For many corporations, social responsibility is an extension of their business. But for JSW MG Motor India, it is a foundational pillar; deeply embedded in its ethos long before its first car hit Indian roads. MG SEWA, the company’s flagship community initiative, goes beyond conventional CSR, operating on the principles of selfless service, humility, and long-term commitment to social good. Unlike traditional CSR programs, MG SEWA is entirely driven by passionate employees who dedicate their time to creating meaningful change.
With a sharp focus on education, women empowerment, and sustainability, MG SEWA has positively impacted over 1,20,000 lives in 2024. From empowering young girls through education and menstrual hygiene awareness to providing women with financial independence and skill development, its initiatives are rewriting the narrative of social inclusion. Programs like Wings to Fly are breaking barriers by equipping women with driving skills, employment opportunities, and the confidence to take control of their futures. Meanwhile, its interventions in tribal education, in partnership with Akshara Foundation and English Helper, are ensuring that language is no longer a barrier to learning.
In this conversation with TheCSRUniverse, Runa Ahlawat, Head of Communication at JSW MG Motor India, offers an in-depth look at how MG SEWA is redefining corporate-driven social change. From classrooms to communities, from roads to boardrooms—MG SEWA is proving that true progress comes not just from business success, but from the empowerment of those who need it most.
Read the full conversation below.
Q&A
Q. MG Motor India launched MG SEWA even before introducing its first car in India. What drove this decision, and how has this early focus on CSR influenced the company’s broader business strategy?
A. JSW MG Motor India is firmly established on four brand pillars: Diversity, Innovation, Community, and Experiences (DICE) and these have been integral in building a strong foundation for our business operations in India. Community, being a key parameter, is extremely close to our current CEO Emeritus, Rajeev Chaba, who aimed to propagate equal opportunities for women around the communities we operate in. Last year, in 2024, MG SEWA has impacted over 1,20,000 individuals, supporting causes like girl child education, menstrual hygiene management, and women’s financial independence.
However, SEWA is not CSR, as JSW MG Motor India is not (yet) mandated to undertake CSR initiatives. SEWA embodies the spirit of extending yourself with reverence, humility, passion and dedication, with no expectations of returns. It is completely driven by employees who voluntarily take time out of their hectic work schedule and contribute to this cause. Inspired by our CEO Emeritus’ passion, we have seen this enthusiasm trickle down across hierarchies, creating a dedicated team of 60 members over the years.
Our focus on community service is razor sharp, and we continue to assess business success not just through financial gains but also by how we contribute to building a conducive environment where equal opportunities thrive.
Q. How does MG SEWA assess the long-term impact of its initiatives beyond just outreach numbers, and what mechanisms are in place to adapt to evolving community needs?
A. Our systems and processes are well-structured, and we continuously analyse and assess impact of our initiatives. Our employee volunteers come from various divisions such as engineering, product planning, marketing, aftersales, legal, admin, HR etc. They take ownership of their involvement, regularly visiting their designated areas to regularly monitor on-going work and analyse future requirements. By interacting with beneficiaries, they gain qualitative insights into how these initiatives are shaping lives, enabling real-time feedback and necessary course corrections. We have standardized assessment formats in place to measure progress, identify gaps, and refine strategies to align with evolving community needs. This constant involvement and interactions ensure that MG SEWA's efforts drive sustainable change rather than just temporary relief, dynamically adapting to community needs while remaining committed to girl child education and women empowerment.
Q. What inspired MG SEWA’s focus on education in rural Odisha, and how is the learning approach tailored to tribal communities? Can you share a success story that reflects its impact?
A. MG SEWA’s commitment to education in rural Odisha stems from its belief that access to quality education can transform communities. Recognizing the unique challenges faced by tribal communities such as language barriers and limited access to modern learning tools, the initiative partnered with a government-approved NGO specializing in innovative learning methodologies.
To ensure effective learning, several strategies and programmes were implemented, such as:
• Region-Specific Learning Tools – Educational kits were developed in regional languages, making complex subjects more accessible to children.
• STEM-Focused Curriculum – A strong emphasis on math and science education equipped students with critical thinking skills and future-ready knowledge.
• Government-Approved Teaching Methods – The NGO’s teaching approach was validated for effectiveness, ensuring alignment with national education standards.
• Impact Measurement – Regular assessments are conducted to track the progress and outcome of the initiative.
We were quite impressed with the impact that this activation created with numerous students achieving perfect scores in mathematics. In a recent round of testing, the number of children scoring 100 out of 100 in mathematics exceeded expectations. This initiative was a testament to how the right learning tools, new teaching methods, and community involvement can bridge educational gaps and unlock potential in young minds.
Q. How have collaborations with Akshara Foundation and English Helper contributed to improving education outcomes, and what role does teaching in native languages play in this effort?
A. MG SEWA's collaborations with Akshara Foundation and English Helper have been instrumental in making education more engaging, accessible, and effective for children. These partnerships focus on interactive, fun, and innovative teaching methods that remove the fear often associated English and Mathematics. Learning in regional languages ensures that children grasp concepts faster and retain knowledge more effectively. This approach is particularly beneficial in tribal and rural communities where access to mainstream education tools is limited. By integrating technology, native language instruction, and interactive teaching methodologies, these collaborations ensure that education is inclusive, effective, and future-focused, empowering children to reach their full potential.
Q. What specific gaps is the WASH program addressing, and what behavioural changes have been observed in these communities?
A. MG Sewa’s WASH program, in collaboration with NGO PAHAL, is addressing critical gaps in menstrual health, sanitation, and hygiene by reaching over 16,000+ women and girls in vulnerable communities. The program recognizes that while discussions around menstrual hygiene are growing, deep-rooted cultural taboos and a lack of awareness still hinder progress.
The program tackles these issues by confronting cultural stigmas, raising awareness, and combating unhygienic practices that affect women and girls in underserved communities. Many hesitate to use sanitary products due to deep-rooted societal norms, while limited access to information leads to unsafe hygiene practices. The initiative promotes affordable, accessible, and sustainable solutions, ensuring long-term behavioural change.
As a result, there is a growing acceptance of hygienic menstrual products, with more women shifting away from traditional, unsafe methods. Additionally, open conversations around menstrual hygiene are becoming normal, empowering young girls to seek guidance. Regular awareness drives have also led to improved personal hygiene habits, contributing to better health and overall well-being in these communities.
Q. Can you walk us through the ‘Wings to Fly’ program’s structure, its reach so far, and a success story that highlights its real-world impact?
A. The ‘Wings to Fly’ initiative, launched in collaboration with the Delhi Police, is a structured program to empower women by providing with driving skills and career opportunities. This program is helping women gain confidence, financial independence, and access to opportunities that were once considered out of reach. This initiative includes hands-on driving lessons, license facilitation, and employment assistance, ensuring that participants are fully equipped to step into these roles. So far, over 50 women have been trained, with 11 receiving their permanent driving licenses and 21 securing learner’s licenses.
One of the most inspiring stories from the initiative is of a single mother (Babita) who has been separated for five years. She was previously making soft toys, earning as little as ₹3 per toy, which was the reason of her financial instability. Through ‘Wings to Fly,’ she is now on a path to a sustainable career that will provide her with better earnings and independence.
Initiatives like ‘Wings to Fly’ are not just about teaching women how to drive but are focussed on creating mindset shifts, opening new career paths, and giving them the confidence to take control of their own journeys.
Q. Many women stepping into non-traditional roles face societal and workplace challenges. What obstacles have ‘Wings to Fly’ participants encountered post-training, and how does MG SEWA continue to support them beyond skill development?
A. Beneficiaries of the ‘Wings to Fly’ initiative have experienced certain hurdles post-training such as obtaining a driving license due to some documentation issues, resulting in significant delays. MG SEWA actively assists them in navigating these roadblocks. While the training program builds foundational skills, the beneficiaries necessarily may not get real world exposure. Driving as a skill improves with continuous practice and exposure to different road conditions. To bridge this gap, MG SEWA has facilitated opportunities in valet services, allowing participants to refine their skills in a controlled professional environment before transitioning into full-time driving careers.
Q. Sustainability is a key focus for CSR. How does MG SEWA ensure its initiatives create lasting change rather than short-term impact? What role does community feedback play in shaping and improving these programs?
A. MG SEWA is committed to ensuring that its initiatives create long-term, sustainable impact rather than just short-term relief. A key aspect of this approach is continuous engagement and feedback from beneficiaries and communities around. For instance, in education and skill development programs, we ensure long-term mentorship and follow-ups, tracking the progress of beneficiaries over the years. Similarly, in projects like ‘Wings to Fly’, we don’t just offer driving lessons we help women navigate the challenges they face post-training, from securing licenses to exploring job opportunities. Community feedback does play a crucial role in shaping and refining these initiatives. We maintain regular contact with beneficiaries to listen to their experiences, challenges, and evolving needs, ensuring that our programs remain relevant and impactful. This two-way engagement allows us to continuously refresh adapt our strategies, introduce necessary improvements, and create initiatives that truly empower communities in a meaningful, sustainable way.
Q. With rapid advancements in AI and digital learning, how does MG SEWA see technology shaping the future of education and skill development in its initiatives? Are there any digital interventions already in place or planned?
A. Technology is playing an interesting role in expanding the access to quality education and skill development. MG SEWA recognizes its potential to create a more inclusive and future-ready learning ecosystem. With rapid advancements in AI and digital learning, we see technology as a key enabler in personalized education, skill-building, and bridging learning gaps in vulnerable communities. One of our key initiatives leveraging technology is MG Nurture, which focuses on enhancing digital literacy and providing future-ready skills to students across various backgrounds. Through this initiative, we equip young learners with AI-driven learning tools, mentorship programs, and industry exposure, preparing them for emerging career opportunities. Additionally, our collaborations with organizations like English Helper and Akshara Foundation have integrated AI-powered learning solutions into our education programs, especially for students in rural and tribal communities.
Looking ahead, MG SEWA aims to further expand digital interventions, including AI-driven career guidance, smart classrooms, and skill-development platforms, ensuring that beneficiaries are not just educated but truly empowered for the future job market.
Q. Are there any upcoming initiatives or strategic collaborations that you are particularly excited about? Additionally, how do you see CSR evolving in the automotive sector, particularly in driving long-term societal change?
A. MG SEWA remains deeply committed to driving meaningful, long-term societal change through initiatives that align with our core focus areas education, women empowerment, skill development, and sustainability. As we look ahead, we are excited about the opportunities that lay ahead.
In auto CSR we can expect a shift from traditional philanthropy to long-term, impact-driven programs. The focus is increasingly on sustainability, inclusion, and leveraging technology to create solutions that are scalable and future-proof. At MG SEWA, we believe that CSR is not just about giving back it’s about empowering communities, driving systemic change, and building a more inclusive and sustainable future for all.
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