In a world where CSR is often measured in rupees spent, Apraava Energy is proving that people-led impact can be just as powerful. Through its employee volunteering program, the company is redefining what corporate responsibility looks like—placing purpose, participation, and empathy at the heart of its social strategy.
In this insightful interview with TheCSRUniverse, Dr. Priyesh Modi, Head – Corporate Social Responsibility at Apraava Energy, shares how the company has built a strong culture of volunteering, with nearly 80% of its employees participating in community initiatives in FY 2023–24. From teaching underprivileged children and visiting old-age homes to conducting beach clean-ups and promoting circularity, Apraava’s volunteering hours have more than doubled in a year—reaching over 3,390 hours.
The conversation explores how initiatives like Volunteering Leave and the Catalyst of Change award are encouraging deeper engagement, how volunteering aligns with the company’s broader sustainability and SDG goals, and how feedback and partnerships are shaping more meaningful, outcome-driven programs. Apraava’s story is a compelling example of how employee-driven efforts can create long-lasting value—for both communities and corporate culture.
Q&A
Q. What is the core vision behind Apraava Energy’s employee volunteering program, and what specific gaps or community needs are you aiming to address through it?
A. At Apraava Energy, our employee volunteering program is guided by our purpose of em-powering lives sustainably for a happy planet. The program creates meaningful opportunities both within and outside the organization for employees to contribute their time, skills, and expertise towards community well-being.
The core objective is twofold: to enable employees to contribute meaningfully to society, and to foster personal growth through real-world social impact experiences. The support from our NGOs and local communities helps us bridge gaps in community development and address their most pressing challenges. Our volunteering framework promotes a synergy of giving and gaining, strengthening our organizational culture and bringing our values to life through action.
Q. In 2023, employee volunteering hours more than doubled from the previous year. What do you attribute this significant growth to?
A. The remarkable increase in volunteering hours is a testament to the passion and dedication of our employees. Compared to 1,548.5 hours in 2022, we clocked double the hours i.e. 3,390 in 2023. Despite demanding schedules, many of them chose to step up and contribute their time and expertise for a greater cause. This growth has also been enabled by consistent support from the leadership, clear and thoughtful communication, and a well-structured volunteering ecosystem that makes participation easy and accessible. Together, these efforts have created a ripple effect, turning occasional volunteers into regular contributors.
Q. Nearly 80% of your workforce participated in volunteering activities last year. How has this shaped the internal culture and employee engagement at Apraava?
A. This level of participation has been truly transformative for our organizational culture. While early engagement needed some encouragement, many employees who participated-often for the first time—found the experience very meaningful. It opened up new perspectives and strengthened their connection to societal issues, with many colleagues now contributing regularly.
More importantly, volunteering has become a powerful team-building and motivational tool. It has fostered empathy, cross-functional collaboration, and a shared sense of purpose- helping shape a value-driven workplace culture that goes beyond our day-to-day business.
Q. What are some of the most impactful volunteering activities your employees have undertaken—from working with children to supporting the elderly or community outreach?
A. Our volunteering activities are a combination of CSR curated initiatives and employee led efforts, resulting in a diverse and enriching set of engagements. Some of the impactful initiatives include:
- Beach clean-up drive in 2024 cleared 1.5 tonnes of marine debris, reinforcing our commitment to environmental responsibility
- Visits to old-age homes, offering companionship, conversations and emotional support to senior citizens
- Engagement with women from shelter homes Hosting them at Apraava's corporate office, creating opportunities for dialogue and empowerment
- Educational support sessions with underprivileged children, aimed at bridging learning gaps through mentoring conversations
In our recent trailblazer campaign, we collected over 1800 used items like bedsheets, saris and books to promote circularity and help the disadvantaged communities.
This continuous innovation in volunteering activities reflects both employee enthusiasm and our commitment to exploring new areas of social engagement.
Q. What role does the ‘Volunteering Leave’ initiative play in encouraging participation? Have you observed a measurable difference since it was introduced?
A. The Volunteering Leave (VL) initiative has played a significant role in lowering the barrier to entry for employee participation. It serves as an "icebreaker” encouraging those who may be hesitant to take the first step toward volunteering.
While VL itself is symbolic in duration, it often sparks long-term commitment. Many employees have returned from their volunteering day with a changed outlook and a desire to do more. We’ve seen a noticeable shift towards sustained engagement and repeat participation following these initial experiences.
Q. Could you tell us more about the ‘Catalyst of Change’ award and how recognition programs like this help sustain momentum for volunteering?
A. The ‘Catalyst of Change’ award is a key component of our internal In the Spotlight recognition program. It celebrates employees who have gone above and beyond in their volunteering efforts. Designed with inclusivity in mind, it recognizes contributors across various business units—be it solar, wind, transmission, or AMI—as well as from corporate and regional offices.
Such recognition initiatives not only validate individual efforts but also inspire others to get involved, creating a culture where social contribution is celebrated and aspired to.
Q. From a CSR strategy point of view, how do you align employee volunteering with the company’s broader sustainability or community development goals?
A. Employee volunteering is a strategic extension of the organization’s community development and sustainability agenda. Our asset teams are often located in or near rural and underserved areas. When employees engage with these local communities, it fosters mutual trust and understanding, strengthening our social license to operate.
Moreover, their involvement enhances program monitoring, brings fresh insights to ongoing CSR initiatives, and supports our goal of contributing meaningfully to the UN Sustainable Development Goals (SDGs). Volunteering not only adds value on the ground but also reinforces Apraava’s commitment to inclusive and sustainable development.
Q. How do you evaluate the social impact of these volunteering hours beyond participation metrics? Are there specific outcomes or feedback loops you use?
A. Beyond counting participation hours, we focus on qualitative outcomes. Immediate feedback is gathered from both beneficiaries and employee volunteers to assess the effectiveness and emotional impact of each activity. Additionally, structured debrief sessions are held to reflect on experiences, gather suggestions, and identify areas for improvement.
Shankhamalya Bhattacharjee, one of our employees working at a remote transmission site in Assam is one such striking example. Inspired by his first exposure of volunteering experience, he continues to mentor young minds every weekend teaching them foundational subjects. He has also actively supported the set-up of Apraava’s Young Readers Program, a mounted reading library of 100 story books that inculcates reading habit amongst school children. Moreover, he also supported young students with renewable energy sessions through DIY kits, encouraging their aspirations for a better future.
These insights feed directly into the design and planning of future programs, ensuring that our volunteering initiatives remain relevant, impactful, and aligned with community needs.
Q. Could you share how your partnerships with community organizations or NGOs have strengthened your volunteering programs? What value have these collaborations added to your efforts?
A. Our partnerships with community organizations and NGOs are integral to the success of our volunteering programs. These collaborations help us identify real, on-ground needs and design activities that are both impactful and sustainable.
Working closely with these partners not only enriches the volunteering experience for our employees but also increases the internal visibility and credibility of our CSR initiatives. Additionally, involving our partners in the program design phase ensures that activities are meaningful, well-structured, and aligned with both community needs and organizational goals.
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