CII Communique - December, 2010

development initiatives
Actions
Sourcing of Manpower
• Direct Sourcing for manpower with the assistance
of Village Panchayats
• Associating with various NGOs, State Governments
Department of Rural Development and Tamil Nadu
Government’s Project – Vazhndhu Kattuvom – a
World Bank aided project to uplift the livelihood of
BPL families.
Training of Manpower
• Set up an Internal Training Centre in May 2007 with
expert trainers.
• Associated with Infrastructure Leasing & Financial
Services (IL&FS) Cluster Development Initiative CDI
Skill Development wing to assist in training.
• Wages and benefits during training period and an
upward revision after three months of training.
• Internal promotion of Operatives as Team Leaders.
• Trained about 20 ITIs as Machine Mechanics.
BAA’s initiatives for Employment and
Entrepreneurship also include:
Employment
• During the training period, the trainees are paid
wages and given benefits such as free transportation,
free lunch, free medical benefits there is an in-house
medical centre with full time doctor and para medical
staff and other applicable statutory benefits.
Entrepreneurship
• A lot of local civil and electrical contractors were
engaged during the project stage.
• Even now, two civil contractors and one fabricator
who belong to SC are working on the project.
• BAA provides transportation facility to all the
employees.
• Instead of going for a big logistics provider, BAA
encouraged a lot of local youth to buy vehicles, and
they are now drivers cum owners.
• 65% of the owners of the vehicles belong to the SC
community.
• Provided indirect employment opportunities for
gardeners, drivers, security and house keeping
personnel.
The Bannari Amman Apparel company endeavours to
take the company’s business interests forward while
also contributing to the well being of the community,
especially the depressed sections of the population
who belong to the Scheduled Caste/ Scheduled Tribe.
There is an emphasis on training that stems from the
company’s desire to build rather than buy talent. This
aspiration is very closely aligned to CII’s own agenda
and its continuing theme of envisioning a developed
India@75.
CSR - Rural Development
The Changing Rural India – KGVK Initiative
It is felt that win-win partnerships between corporate
houses, civil society organizations and government, with
commitments towards sharing values, responsibilities
and gains, are one of the most important tools
for attaining the goal of inclusive and sustainable
development.
Krishi Gram Vikas Kendra, the social arm of Usha
Martin Ltd, has piloted the Total Village Management
(TVM) concept in a cluster of 20 villages in Jharkhand
as a cross-sectoral plan and pan regional model for
sustainable growth. The philosophy of integrated rural
development for poverty alleviation through TVM is
inspired by the Japanese concept of ‘Total Productivity
Maintenance’ and is modeled to ensure cross-sectoral
growth through community participation and ownership,
thereby leading to sustainability.
This initiative of Usha Martin Ltd. is in its second
generation and is moving beyond the concept of
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