Mahindra and Mahindra Limited, the flagship company of the Mahindra Group is a mobility products and farm solutions provider. The company has grown rapidly since its inception in 1947. It currently offers a wide range of products and solutions ranging from SUVs to electric vehicles, pickups, commercial vehicles, tractors, two-wheelers and construction equipment.
Mahindra focuses its Corporate Social Responsibility (CSR) initiatives to drive positive and sustainable change in building resilient communities. Its core purpose states, “We will challenge conventional thinking and through innovative use of all our resources, drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise”. It is amply evident that CSR is integral to and at the core of the company’s philosophy.
The company’s CSR work is directed mainly at the development of girls, youth and farmers who are supported through initiatives in education, health and the environment. Below is the video that highlights the CSR initiatives of Mahindra and Mahindra Limited.
Mahindra and Mahindra Limited has been diligent in its CSR spending. Since the FY 2014-15, when the companies were mandated to spend to per cent of their net profits on CSR, Mahindra and Mahindra has been spending the prescribed amount for CSR without fail. In FY 2022-23, the company spent Rs. 112.74 Cr. for its CSR initiatives.
1. Mahindra and Mahindra CSR
For Mahindra and Mahindra Ltd., responsible business practices include being responsible for its business processes, products, engaging in responsible relations with employees, customers and the community. Hence for the Company, Corporate Social Responsibility goes beyond just adhering to statutory and legal compliances and creates social and environmental value for its key stakeholders.
The company implements its CSR projects either directly through its ESOPs structure where the Mahindra employees directly implement the CSR programmes or through implementing partners which include NGOs having an established track record of at least 3 years in carrying on the specific activity. The main implementation partners the company works with are the Mahindra Foundation, The KC Mahindra Education Trust, Tech Mahindra Foundation and Naandi Foundation.
2. CSR Policy
Mahindra and Mahindra Limited in line with its core purpose has set its CSR vision to focus its efforts in critical constituencies that contribute to nation-building and the economy. In this manner, Mahindra and Mahindra Limited aims to enable its stakeholders and communities to RISE.
The company aims to focus its CSR efforts within the constituencies of girls, youth & farmers through programmes designed in the domains of education, health and environment. Apart from making contributions to its Corporate Foundation’s/Trust’s projects (KC Mahindra Education Trust and Mahindra Foundation), the Company may also make contributions towards the corpus of the said Foundations / Trusts subject to the approval of the Board. The Company may also make contributions to ‘think tanks’ 2 for projects permitted under Schedule VII of the Act.
The Board level Corporate Social Responsibility Committee of the Company is responsible for monitoring the CSR Policy from time to time. The CSR Committee is responsible for approving and recommending to the Board, the projects or programmes to be undertaken, the modalities of execution and implementation schedule from time to time. Apart from recommending and approving budgets for project implementation, the Committee is also responsible for instituting a monitoring mechanism to track the progress of each project.
2.1 CSR Committee
The members of the Board Level CSR Committee of Mahindra and Mahindra Limited include Dr Vishakha N. Desai (Chairperson), Mr Anand G. Mahindra, Dr. Anish Shah, Mr Vikram Singh Mehta, and Mr Muthiah Murudappan.
3. Project Nanhi Kali
Project Nanhi Kali, which translates to a ‘little bud’ in Hindi, supports the education of underprivileged girls in India. Designed to support girls from low-income families to complete ten years of formal schooling, the flagship CSR project of Mahindra and Mahindra Limited has impacted the lives of over 694,557 girls (called Nanhi Kalis) from underserved communities across the country.
The project provides 360-degree support to girls from Class 1 to 10, including two hours of free after-school remedial classes every day, and an annual school supplies kit to enable them to attend school with dignity.
To align with the recommendations of the National Education Policy, Project Nanhi Kali has introduced a Digital Equaliser for Girls (DEFG) programme for adolescent girls. The curriculum covers training in digital literacy, critical thinking abilities, problem- solving, collaboration, creativity, and communication. In F24, Project Nanhi Kali helped 2,31,692 disadvantaged girls in 8 states. The Mahindra Group backed 73,698 girls, with Mahindra & Mahindra directly supporting 49,440 of them
The Nanhi Kali team also works to sensitise parents and communities on the importance of educating girls and to become their collective guardians.
In order to ensure that underprivileged girls continue their education at this critical time, the Nanhi Kali team has doubled its efforts by investing in providing quality digital education to girls, so that they are equipped to face the post-covid world. Every girl in the Nanhi Kali project receives holistic support including:
Academic support and access to an adaptive learning software via digital tablets: Daily academic support is provided at Nanhi Kali Academic Support Centres which are set up within government schools and operate for 2 hours before/after school. In partnership with leading EdTech organisation, Educational Initiatives every Nanhi Kali at these centres receive access to a personalized, adaptive learning platform called Mindspark. This widely recognized software has been proven to significantly improve learning outcomes amongst users. Through Mindspark, Nanhi Kalis will learn Maths, their local Language and English from Class 1-10, and additionally, Science from Class 6-10. Powered by Artificial Intelligence, Mindspark will match instructions to the learning level and pace of each Nanhi Kali, ensuring that she learns with understanding. The software will be pre-loaded onto digital tablets, allowing access to quality education even in remote locations.
Trained Women Tutors: Nanhi Kali tutors (called Community Associates) are women from local communities who facilitate learning and mentor the Nanhi Kalis through their schooling, and also engage with parents/community stakeholders to create girl-friendly ecosystems.
Sports Curriculum: A professionally designed sports curriculum has been built into the programme, giving Nanhi Kalis the opportunity to participate in sport and fitness activities regularly.
School Supplies Kit: A kit including a school bag, stationery and a pullover/raincoat is provided to every Nanhi Kali annually. With 45.6% of teenage girls in India still following unhygienic menstrual practices, a 12-month supply of branded sanitary napkins is included in each kit to help the girl attend school with dignity.
In 2019, Mahindra and Mahindra Limited was awarded at the National CSR Awards Ceremony, organised by the Ministry of Corporate Affairs for ‘National Priority Area Education for Project Nanhi Kali’.
In 2018, Nanhi Kali in association with Mahindra Group launched a new campaign focusing on the education of a girl child titled ‘Ladki Haath se Nikal Jaayegi’. The campaign aims to dispel the misconceptions around girl child education by taking on a fresh view of the phrase with the campaign. The campaign has been recognised with several accolades. It won Gold in the Special Abby (Gender Sensitive) category at Goafest in 2019.
4. Mahindra Pride Classrooms
The Group’s flagship employability skills program, Mahindra Pride Classrooms (MPC), was launched as a youth skilling initiative inclusive of boys and has now evolved into an all-women program to support the nation’s priority of increasing women’s labour force participation in the formal economy. Since its inception, the Program has empowered 8,98,846 youth with employability skills.
Mahindra Pride Classrooms offer 40-120 hour training modules led by expert trainers for final-year female students in Government and Government- aided Colleges, ITIs, and Polytechnic Institutes across India. The modules include digital literacy and life skills that aim to make the candidates more “job- ready” and employable. Assessments are a key part of the program design and successful candidates are provided with certification at the end of the course. In FY24, the Mahindra Group supported 1,70,038 women studying in 1,711 colleges. Of these, 1,29,227 women were trained with support provided by M&M. An additional 9,824 women underwent employability skills training through another project under this initiative with support provided by M&M.
5. Project Hariyali
This flagship afforestation initiative of the Group continues to enrich greenery and restore ecological balance. It uplifts marginalised farmers through training in modern farming techniques, revitalising soil, improving water retention, and boosting soil organic carbon levels.
In FY24, the Mahindra Group planted a total of 2.27 million trees of which Mahindra & Mahindra planted 1.8 million trees. As a result of this project, the livelihoods of 4,545 tribal farmer families were enhanced. 19 varieties of fruit, forest and shade trees were planted, further contributing to biodiversity, and improving the quality of soil and crops.
6. Integrated Watershed Management Programme
In FY24, Mahindra & Mahindra undertook Watershed Development Fund (WDF) Projects in collaboration with NABARD at Igatpuri and Akole Block of Nashik and Ahmednagar Districts of Maharashtra, for the development of the Kadva River Basin, covering around 20 villages. The project extended support to 1,033 farmers via interventions encompassing soil and water conservation, crop diversification, and livelihood training. Additionally, Mahindra & Mahindra has worked in other geographies and deployed region-specific water management interventions covering 6 states.
Through all these initiatives, 505 water harvesting structures have been created and renovated, and 5,219 lakh litres of water harvesting potential created, resulting in an increase in irrigation potential across 2,212 ha. Cumulatively 15,126 ha was covered under water management initiatives and 44,523 farmers and community members have benefitted through water conservation.
7. Employee Social Options
A long-running Employee Volunteering Programme, ESOPs is where Mahindra employees channelise their time and skills to address the needs of local communities. Through platforms like ESOPs and MySeva, Mahindra Group employees dedicate their time to various social causes, creating substantial impact within communities. In FY24, a total of 61,203 employees invested 4,49,313 person-hours through these platforms, of which 12,263 Mahindra & Mahindra employees contributed 59,485 person-hours.
