Telangana, India: Hindustan Coca-Cola Beverages (HCCB), one of India’s leading FMCG companies, signed a Memorandum of Understanding (MoU) with The Society for Elimination of Rural Poverty (SERP), Department of Rural Development, Government of Telangana, to expand the reach and enhance the impact of Mahila Shakti Canteens, an initiative of the state government that promotes women’s economic empowerment through self-help groups (SHGs).
The agreement was formalised by Divya Devarajan, IAS, Chief Executive Officer, SERP, Government of Telangana, and Shweta Punetha, Head of Corporate Social Responsibility (CSR), HCCB at the office of Society for Elimination of Rural Poverty in the presence of senior dignitaries.
Under the MoU, HCCB will plan, co-design, and execute relevant CSR initiatives in Mahila Shakti Canteens through training Self-Help Groups in collaboration with relevant and experienced Non-Governmental Organizations (NGOs) and implementation partners. HCCB will focus on capacity building for women entrepreneurs, with an emphasis on financial and digital literacy, sales, marketing and retail management.
The programme aims to cover 100 Mahila Shakti Canteens and train over 1,000 women entrepreneurs associated with Self-Help Groups (SHGs) in Telangana. SERP, Government of Telangana will facilitate alignment with district development plans, and schemes pertaining to Mahila Shakti Canteens, and enable convergence with state and central government programs. It will further support in beneficiary selection, stakeholder coordination, and community mobilization.
Delivering the address at the occasion, Divya Devarajan, IAS, CEO, SERP, Government of Telangana, stated, “Mahila Shakti Canteens are symbols that stand for economic empowerment and independence for women. Beyond serving nourishing meals, these canteens provide rural women with opportunities for self-reliance, building their independence, and fostering entrepreneurship. Our partnership with HCCB will enable and empower the women entrepreneurs to be self-reliant with the necessary skills and training.”
Adding to this, Himanshu Priyadarshi, Chief Public Affairs, Communications & Sustainability Officer, HCCB, said, ” We believe entrepreneurship is the foundation of resilient and inclusive growth. As we sign this MoU with SERP, we reaffirm our commitment to the community development and continuing our investment in Telangana’s future growth and prosperity. We’re confident that this partnership will have a lasting, positive impact on communities, serving as a model for holistic development, and making these canteens social hubs where women independently own enterprises and empower other women in their communities.”
Through this MoU with the Government of Telangana, HCCB reiterates its commitment to community empowerment under Project SHINE, a CSR Initiative built on five core thematic areas: Sustainable Solutions for Environment & Disaster Management, Health & Hygiene through WASH Initiatives, Inclusive Growth via Women Empowerment & Livelihood, Nurturing Potential with Education & Skill Building, and Empowering Communities for a Better Future.
Through Project SHINE, HCCB continues to undertake various CSR activities, including health and hygiene awareness programs, waste management projects, installation of digital smartboards, Anganwadi upgradation, sessions on Nagrik Suchana Kendra (NSK) to create awareness on government schemes and facilitating enrolments and skill development training for women and youth in Telangana. Till date, HCCB’s CSR efforts have positively impacted over 1 lakh individuals across the state of Telangana.
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