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Integrating CSR with Business
FICCI Global Skills Summit
S.K. Anantha Krishanan
Yogesh Dwivedi
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What’s In…
• Birla White is…
• Vision, Mission & Context
• Business integration with CSR
• Applicator Training
• Accolades and Awards
Presentation Structure
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• An Aditya Birla Group Company
• The Double
• First mark construction product company in India
• A Leader in India ,largest in Asia, 7th Globally
• India’s first white cement based Eco friendly products. LEED
Certified for Green Buildings.
• ISO 9001,14001, 27001, OHSAS 18001, SA 8000 Certified.
• Practicing World Class Manufacturing Excellence Model
Birla White is…..
Birla White is…
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Limestone Mines
Birla White is…
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Current Product Basket (Eco Friendly)
World standard White Cement A protective base for Paints Ready mix Texture Finish
Glass Fibre Reinforced ConcreteSuperior substitute of P.O.P. Elastomeric coating material
Birla White is…
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Delhi Airport T-3
Prestigious Clients
Birla White is…
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Vision-2015
To be a Globally Benchmarked organization in White Cement, its value added products with continued focus on Quality, Customer delight and to have
revenue of Rs 3000 Crore by FY 15.Mission
To deliver Superior Value to our customers, shareholders, employees and society at large with increased focus on living with our values
Values
Integrity, Commitment, Passion, Seamlessness & Speed
Vision – Mission - Values
Vision - Mission…
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Social Responsibility
CSR VISION
“To actively contribute to the 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
The Aditya Birla Centre for Community Initiatives
and Rural Development
Vision - Mission…
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Linkage Business Vision
Linkage Business Vision with CSR Vision
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Integrating CSR with Business…
Business Objective CSR Objective
Our Product should not get abused
Imparting right knowledge through training programmes to Male & Female
Create a Pool of Skilled Applicators who are practically like business ambassadors
Skill enhancement
Self Confidence
Women empowerment
Economic Development
Increase Product volume sales Raise the country's Human Development Index
Feedback to R & D for further improvement in Product quality & Applications
Applicator Skill develops and helps to update his Knowledge which resulting increase in per capita income.
Product Promotion
(Rural Marketing)
More employment opportunity for new applicators
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Applicator Trainings
Identification ofPotential Trainees
Identification of Contractors
Listing
Applicator Training Process
Mode of Trainings Residential
Training “Vikas”On Site Training
Training with
GO-NGOs
Training Knowledge of
Products and Tools
Class Room Training
Life Skill Education
Practical Product Applications
Post Training SupportFeed Back
Free Tool Kit
Association Contractors & Stockiest
Periodical Feed Back about
Self & Products
Allotting batches
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Applicator Trainings
Residential Training through “Vikas Ek Disha”
• Vikas Training School with Residential Facility
• 7 Days Class Room Trainings
• Training of tools operation
• Life skill education.
• Practical Applications of Products.
• Average two batches every month.
• Trainees from all over India
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Applicator Trainings
Women Applicator Training (Empowerment)
• Opportunity to women to
become unskilled level to
skilled level
• Normally women workers
paid Rs 100/- per day, after
the training income grown
up by Rs. 150/- per day
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Applicator Trainings in Collaboration with GO-NGOs
On Site Training in Collaboration with GO-NGOs
• Organized training under Tamil Nadu Government Project “Vazhnthu Kaattuvom Project”
• Birla White Regional “Vikas Training Center” in Coimbatore with “Shri Ramakrishna Mission Vidyalaya”
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Right Skill and Right Tool Makes Great Work
Tool Board Practical Applications
Applicator Trainings
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GRACO T MAX 405
GRACO ULTRA MAX 695
GRACO RTX 1500
Machines for Application
Applicator Trainings
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Certificate and ID Card
Applicator Trainings
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Training Status
• Training being organized zone wise in all over the India.
• Pre & Post Training facilitation and support by Marketing Team.
• Applicators from more than 100 locations got trained from Different zone. Sr. No.
Applicator Training Type No. of Applicator Trained
1 Training through Vikas Training School
479
2 Women Applicator Training 400
3 Training On Site 1370
Total Applicator Trained 2249
4 Trained by Applicator after training >1000
Applicator Trainings
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Pre & Post Feed Back Mechanism
Feed Back Mechanism
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Business Impact Social Impact
Continuous development of applicators from all over India both male and female
Skill enhancement
Women Empowerment
Economic Development
Product sales volume increase on continuous basis
Growth in per capita income for an
individual from 100-150 to 250-350 per day.
Interaction with ultimate users Socializing with low income group
Speedily Execution of Projects Regular employment in same trade. 50-60% increase in BW product
consumption was found by all participants in their respective areas
An increase of 7-12 % in coverage of products
Skill level gone up
Right application of the products Confidence of customers on applicators increases
Business and Social Impact
Impact
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Case Study
Case Study
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Feedback
Feedback
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Way Forward
Way Forward
• Training to 1000 number of applicators every
year.
• More training schools in collaboration with GO-
NGOs
• Linked applicator performance with business
development schemes.
• Periodical refresher trainings.
• Taking applicator program to other countries.
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2006-11142 prestigious awards for• Business Excellence , • Benchmarking• CSR• Quality, • Innovation• Environment, • Safety • & Exports
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Thank You