Corporate Social Responsibility (CSR) is a crucial aspect of modern business practices, where companies go beyond profit-making to contribute positively to society and the environment. CSR initiatives can range from promoting education and healthcare to tackling climate change and supporting local communities. The goal is to create a balance between economic growth and social well-being, ensuring that businesses play a role in solving global challenges.
The Girnar Foundation, the CSR arm of the CarDekho Group, exemplifies the power of CSR in driving meaningful and long-term change. With a strong focus on sustainability, the foundation has developed several impactful programs aimed at building climate-resilient and empowered communities. One of their notable initiatives was a tree plantation drive in Bhairana Village, Jaipur, in collaboration with Grow Billion Trees, where over 12,000 trees were planted in a single day.
In this interview with TheCSRUniverse, Ms. Pihu Jain, Head, Girnar Foundation, talks about the foundation’s efforts towards ensuring tangible environmental and social changes through many key initiatives starting from quality education to Climate Action.
Scroll down for the full interview:
Q. Tell us about your sustainability-centric programs. How does the Girnar Foundation support the development of sustainable and climate-resilient communities through its programs?
A. Sustainability is at the heart of all our efforts. We believe in making a tangible impact on the environment and society, going beyond words to take meaningful action.
In collaboration with Grow Billion Trees, we organized a tree plantation drive in Bhairana Village, Jaipur, aimed at both environmental conservation and community empowerment. As part of this drive, we planted over 12,000 trees in a single day. This initiative serves a dual purpose: restoring ecological balance and empowering local farmers. By diversifying income sources and improving agricultural yields, the planted trees contribute to the economic stability and climate resilience of the community.
Our "Sow to Grow" campaign on World Conservation Day expands this vision further. By dispersing over 200,000 seed balls across Jaipur and Delhi NCR through seed bombing, we are driving large-scale reforestation in degraded areas. This effort aims to revitalize ecosystems, restore biodiversity, and mitigate the impacts of climate change, directly benefiting local communities. Additionally, we have adopted more than 1,000 plants within a year, with plans to significantly expand this effort in the coming years.
Q. How does the foundation evaluate the social and environmental impact of its projects?
A. We follow a comprehensive approach to ensure a holistic understanding of our projects’ effectiveness. We conduct surveys and hold discussions with community members, beneficiaries, and partner NGOs to understand the ground realities. Feedback from these interactions is invaluable in refining our strategies and aligning our efforts with the actual needs of the people we serve. Participatory assessments further empower communities by involving them in evaluating the outcomes of programs. Additionally, we measure our reach quantitatively, with over 15,000lives impacted through 45+ diverse activities, ensuring that our projects drive meaningful and measurable change.
Q. How does the Girnar Foundation align its operations and CSR initiatives with the UN’s Sustainable Development Goals, and which specific SDGs have you prioritized?
A. The Foundation aligns all its operations and CSR initiatives with the United Nations Sustainable Development Goals (UNSDGs). By integrating the UNSDG framework into its core strategies, the Foundation ensures that its efforts address pressing global challenges while contributing to a better future for society and the environment. Its focus on five key SDGs — Good Health and Well-being (SDG 3), Quality Education (SDG 4), Gender Equality (SDG 5), Sustainable Cities and Communities (SDG 11), and Climate Action (SDG 13) — reflects a holistic approach to creating meaningful and lasting impact.
Through targeted initiatives, the Foundation promotes accessible healthcare, quality education, gender equality, sustainable urban development, and climate action. These efforts are driven by strategic collaborations with healthcare providers, educational institutions, NGOs, local authorities, and community stakeholders, ensuring practical and impactful solutions. By embedding the principles of sustainability and inclusivity into its operations, the Girnar Foundation exemplifies its role as a socially responsible organization committed to advancing the UNSDGs and driving positive change for present and future generations.
Q. Are there any specific areas you focus on in terms of your CSR activities? How do you see your CSR strategy evolving in the future, given the increased focus on climate change and sustainability?
A. We take a holistic approach focussing on all the five UN Sustainable Development Goals (SDGs) we have adopted. These areas guide our initiatives, enabling us to create meaningful, multidimensional impact. As for the evolution of our strategy, we are committed to adopting all 17 SDGs, aiming to positively impact over 500,000 lives over the next five years through initiatives focused on improving health, education, gender equality, sustainable urban growth, and climate resilience. As the global focus shifts toward climate change and sustainability, our CSR strategy will evolve to integrate these critical issues, ensuring that our programs not only address immediate community needs but also contribute to long-term environmental and social sustainability.
Q. Tell us about your collaborations. Do you join hands with NGOs to implement your initiatives? Can you highlight some specific initiatives that have had the most impact?
A. We’ve collaborated with over 15 NGOs, including Paathshala Trust, Lotus Petal Foundation, and SaveAravalli Trust. These partnerships have been pivotal in advancing our goals across sustainability, health, and education. Notably, our collaboration with Grow Billion Trees resulted in the plantation of over 12,000 trees in a single day. Similarly, in partnership with SaveAravalli Trust, we conducted an extensive seed-bombing campaign, dispersing over 200,000 seeds to rejuvenate degraded landscapes.
On the health front, we’ve impacted over 5,000 women through sanitary donation drives, distributing more than 1,500 sanitary pads to women at Nath Sanskriti Seva Sansthan and schoolgirls. We also provided 1,000+ sanitary pads to 200 women and supported 500 specially-abled participants in the Jaipur Marathon, alongside 500 Girnar participants and 25 volunteers who aided the event. Additionally, over 3,000 people in need have benefitted from our blanket, food, and stationery distribution efforts.
In education, programs like Shiksha Ka Tohfa and career counseling sessions have empowered underprivileged students by providing corporate exposure and skill-building opportunities. Collaborating with organizations like Udayan Care and AU Bank, we conducted impactful campaigns, including the "Pledge for Goal" at the BIB EXPO in February 2024, where over 1,000 people pledged their support. Our yoga awareness campaign in June 2024 reached over 1,000 people online, promoting mindfulness and well-being. These initiatives underscore our commitment to holistic societal development through collaborative efforts.
Q. As an organisation working in the social sector face, can you tell us about some of the challenges you face? Also, what kind of measures have you taken or think should be taken at a systemic level to tackle such challenges?
A. Working in the social sector presents several challenges, from selecting the right beneficiaries to effectively communicating our mission and engaging stakeholders. Identifying beneficiaries was particularly complex, as understanding the unique needs of diverse communities required significant effort and often necessitated mindset shifts within those communities. Communication barriers further compounded this, as conveying our goals in a way that resonated with various stakeholders proved difficult. Additionally, mobilizing internal resources and encouraging widespread employee participation posed hurdles, with engagement levels initially falling short of expectations.
To tackle these challenges, we turned to local expertise and collaboration, partnering with organizations and involving community leaders to better understand and address local needs. This approach allowed us to design more impactful programs while building trust. We also emphasized consistent and culturally sensitive communication by conducting surveys and engaging directly with communities, ensuring their voices shaped our initiatives. Internally, by aligning with department managers and clearly articulating our purpose, we inspired over 500 employees to participate in the Jaipur Marathon and more than 1,000 in our month-long seed bombing campaign. These measures not only resolved initial barriers but also laid a strong foundation for sustainable and impactful change.
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