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Strengthening its commitment to India, Coca-Cola has outlined a roadmap towards water conservation and community development across the country.
- Promotes citizenship initiatives within the Coca-Cola System through Coca-Cola Citizenship Challenge Awards
- Targets 'zero' water balance' with respect to ground water usage by 2009.
- Extends the 'Elixir of Life' project nationally to provide potable water solutions in 1000 schools by 2010
- To Commission study on 10 watersheds by 2009 and implement interventions
- Extends Thums Up Rural Games to strengthen social cohesiveness in rural areas for sustainable development
- Strengthens its consumer engagement program through national roll out of Toll Free Number and Plant Visit program under the 'Little trip of Joy' initiative
Ameenpur, (Hyderabad), October 6, 2007: Strengthening its commitment to India, Coca-Cola has outlined a roadmap towards water conservation and community development across the country. Coca-Cola in India targets to reach 'zero water balance' with respect to ground water usage by 2009 to seek efficiencies in all areas of water use through a 4R approach to water management which involves reducing, reusing, recycling and recharging.
The winners of Coca-Cola Citizenship Challenge Awards were also felicitated at a special event held in Hyderabad. The awards were given away by Amla Akkaneni, a multifaceted personality, animal rights activist, social worker & South Indian actor. The First Prize was bagged by Vishakhapatnam Unit (Andhra Pradesh), HCCBPL, for their outstanding contribution towards water conservation through construction of a check dam for community. Siliguri Unit in (West Bengal), HCCBPL, was felicitated with the second prize for helping conserve the environment through PET Recycling. Third Prize was shared by Paud Unit, Pune (Maharashtra) and Varanasi Unit (Uttar Pradesh) of HCCBPL for their contribution in Rain Water Harvesting units & recharge of groundwater in various locations.
These awards are instituted to recognize the Corporate Social Responsibility measures & encourage more such initiatives across the Coca-Cola System. The award aims at promoting locally relevant citizenship initiatives in the communities. The winners of these special awards were selected on three main parameters: locally relevant, credible & sustainable.
According to John Ustas, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd, said, "At Coca-Cola we believe that growth leads to sustainable development only when it is inclusive and when the environment is preserved, protected and enriched. Citizenship for us is therefore a key focus area and one of the pillars of our growth strategy. In addition to the initiatives announced today, we have also recently launched an integrated communications platform of 'Little Drops of Joy' to further enhance the Company's 'connect' with diverse stakeholders. As a part of this campaign, the Company is strengthening its plant tour program for consumers and other stakeholders under the 'Little Trip of Joy' initiative."
The company has also extended its 'Elixir of Life' project, in association with Rotary International to provide access to potable water to the underprivileged children of the society, nationally. The path-breaking project Elixir for Life was launched in March, 2007 and will benefit more than 30,000 underprivileged children from 100 primary and panchayat schools in and around Chennai in the first phase. Coca-Cola India is already in partnership with the UN-HABITAT to improve access to water and sanitation including providing drinking water to 150 schools in West Bengal.
According to Deepak Kaul, Regional Vice-President, South, Coca-Cola India, "Coca-Cola India undertakes a diverse range of activities for the benefit of the community across the country. As part of our CSR strategy, sustainable water management remains our top priority. The company follows the 4R policy (Reduce, Reuse, Recharge & Recycle) to achieve the objective of water management & conservation. Over the last few years, we have continuously engaged with a large number of stakeholders and have incorporated their learnings in refining our overall strategy including the water sustainability strategy for India. Our focus will continue to be on projects which further improve the overall standard of living in communities where we operate."
Coca-Cola in India will commission studies on 10 watersheds across India and implement interventions to develop those watersheds. In partnership with the Confederation of Indian Industry (CII) and International Crops Research Institute for the Semi-Arid Tropics (ICRISAT), Coca-Cola is already working on two watershed plus projects in five villages in Dungarpur, Rajasthan and two villages in Tirunelveli District, Tamil Nadu. These projects are contributing towards the improvement of rural livelihoods and poverty alleviation by using better cropping methods, efficient water management, improved varieties of seeds & therefore enhanced yields and use of better farming technology.
Other key Citizenship initiatives
Creating a Stronger Consumer Connect
To further enhance its consumer engagement program, Coca-Cola in India has also launched a national toll free helpline number which consumers can access and seek information on the Company, its products, to get their queries addressed or directly provide feedback to the Company.
A first by any soft drink Company in India, this toll free number can be accessed from BSNL / MTNL phone lines from anywhere in the country. The service also enables the consumer to place their request for a guided tour to any of the Company's bottling plants in India. To promote the helpline number, innovative communication channels are being used including the printing of this number on product labels, point of sale collaterals and on our website www.coca-colaindia.com. The Company's latest juice drink offering Minute Maid Pulpy Orange too carries this helpline number and the same is being replicated on all the beverage packs offered by the Company in India
Strengthening the Community
Thums Up Rural Games 2007, which started in Andhra Pradesh in 2006, have now spread to three states across Southern India- Andhra Pradesh, Karnataka and Tamil Nadu. The Games were organized jointly with our partners such as Consortium of Indian Farmers Association in Andhra Pradesh, Nehru Yuva Kendra in Karnataka and Isha Foundation in Tamil Nadu. Thums Up Rural Games aims to channelize energies of youth towards constructive activities and creating a platform for healthy active living by involving rural people in sports and games activities. Rural Games is expected to strengthen social cohesiveness in rural areas for sustainable development and inculcate interest among rural communities in sports and help to spot hidden talent. Thums Up Rural Games covered over 30 centres in 3 states of Andhra Pradesh, Tamil Nadu & Karnataka and saw participation of nearly 100,000 people, setting an innovative benchmark for Public-Private Community partnerships.
'Little Drops of Joy' Integrated Communications Platform
Little Drops of Joy reaffirms what Coca-Cola in India has always stood for - being part of little moments of joy in the daily lives of consumers. The entire communication in a very humble and engaging manner reminds us all, that the best things in life can only be experienced. Take for instance; when you take a sip of a soft drink- it is the moment of truth, a second of satisfaction, an instant of happiness and a bubble of hope. Hence Coca-Cola in India just doesn't quench thirst; it recharges one's soul, for a moment, one drop at a time. The long drawn multi-year, 360 degree communication program, conceptualized with McCann- Erickson, is based on insights generated through extensive research and is designed to connect with various stakeholders. The initiative leverages both above & below the line media including the online space – www.coca-colaIndia.com, now refreshed in a new Little Drops of Joy look.
About Coca-Cola in India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. In-addition the company's business operations also engages approximately 1, 50,000 people in India.
Satya Pamula, Integral PR @ 2776 8854 / 772
Integral PR