Corporate Social Responsibility: The Mahindra Way

By Singh, Nikita | Indian Journal of Industrial Relations, January 2009 | Go to article overview

Corporate Social Responsibility: The Mahindra Way


Singh, Nikita, Indian Journal of Industrial Relations


CSR: An Integral Part of Our Being

At Mahindra & Mahindra Ltd. (M&M), Corporate Social Responsibility is much more than a mere phrase--it's a way of life for more than 65,000 Mahindraites across the globe. As our Chairman, Mr. Keshub Mahindra firmly believes, "Corporate Social Responsibility has been basic to our philosophy at the Mahindra Group since our birth in 1945.... One cannot have a large section of a population denied even the basic amenities like water, housing, health care and education ... We are therefore convinced and believe that the weaker sections of our society need help and support." This is a sentiment echoed by our Vice Chairman & Managing Director, Mr. Anand Mahindra who says, "At Mahindras, CSR means not just the sharing of our wealth, but of our time and of ourselves."

Corporate Social Responsibility has always been an integral part of the vision of the Mahindra Group and the cornerstone of our core value of Good Corporate Citizenship. We believe that CSR is an opportunity and a privilege for us and goes far beyond managing corporate image. CSR received a major boost in 2005 when M&M celebrated its 60th anniversary by pledging 1% of its annual Profit after Tax to social activities every year, as a way of thanking the nation and its stakeholders for 60 years of trust.

Esops: The Mahindra Way

"With the implementation of Esops, we are proud to announce that on any given day in the year somewhere in India you will find a Mahindra employee contributing to society."

--Mr. Anand Mahindra, Vice Chairman & Managing Director, Mahindra Group

On its 60th Founders' Day, M&M also announced its own unique Esops, or Employee Social Options programme with the goal of having a Mahindra employee contributing to society every day of the year, somewhere in the world. ESOPs provides each employee with an option to contribute to a socially relevant activity in a focused way. Employees can select from a wide range of activities including volunteering at schools, becoming guardians for Nanhi Kalis (further details below), functioning as visiting faculty at educational institutions, etc. The Naandi Foundation, a leading not-for-profit organisation, is our strategic corporate social responsibility implementation partner.

The ESOPs programme has proved to be a big success with Mahindraites across the Group volunteering their personal time and energy for several worthy causes. From undertaking development work in villages to teaching underprivileged children and assisting in disaster relief operations, our employees are contributing in a significant way to help create a better world. In order to ensure maximum impact, our CSR initiatives focus mainly on education and health. The scope of our endeavours covers as many needy sections of society as possible, with a special emphasis on the girl child.

Education

"... For us at Mahindras education is a legacy and investing our corporate resources in education is at the core of our family values ... We believe that by investing in education, we will ensure a better quality of life not only for now but for generations to come."

--Mr. Anand Mahindra, Vice Chairman & Managing Director, Mahindra Group

The Mahindra Group has chosen education as the main tool to transform the lives of the people of India. The Group views education as both an investment and an enabler. The K.C. Mahindra Education Trust (KCMET) was formed in 1953 with the objective of promoting education and has since undertaken a number of initiatives, which make a difference in the lives of deserving students. KCMET has provided more than Rs. 25 crores in the form of grants, scholarships and loans. These funds are derived from an investment portfolio, the main donors of which are the Mahindra Group of companies.

I Project Nanhi Kali

Project Nanhi Kali is a national girl child sponsorship programme and a special project jointly managed by the K. …

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