PNB MetLife, in partnership with the Foundation for Development Initiative (FDI), has launched an impactful Crop Residue Management (CRM) program in Haryana’s Jind district. This innovative initiative aims to tackle the critical environmental challenge of stubble burning while empowering local farmers with sustainable and profitable alternatives. By combining environmental preservation with economic upliftment, the program reflects the shared commitment of PNB MetLife and FDI to drive sustainable community development. The CRM program not only prevents air pollution but also creates opportunities for women’s entrepreneurship by converting crop residue into marketable products, paving the way for holistic social progress.
In this interview with TheCSRUniverse, Sameer Bansal, MD & CEO of PNB MetLife, and Vijay Singh, CEO of FDI, share insights into the program’s objectives, strategies, and impact. They discuss how this partnership aligns with their broader social vision, the role of technology in streamlining operations, and the empowerment of women through entrepreneurship. The conversation also delves into the challenges faced, future plans for scaling the program, and the synergies between the CRM initiative and their other sustainability efforts. Through this dialogue, we explore how PNB MetLife and FDI are setting an inspiring example of corporate and social collaboration for a cleaner, greener future.
Read the full interview to uncover how PNB MetLife and FDI are driving meaningful change for both people and the planet:
Excerpts from interview with Mr. Sameer Bansal, MD & CEO, PNB MetLife
Q. How does the Crop Residue Management (CRM) initiative align with PNB MetLife’s broader social vision and goals? Could you elaborate on how this program fits within your larger mission of sustainable community development?
A. The Crop Residue Management (CRM) initiative, Samriddhi, exemplifies PNB MetLife’s commitment to nurturing a sustainable environment and building resilient communities. The program reflects our dedication to addressing environmental challenges while driving inclusive growth in rural India by enabling rural women —pillars that are integral to our broader CSR strategy. The CRM initiative focuses on tackling the pressing issue of stubble burning by:
- Introducing innovative farming practices and tools to reduce greenhouse gas emissions and mitigate air pollution.
- Promoting climate-resilient agricultural techniques to improve soil health and boost agricultural productivity, ensuring long-term benefits for farmers and the environment.
- Additionally, the program empowers women Special Help Groups (SHGs) in rural communities to repurpose stubble waste into utility products. This initiative creates alternative livelihood opportunities, fostering economic resilience and enhancing the quality of life for rural families.
At its core, Samriddhi underscores PNB MetLife’s role as a trusted partner to the communities we serve, reflecting our dedication to safeguarding the big dreams of communities and contributing to sustainable development that benefits both people and the planet
Q. What specific impact does PNB MetLife hopes to achieve through Project Samriddhi?
A. Through Project Samriddhi, PNB MetLife aims to prevent the burning of ₹1 crore worth of stubble, saving 5,000 tonnes of crop residue from being burned and reducing 8 million kilograms of greenhouse gas emissions. The initiative directly benefits 2,000 farmers across 3,500 acres by providing them with sustainable and viable alternatives to stubble burning.
In this first year of our partnership, the project covers 20 villages—5 red villages and 15 yellow villages—across Jind and Uchana blocks in Haryana, targeting areas with the highest need for intervention. By addressing the root cause of air pollution during the critical harvest season, this initiative will help significantly reduce air pollution in northern India.
The project also creates new income-generating opportunities for farmers by transforming crop residue into marketable products, fostering rural economic development, and improving livelihoods. Additionally, the program focuses on improving soil health by promoting sustainable farming practices, ensuring long-term agricultural productivity and environmental resilience.
Q. Could you share any plans or strategies PNB MetLife has for scaling this program? How might you expand its reach and impact beyond Jind, and what milestones are you targeting in terms of farmer participation, air quality improvement, or women’s empowerment?
A. As mentioned previously, we are focused on 20 villages—5 red and 15 yellow—across the Jind and Uchana blocks in Haryana in the first year. The aim is to prevent the burning of ₹1 crore worth of stubble, saving 5,000 tonnes of crop residue from being burned and reducing 8 million kilograms of greenhouse gas emissions. By providing sustainable alternatives to stubble burning, the project directly benefits 2,000 farmers across 3,500 acres, enhancing their livelihoods and promoting rural economic resilience.
Success in these areas will serve as a model for broader adoption, potentially expanding the initiative to other regions and scaling it nationally. We also aim to integrate this initiative with our other environmental and social programs, creating a holistic approach to rural development. Our vision is to establish a replicable, scalable model that ensures the benefits of sustainable farming, crop residue management, and economic empowerment reach farming communities across India.
Q. Apart from the CRM program, what other social impact initiatives is PNB MetLife currently involved in? It would be great to understand how this effort complements your other ongoing programs, especially in the areas of community and environmental responsibility.
A. At PNB MetLife, we believe in creating a lasting and meaningful impact by addressing the interconnected needs of communities and the environment. Beyond the Samriddhi initiative, our social responsibility efforts encompass a range of programs designed to empower individuals, foster sustainable development, and contribute to a greener, more inclusive future. These include:
- Damini Program: This program focuses on uplifting underprivileged women and girls by addressing key challenges in education, health, hygiene, and financial inclusion.
- Education Support: Local women are trained to become tutors, providing educational support in subjects such as Maths, Science, and English to underprivileged girls, helping them build a brighter future.
- Health Awareness: Awareness campaigns focus on menstrual hygiene and sex education, especially in underserved areas like the slums of Kolkata and tribal regions of West Bengal.
- Economic Empowerment: By offering skill development opportunities and access to financial tools, the program nurtures rural women entrepreneurs and fosters community-driven ecosystems for sustainable growth.
- Glow Green Program: This initiative is an afforestation program dedicated to restoring India’s natural green cover. It aligns with the United Nations' 2030 Sustainable Development Goals and is designed to reduce carbon footprints while creating ecosystems that encourage biodiversity. By involving local communities, the program ensures the restoration of natural habitats and contributes to global climate action.
These initiatives along with our CRM program, address interconnected challenges—environmental conservation, education, and women’s empowerment. Together, they represent our holistic approach to fostering social and economic progress while ensuring a sustainable future for all.
Q. What are the immediate goals that PNB MetLife has set for its flagship social projects?
A. Our immediate goals for our flagship social initiatives are:
Damini Program: Empowering Women and Girls
- Inclusive Education for Girls: We aim to ensure that underprivileged girls have access to quality education through partnerships in Moga (Punjab) and Varanasi (Uttar Pradesh). By providing academic support, mentorship, and scholarships, we’ll keep working towards enabling these girls to overcome social and economic barriers and succeed academically.
- Promoting Women’s Entrepreneurship: Our goal is to foster financial independence among rural women in Varanasi and Gorakhpur (Uttar Pradesh). Through skill development, financial inclusion initiatives, and a ‘train-the-trainer’ model, we will work towards equipping women to become self-reliant entrepreneurs and contributing to local economic growth.
- Health and Hygiene for Adolescent Girls: Addressing the health and hygiene needs of underprivileged adolescent girls remains a priority. Partnering with NGOs, we’ll continue organising menstrual health education drives, provide access to sanitary products, and health check-ups in urban slums of Kolkata and tribal regions of West Bengal, building awareness and fostering healthier communities.
Glow Green: Environmental Sustainability Initiatives
- Green Initiative to Reduce Carbon Emission: We remain dedicated to addressing climate change through impactful, community-driven programs. In collaboration with our NGO partners, we focus on enhancing livelihoods by distributing fruit-bearing trees to farmers in Himachal Pradesh. These efforts not only promote sustainable agricultural practices but also contribute to environmental conservation. Additionally, we are committed to increasing India’s green cover through extensive plantation drives and nurturing trees in eco-sensitive areas, thereby reducing urban pollution and fostering a healthier ecosystem nationwide.
Samriddhi - The Crop Residue Management Program: To tackle the pressing issue of stubble burning, we will continue supporting farmers in Haryana with sustainable alternatives to residue burning. Our aim is to save 5,000 tonnes of crop residue from being burned, reduce 8 million kilograms of greenhouse gas emissions, and provide alternative income sources to 2,000 farmers.
Excerpts from interview with Mr. Vijay Singh, CEO, FDI
Q. Could you elaborate on the primary objectives and approach of the Crop Residue Management program? How does the initiative align with FDI’s overarching goals, and what specific outcomes are you aiming to achieve in Haryana?
A. The CRM program, initiated by PNB MetLife and Foundation for Development Initiative (FDI) in Jind, Haryana, primarily aims to reduce stubble burning through awareness-building and sustainable agricultural practices. The project, named "SAMRIDDHI," focuses on creating livelihood opportunities for rural women and introducing eco-friendly residue management. The objective aligns with FDI's broader goals of sustainable development by enhancing rural livelihoods, environmental conservation, and economic empowerment. Specifically, in Haryana, the program seeks to prevent stubble burning on around 3,500 acres, reduce greenhouse gas emissions, and benefit 2,000 farmers in the Jind district.
Q. Sustainable farming practices are at the heart of this program. Could you share insights into the alternative methods being promoted for managing crop residue, and how these practices benefit the environment and farmers economically?
A. The CRM program promotes alternatives to stubble burning, such as converting stubble into marketable products. This approach not only prevents air pollution but also enhances soil health by maintaining its physical, biological, and chemical balance. Economically, it supports farmers by offering them new income opportunities through stubble utility products, reducing dependency on environmentally harmful practices. FDI’s method combines direct farmer interactions, awareness sessions, and logistical support to encourage sustainable practices.
Q. Women’s involvement in this initiative is highlighted as a key component. How is the program empowering women in rural areas, and what kind of impact do you expect in terms of community development and women’s entrepreneurship?
A. Women’s involvement is central to the initiative, with the CRM program supporting the formation of Self-Help Groups (SHGs) for rural women. Through skill development and training, women are empowered to create stubble-based products, establishing an income source and promoting entrepreneurship. This empowerment is expected to boost community development, as women gain skills that contribute to family incomes and local economies.
Q. The CRM program leverages technology for stubble collection and disposal. Could you explain how technology is being used to streamline these processes, and what innovations you see as most impactful in this context?
A. Technology plays a crucial role in the CRM program by streamlining stubble collection and disposal processes. A mobile app provides logistical support for stubble collection, baling, and disposal, which improves efficiency and encourages farmers to adopt these sustainable practices. This technology-driven approach enhances program efficiency, reducing the need for traditional stubble burning.
Q. In terms of collaboration, how have partnerships with organizations like PNB MetLife helped enhance FDI’s efforts in promoting sustainable practices? Are there specific examples of resources, knowledge, or networks provided by partners that have significantly advanced your mission?
A. The collaboration with PNB MetLife has been instrumental in amplifying the impact of the CRM program. By leveraging PNB MetLife's extensive resources, expertise, and community network, the program has scaled its efforts in farmer training, raising community awareness, and supporting women’s self-help groups (SHGs). PNB MetLife’s active involvement has provided strategic direction and crucial support, significantly enhancing the program’s outcomes in promoting environmental conservation and fostering economic sustainability. This partnership exemplifies PNB MetLife’s strong commitment to their CSR priorities of sustainable growth and empowering communities.
Q. Looking towards the future, what plans do you have to expand this program? Are there any specific regions or additional sustainable practices that FDI is considering implementing in the near term?
A. In the next phases, FDI plans to expand the CRM program to cover additional villages within the Jind district and potentially beyond. Year 2 will extend to 40-50 villages across five blocks, while Year 3 targets 96 villages in seven blocks. FDI aims to scale this model for broader adoption, integrating it with other environmental and social programs to promote rural development on a larger scale across India.
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