Places pre and post COVID-19 community initiatives as a key driver of brand improvement
NEW DELHI: Since its inception in 2018 and even before launching its first product in India, MG Motor has started working for the community. As one of the most famous automotive brands in the world, MG has established its presence in India with a community driven approach. The purpose of their community initiatives is “SEWA” in its literal sense, which translates to “selfless service”, “help” and “care” alongside others. “Community” is one of the key pillars of the business and the OEM aims to serve all communities through MG SEWA, especially those located in their operational regions.
Under the MG SEWA banner, MG Motor has donated more than 30 MG Hector custom ambulances to hospitals, healthcare facilities and charities across the country dedicated to serving the community. The initiatives have supported the education of more than 60,000 female students since the inception of the program. MG’s NEEM program has so far engaged with 240 women providing vocational training in neighboring rural areas at its Halol factory. Other initiatives carried out under MG SEWA include the training of unemployed women in mask making, the training of 100 teachers and more than 4 lakh children on road safety in Gurgaon and the disinfection of 4,000 police cars. .
India is a forerunner in making CSR mandatory by law
India is one of the few countries in the world to make corporate social responsibility (CSR) mandatory, following an amendment to the companies law of 2013 in April 2014. Companies are expected to invest a portion of their benefits in areas such as education, better society, sanitation and disaster relief as part of any CSR compliance.
In the midst of the COVID-19 (corona virus) outbreak, the Ministry of Commerce has notified that spending by companies to fight the pandemic will be considered valid for CSR activities. Profits can be used for various activities related to COVID-19, such as donating to the PM-CARES Fund and promoting health care, including preventive health care and sanitation, and disaster management.
With community initiatives, MG aims to create a level playing field for everyone. She believes India is a land of huge talent and all the company wants to do is give it the right push to bring that talent to its true potential. MG SEWA leads global initiatives to empower everyone from underserved communities to economically disadvantaged sections of our society.
Here are some of the initiatives of MG SEWA and their impact on society: –
MG’s idea was to change this stereotype and create a positive impact by imbibing a culture that promotes gender diversity within its workforce. At MG, diversity is not only about the gender ratio, but also means that people from different backgrounds, backgrounds, ethnicities, regions, religions, companies and genders come together to create a collaborative workforce. Their culture is actually defined by the acronym ‘SPEED’ where S stands for Startup Culture, P for Passion, E for Ease of Business and Execution, and D for Diversity.
MG began to achieve this goal of gender diversity since its inception and today 35% of women work with them. The OEM has conducted several forward-looking campaigns including NEEM Initiative, Genesis, etc. The company has also developed a program, called “Drive Her Back”, to support women who have taken sabbatical leave by helping them to facilitate their reintegration into the corporate world. MG’s first NEEM initiative was introduced in 2018. A total of 70 women joined us in the first group and so far we have engaged with 240 women under the initiative.
Hector Ambulance: MG Hector Ambulance supported the efforts of regional health organizations by developing Hector Ambulance. It comes complete with a self-loading stretcher, an oxygen supply system, a medicine cabinet with a five-parameter monitor, an inverter with additional outlets, a light bar and siren, and a fire extinguisher. MG Motor has donated more than 30 MG Hector custom ambulances to hospitals, healthcare facilities and charitable institutions across the country that are dedicated to the needs of the community.
MG IIMPACT Learning Centers: Continuing our partnership with IIMPACT to ensure a better future for underprivileged girls, the “Digital Centers – E-Shiksha Ek Nayi Disha” campaign was launched in June 2020 and aims to establish e-learning centers in the most remote areas. from India. The e-Shiksha online digital learning centers were launched with the start of the COVID-19 epidemic in March to support girls’ education. MG has so far helped transform 15 of the 50 IIMPACT learning centers into IIMPACT-ech studios (digital learning centers) by promoting technology activation. MG and IIMPACT entered into a partnership in 2018 to help educate underprivileged girls across India. The partnership aims to provide quality classroom education to girls aged 6 to 14.
Dakshata: By extending our global technological expertise to students and strengthening our commitment to create an ecosystem of innovation in the country, we have introduced an automotive skills development program for Indian youth known as ‘Dakshata’ (synonymous with efficiency). The Dakshata program is one such initiative that will enable young students to develop relevant skills on futuristic technologies and become self-reliant, thus empowering them to have a better future and further strengthen the vision of the Skill Campaign. India.
Prerna: MG Motor India has also launched “Prerna”, a sui-dhaaga initiative aimed at disadvantaged women within the framework of MG SEWA. The program is launched in partnership with the Baroda Citizens Council and will train 100 disadvantaged women from Vadodara in tailoring and tailoring, especially with a traditional twist.
The wait is worth it – As part of its foundational commitment to gender diversity and community development, MG Motor India is expanding its focus on girls’ education with HECTOR. The automaker has rolled out its “Worth Waiting For” program, allowing those who have booked the MG HECTOR to be part of the social cause, while awaiting the scheduled delivery of their vehicle. Extending its partnership with the NGO IIMPACT, the car manufacturer has announced that it will contribute to the education of a girl every two weeks of waiting supported by HECTOR customers.
Impact of initiatives
MG SEWA is our umbrella platform which aims to serve the immediate communities. All the social initiatives carried out by MG include educating underprivileged girls, cleaning up cars for the elderly, creating jobs for economically marginalized women, supporting local health facilities, etc. are carried out under the banner of MG SEWA. The initiative has supported the education of more than 60,000 female students since the inception of the program. Other initiatives carried out under MG SEWA include the training of unemployed women in mask making, the training of 100 teachers and more than 4 lakh children on road safety in Gurgaon and the disinfection of 4,000 police cars. . It is indeed a separate vertical in the company with innovative ideas coming from a central team, set up for this purpose only.