The Aditya Birla Centre for Community Initiatives and Rural Development
"To actively contribute to the social and economic development of the communities in which we operate. In so doing, build a better, sustainable way of life for the weaker sections of society and raise the country's human development index."
Our social vision is integrated into our business vision. It is rooted in our values and it makes a difference in the way we do business. We have charted our path according to our beliefs. While we do not turn business into a cause, we do "social cause marketing". We turn it into a lever, where the ROI, or "return on investment", lies in the transformation of a people's lives, as they are no longer mired in poverty.
Before Corporate Social Responsibility found a place in corporate lexicon, it was already textured into our Group's value systems It was during the formative period that the legendary Mr. G. D. Birla worked shoulder to shoulder with Mahatma Gandhi. While Mahatma Gandhi was passionately engaged in the political freedom of our nation, Mr. G. D. Birla worked with equal obsession for the economic liberation of India. It pained Mr. G. D. Birla to see the total dependence on imports even for basic needs; so he turned this social cause into a profitable business.. And from the wealth that he generated from his business he financed the Mahatma's fight for freedom. Even though the void left by Gandhiji's absence could not be filled, his legacy lived on in the trusteeship concept. This dictated that part of your profits should be ploughed back into society for the larger good.
While carrying forward this philosophy, legendary leader, Mr. Aditya Birla, weaved in the concept of 'sustainable livelihood', which transcended cheque book philanthropy. In his view, it was unwise to keep on giving endlessly. Instead, he felt that channelising resources to ensure that people have the wherewithal to make both ends meet would be more productive....