A bottle of Coca Cola invariably invokes a feeling of joy and celebration in our minds. It is one of those simple things that subtly bring back childhood memories. But where do these bottles go when we have thrown them away? What are beverage companies doing to manage tons of plastic waste and replenish millions of gallons of water they use to produce their drinks?
TheCSRUniverse engages in a compelling conversation with Mr. Himanshu Priyadarshi, Chief Public Affairs, Communications, and Sustainability Officer at Hindustan Coca Cola Beverages (HCCB) around their social and environmental initiatives. HCCB is the company owned bottling arm of Coca Cola in India.
The interview opens with HCCB's extensive skilling initiatives that include their recent collaboration with the Government of Tamil Nadu, their commitment to training 25,000 women in digital and financial literacy, renewed collaborations with the Government of Telangana and their initiatives in Bihar, Bhopal, Maharashtra, and West Bengal. The conversation extends to their focus on empowering women through Self-Help Groups, entrepreneurship training, education initiatives and inclusive economic development via watershed and agriculture projects.
We explore HCCB's approach to balancing business needs with environmental responsibilities- this includes their ‘World without Waste’ initiative which commits to collecting and recycling every plastic bottle or can it produces besides other goals. Mr. Priyadarshi also gives us a picture of what their future vision looks like outlining the areas they would be focusing on and approaches they plan to take.
In this concise dialogue, HCCB's multifaceted commitment to social responsibility and sustainability emerges, illustrating a profound dedication to positive change in communities throughout India.
Scroll down for the full interview:
Q. Congratulations on your recent partnership with the Government of Tamil Nadu for the Naan Mudhalvan scheme. What are the specific goals of the Sales & Marketing training program, and how does HCCB plan to measure its impact?
A. Across India, HCCB in partnership with Y4D Foundation is committed to upskilling 25,000 youth and 10,000 more in partnership with TASK in Telangana. Regarding our recent collaboration with the Government of Tamil Nadu for the Naan Mudhalvan scheme, the Sales & Marketing training program specifically aims to provide comprehensive skill development to a diverse group of individuals, including graduates, undergraduates, students, and college dropouts over the age of 18. The program, featuring a 30-hour curriculum spread over three months, combines face-to-face and online sessions to cover a wide range of key competencies in sales and marketing.
HCCB will oversee the training delivery, facilitate industry interactions, and assist learners in connecting with local industry opportunities, all at no cost to the participants. The Tamil Nadu Skill Development Corporation (TNSDC) will provide infrastructural support and monitor attendance to ensure program efficacy. In other locations, the Y4D Foundation will measure the impact of similar training programs.
Q. HCCB has also committed to train 25,000 women in digital and financial literacy and renewed their collaboration with Govt. of Telangana. Please tell us a little more about these initiatives and how they have progressed so far.
A. HCCB's skilling initiatives include the renewal of an MoU with the Government of Telangana to train an additional 10,000 college students by 2023-24. This "Campus to Corporate" program aims to make students industry ready. HCCB develops content, identifies trainers, and conducts both virtual and physical classroom sessions. In Chennai, HCCB's partnership with the Tamil Nadu Skill Development Corporation will train 5,000 youth, while in Bihar, HCCB and the Y4D Foundation focus on women empowerment for 2,000 women in Sultanpur. Other notable initiatives include training 2,000 women in Bhopal, upskilling 5,500 individuals in 14 villages in Maharashtra, and implementing financial and digital literacy training for 2,000 women in West Bengal. In Gujarat, HCCB has partnered with Kaushalya University for a Sales and marketing training program to skill 5,000 individuals.
Q. Since HCCB is working so extensively on skilling, could you share some of the most difficult challenges that you come across in this domain and how are you managing them?
A. One of the major challenges in skilling initiatives is ensuring the relevance and applicability of skills in rapidly changing industry landscapes. HCCB addresses this by continually updating training content and methodologies in collaboration with industry experts. Another challenge is achieving high engagement and retention rates among diverse participants. To manage this, HCCB employs a mix of interactive online and face-to-face sessions and provides real-world application opportunities through connections with local industries. Ensuring equal access to these programs, especially in remote or underprivileged areas, is also a focus, which HCCB tackles by collaborating with various government bodies and leveraging technology to reach wider audiences.
Q. Empowering women is a key focus area for HCCB. Besides the skilling initiative mentioned above, what are the other interventions that have been made in this direction in the recent past?
A. HCCB has made significant strides in empowering women, particularly through the activation of Self-Help Groups (SHGs) in various communities. These groups have impacted approximately 8,544 women across 72 villages, offering them entrepreneurship training in diverse areas such as vermicomposting, sewing, cotton wick making, papad making, and animal farming. This initiative has been instrumental in helping women launch their businesses, fostering financial independence and challenging stereotypes about entrepreneurship. HCCB emphasizes the importance of financial inclusion for women as a cornerstone for building a strong nation and showcases numerous success stories of women who have become thriving micro-entrepreneurs through these SHGs.
Q. HCCB strives for inclusive economic development through its social initiatives. Could you share examples of how HCCB is fostering economic development in communities, especially for marginalized groups?
A. HCCB is committed to fostering inclusive economic development, with a focus on uplifting marginalized communities. Through our integrated watershed development and regenerative agriculture project in Betul District, Madhya Pradesh, we are impacting approximately 5200 marginalized families, enhancing their livelihood through sustainable water management and agriculture practices. This Public-Private-Community Partnership initiative, alongside our NGO partner, Action for Social Advancement (ASA), is a testament to our dedication to community development around our factory near Bhopal.
The project strategically addresses the challenges faced by tribal and scheduled caste farmers, such as lack of irrigation, market linkages, and coping mechanisms, by:
- Enhancing access to irrigation facilities and converging government schemes for infrastructure development.
- Introducing sustainable agricultural practices to increase crop diversity and intensity.
- Building a network of community institutions for capacity development, including SHGs, activity groups, and FPCs.
- Developing agricultural value chains and supply linkages through farmer-producer organizations.
- Providing clean energy solutions with solar-based systems.
Our achievements include improved groundwater conditions, enhanced agricultural income, better human development indices, and strong community institutions managing local resources. Over 4500 households are now organized into SHGs, WUGs, &and FPOs, with significant increases in crop production, income, and social benefits.
The project's gender-sensitive design has empowered local women through SHGs, providing them with financial literacy, entrepreneurship training, and bank linkages, thus contributing to their financial independence and role in community development.
Q. Education is also one of the sectors HCCB focuses on in its CSR activities. How has HCCB been contributing to education in the communities it serves, and what impact have these initiatives made so far?
A. HCCB's dedication to education in its Corporate Social Responsibility (CSR) activities is evident through various programs. These include enhancing pre-primary education for over 6000 students in Anganwadis across the country, which HCCB has equipped with smart classes, better furniture, projectors, water coolers, and weather sheds. Additionally, HCCB has been instrumental in setting up community libraries and Nagrik Soochna Kendra, which not only provide information about relevant government schemes but also promote a reading culture among community members.
Q. HCCB would be working with multiple implementation partners and the company has also collaborated with state governments. Based on your experience, are there any suggestions you would like to share on optimizing the impact of partnerships among businesses, NGOs and governments?
A. Effective collaboration among businesses, NGOs, and governments can significantly enhance the impact of CSR activities. One key suggestion is to establish clear communication channels and shared goals among all partners. Regular meetings and updates can ensure alignment and effective coordination. Additionally, leveraging the unique strengths of each partner can maximize the impact. For instance, businesses can provide resources and expertise, NGOs can offer on-ground insights and community connections, and governments can offer regulatory support and broader reach. Transparency and accountability in all phases of the project are also crucial for building trust and ensuring long-term success.
Q. Since HCCB operates in the business of packaged beverages, water stewardship and plastic waste management become crucial for the company. How does HCCB balance the requirements of its business with its environmental responsibilities?
A. HCCB's approach to balancing its business needs with environmental responsibilities is multifaceted. Under the "World Without Waste" initiative, the company aims to make its packaging completely recyclable by 2025 and intends to incorporate 50% recyclable material in product design by 2030. It also commits to collecting and recycling every bottle or can it sells. Efforts include right-weighting PET bottles, incorporating post-consumer recyclate in shrink films, and conducting trials for PET bottles with rPET (bottle-to-bottle recycling). The introduction of Reverse Vending Machines and Smart NFT bins across the country supports these initiatives. The company also emphasizes the circularity of returnable glass bottles as a sustainable packaging solution. This holistic approach reflects HCCB's commitment to reducing its carbon footprint and contributing to a more sustainable and inclusive world.
Q. Looking ahead, how do you see your social projects evolving as the business grows further?
A. Educational Initiatives: We'll broaden the scope of our digital smart classes and improve Anganwadi and school facilities, enriching our educational support.
Water Stewardship: We'll advance our water filtration projects to enhance conservation and achieve water positivity across operations.
Women’s Empowerment: We'll continue to scale digital and financial literacy programs for women, integrating entrepreneurship and leadership development.
Sustainable Agriculture: Our support for sustainable agriculture will incorporate advanced practices and technology to boost yields and sustainability.
Waste Management: We're innovating in waste management through recycling initiatives and reverse logistics pilots.
Technology in CSR: We'll leverage AI and data analytics to improve the delivery and impact assessment of our CSR initiatives.
Community Engagement: We'll deepen local stakeholder engagement to ensure our CSR efforts are community-driven and aligned with local needs.
Health and Hygiene: We'll enhance our WASH initiatives, extending our impact on community health and hygiene.
