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Investing in Social Development
ITC has spearheaded a large scale social investments programme christened Mission Sunehra Kal.
This programme aims at building rural capacity in partnership with local communities to develop water and forest resources, open up new non-farm livelihoods, empower women economically and expand primary education.
The Mission now embraces a community of thousands of villages that are influential nuclei of change in rural localities spread over 12 States. A clearly focused self-help movement has gained ground in village after village in these areas, with farmers co-operating to create much needed economic, environmental and social assets out of their own resources.
By linking knowledge and technology transfer to the creation of economic and social capacity, ITC has brought a new dynamic to rural development.
Some of ITC's significant initiatives are:
|Primary Education & Vocational
Training Initiative Programme
|Livestock and Animal
Integrated Watershed Development Programme
With over 2,10,000 hectares of land under soil and moisture conservation, ITC’s Integrated Watershed Development Programme has today helped conserve soil and moisture for over 1,65,000 households covering 40 districts across ten states (Andhra Pradesh, Telangana, Karnataka, Madhya Pradesh, Maharashtra, Rajasthan, Odisha, Bihar, Tamil Nadu and Gujrat) in India. The development and conservation of water resources is undertaken by facilitating community participation in planning and executing watershed projects. Most of the watershed programmes are now being implemented in partnership either with NABARD or various state governments.
ITC’s Watershed projects have reinforced the Water Positive status of the Company for the 13th year in a row. The total rain water harvesting potential so far created by the Company is over two times the net water consumption by its operations.
|Water harvesting structures||6637|
|Water user groups||1567|
|Area under soil & moisture conservation (hectares)||2,12,282|
|Employment generation (person-days)||4.83 million|
Beneficiary Video :
Our area gets little rainfall. We had only one pond and one check dam and could farm only a few months of the year. With ITC's help, we formed a Water User Association. Every family contributed 25 kgs of wheat and 4 days of labour.
Together we planned and built one more check dam and 3 new farm ponds which are now full of water after the monsoon. We are able to grow the Kharif crop through summer. We collect water cess from farmers to maintain the structures and to contribute to village development projects.
MAHADEVJI GUJJAR President, Water User
Association Salawaliya Village,
Bundi District Rajasthan
Women's Empowerment Programme
ITC’s Women’s empowerment programme is a manifestation of ITC’s steadfast commitment towards social goals and its initiative to develop the communities and households around ITC’s units. The programme is part of ITC’s mandate to address the challenge of creating sustainable livelihoods for communities, and has today covered over 24,000 women through 2155 self-help groups. Cumulatively, over 45,000 women have been gainfully employed either through micro-enterprises, or were assisted with loans to pursue income generating activities.
ITC’s Women’s Empowerment programme is yet another successful model that exemplifies ITC’s long-standing allegiance to Triple Bottom Line Objectives.The Programme is closely interlinked with ITC’s Agarbatti business, and today this activity provides supplementary incomes to more than 4062 women.
Beneficiary Videos :
My friends convinced me to join their ITC supported self-help Chikankari group - Shilpika. We have been able to train under a master craftsman which has helped us to hone our skills and get better prices for our products. Today our group's annual earnings are Rs.70,000. Part of this goes into paying off loans; the rest is shared between group members.
The experience has been extremely rewarding for us all. It has motivated me to start another group - Kashida.
RAMBETI Sanchalika, Chikankari Self-help
Group Bhatoura Village, Hardoi
District Uttar Pradesh
Primary Education Programme
A strong foundation in primary educationand skill building for the children in the community is a major step towards ensuring improvements in the Human Development Indices for the community as a whole. However the inability of economically weak rural families to access quality primary education is a major obstacle to overall development.
ITC's Primary Education Programme seeks to address these challenges through a range of far-reaching solutions. The focus of the Programme is to increase enrolments and minimise drop-outs. The programme also enhances the learning environment by providing infrastructural support to Government Schools. Assistance provided to Government Primary Schools includes drinking water tanks, toilets, lights and fans, desks andchairs, structural additions and improvements, along with training for teachers and support for recreation and cultural activities.
Over 4,20,000 students have been covered to datet hrough Supplementary Learning Centresand Anganwadis.
|Government Schools assisted through infrastructural support||1173|
|Supplementary Learning Centres||371|
Beneficiary Video :
I come from a family of agricultural labourers. To make ends meet, I often had to work in the fields along with my parents and could not attend school regularly. I was unable to keep up in class and did poorly in my exams, so I didn't feel like studying. Then the teachers at our village ITC Supplementary Learning Centre persuaded my parents to send me to evening coaching classes at the Centre. Today I study in Class 5 at the Mandal Parishad Upper Primary School. My average marks in all subjects has gone up to 80% from 40%. I am happy that my parents let me study and I want to complete my education. When I grow up, I want to become a teacher and take care of my parents.
GAVINI PRASANNA KUMARI Student, Class 5 Vakavaripalem
Village, Prakasam District
Vocational Training Initiative - Enabling Future Readiness
ITC's skilling initiative for boys and girls, focuses on employability and employment linkages and has a larger purpose of empowering rural communities by creating sustainable livelihood opportunities. The programme focuses on building market relevant skills so as to make potential job seekers industry-ready and employable in the manufacturing or service sectors.
The programme is also a part of the Company's affirmative action plan that focuses on the Scheduled Castes and the Scheduled Tribes (SC/ST), which are considered to be among the most socially and economically marginalized in India.
ITC's Vocational Training initiative under Mission Sunehra Kal offers skilling in trades including Hospitality, tailoring, beautician, automotive, electrical, construction, computer skills, security skills, bedside nursing and retail. The duration of the courses range from 4 weeks to 12 weeks, depending on the trade.
ITC has trained over 19,000 youth till date in 2014-15 and plans to train 10,000 youth YOY. Of those trained so far, approximately 30% are girls and 40% belong to the SC/ST community.
Livestock and Animal Husbandry Programme
ITC's focus with regard to rural communities is primarily based on interventions to strengthen andbroad-base their livelihood options through both farm and non-farm activities. In line with this, the programme for genetic improvements of cattle through artificial insemination to produce high-yielding crossbred progenieshas been given special emphasis becauseit reaches out to the most impoverished, and has the potential to enable them to live with social and economic dignity.
Although 70% of India's rural population owns cattle, milk yields are abysmally low due to poor quality stock. By enabling families to upgrade to high-yield livestock and form co-operatives to market their milk, ITC turns a dormant family resource into an easily adoptable and dynamic rural enterprise. ITC trains and equips technicians to provide an integrated package consisting of artificial insemination, cattle health and nutrition, pregnancy and post-natal services right at the farmer's doorstep.
256 Cattle Development Centres (CDCs) have been established till date, covering more than 10,550 villages and resulting in over 15 lakh artificial inseminations. A total of 4.9 lakh progenies have been produced to date and over 5 lakh animals have received vaccination and nutrition services.
ITC is already taking steps in the developmentof a viable livestock economy through dairy development. Backward linkages are also being strengthened for dairy inputs, particularly cattle feed. As a result of all these inputs, milk procurement has also steadily increased over the years.
|Animal husbandry services (Artificial Insemination doses)||15,95,363|
|Cattle Development Centres||256|
Beneficiary Videos :
My family was in a dilemma - I had completed college, but could not find a job in our village. I needed to find a viable source of income. I had our cow artificially inseminated at ITC's cattle development centre. We now have 3 crossbred cows which give us 30 litres of milk a day, bringing us a monthly income of Rs. 7,000 and most importantly, I do not have to leave my village and family.
SAILENDRA CHOWDHURY Livestock Owner Nawagarhi
Village, Munger District, Bihar