Amway India has been a steadfast advocate for social progress, reaching beyond its core business to make a lasting impact on communities nationwide. Under the visionary leadership of Mr. Rajneesh Chopra, Managing Director, Amway India, the company has launched targeted initiatives that address critical social issues.
The "Power of 5" nutrition program, for instance, has made substantial strides against childhood malnutrition, positively impacting over 5 lakh people, including 1 lakh children. Similarly, "Project Nari Shakti" has empowered thousands of women by equipping them with livelihood skills, promoting both financial independence and social empowerment.
In an exclusive interview with TheCSRUniverse, Mr. Chopra provides insights into the strategies, partnerships, and unwavering dedication driving Amway India’s CSR journey. In this conversation, we will explore how the company tackles real-world challenges, measures its impact, and works toward building a sustainable future for communities across India.
Scroll down to read the full interview.
Q&A
Q. Could you please elaborate on the overarching vision guiding your CSR initiatives and the key themes you prioritize? How do these initiatives align with Amway's core values and mission to help people live better, healthier lives?
A. At Amway, our CSR philosophy, rooted in the belief of ‘People Helping People’, is integral to our mission of helping people live better, healthier lives. Amway’s commitment to societal well-being is central to who we are.
Our CSR initiatives focus on three core themes: Health and Wellbeing with a focus on nutrition, Empowerment, and Community Welfare. These themes align seamlessly with Amway’s global CSR pillars and our overarching mission. They are our guiding force and enable us to address social challenges in a meaningful and impactful way. Our ‘Power of 5’ nutrition program is a prime example of our commitment to health and wellbeing. It aims to tackle childhood malnutrition, leveraging our expertise in nutrition and our goal to foster a healthier India. In the area of women empowerment, ‘Project Nari Shakti’ empowers women through skill development, helping them achieve financial independence and promoting cultural and social growth, all in support of the Government of India’s vision of a "Skilled India."
Our commitment to community welfare is exemplified by our initiatives like the village health program, which aims at providing quality healthcare to rural communities through telemedicine centres.
It is important to note that our CSR initiatives are not isolated efforts. They are strategically aligned with the United Nations Sustainable Development Goals (SDGs), driving positive change in the areas of health, nutrition, and economic empowerment. This comprehensive approach to CSR reflects Amway’s core values and our unwavering commitment to supporting both individual and community development, paving the way for a brighter future
Q. How does Amway India measure the success of its CSR programs? Are there specific goals or targets you aim to achieve, and what mechanisms are in place to ensure these programs meet the evolving needs of the communities you operate in?
A. Our approach to measuring the success of our CSR programs is robust, data-driven and aligned with our commitment to creating meaningful impact. We have a rigorous monitoring and evaluation process for all our programs, as recommended by our CSR committee and approved by our CSR Board. Specific Key Performance Indicators (KPIs) are defined to track the progress of each project, measured through both qualitative and quantitative metrics. We conduct quarterly reviews, assessing our programs based on input, output, outcome, and impact.
To this end, our Power of 5 nutrition initiative exemplifies how we blend rigorous measurement with tangible impact. We not only track the children we have reached but also focus on meaningful outcomes. This program measures success through baseline and endline studies, tracking improvements in child nutrition status, such as iron deficiency reduction. In fact, last year’s endline study, compared to the baseline, showed that 54% of children in select communities moved to the normal range for iron deficiency.
Furthermore, the study revealed a significant 40% decrease in the number of underweight children, along with a 17% reduction in children classified in the stunted and wasted categories.
Similarly, Project Nari Shakti, which focuses on women’s livelihood, uses pre-defined parameters to assess improvements in social and economic outcomes. We also gather feedback directly from beneficiaries and partner NGOs, which allows us to adapt programs in real time to meet evolving community needs.
Q. What are the primary challenges Amway India faces in implementing its CSR initiatives, and how do you address them?
A. One of the greatest challenges we face is the widespread undervaluing of preventive healthcare. Achieving genuine community acceptance and engagement is a multifaceted issue deeply rooted in socioeconomic realities. Firstly, educating communities about the significance of health is a massive obstacle, especially in areas where many rely on daily wages. The immediate need to earn a living overshadows long-term health considerations, making it difficult to prioritize health and wellbeing. Secondly, gender disparity frequently results in unequal access to resources for women and girls, an issue we strive to address through our programs. This inequality is not just a social issue but directly impacts the effectiveness of our health-focused initiatives.
To overcome these challenges, we collaborate closely with local government healthcare providers and Aanganwadi centres, conducting regular community outreach programs to dispel myths and misconceptions, particularly those surrounding nutrition during pregnancy.
Q. What specific skills and training are provided to underprivileged women through the Livelihood Skills program? How does Amway India measure the success and sustainability of this initiative, and could you share any notable success stories?
A. Amway’s Livelihood Skills program empowers underprivileged women by providing specialized training in fields such as beauty, wellness, and fashion design, alongside nutrition and entrepreneurship education. Our goal is to equip these women with the skills necessary to either start their own businesses or secure employment. We measure the success of this initiative through specific KPIs that assess improvements in social, cultural, and economic outcomes. Our focus extends beyond merely tracking the number of women who complete the training program; we closely monitor how many of these women go on to secure sustainable livelihoods. Additionally, we evaluate qualitative indicators, such as increased confidence levels and enhanced role in household and community decision-making processes.
To enhance the program's sustainability, we have launched a mentorship scheme, where trained women mentor those who cannot participate in regular courses due to time constraints, distance, or other responsibilities. This initiative enables us to extend our reach, fostering a supportive network where trained women uplift others, thus amplifying the impact of our program within the community.
To ensure the long-term sustainability of our program, we recognize that skilling is a powerful tool. The relevant and in-demand skills we impart enable these women to generate sustainable livelihoods effectively. We provide ongoing support, guiding them in leveraging their skills to secure employment or start their own businesses.
One notable success story is that of Jyoti Sharma. After acquiring advanced stitching skills, Jyoti not only improved her own prospects, but she also became a catalyst for change in her community. She co-founded "Anita Boutique," which has evolved into more than just a business. Her business now provides her with a livelihood and supports other women in her community. Out of many successes, Jyoti’s success has demonstrated the profound impact of our programs.
Q. Can you discuss the expansion of the Power of 5 program to Lucknow? How does Amway India plan to tackle the challenges of malnutrition in this region, and what strategies will be employed to ensure the program's success?
A. After gaining extensive experience in rural areas of Nuh and Sohna in Haryana, as well as urban slums in Delhi, Kolkata, Mumbai, and Chennai, where we positively benefitted over 5 lakh people, including 1 lakh children, we are now confident in our ability to expand our reach to new geographies and benefit even more people.
We commend the central and state governments for their dedicated efforts in addressing malnutrition through the National Nutrition Mission. The NFHS-5 survey results for Uttar Pradesh, especially in Lucknow, present a significant opportunity to enhance children's nutritional status. we are excited to explore ways to build on this progress together. Our goal is to expand the program to reach over 55,000 individuals, including 50,000 mothers and caregivers and 5,000 children across 25 slums and 100 Anganwadi centres.
To ensure the success of out program, we educate parents on nutrition, hygiene, and WASH practices while collaborating with local authorities and health centres. Our sustainability efforts will continue to include training community health workers (Poshan Mitras) to promote good nutrition alongside ICDS frontline workers.
Q. Focusing on the future of Project Nari Shakti, what are the specific criteria for selecting beneficiaries, and how does Amway India ensure that the training and support provided lead to long-term empowerment and socio-economic independence for the participants?
A. Project Nari Shakti primarily targets underprivileged women between the ages of 18-35 years from urban slums in tier 1 and tier 2 cities. Despite their strong desire to improve their living standards, these women face significant socio-economic constraints. Beneficiaries are selected through a combination of community surveys, engagement, and collaboration with our NGO partners, who help identify potential participation.
The primary goal of the project is to empower women by creating a nurturing ecosystem that enables them to become micro-entrepreneurs. We focus on providing skills that are both in demand and have long-term relevance in the marketplace. This includes training indifferent fields such as fashion design, beauty & wellness, and entrepreneurship, that equip women to either start their own businesses or seek employment. Beyond skill acquisitions, the program fosters cultural and social growth, helping these women gain confidence in decision-making and improving their standing within their families and communities.
In terms of long-term empowerment, the training programs are designed not only to alleviate immediate financial burdens but also to create lasting economic stability. For instance, many women who have participated in Project Nari Shakti have successfully transitioned into independent entrepreneurs or found stable employment, thereby improving their socio-economic status.
Q. How do partnerships, such as those with Child Fund India and Yellow Bag Foundation, enhance the impact of Amway's CSR initiatives? Can you provide examples of successful collaborations and how they've contributed to the effectiveness of your projects?
A. At Amway, our partnerships with NGOs are pivotal to the success and sustainability of our CSR initiatives. By collaborating with social service organizations, we combine our financial support and management expertise with their local knowledge and networks, ensuring our initiatives reach those in need.
Our partnership with Child Fund India has been instrumental in the success of the Power of 5 program, which addresses childhood malnutrition. Leveraging their strong ties with local communities and government, we have reached lakhs of beneficiaries with nutrition education, leading to our recent expansion into Lucknow.
We’re also proud of our collaboration with the Yellow Bag Foundation through Project Nari Shakti, which empowers women in Madurai. By offering training in beauty, wellness, and entrepreneurship, we help these women build self-reliance and achieve economic stability.
We are proud to share that the program has benefited over 3,000 women to date, with up to 80% of them now earning livelihoods ranging from ₹2,000 to ₹12,000 per month. They have achieved this through various avenues, including employment, self-employment, and establishing their own shops.
These partnerships extend our reach and ensure our CSR efforts are tailored to local needs, enhancing their effectiveness and long-term impact.
Q. Could you discuss the future direction of Amway India's CSR efforts? Are there any new initiatives or focus areas on the horizon?
A. As we look to the future, our unwavering commitment to strengthening key initiatives centred on nutrition and women's empowerment which align with the Government of India’s National Nutrition Mission and Skills India Mission.
A prime example of this commitment is the recent expansion of our Power of 5 program in Lucknow. This initiative aims to enhance nutritional outcomes for children and mothers, laying the foundation for healthier communities. In tandem, our Project Nari Shakti will focus on fostering sustainable livelihoods for women, empowering them to become entrepreneurs and acquire valuable skills.
We are equally dedicated to supporting the communities surrounding our manufacturing facilities. Our rural telemedicine centres will continue to provide free healthcare services, ensuring that essential medical support is accessible to all. Together, we are shaping a healthier, more empowered future for everyone.
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