In line with its commitment to put Nation First and responding to the needs arising out of the unprecedented lockdown implemented to contain the COVID-19 pandemic, ITC has spearheaded a CSR initiative to enable the creation of an ecosystem that would lead to significant livelihood generation for farmers and daily wage earners under the ambit of the Government’s MGNREG (Mahatma Gandhi National Rural Employment Guarantee) Scheme.
While ITC had already put in place a comprehensive plan to provide relief to the needy as well as the frontline warriors in 25 states within days of the lockdown, the Company also recognized that economic rehabilitation of its rural stakeholders was the crying need of the hour, given that there was significant loss of livelihood among marginal farmers and landless labourers. The situation was compounded further by challenges arising out of reverse migration.
As soon as restrictions on agricultural activities were eased, ITC swung into action. Initiating discussions with the government and people on the ground, ITC galvanized its NGO partners to mobilise farmers and wage earners in the catchment areas of its operations to enable them access work opportunities under MGNREGS. Extensive dialogues were carried out with authorities at the Taluk and block levels to identify families in distress and help them apply for job cards if they don’t have one already. A holistic plan was put in place covering the safety of the workers and ensuring the creation of long-term assets for the people, including structures for water conservation like irrigation tanks, farm ponds and field bunds that would also enhance crop productivity.
