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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.

Apply for Puthri Award For Excellence in CSR 2021

Winner

  • 2020
  • 2019

Johnson & Johnson Pvt Ltd

Project : Strengthening the Healthcare Workforce: Capacity Building for ANM

Genpact

Project : Udayan Shalini Fellowship, Mentoring, and Employability Program

IBM INDIA PRIVATE LIMITED

Project : STEM for Girls

Puthri Award for Excellence
Award Winner

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.

Choice of Jury
Award Winner

Genpact

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.

Choice of Jury
Award Winner

IBM INDIA PRIVATE LIMITED

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.

CRISIL Ltd.

Project : Mein Pragati

Infosys Limited

Project : Empowering Women to Empower the Community

Standard Charterd Global

Project : GOAL Programme

Puthri Award for Excellence
Award Winner

CRISIL Ltd.

Project : Mein Pragati

Mein Pragati, CRISIL’s CSR initiative is aimed at empowering rural women from disadvantaged and excluded communities by creating awareness, strengthening their financial capabilities and building last-mile access to formal financial institutions. They believe in remaining invested with the program’s beneficiaries, the cohort of Self-Help Group women, their households and beneficiaries across a long period of time so as to enable positive long term behaviour change towards taking informed financial decisions.      In a span of five years since the program’s inception in 2018, CRISIL has established a robust scalable intervention through Mein Pragati – strengthening the financial capabilities of over a lakh rural women, enabling financial linkages, encouraging micro-entrepreneurship – thereby resulting in a better quality of life for women, their households and to the community at large.     As it stands today, Mein Pragati has enabled an ecosystem that encourages and sustains behaviour change. 

The programme caters to all components of the value chain ─ (a) creating a demand driven, self-sustainable and well trained community cadre, the Sakhis based in the community, (b) driving financial literacy and capacity building, (c) and door-step-based handholding services to enable linkages/informed financial choices, raise awareness, and reinforce good financial habits. The grassroots level cadre is now active, self-sustainable, and delivering outcomes. Through the program, CRISIL has also instituted financial inclusion committees at the Panchayat level to continually oversee and guide the cadre.     These have been largely possible through use of evidence-based tools and methods for engaging with the women through a multi-touch point innovative manner – through local examples, character-based case stories, and traditional games – and using adult learning principles for maximum results, resulting in higher adoption and usage of financial products. More recently, they have initiated roll-out of a technology-based certification programme (called GramShakti which uses an interactive LMS platform) to elevate the knowledge and skills among the Sakhi cadre and build this cadre for last-mile financial inclusion. The impact of the Mein Pragati program is already visible in terms of improvement in decision-making ability of rural women and their extent of access to financial services. The program has also helped in increased savings leading to more opportunities for revenue generation, access to formal financial services, ability to share knowledge with family members and other women.

Choice of Jury
Award Winner

Infosys Limited

Project : Empowering Women to Empower the Community

The Devadasi tradition despite finding its roots in ancient Indian culture, has led to systematic exploitation of women in several parts of South India. The Infosys Foundation has been working for the empowerment and rehabilitation of the Devadasi community over the last 15 20years. In 2003, the NavaJjeevana Mahila Okkoota (NJMO) was set up at Raichur by the Infosys Foundation. NJMO focuses on the education of children of the devadasis, higher education of meritorious students, awareness against the devadasi system and child marriages, and supports small scale livelihood projects for the women. Over the years, the efforts have expanded to cover a wide range of issues related to community empowerment such as micro- finance, education, health and rural development. Appropriate protection is provided to women who face abuse and violence. Several children working as laborers have been rescued and put back in school. Many children have been provided scholarship to complete their graduation, post-graduation and technical courses such as nursing, engineering and medicine. A bank, SJVSSN, operated only by the devadasis was also set up with help from the Infosys Foundation. The program prompted the state government to sanction a pension scheme for the devadasis. The many targeted initiatives have over the years resulted in upgrading the standard of living and putting an end to the exploitation of this community.

Choice of Jury
Award Winner

Standard Charterd Global

Project : GOAL Programme

Standard Chartered Global Business Services has supported 7500 adolescent girls through their GOAL programme (GOAL combines sports with life-skills training to empower girls with the confidence, knowledge and skills they need to be integral economic leaders in their families and communities) over the last three years. While they ensured the girls continued school education and did not drop out, going over and above the remit of GOAL, a small group of interested staff of GBS India wanted to take this to the next level and make a difference in the lives of these girls by ensuring they don’t stop with college but take up jobs. The company embarked on a project where they wanted to involve GBS staff to volunteer to empower these girls to get jobs. They started with identifying 29 girls (Goal alumni) based on their academics, social and economic background and got 16 trainers from across 10 Business units to sign up to volunteer, to design the curriculum covering business and soft skills and deliver the same over 80 sessions through 9 months.

This community project was power packed and well thought through with dedicated people coming together irrespective of their seniority or grade in the organisation just to ensure we make a difference in the community. With their appointments in SCB the lives of these girls and their families are set to change in the most fantastic way possible as they are each the first persons in their families to work in a regular corporate job earning a committed annual income.

Puthri Award for Excellence
Award Winner

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