|
3. Project History and Development
Corporate Social Responsibility in TELCO has developed alongside its growth in size, and in
many respects follows a different line than some of the other Indian case studies. Although
educational projects maintain a broadly philanthropic approach to business-community relations, in
the field of healthcare TELCO has consistently advocated the use and training of village-based
volunteers. This case study therefore seeks to identify the reasons behind this, and to analyse its
effectiveness as a form of enhancing business-community relations.
Volunteering and Community Participation
The Tata Group has a tradition of pioneering industrialisation, employee welfare and business
ethics. TELCO, as part of this family, has promoted Community Initiatives and Rural Development,
the basic premise for which is volunteering. Rural development work began in 1978, in a village
35km from the Pune factory. This area is remote and prior to the project lacked basic infrastructure.
The project area now covers about 16 villages where activities are carried out with the active
participation of the villagers themselves. TELCO does not initiate projects, ensuring the process is
bottom-up in at least the primary stages.
Most initiatives are in the field of health services, education, soil and water conservation, drinking
water facilities and promoting alternate sources of energy. Employees are encouraged to volunteer
to train community volunteers. Some employees have come together to form Industrial Co-
operative Societies, which aim to generate employment in local communities. This form of
involvement allows rural-based employees to be volunteers for their own village improvement
schemes. About 235 employees form the group of volunteers known as Yuva Swayamsevak Dal .
In this work there is an attempt to shift from philanthropic activities towards greater involvement.
This move has in part been brought on by the development of the Tata Council of Community
Initiatives, which was tasked to evolve a common direction from the diverse activities undertaken
across the Group. As Anant G. Nadkarni, general manager of the Tata Group Corporate Social
Responsibility suggests:
Earlier, social work within the Tata Group was characterised by philanthropy. That is
why we did not want to make TCCI another trust or a society to grant funds. We wanted
to make it a network of employees to help build communities. This can be done if you set
up networks, not rigid institutions.
Two projects implemented by TELCO Pune, in the field of healthcare and education, are discussed
below. Both initiated before the formation of the TCCI initiative, they are somewhat in the process
of evolving in line with this new strategic direction. In previous healthcare initiatives, projects have
promoted the development of health volunteers to create sustainable health services and health
awareness in the project area. Education projects meanwhile have been aimed at building a self-
reliant education trust and promoting local community-based volunteers to implement and manage
the trust.
3.1. Health Volunteers
TELCO, Pune, launched a rural development project in the village ofPimpri Budruk in 1977.
Roads were developed to increase accessibility of the mobile dispensary to take care of the health of
villagers. The programme was then extended to villages on the other bank of the Bhama river.
A comprehensive health care programme was designed in an attempt to reach the target
communities. Constant follow-up and availability of first aid facilities for patients was essential.
The motivation of a village volunteer to look after the villagers in the absence of a mobile
dispensary was crucial in determining the project s success. The Village Health Workers (VHWs)
institution then came into existence in 1982. One enthusiastic but disadvantaged volunteer was
selected from each village and trained as a first aid attendant. A special training and health
awareness programme was arranged in the company premises in which all topics from hygiene to
fatal diseases like TB, leprosy and cancer were discussed in simple language. A continuing health
education programme for VHWs has become a regular activity since then.
The female volunteers are provided with first aid kits so they can attend the injured, dispense
medicines free of charge and conduct deliveries regularly. They also take care of water purification
for their village. Moreover they regularly visit all the houses in the village to raise health awareness
and conduct general health surveys. This motivates villagers to adopt preventive measures and
family planning. Village health workers arrange group meetings wherein the trained staff of the
company discuss critical health issues pertaining to different age and sex groups. Success in the
immunization programmes and curative services are largely due to the village health workers.
VHWs motivate villagers to participate in other developmental activities like the construction of
drinking water wells, toilets and soakpits, tree plantations and the development of alternate source
of fuel. Smoke-free kitchens are now possible as a result of their efforts. Some volunteers also
conduct Adult Education Programmes for their fellow villagers. With experience over so many
years, these ladies have become confident, knowledgeable and self sufficient.
Village health
workers have become important people in their own villages without whose presence even a
ceremony cannot take place. Moreover, most of the volunteers are women therefore they are also
living examples of women s empowerment.
3.2. An Education Trust
Although priority has always been given to providing basic health facilities in the villages,
education has remained important to TELCO s development projects. Initiatives also correspond
with the long-standing national objective of universalising education in India.
Meetings are held with villagers each year to discuss new approaches to development. This
practice resulted in the establishment of Bhamchadra Shikshan Prasarak Mandali to start the
Bhamchandra High School for eight villages. Before the project started, a large number of students,
especially girls, were deprived of further education after seventh standard because there was no
local high school. The villagers were encouraged consequently to form an Educational Trust to
manage finances for the project.
The Bhamchadra Shikshan Prasarak Mandali started the Bhamchandra High School in 1991. For
the first two years the high school was housed in a private building at Varale village. It was later
that they approached TELCO for additional support. TELCO helped the Trust to construct the
school building (of seven school rooms) by equipping the science laboratories and library as well as
providing furniture for the classroo ms. Prior to asking for TELCO s help the Trust had existed
without any government grant. Some NGOs had given a helping hand to the Educational Trust. This
developed a real sense of ownership about the project amongst the villagers. After seven years, the
high school started getting a grant in aid from the government.
|
Print
Back
