Marico strongly believes in sustainable and inclusive growth, alongside our business progress. This belief is embedded in our purpose statement and we put this into practice in responsible ways. Our Corporate Social Responsibility (CSR) philosophy also stems from this very ethos, and it aims to ‘Make a Difference’ through a variety of social outreach programmes and initiatives.
OUR CSR FOCUS AREAS
1.Community sustenance
Marico’s key community stakeholders are farmers, with whom the Company has forged an enduring partnership through farming engagements and the local community residing in close proximity to our operations.
Our community sustenance initiatives are designed to build and maintain harmonious relationship with the local communities in and around our operations, while uplifting their lives in a sustainable and responsible manner.
WATER STEWARDSHIP
Water catchment and conservation is a challenge in many Indian states. Our pursuit is to ensure water security and availability to communities which live in and around our operations and larger community both for domestic and agricultural use.
Under Jalaashay, Marico’s water stewardship initiative, we pledge to ensure water security for communities to overcome social and economic challenges.
In FY20, we created
of water storage potential, which is equivalent to 3.2 times the water footprint in our operations in India
Dam desilting
Marico has adopted Jalgaon district in Maharashtra state of India with an objective of rejuvenation of water bodies. In FY20, we successfully completed the de-silting activity in entire district under the ‘Galmukt Dharan Galyukt Shivar’ (silt-free dam, silt-enriched farm) Yojana (Scheme) of the Govt. of Maharashtra. This initiative resulted in increasing the water storage capacity* of the dam, while helping farmers improve land fertility by using the excavated silt.
Farm ponds
During the year, Marico constructed 93 farm ponds in Tamil Nadu (under Parachute Kalpavriksha water conservation) and 2 farm ponds in Puducherry, with a water storage potential of 105 Million litres and 16 Million litres, respectively. This initiative benefitted farmer families by making water available both for agriculture and domestic needs.
Water bodies covered
Of silt excavated
Villages benefitted with water availability and silt
Farmers benefitted
* As per the third party audit and report submitted to Marico
PARACHUTE KALPAVRIKSHA
Our Parachute Kalpavriksha programme, launched on September 2, 2017 (on account of ‘World Coconut Day’), is focussed on making a difference in the lives of coconut farmers by supporting them in enhancing their productivity and income, and is led by:
Enabling
higher and sustainable crop yield
Training
farmers to handle their farms independently
Transforming
myth and belief-based farming into farming based on scientific research and knowledge
Parachute Kalpavriksha Foundation,
a separate non-profit company
(80G certified), is now operating the
Parachute Kalpavriksha programme for
enhancing the farm yield and earnings of
coconut farmers.
On-field agronomists
Farmers enrolled till date
Coconut farms covered under the programme till date
In FY20, we have enrolled 9,550 farmers covering 53,423 acres of coconut farms.
Programme methodology
Farms that have completed more than a year with Parachute Kalpavriksha have delivered
Calculated as per the comparison done with the Control Farms
Apart from engaging the agronomists, we have also deployed jeep campaigns, launched the toll free IVR (Interactive Voice Response) system, deployed digital and social platforms (like YouTube, Facebook, Instagram etc.) for providing access to our digital farm care video library. All these channels enable us to maximise our farmer reach.
Tanjavur crop revival
The ‘Gaja Cyclone’ led to huge devastation of coconut plantations in Tanjavur district in Tamil Nadu. Marico supported the revival of coconut plantation to restore farmer income. Through this initiative, we:
Supported farmers in seedling plantation, young tree management, inter-cropping and standing tree rejuvenation.
Parachute Kalpavriksha Knowledge Centre
We have developed a knowledge centre to train and demonstrate to farmers best farm practices. In this financial year, 165 farmers were trained at the Parachute Kalpavriksha Knowledge Centre.
Seedlings were developed in collaboration with experts and freely distributed amongst farmers to support crop revival (68,000 seedlings distributed)
Community initiatives around our factories
We understand the needs of the people who live in the neighbouring areas around our factories through need assessment or studies involving the communities. The programmes are then designed to fulfil the needs and lead to overall social development.
Total beneficiaries of the CSR initiatives within
communities near our factories in FY20
| Cause | No. of beneficiaries |
| Flood Relief | 7,770 |
| Health & Hygiene | 3,004 |
| Water Conservation | 7,860 |
| Education / Skill Building | 2,336 |
| Environment | 1,600 |
| Others | 2,305 |
SWAPNO Programme – unleashing the potential of ultra-poor women in Bangladesh
Marico continued its partnership with the United Nations Development Program (UNDP) and the Government of Bangladesh to execute the SWAPNO programme, which focusses on ultra-poor, women-led households. The programme fosters a best-in-class poverty graduation model, and Marico is the first private sector partner to undertake such a programmatic approach to poverty alleviation alongside the government and the United Nations Development Programme (UNDP).
SWAPNO focuses on creating productive employment opportunities for its beneficiaries (rather than being merely a safety net programme), aiming at more sustainable results of poverty-alleviation. The programme works with the most vulnerable groups of women, where 47% beneficiaries are widowed, 27% are abandoned, 18% are divorced, and 8% have a disabled husband.
In the last financial year, Marico invested BDT 200 Million (~US$ 2.36 Million) in the SWAPNO programme, which has enabled 9,000 beneficiaries to graduate out of poverty, and pursue sustainable livelihoods. In addition to the existing 9,000 beneficiaries, another 3,564 were enrolled in the programme in the third quarter of FY20. It has now expanded to Jamalpur, Lalmonirhat and Gaibandha districts, in addition to Kurigram and Satkhira, under the renewed partnership agreement.
Impact parameters
| Financial inclusion | Asset creation | Behavioural change | Asset creation |
Beneficiaries are provided with
mobile handsets to ensure:
|
All beneficiaries participate in Rotating Savings and Credit Associations, which enable them to access financing for expanding livelihoods or buying assets | Apart from livelihood skills, the programme provides training on health and nutrition, gender issues, adult financial literacy to empower beneficiaries to manage their livelihoods independently | Economic empowerment is measured* across increase in income, consumption/expenditure and increase in asset holding |
The following chart illustrates the change in economic status of SWAPNO beneficiaries
Market Opportunity Survey
Based on mutual discussions between Marico and UNDP, an independent Market Opportunity Survey (MOS) and Training Needs Assessment (TNA) in the new districts included under the programme were conducted. Based on the different trades identified by the surveys, the skills training plan for livelihoods development and formal sector employment are being redesigned. Through the MOS, 44 trades are identified by the respondents which can be suitable for beneficiaries. The trades are clustered into three categories i.e. high priority (above 50%); average priority (from 50% to 25%) and less priority trades (below 25%).
Trades suitable for beneficiaries identified by respondents
Private sector knowledge partnership for achieving Sustainable Development Goals (SDGs)
The SWAPNO programme is aligned with, and has a direct bearing on, the achievement of 8 of the 17 SDGs. The Bangladesh Government has also commended the programme to be best-in-class at the Social Security Summit organised by the Cabinet Ministry. Given the learnings of the partnership and Marico’s extensive expertise in sales & distribution, we will act as ‘Knowledge Partner’ to UNDP to derive the following outcomes:
The first-ever private sector dialogue
The SWAPNO programme initiated a one-of-its-kind and first-ever tripartite dialogue between the Government, UNDP and the private sector, held on September 23, 2019. Representatives from the Ministry of Finance, Ministry of Local Government and Rural Development (LGRD) and Ministry of Environment were present, who actively took part in the dialogue. Drawing upon the success and learnings of the Marico-UNDP-Government partnership in the SWAPNO programme, major local and global corporates including Unilever, Robi Axiata, H&M and Bank Asia also participated towards forming a private-sector alliance and replicating the SWAPNO partnership model.
2.Healthcare
Saffolalife
Saffolalife, a not-for-profit initiative by Marico, remains committed to its vision of creating a ‘Heart Healthy India’. The brand has led many initiatives consistently over the years and educated consumers on the importance of taking care of their heart. Saffolalife also believes in fighting against obesity and inspiring consumers to start their journey towards fitness and healthier lifestyle at a younger age.
During FY20, Saffolalife supported a plethora of initiatives by Food Safety and Standards Authority of India (FSSAI).
Eat Right Initiatives
Safe and Nutritious Food (SNF) at schools
The school contact programme supported by Saffolalife, in partnership with FSSAI, focuses at creating awareness among school children as well as the parents and teachers on inculcating the habit of safe and healthy eating. The project involved 100 different schools in various cities covering over 80,000 students till date.
Completed activation in
Schools
Completed for Eat Right canteen certification
Magic Box Training Kit placed in
‘Report Card’ challenge conducted in
Eat Right Campus
Eat Right Street Food Hubs
3.Education
One of the most significant indicators of social progress is education. With purpose at its heart and commitment towards social progress, Nihar Shanti Amla, has been continuously strengthening its mission to impart quality education to underprivileged children across multiple states in India. Through its Nihar Shanti Pathshala Funwala and Educate Girls initiative millions of students are impacted. Technology, collaboration and scale forms the core pillars of our initiatives.
Enabling access to quality education for
since inception
Leveraging technology and state partnerships to create scalable impact
Teacher Empowerment Programme
This is an initiative in partnership with Government of Rajasthan, Madhya Pradesh and Uttar Pradesh to empower government school teachers with quality teaching material for English Language. In a novel approach, we have leveraged the most ubiquitous technology - WhatsApp to reach out to far flung rural areas.
Teachers signed up
Students reached
Mobile Pathshala
With the objective of accelerating the spread of spoken English, Mobile Pathshala provides children free-of-cost education modules along with songs, mnemonics, memorable and relatable characters as learning aid. This year, we managed to reach 350+ schools in Uttar Pradesh to take on this self-learning journey.
Government school students registered
Virtual School
Enabling anytime, anywhere learning, the program was initiated with an aim of supplementing school education with a personalised app based one to one solution. Designed to replicate the school model virtually, it brings together the key stakeholders – students, teachers and parents. Curriculum is as per CBSE guidelines blended with activitybased learning approach. The initiative was extended as a scholarship under ‘Nihar Shanti Pathshala Funwala’ linked to student’s performance improvement and interest.
Students undergo virtual learning
Digital Classroom
Aimed at catering to the shortfall of teachers in government school under this initiative, 20 government schools have been provided with required equipment to run live digital classes in English, Maths and Science in Uttar Pradesh and Jharkhand. The classes are anchored by volunteers remotely.
Students attended classes
Students were provided access to quality education in FY20 through Nihar Shanti Pathshala Funwala
Partnering with Educate Girls
‘Educate Girls’ is the NGO partner, with whom we continue to provide quality education for girls from underserved and marginalised households. The programme mobilises public, private and community resources, thus improving access to education and achieving behavioural, social and economic transformation of girls in India’s gender gap districts. The program model is focused on improving the Enrolment – Retention – Learning cycle of every child in the educationally backward districts in which it operates.
Beneficiaries in Jhadol and Kotra
blocks in Udaipur, Rajasthan
4. National emergency and disaster relief
Providing our support to unprecedented events in the country, we make direct or indirect contributions during national emergencies, across a variety of causes. Be it natural disasters or humanitarian relief, we proactively extend a helping hand to those in need.
Disaster relief
In 2020, Marico donated `2.65 Million towards Assam state flood relief activity. The contributions were made towards the Chief Minister’s Relief Fund, education development as well as medical camps and rehabilitation of flood victims in Kurua and Athgaon village benefitting 2,500+ households. We also made monetary contribution of `1.5 Million to Goonj towards rehabilitation of communities affected by the Odisha cyclone Fani.
Marico against COVID-19
In our fight against the COVID-19 pandemic, which is currently plaguing the country and the world, Marico has pledged `70 Million to support the people, the medical fraternity and the government.
#MaricoUnitedAgainstCOVID19
As part of the initiative, we have allocated `10 Million to support police, primary healthcare workers, and emergency services with adequate protective equipment like face masks, gloves, thermometers, and sanitisers and `20 Million allocated towards rehabilitation activities. Further, we have committed to allocate `20 Million to deliver dry ration and cooked meals to support the migrant workers with safe and nutritious food. In addition to our own funds, we are also raising fund on GiveIndia.org to supplement our efforts. Our ambition is to raise `30 Million and serve equivalent cooked or dry meals. Our Parachute Kalpavriksha Foundation is donating `2,000 per person to the tree climbers, who work in the coconut farms.
PM CARES Fund
Marico is making a contribution of `10 Million to the PM CARES Fund and other state funds in the country. In addition to this, our employees are also doing voluntary donation of one day’s salary matched by an equivalent donation by the company.
5. Fostering innovation - Scalability of social organisations
MARICO INNOVATION FOUNDATION (MIF)
Incepted in 2003, Marico Innovation Foundation (MIF), aims to nurture innovation in India across the business and social sectors alike.
“Our vision encompasses the innovation ecosystem in India. The Marico Innovation Foundation believes that innovation can spur creation and sustenance of successful and enduring Indian brands. That will enable India to reposition itself as a global economic superpower.”
Harsh Mariwala
Chairman
Scale-up Programme
As part of the Scale-Up Programme, MIF identifies business challenges faced by an organisation, collaborates with mentors and provides implementable solutions; thereby leading to substantial impact and sustained growth.
Challenges completed across 6 organisations in FY20
| Particulars | Impact |
| Total no. of organisations worked with during FY20 | 18 |
| No. of active organisations (as of end of FY20) | 12 |
| No. of challenges closed | 11 |
| No. of mentors engaged | 32 |
| Total no. of mentor hours spent | 344 |
| Organisation | Impact |
| Y-Cook [Ready-to-eat food tech] | Improved OEE from 65% to 78% and designed for three crucial product SKUs |
| Atomberg [IoT enabled electronics] | Reduced distribution transit times by 30% and escalation by 90% |
| S4S [Farm-level solar dryer] | Developed procurement plan with estimated `2 Crore annual savings, helped raise grant funding from the Shell Foundation |
| BOHECO [Hemp based food] | Through logistics optimisation measures, helped 43% reduction in transport cost with 0% damages in transit |
| Innaumation [Voice prosthesis] | Identified distribution model to function without intermediaries, bringing down final cost of device to patient |
| Ecolibrium [Predictive IoT solutions] | Developed sales strategy leading to in-roads with 4 large Indian business houses |
Innovation Book
MIF published its second book ‘7 Sutras of Innovation’, which houses the business insights from scale-up journeys of past MIF Award winners. It is aimed at sparking impactful and innovative ideas, thereby contributing to India’s growth story.
Copies sold within
2 months of the
book release
#Innovate2BeatCOVID
MIF launched a unique, nationwide platform called #Innovate2BeatCOVID on March 29, 2020. Med-tech entrepreneurs, corporates and innovators were invited to share existing cost-effective and innovative solutions to combat short supply of ventilators, personal protective equipment and other respiratory solutions that can aid the medical fraternity.
MIF along with the A.T.E. Chandra Foundation and Harsh Mariwala, in his personal capacity, will offer a total grant worth `25 Million to the most impactful innovations.
Relevant proposals have been received till date
MIF InnoWin and Talkies
MIF also helps bring innovation to the fore, and inspires a new generation of innovators, who can make a seismic contribution to their industry. Thus, MIF aims to create a hub for individuals and organisations to engage with each other through thought leadership platforms like ‘MIF Talkies and InnoWin’.
