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    PUTHRI Award for Excellence in CSR

    Social inclusion is as important to discerning organizations today, as is inclusion in and diversity of its own workforce. Extending their conviction in inclusive growth, organizations today intentionally invest in sustainable CSR (Corporate Social Responsibility) programmes. Recognizing such efforts, Working Mother & AVTAR have instituted another meaningful recognition program – PUTHRI Award for excellence in CSR. This recognition program is aimed at identifying and celebrating the most impactful CSR initiative amongst BCWI applicant companies, that is envisioned at facilitating education and skill building for under privileged girl children and or building employability and enabling economic empowerment of underprivileged women. The winning initiatives were chosen based on its holistic vision, the impact it has created towards socio-economic growth of under privileged women/girls as also innovation in design and execution.


    WINNERS 2020

    CSR Award - Winner

    Project :

    Strengthening the Healthcare Workforce: Capacity Building for ANM

    Choice of Jury Award Winners

    Project :

    Udayan Shalini Fellowship, Mentoring, and Employability Program

    Project :

    STEM for Girls

    Johnson & Johnson Pvt Ltd

    Project : Strengthening the Healthcare Workforce: Capacity Building for ANM


    There is a lack of trained hospital staffs, especially in rural areas where healthcare facilities are minimal. Maternal and Neonatal mortality and morbidity are huge challenges there, where hospitals are forced to employ unskilled persons. Many of the deaths, especially of infants and mothers, are preventable if there are properly trained ANMs (Auxiliary Nurse Midwives) in the villages.

    Most of the population in the villages around Panchgani and Nellore are poor farm labourers. A large number of girls from these rural villages do not pursue their studies beyond secondary education due to their poor economic background. Many of these girls are made to work in the fields or do household chores and are married off at a young age. Envisioning to curb the subsequent health and survival issues, the ‘Capacity Building of Healthcare Providers’ initiative was launched, wherein the support is provided for the training of ANMs at Bel-Air Hospital in Panchgani, Maharashtra, and St. Joseph’s Multipurpose Health Worker Training School, Nellore, Andhra Pradesh.

    The programs basically fulfil two needs, of providing healthcare facilities to remote rural areas where none exist and enable employment opportunities for underprivileged girls who have limited options. The programs enable girls to complete a two-year residential course free of cost (which includes course fees, accommodation, food, uniforms and stationery), subsequently helping them get placed in village health programs. Each year, a total of 60 girls is selected based on merit and economic background. After undergoing the course which is approved by the Indian Nursing Council to understand community health, health promotion, and primary healthcare nursing, the girls are placed in village health programs under the National Rural Health Mission. They are taught additional skills regarding health promotion, community nursing, child nursing, primary healthcare, antenatal, intra-natal, and post-natal care and health centre management.  

    At Bel-Air Hospital, the total number of girls who completed the course is 168, serving a rural population of over 200,000. Similarly, at the St. Joseph’s Multipurpose Health Worker Training School, the total number of girls who passed is 112, serving a population of 70,000.   Most of the trained ANMs have been placed in community health programs, thereby improving the quality of healthcare in rural villages in Maharashtra and Andhra Pradesh. Their interventions have resulted in a reduction in neonatal and maternal mortality and morbidity, improvement in pre-natal and post-natal care, decrease in the number of anaemic and malnourished cases, especially amongst adolescent girls and women, increase in awareness on health among villagers, accessibility to quality and timely healthcare for the villagers.


    Project : Udayan Shalini Fellowship, Mentoring, and Employability Program


    The Udayan Shalini Fellowship, Mentoring, and Employability Program invite employees with the required expertise and domain knowledge to volunteer, who are subsequently assigned to various Shalini batches. As part of the key CSR initiative, Genpact has been sponsoring the Udayan Shalini Mentoring Program since 2014 through the following initiatives:


    1. Sponsoring higher education and

    2. Engaging in mentoring and coaching students to help them up-skill and stay motivated


    Genpact employees come together to train and mentor the beneficiaries to develop professional skills. The beneficiaries, girl students from humble backgrounds, are with high aspirations and keen to pursue higher education and career. Many of them are first-generation learners, who are becoming the role models for their communities and miracles of hope. The facilitation of workshops is a key element of the program, which has hitherto covered an extensive range of topics ranging from the executive presence, stress management, leveraging technology, career orientation and guidance, financial planning, health and fitness, interview facing skills, basic computer skills, career counselling, and safety and security training. A total of 24 mentoring workshops were conducted, and 1858 Shalinis (girls) have benefitted from this, becoming employment ready. The program is also the largest beneficiary of the employee payroll program of Genpact, which is initiated through Give India. 

    Genpact believes in creating a world with equal opportunities for everyone. And it believes that the one way to do it is by supporting young girl students from lower economic homes, providing them access to mentoring programs. 


    Project : STEM for Girls


    The STEM for Girls is IBM's premier CSR initiative started in 2019. The vision is to reach out to over 200,000 girls in three years, to inspire and motivate them into the world of STEM. Through 21st-century skill-building, computational thinking, and agency building, the program has been providing to the girls of Tier 2 and Tier 3 cities in India. Also, with MoUs signed with ten states in India - Karnataka, AP, Telangana, Bihar, Assam, Gujarat, Rajasthan, Punjab, Haryana, and Odisha, the program is designed to create meaningful learning outcome for the students. The curriculum is co-designed by IBM and Quest Alliance, the Primary Implementation Partner, which majorly works on curriculum design, stakeholder advocacy, and overall governance of the program. It also has a second National Implementation Partner, AIFT (American India Foundation Trust) and ten sub-partners. KPMG is also onboarded as the Impact Measurement Partner.

    The first year of the program saw the participation of over 78000 girls and over 35000 boys from over 893 schools around the country. The program covered 91 districts in India with 302 facilitators of which, 72.5% were female facilitators. The curriculum is a 45 hours pack with modules on Identity, building agency skills, gender sensitization, career counselling, and good exposure to technology through the introduction of Scratch in classrooms.

    With top leadership focus right from the ex-CEO, Ginni Rommety, who launched the program, to the current CEO Dr Arvind Krishna, all the country and visiting leadership has taken an active part in volunteering in schools. This program has also created a great opportunity for IBM employees to contribute effectively.