the Annual Planning
and Budgeting meet. All projects are a
ssessed under the agreed strategy, and are monitored every quarter, measured against
targets and budgets. Wherever necessary,
midcourse corrections are affected.
The Aditya Birla Centre for Community Init
iatives and Rural Development provides the
vision under the leadership of its Chairpers
on, Mrs. Rajashree Birla. This vision
underlines all CSR activities. Every M
anufacturing Unit has a CSR Cell. Every
Company has a CSR Head, who reports
to the Group Executive President
(Communications & CSR) at the Centre. At
the Company, the Business Director takes
on the role of the mentor, while t
he onus for the successful and time bound
implementation of the projec
ts is on the various Unit Presidents and CSR teams. To
measure the impact of the work done, a social
satisfaction survey / audit is carried out
by an external agency.
Collaborative partnerships are
formed with the Government, t
he District Authorities, the
village panchayats, NGOs and other like-mi
nded stakeholders. This helps widen the
Company's reach and leverage upon the colle
ctive expertise, wisdom and experience
that these partnerships
bring to the table.
In collaboration with FICCI, we have set up Ad
itya Birla CSR Centre for Excellence to
make CSR an integral part
of corporate culture.
The Company engages with well established
and recognised programmes and national
platforms such as the CII, FICCI, ASSOCHAM
to name a few, given their commitment
to inclusive growth.
A specific budget is allocated for CSR activities. This budget is project driven.
The Company's engagement in this domain
is disseminated on its website, annual
reports, its house journal
s and through the media.
Our Board of Directors, our Management and a
ll of our employees subscribe to the
philosophy of compassionate care. We believe and act on an ethos of generosity and
compassion, characterised by a willingness to
build a society that works for everyone.
This is the cornerstone of our CSR policy.
Our Corporate Social Responsibility policy conforms to the Corporate Social
Responsibility Voluntary Guidelines spelt out
by the Ministry of Corporate Affairs,
Government of India in co
llaboration with FICCI (2009).
Dr. Pragnya RamGroup Executive President, Corporate Communications & CSRAditya Birla Management Corporation Private LimitedAditya Birla Centre, 1st Floor, 'C' WingS.K. Ahire Marg, WorliMumbai 400 030.
91-22-6652 5000 /2499 5000
Fax: 91-22-6652 5741/ 42
A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of over 136,000 employees, belonging to 42 different nationalities.
The sunny side of human nature
The Dalai Lama's teachings focus on the Buddha dharma as an instrument that helps one keep the mind always in a good frame, writes Mrs Rajashree Birla in The Speaking Tree