Coffee is one of the most popular beverages in the world. While about 2.5 billion cups of coffee are consumed every day in the world. The beverage is responsible for a lot of economic development in the country considering the fact that India is among the top 10 coffee producers globally.
The popularity of coffee has given rise to coffee culture, which has made the coffee chains a popular hangout spot among the youth. These companies are not only providing people with amazing beverages, a place to work or hang out and jobs to many semi-skilled youths but are also contributing to social development and environment conservation through their CSR initiatives. Let us look at some of the coffee chains that have been contributing to community development in India through CSR.
Tata Starbucks Private Limited has marked its presence in India since 2011. Globally known for its thoughtful and impactful community development initiatives, the company has been laying its foundation in CSR in the country gradually. The main focus of its initiatives is to enable gender balanced learning and skilling opportunities.
In line with its commitment to work towards gender equity, Every Tata Starbucks store in India supports a girl’s education. These girls are based out of rural and educationally backward villages across 20 districts of Rajasthan, Madhya Pradesh and Uttar Pradesh. The company has partnered with the NGO Educate Girls to improve the lives of these girls, by sponsoring the costs of enrolment, and retention in schools for the girls, ensuring improvement of their learning (literacy & numeracy) outcomes and sustained education of the girls.
The partners are also invited to voluntarily contribute in sustaining the education of the girls supported by their respective stores. The company’s efforts ensure that with addition of every new store in India, more opportunities are created to support and sustain a girl’s education. In addition to this, the company’s partners also invest their time and effort to support the education of children in partnership with the NGO Vidya Integrated Development for Youth and Adults. In this partnership, there is a great focus placed on girls, who are often the most vulnerable members of families that relocate from villages to the cities, but who also are believed to hold the keys to a true social change.
Café Coffee Day
Café Coffee Day is the coffee chain that has pioneered the coffee culture in the chained café segment in India. The company opened its first coffee shop in Bengaluru in 1996, and has since then been a popular location among the youth across the country to visit the coffee day stores for conducting meetings, meet with friends or just work by themselves.
Café Coffee Day, also referred to as CCD, has always been a responsible company that has integrated its CSR within its operations. This has been done through initiatives such as adopting environmental-friendly technology, educating economically underprivileged rural youth and providing skill training and employability to them, as well as forge avenues to employ an increased number of differently-abled people with the brand.
Coffee Day Global has tied up with NGO’s such as “Enable India” to work out avenues to employ more differently-abled people with it. Over 150 speech and hearing impaired people are employed at CCD cafés, popularly called “silent brewmasters”.
The company’s social transformation initiatives are led by SVGH Vocational Training College (VTC) at Chikmagalur and are fully funded by its Promoter. VTC seeks to promote education to economically underprivileged rural youth and supporting them to be independent, responsible and adaptable to an urban environment. VTC has trained over 2,500 students, many of whom have since joined our Group companies, including Coffee Day Global’s outlets across the country. The entire expenses of the course which includes imparting education, providing food and accommodation, uniforms and transport facilities are borne by VTC.
McCafe is a café segment of the popular fast food chain – McDonald’s. The company is cherished across the globe believes in encouraging loyalty among its customers by taking up projects for the development of the community.
Muktangan, an initiative of Paragon Charitable Trust, pioneering in educational programmes working in close partnership with various NGOs across the country. McDonald’s partnered with Muktangan to support and promote education for the girl child. We worked on a child-centred methodology to educate kids through the seven schools operated by them. McDonald’s also partnered with Nareshwadi school aiming to improve the standard of living of the tribal community and students of the Nareshwadi Project. The Company further supported the project economically by providing them with a better workplace. This in turn helped them to consume the right quantity and quality of food, thus preventing malnutrition.
The parent company of McCafe – Hardcastle Restaurants – has partnered with Room to Read India, an NGO running Literacy program in primary schools in the country. The aim is to help young children obtain reading skills and develop the habit of reading by donating 1,11,000 children’s books for distribution to municipal schools for the promotion of education of children, especially from non-privileged backgrounds in this program.
The company has also set up Ronald McDonald House Charities Foundation India (RMHCFI), which seeks to promote and establish care centres, care rooms and care houses for the benefit of all families whose children have been going through a medical treatment for their illnesses, both within and outside hospitals and medical centres, free of cost. In 2016, RMHCFI has partnered with Bai Jerbai Wadia Hospital for children, Mumbai to launch its first Ronald McDonald Family Room in India. The Family Room is an area located in an entire ward of Outpatient Department of the Paediatric Haematology-Oncology department of Bai Jerbai Wadia Hospital for children. Ronald McDonald Family Room (RMFR) provides children undergoing cancer treatment and their families a place to rest and refresh. It intends to provide improved medical environment, emotional support to parents, clean and hygienic play activities for kids and an opportunity of relaxation to all those families whose child is undergoing medical treatments at the hospital just a few steps away from you. In the past three years, RMHC Family Room has reached out to more than 35,000 people in need, serving as a comfortable place for them and their children to relax and unwind. For many children, it’s a space where they can forget their worries and anxieties for a bit.
Barista Lavazza is a coffee chain brand under the Lavazza group is present on five continents
in more than 140 countries worldwide. The Group has always been committed to ensuring the economic, social and environmental sustainability of its business.
The Lavazza group has initiated a program called ‘A Cup of Learning. This is a coffee training programme, free of charge, established by Lavazza in 2017, with the direct participation of Lavazza’s trainers, focused on people in search of new business opportunities in the coffee market. These are not only beneficiaries of the projects supported by the Lavazza Foundation, but also people in vulnerable situations, seeking an opportunity in the coffee industry world.
The “A Cup of Learning” project con- sists of two different types of training programmes, one on green coffee and one on espresso. Courses on green coffee delve into the methods and criteria of sensory analysis of coffee, processing and tasting techniques, evaluation of coffees from the various production are- as and identification of sensory traits by provenance.
Training focusing on the entire espresso world instead provides attendees with lessons covering the theoretical and practical sides of “Being a Barista”: how an espresso machine works, grinding settings and an in-depth look at the various extraction methods.
In 2020, due to the Covid-19 emergency, it was possible to carry out only one training programme, in India, at the start of the year, in which 16 youngsters took part, selected by Save the Children from the suburbs of Kolkata in search of a job.