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REPORT ON

CSR ACTIVITY DONE BY

MAHINDRA AND MAHINDRA


SUBMITTED BY
V SUBASHINI (046)

Corporate Social Responsibility has always been an integral part of the Mahindra
Group's vision and the cornerstone of our Core Value of Good Corporate Citizenship.
Keshub Mahindra, ex-chairman.
Mahindra and Mahindra Limited (M&M) is an Indian multinational automobile
manufacturing corporation headquartered in Mumbai, Maharashtra, India. It is one of the
largest vehicle manufacturers by production in India and the largest manufacturer of tractors
across the world. It is a part of Mahindra Group, an Indian conglomerate.Mahindra and
Mahindra has topped the list of Best Companies in CSR 2014.CSR has been a very important
sector in Mahindras portfolio. They consider CSR as not just for the sake of legal issues but
also to help the communities at large.
KEY AREAS FOCUSSED:
They mainly focussed on the girl child, youth and farmers through programmes in the
domains of education, public health and environment. Mahindra Pride Schools provide
livelihood training to youth from socially and economically disadvantaged communities and
have trained over 13,000 youth in Pune, Chennai, Patna, Chandigarh and Srinagar. M&M
sponsors the Lifeline Express trains that take medical treatment to far flung communities.
Then there's Project Hariyali, which has planted 7.9 million trees till date, including four
million trees in the tribal belt of Araku Valley. M&M has constructed 4,340 toilets in 1,171
locations across 11 states and 104 districts specifically for girls in government schools as part
of Swachh Bharat Swachh Vidyalaya. Expenditure on CSR in the last fiscal was Rs 83.24
crore 2% of PAT.
Project Nanhi Kali supports the education of over 11 lakh underprivileged girls in ten states,
providing material support (uniforms, bags, notebooks, shoes and socks) and academic
support (workbooks, study classes). The key outcomes of the project include an increase in
both enrolment of girls in schools and curtailing dropouts to less than 10%.
In 2005, the Group celebrated its 60th anniversary by renewing its commitment to Corporate
Social Responsibility. It pledged to dedicate 1% of its profit (after tax), on a continuous basis
towards Corporate Social Responsibility. A unique kind of ESOPs - Employee Social Options
was launched to enable Mahindra employees to involve themselves in socially responsible
activities of their choice. The Group also announced a special gift: to provide free cochlear
implants to 60 hearing-impaired, under-privileged children.
In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra All
India Talent Scholarship for the economically disadvantaged, the Mahindra Group is planning
to set up two Mahindra Pride Schools. These schools will offer a variety of courses, with an
emphasis on employability, including training for Information Technology, Retail, and
Automotive Engineering etc. They will provide new skills and capabilities to the weaker

sections of society, particularly the scheduled castes and scheduled tribe youth. While these
projects are already underway, plans for more social initiatives are on the anvil.

PROJECT NANHI KALI:


Since 2005, Project Nanhi Kali has been managed by the K. C. Mahindra Education Trust and
Naandi Foundation. Its objective is to provide 10 years of quality education to girl children
from economically disadvantaged families.
Project Nanhi Kali is working with 19 NGO implementation partners at the grassroot level to
ensure that the girls receive academic and material support. The K. C. Mahindra Education
Trust regularly monitors the NGOs giving technical inputs wherever required to ensure that
quality education is being imparted to all the Nanhi Kalis.
Academic Support Nanhi Kalis receive academic support through a 1-2 hour class
conducted before or after school hours called the Academic Support Centre. Here, concepts in
Maths, Science and Language are taught, to bridge the gaps in learning and enable children to
attain grade-specific competency levels.
Material Support/Kits - The programme selects girls based on multiple criteria including
enrolment in government schools, family income, parents' educational background, social
background and the child's aptitude. A comprehensive sponsorship is created to take care of a
range of their educational requirements, providing not only academic support that enables
them to make a success of their schooling experience but also material support. This includes
uniforms, school bags, shoes, socks etc. to enable the girl child to go to school with dignity.
The material kit is ceremoniously handed over to each child at the beginning of the academic
year.
The teaching methodology includes the extensive use of innovative teaching tools and
activities such as storytelling, group games, etc. which make learning not only meaningful
but also fun. Our team also works with the parents and community to sensitize them on
gender equality.
Community support involves regular interactions with the Nanhi Kali's parents and the
community to ensure that they dont drop out of school. The society does play an important
role in girl child education. Educating Nanhi Kalis doesn't involve just them but also their
families and the communities that they are a part of. Therefore, counselling and sensitizing
the community on gender issues forms an important component of our program.
PROJECT HARIYALI:

The valley of Araku, nestled in the northeast region of Andhra Pradesh, is home to various
adivasi tribal groups. In spite of globalisation and accelerated development in India, the lives
of the adivasis have not changed.
To help alleviate this problem, Mahindra &
the Danone (Fund for Nature) and the Naandi
initiated the Araku Hariyali Project in 2010. In
the Adivasi Community, the project team helps
own portfolio of fruit and forest trees that will
carbon rich ecosystem. This horticulture project
lives of over 60,000 people in 300 villages. Six
be planted across a terrain of 6000 hectares by

Mahindra
Ltd.,
Foundation
Partnership with
them create their
sustain a healthy
will affect the
million trees will
2015

The objective of the project is to enhance the


nutritional value
of the produce and increase the current average income of the tribal population in this region.

MAHINDRA PRIDE SCHOOLS:


In support of the Government mandate for affirmative action, the Mahindra group has set up
Mahindra Pride Schools to empower youth from socially disadvantaged sections of society by
providing livelihood training, to enable them to gain employment based on their skills.
The first Mahindra Pride School located at Pune, commenced operations in 2007. To date,
Mahindra Pride Schools have come up in Chennai, Chandigarh, Patna and Srinagar. The
school is meant exclusively for youth (18-25 years) from socially disadvantaged sections i.e.,
(SC), (ST), (OBC), Notified Tribes (NT) and De-notified Tribes (DNT); offering equal
opportunity for men and women, with a focus on rural youth. It is non-residential and offers
various alternative livelihood options to the students free of cost. 'Road Shows' are conducted
for a month in specific communities / hamlets with a high SC/ST/OBC/NT/DNT population
to spread information about MPS and encourage the youth to enrol for the training offered by
the school. Students are then assigned suitable courses depending on their personality,
aptitude and interest, which are judged through intensive written tests and personal
interaction at the time of admission itself.
One example how this initiative has created difference in the lives children is Srilekha, the
eldest child of Rajshekar and Soleshwari. Given the severe economic hardships facing her
family, 21 year old Srilekha, completed her graduation in computer science scoring 70%
through sheer perseverance. After the sole bread winner Rajshekar's potato chip stall failed,
the family's situation reached a point of complete desperation, forcing them to sell their house
to repay debts and compelling Srilekha's mother to sell potato chips to liquor bars in the
locality. Fortunes turned for the family, when Srilekha was referred to the Mahindra Pride
School in Chennai, where she received intensive training in ITES. MPS instilled in her "a
positive and can-do attitude". After successfully completing the 3 month training at MPS,

Srilekha was placed at Cognizant Technologies Limited as a 'Trainee Programme Analyst'


earning the highest starting salary of Rs25, 000 per month.

ANALYSIS APPLYING RESPONSIBILITIES:


Mahindra and Mahindra has done a wonderful job in CSR. They have done the CSR not only
to cover up the 2% but also with the intention to serve and be helpful to the society. Let us
analyse their CSR activity based on the eithical frameworks.

ETHICAL
YES

PHILANTHROPIC
YES

ECONOMIC
YES

LEGAL
YES

As seen from the above table,


ETHICAL RESPONSIBILITY is beautifully covered by the company. They have
helped many girls from a poor background to study and stand up in their own
legs. Mahindra pride school is one such initiative which will enable such children
to make their dreams a reality. Project Hariyali has taken care of the environment
thus trying to safeguard it incase any harm has been done from their side.
PHILANTHROPIC RESPONSIBILITY has also been taken care of as it does good to
innumerable people across the country. Humanity is definitely been applied in
every project that shows that they have taken care of their philanthropic
responsibility.
ECONOMIC RESPONSIBILITY has been somewhere taken care too. Firstly, their
above projects have created such good news that is marketing in itself. This has
definitely helped the company to come in news and be ubiquitous. Secondly,
they have created work force that they could anytime use for themselves .
LEGAL RESPONSIBILITY is taken care of as there is nothing illegal taking place
here.
Thus I would give a thumbs up to MAHINDRA AND MAHINDRA for their wonderful
CSR activity and hope they do wonders in the future.