1. Case Study:
Developing and Sustaining Brand Image
With Environmental and Social Dimensions
NIPM ISTD Seminar: 30th June 2012
By
HS Dua
Associate Vice President –HR,CSR
SRF Chemicals Business
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2. Natural Resource Management for Poverty Alleviation and
Environment Conservation
A classical example of successful CSR initiative of
SRF Chemicals Business
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3. •SRF Chemicals
Context Business
 SRF plant is located in Tijara of Alwar;
part of Aravali hills
 Aravali hills spread over 500 kms across
N-E to S-W of Rajasthan
 Once upon a time, covered with dense
forest - providing firewood, fodder to
local communities; maintaining delicate
ecological balance of the Aravali
ecosystem.
•SRF
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4. Landscape
Over the years, severe land degradation has occurred due to:
 Increasing pressure of human and livestock population
 Breakup of Community system leading to non ownership
and maintenance of water structures.
 Large scale mining- legal and illegal
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5. Community Profile: Meo-Muslims & SCs
Low literacy, large family size, and drudgery of women
Literacy 45.3%
Female Literacy 29.4%
Sex Ratio 829
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6. Aravali Ecosystem- A challenge for Development
• Fast depleting ground water
• harsh climate & impoverished sandy soils
• Over grazing by live stock – the main
source of livelihood
• Poor people - lack of money to invest on
land improvement
• illiteracy, large family size and least urge
Struggle for drinking water
to get education……
…….. posing challenge for ecosystem
rehabilitation and sustainable
development in the region….
which, if not addressed, could affect
our Business continuity - especially the
water issue
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7. SRF’s initiative….
• SRF ventured to take head on with these problems and initiated a natural
resources management project for Sustainable Development based on
social, economic and environmental dimensions – in 2006.
• Used Water as the starting plank for engaging with the local community
• Created livelihood opportunities for the poorest- through underutilized
land & water resources
• Revived/Constructed Rainwater Harvesting Structures – called ‘Paals’
• We did this through:
A unique Corporate- NGO Partnership Model for project
implementation and Impact assessment
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8. Strategy Adopted…..
• Feasibility study in 35 villages within 25 Km radius of the plant to understand
the risks and opportunities to make social and environmental impact.
• The study recommended a development program based on soil and water
conservation
• Entered into Partnership with PRADAN, a reputed NGO to implement
interventions
• Established the Deliverables – activities & outcomes…. Budget (in line with the
Activities)…Details of working relationships
• Engaged professional NGO for impact assessment….
• Constituted a Steering Committee to review progress and suggest
improvements
SPACE
Sponsors Project Guide Implementation Impact assessment
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9. Project Objectives
• To impact 6,500 families by 2015 and increase their annual income by Rs
10,000 on a sustainable basis.
• Enhance productivity of natural resources through:
• Harvest rainwater to recharge ground water
• Reclaim waste lands
• Promote livelihood programs –using soil and water
• Organize people for collective ventures and assist in market links
The interventions were taken up for first two years (2006-08) in 17 villages as
pilot phase and later expanded to 34 villages over next 4 years
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10. Technological Package
• Mapping of the target areas with involvement of local community
• Old water structures were identified
• Phased plan of implementation
• Community stake - 20-30 % contribution to get long term buy-in
• Contour surveys and hydrological studies to establish optimum locations
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11. Community Mobilization
•Self Help Groups & User Groups are
formed which carry out interventions
•Funds are channelized through these
groups, ensuring transparency
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12. Construction of Paals
These are earthen embankments constructed across main gullies carrying runoff
from barren hills and waste lands for rainwater harvesting. 12

13. Leveling of uneven, undulating waste lands
Farmers started growing mustard just after leveling and gained Rs 4000 to 5000 / ac
in first year itself - farmers share 40-50 % of the cost
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14. Plantations on leveled lands
Fast growing fodder and timber tress planted along the bunds and fruit plants in the
fields was designed and promoted involving the local community
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15. Production improvement on leveled lands
•Introduced package of practices - in mustard sowing, vegetable cultivation along
with composting , green manuring… Drip sprinklers 15

16. Promotion of Farmers’ Cooperative
• Formed and strengthened Vegetable Producer's’ Cooperative Association
• Tie-up with National Dairy Development Board (NDDB) and Mother Dairy and in
the project villages for marketing of vegetables
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17. Achievement since 2006……
Cumulative
Sl.No Activity
Since ‘06
1 Construction of Earthen check dams (Paals) 174
2 Catchment Area Covered (ha) 8954
3 Ground Water Recharged (MnM³) 5.34
4 Land Leveling (Ha) 893
5 Plantation of fruit and fodder trees (No.) 2,11,465
6 Number of Self Help Groups (SHGs) 108
7 No of members in Self Help Groups 1114
8 Families Impacted (direct/indirect) 4212
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18. Impact of Rain Water Harvesting
• The trend of ground water depletion has reversed- Dried wells have sprung
back to life
• Rise in ground water level from 0.6 to upto 2.1 meters in some of project
villages
• Increased soil moisture on account of land leveling improved soil and crop
productivity
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19. The increase in water table (Mtr)
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20. Impact of Land Leveling
• Crop yields increased by 150% with land leveling and improved agriculture
practices
• The price of land has increased four to five times
• Farmers invested in irrigation systems, installed sprinklers and rubber pipes on
which State provides good amount of subsidy.
• Women and old members of family are gainfully employed on own farms
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21. Impact of Plantation
• Over 0.2 million fruit and fodder trees planted on the reclaimed lands
• Ardu Neem (Ailanthus) along the field boundary proved a major success
• Increase in forest cover and income options for the poor
A Paal in 2006 … in 2012
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22. Impact on the Community
• 4212 families in 35 villages benefited with sustainable livelihood options
• The income of targeted families increased by 300% from vegetable crops
• Over 100 women self-help groups have started piggy banks by contributing
meager savings and inter-loaning successfully to meet their credit needs
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23. Economic Analysis of the Project intervention (Mn Rs.)
Present Present Net Pay back
Sector value of value of present B:C ratio IRR % period
cost benefits value Years
Paal construction 7.3 21.3 14.0 2.92 32.0 4
Land leveling with
16.0 48.5 32.5 3.04 20.5 7
veg. and plantation
Crop Production 8.9 16.4 7.5 1.85 47.0 1
Overall 2.68 33 3
The construction of Paals, land development and crop improvement package gave
benefit: cost ratio of 2.92, 3.02, and 1.85 and internal rate of return (IRR) of 32, 20,
and 47% respectively thus indicating that investments are paid back in a period of 3
years with large number of intangible benefits to the community.
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24. Cost Benefit Analysis of Check Dams Construction
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25. What have we achieved…
 Development of local community
• Self-esteem, social pride, self employment , urge to progress & reinvest
 Business Sustainability
• Enhanced Brand Image and reputation - necessary to achieve our vision of
“ Global, Credible Player”. Increased sales from international customers
• Have become Water positive –More water harvesting than its net
consumption in our operations
• Reduced carbon footprint of the business
• Goodwill of local community...minimizing disruption risk
• Better equation with/respect from local administration
• Sense of pride among employees – attraction and retention

26. What have we achieved…

27. What made it work .…
 Strong commitment by the promoters/top Management
 Unique model of Corporate-NGO partnership
 Sustainability linked to overall business strategy
 Effective planning towards resource allocation
 Time-bound implementation with measurable goals
 Strong review & support mechanism

28. Accolades: CII – ITC Sustainability Award
2011
2009
2008 2009 2010
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29. Global Sustainability Awards
Bayer Crop Sciences:
Supplier Sustainability
Award 2010, 2011
Syngenta:
Global Sourcing Award of
Recognition 2012
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Jul 5, 2012

30. Global Recognition
The NRM project was selected
for a case study on NGO-
Business Partnership.
The case study, documented by
PRIA, was showcased at
Erasmus University, Rotterdam
in April 2011.

31. Forbes Asia
Forbes Asia ranked SRF as
one among the 200 Best
Corporations in Asia Pacific
under a Billion $ Category
Jul 5, 2012

32. Thank You
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