Case Study: Developing and Sustaining Brand ImageWith Environmental and Social Dimensions  NIPM ISTD Seminar: 30th June 20...
Natural Resource Management for Poverty Alleviation and               Environment Conservation      A classical example of...
•SRF Chemicals    Context                                       Business   SRF plant is located in Tijara of Alwar;    pa...
LandscapeOver the years, severe land degradation has occurred due to:   Increasing pressure of human and livestock popula...
Community Profile: Meo-Muslims & SCsLow literacy, large family size, and drudgery of women                                ...
Aravali Ecosystem- A challenge for Development• Fast depleting ground water• harsh climate & impoverished sandy soils• Ove...
SRF’s initiative….• SRF ventured to take head on with these problems and initiated a natural  resources management project...
Strategy Adopted…..• Feasibility study in 35 villages within 25 Km radius of the plant to understand  the risks and opport...
Project Objectives• To impact 6,500 families by 2015 and increase their annual income by Rs  10,000 on a sustainable basis...
Technological Package• Mapping of the target areas with involvement of local community• Old water structures were identifi...
Community Mobilization•Self Help Groups & User Groups areformed which carry out interventions•Funds are channelized throug...
Construction of PaalsThese are earthen embankments constructed across main gullies carrying runoff          from barren hi...
Leveling of uneven, undulating waste landsFarmers started growing mustard just after leveling and gained Rs 4000 to 5000 /...
Plantations on leveled landsFast growing fodder and timber tress planted along the bunds and fruit plants in the        fi...
Production improvement on leveled lands•Introduced package of practices - in mustard sowing, vegetable cultivation along  ...
Promotion of Farmers’ Cooperative• Formed and strengthened Vegetable Producers’ Cooperative Association• Tie-up with Natio...
Achievement since 2006……                                                     CumulativeSl.No                         Activ...
Impact of Rain Water Harvesting• The trend of ground water depletion has reversed- Dried wells have sprung  back to life• ...
The increase in water table (Mtr)                                    19
Impact of Land Leveling• Crop yields increased by 150% with land leveling and improved agriculture  practices• The price o...
Impact of Plantation• Over 0.2 million fruit and fodder trees planted on the reclaimed lands• Ardu Neem (Ailanthus) along ...
Impact on the Community• 4212 families in 35 villages benefited with sustainable livelihood options• The income of targete...
Economic Analysis of the Project intervention (Mn Rs.)                       Present    Present       Net                 ...
Cost Benefit Analysis of Check Dams Construction                                                   24
What have we achieved… Development of local community   • Self-esteem, social pride, self employment , urge to progress &...
What have we achieved…
What made it work .… Strong commitment by the promoters/top Management Unique model of Corporate-NGO partnership Sustai...
Accolades: CII – ITC Sustainability Award2011                              2009 2008                 2009                2...
Global Sustainability AwardsBayer Crop Sciences:Supplier SustainabilityAward 2010, 2011Syngenta:Global Sourcing Award ofRe...
Global RecognitionThe NRM project was selected  for a case study on NGO-    Business Partnership.The case study, documente...
Forbes AsiaForbes Asia ranked SRF asone among the 200 BestCorporations in Asia Pacificunder a Billion $ Category          ...
Thank You            32
Upcoming SlideShare
Loading in …5
×

NIPM ISTD Seminar 2012 -SRF

429 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
429
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

NIPM ISTD Seminar 2012 -SRF

  1. 1. Case Study: Developing and Sustaining Brand ImageWith Environmental and Social Dimensions NIPM ISTD Seminar: 30th June 2012 By HS Dua Associate Vice President –HR,CSR SRF Chemicals Business 1
  2. 2. Natural Resource Management for Poverty Alleviation and Environment Conservation A classical example of successful CSR initiative of SRF Chemicals Business 2
  3. 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 3
  4. 4. LandscapeOver 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 4
  5. 5. Community Profile: Meo-Muslims & SCsLow literacy, large family size, and drudgery of women Literacy 45.3% Female Literacy 29.4% Sex Ratio 829 5
  6. 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 6
  7. 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 7
  8. 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 8
  9. 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 9
  10. 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 10
  11. 11. Community Mobilization•Self Help Groups & User Groups areformed which carry out interventions•Funds are channelized through thesegroups, ensuring transparency 11
  12. 12. Construction of PaalsThese are earthen embankments constructed across main gullies carrying runoff from barren hills and waste lands for rainwater harvesting. 12
  13. 13. Leveling of uneven, undulating waste landsFarmers started growing mustard just after leveling and gained Rs 4000 to 5000 / ac in first year itself - farmers share 40-50 % of the cost 13
  14. 14. Plantations on leveled landsFast growing fodder and timber tress planted along the bunds and fruit plants in the fields was designed and promoted involving the local community 14
  15. 15. Production improvement on leveled lands•Introduced package of practices - in mustard sowing, vegetable cultivation along with composting , green manuring… Drip sprinklers 15
  16. 16. Promotion of Farmers’ Cooperative• Formed and strengthened Vegetable Producers’ Cooperative Association• Tie-up with National Dairy Development Board (NDDB) and Mother Dairy and in the project villages for marketing of vegetables 16
  17. 17. Achievement since 2006…… CumulativeSl.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 17
  18. 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 18
  19. 19. The increase in water table (Mtr) 19
  20. 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 20
  21. 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 21
  22. 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 22
  23. 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 3The construction of Paals, land development and crop improvement package gavebenefit: 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 3years with large number of intangible benefits to the community. 23
  24. 24. Cost Benefit Analysis of Check Dams Construction 24
  25. 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. 26. What have we achieved…
  27. 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. 28. Accolades: CII – ITC Sustainability Award2011 2009 2008 2009 2010 28
  29. 29. Global Sustainability AwardsBayer Crop Sciences:Supplier SustainabilityAward 2010, 2011Syngenta:Global Sourcing Award ofRecognition 2012 29 Jul 5, 2012
  30. 30. Global RecognitionThe NRM project was selected for a case study on NGO- Business Partnership.The case study, documented by PRIA, was showcased atErasmus University, Rotterdam in April 2011.
  31. 31. Forbes AsiaForbes Asia ranked SRF asone among the 200 BestCorporations in Asia Pacificunder a Billion $ Category Jul 5, 2012
  32. 32. Thank You 32

×