As per the Annual Report on ‘Road Accidents in India-2022’ published by the Ministry of Road Transport and Highways, a total of 4,61,312 road accidents have been reported by Indian states and Union Territories during the calendar year 2022, which claimed 1,68,491 lives and caused injuries to 4,43,366 persons. This marks an increase of 11.9% in accidents, 9.4% in fatalities, and 15.3% in injuries compared to the previous year.
The report underscores the urgency of adopting a comprehensive approach to address the contributing factors to these accidents, including speeding, reckless driving, drunken driving, and non-compliance with traffic regulations. It is crucial that we strengthen enforcement mechanisms, enhance driver education and training programs, and invest in improving the condition of roads and vehicles.
The Ministry of Road Transport and Highways, Government of India observes National Road Safety Month from 18th January to 17th February, every year with an aim to highlight road safety issues. Major companies, hospitals and non-profit organisations operating in India have taken up CSR initiatives from time to time to raise awareness on road safety and promote safe driving. The CSR Journal takes a look into some of the recent initiatives for road safety.
CSR of Honda India to empower women and enhance road safety
In May this year, Honda India announced that it has started a Corporate Social Responsibility (CSR) programme named ‘Stree Sarthee’ to empower women and enhance road safety. Under this programme, female cab drivers will be trained at the Institute of Driving Training and Research (IDTR) in Karnal. The initiative aims to provide women with economic opportunities in the transportation sector.
IDTR plans to train over 250 female participants initially, with further expansion to other centres across India, including Gurugram. Honda’s broader goal is to train a total of 3,000 women across the nation. Training sessions at IDTR consist of 80 hours spread over 5 days, covering road safety rules, defensive driving techniques, driving simulators, a technologically equipped driving lab, and on-track driving training. The CSR program is part of a Memorandum of Understanding (MOU) involving Honda’s IDTR as the training partner, the National Skill Development Corporation (NSDC) as the nodal agency, and Kedman Skilling as the mobilization partner.
Honda Motorcycle and Scooter India runs the National Road Safety Awareness Campaign in different states across the country with a commitment to fostering a culture of safe riding on Indian roads.
During the campaign, HMSI reaches out to school students and staff members to raise awareness about safe riding practices. The company’s road safety instructors utilize age-appropriate road safety learning programmes to ensure that road safety awareness is effectively retained among all participants. The purpose is to promote responsible road usage and cultivating safe riding habits.
These Road Safety awareness programmes are interactive and engaging, catering to a wide range of age groups, from children to youth and are conducted in schools, colleges, government institutions, and non-governmental organisations. Through activities such as interactive games, role-playing, virtual experiences, and more, the goal is to raise awareness and encourage responsible road behaviour among all road users. This awareness initiative has already reached over 5.7 million Indians, as per an announcement made by Honda in September 2023.
CSR of Maruti Suzuki for having skilled drivers on Indian roads
In March this year, Maruti Suzuki India Limited completed its first Automated Driving Test Track (ADTT) at Driver Training and Testing Institute in Ayodhya, Uttar Pradesh (UP), which was inaugurated by Dayashankar Singh, Minister of State of Transport, UP. The Ayodhya ADTT was completed in 45 days post MoA signing held in December 2023.
Automated driving test tracks (ADTTs) are state-of-the-art testing methods that use cameras, sensors, and other technologies for evaluating driving license applicants. Applicants are tested on skills, such as parking, reversing, overtaking, and crossing intersections. Video recording, biometric validation, and real-time computation of test results are also used. The purpose behind ADTTs is to ensure people’s safety, check a driver’s skills more accurately, and reduce the number of untrained drivers on the road.
Rahul Bharti, Executive Officer, Corporate Affairs, Maruti SuzukiIndia Limited said, “The most important pillar in road safety is human skill and knowledge of traffic rules. Having 100% computerized testing before driving license is awarded, will ensure that only skilled drivers take the wheel. We are thankful to the Government of Uttar Pradesh for giving us this opportunity to automate the driving test track in the holy city of Ayodhya. With the increased influx of visitors in Ayodhya, there will be an increased need for safe last-mile mobility. The automated driving test tracks will ensure only skilled drivers are available in the city.”
CSR of Gulf Oil Lubricants
Gulf Oil Lubricants India Ltd. joined forces with the Lazy Rangers Motorcyclists Confederation in August 2023 to foster road safety awareness and advocate responsible riding habits. Gulf Oil chose the delivery partners’ community to distribute 100 helmets in the presence of the Navi Mumbai Traffic Police, underscoring the importance of governmental support in promoting road safety. By distributing helmets to the delivery partners who are always on the road for their livelihood, the initiative not only encourages the use of safety gear but also reinforces the shared responsibility of all road users in curbing preventable accidents.
CSR of SBI General Insurance
SBI General Insurance associated with Doers NGO, to support Himachal Pradesh police in bringing down the number of road mishaps in January 2023.
Under the CSR programme, SBI General provided a well-equipped ambulance which will provide immediate medical care to the road accident victims in Mandi district within the ‘Golden hour’. The association involves SBI General, Doers NGO, Himachal Pradesh Police and Civil Hospital, Sundarnagar with an aim to provide timely treatment and facilitate lifesaving medical resources for road accident victims.
Apart from this, in association with Himachal Pradesh Police, SBI General has also provided road signages to increase awareness and highlight cautions at various accident-prone areas on the highway, thereby aiming to prevent road mishaps.
CSR of AU Small Finance Bank
AU Small Finance Bank partnered with the Centre for CSR & Sustainability Excellence, the not-for-profit implementation arm of Innovative Project Management Services Pvt Ltd, to implement a CSR project on road safety awareness in Meerut, Agra, Kanpur, and Lucknow in April 2023. The project was implemented at the local level by Apna Theater Sansthan, a non-profit organisation.
The project is aimed at imparting education on the importance of road safety and risks associated with unsafe driving, creating awareness on road safety requirements, promoting road safety in schools and colleges, and sensitizing road users through road safety campaigns, IEC, use of mascots, and street shows.
CSR of Meyer Organics
Meyer Organics Pvt. Ltd recently concluded a Corporate Social Responsibility (CSR) initiative to promote road safety in Mumbai. The event, titled the “Safe Riders’ Seminar & Helmet Distribution,” took place at Vidyalankar School of Technology in Mumbai and the office of the Joint Commissioner of Police (Traffic) in Worli, Mumbai. As part of the initiative, discussions were held highlighting the importance of road safety, wearing standardised helmets and responsible driving. A total of 500 helmets were distributed to the guests attending the event including students.
CSR of Nanavati Super Speciality Hospital
Nanavati Super Speciality Hospital, in collaboration with Mumbai Traffic Police, organised, ‘Bikeathon—Ride to Road Safety’ in February, 2021. The motorcycle rally culminated a month-long road safety campaign as a part of the first ever National Road Safety Month 2021. The objective of the campaign was to create awareness about road safety regulations and create an army of effective first responders in the event of road accidents.
As a part of the campaign, Nanavati Super Speciality Hospital, under the guidance of Mumbai Traffic Police, organised the rally with prominent motorcycle groups to spread awareness about road safety norms and guidelines. Over 50 motorcyclists included citizens, top management of Nanavati Hospital, doctors, support staff and traffic policemen.
During the month-long campaign trail, a team of trained emergency medical experts from Nanavati Hospital offered Basic Life Support (BLS) and Cardiopulmonary Resuscitation (CPR) training to employees of Mumbai Traffic Police, Mumbai Police and their families at Police Colony of Santacruz. Similar workshops along with educative skits by Mumbai Traffic Police were organized for citizens at four prominent city malls and Juhu Chowpatty.
CSR of Exide Life Insurance
Exide Life Insurance launched a film, #YouNeverRideAlone, as a part of their CSR campaign, Helmet Saves in March 2021. The film is aimed to act as a wake-up call for people to take Road safety seriously.
The film opens to a man riding his motorbike enjoying the bright and sunny day. His helmet hangs by the handle unattended. The scene then cuts to the man’s parents, pregnant wife and young child standing symbolically on the same bike as he rides. There is a look of concern on their faces as the man approaches speed-breakers on the road, while the man seems oblivious of the danger. Thankfully, at the last moment, the man manages to stabilize his bike and makes it over the speed-breakers safely. This however jolts him into reality. He looks in his rearview mirror, and realizes that his family and their responsibility is always riding with him, no matter where he is. The film ends with the man making the smart choice of protecting himself with a helmet, for the sake of his family.
