Amit Gupta

2015PGP004
Evaluation of the CSR Activities by Ambuja Cement
A few of the initiatives taken up by the Ambuja Cement foundation shall be evaluated from
the CSR framework in this report.
Ambuja Cement has been carrying out CSR activities for over 25 years. The primary
objective of the CSR initiative has been the development of the community in and around the
plants, therby generating goodwill. It has been carrying out the initiates through its
subsidiaries, Ambuja Cement Foundation (ACF) and Ambuja Vidya Niketan (AVN).
Agro based Industries
More than 70 % of the communities ACF deals with are primarily engaged in Agro based
industries.
Based on the resources available, and crops grown in each region, farmers are encouraged
to adopt quality seeds, bio-fertilizers, organic composting methods, and better irrigation
methods to ensure a robust harvest. In the paddy-cultivating areas, the System of Rice
Intensification (SRI) programme, has been adopted by farmers because of the low
investment, and better productivity it brings with it.
Analysis :
As it may clearly seen Ambuja Cement is clearly demonstrating the Philanthropic framework
by reaching out to the communities. However, it may be seen that for smooth plant
operations harmony with the local community is very important. As the land for the plant
comes from the local community, it becomes important for Ambuja Cement to continue
support. Thus it may be seen as Economic as well.
Ambuja Vidya Niketan Trust
Ambuja Vidya Niketan is a well-established senior secondary, co-educational, English
medium school located in the salubrious pristine environment of the Gujarat state, which
promises to deliver quality education with an emphasis on deep rooted value education
system.
This facilities have been set up to take into consideration the high quality education
requirements of the wards of the employees, the plant project team and nearly communities.
Analysis :
The Cement plants are usually set in areas where there is adequate reserves of cement
grade limestone. However, often such quality and reserves are available only in remote
areas. To provide high standard education quality the AVN have been opened. This aspect is
an ethical activity from the point of view of Ambuja Cement as it is going beyond the legal
requirement of just paying its employees, but creating educational institutes for overall good
for the community and staff.

Sustainability Initiatives
Ambuja Cement has been a leader in the usage of Alternative Fuels in the cement Industry
in India. Usage of Alternative fuel reduces carbon footprint and helps reduce the
dependence on the fossil fuels. More over it is an excellent method for disposal of wastes.
Further, it leads in the utilisation of industrial wastes such as fly ash, thus reducing the
energy requirement and the issue of disposal of these wastes.
Analysis
Ambuja Cement has been adopting best practices for the usage of alternative fuels and has
been setting benchmark in AFR usage. It has received awards for its green initiatives year
on year. These initiatives clearly indicate the ethical and economical CSR initiatives on part
of Ambuja Cements.
Water Management
Ambuja Cements has maintained its focus on water sustainability. ACL is committed to
conserve and use water resources in a responsible manner. All our plants track water
withdrawal and consumption. Plants send monthly Water Management Reports (WMR) to
Corporate Office for information and discussion in Regional as well as National Executive
Committees of top management. Thus, Water KPI (Key Performance Indicator) is used to
compare performance of different plants as also with respect to improvement over past
performance.
Analysis
The cement industry uses extensive water requirements. The per day requirement of water
is about 10,000 m3/day. Often the communities which are around the cement plant often are
drained out of the ground water supply. Ambuja Cement has been doing all legal CSR
activities, which are required as per the code of conduct of the law.
Waste Management
Geocycle supports Ambujas core cement making business, keeping the commitment to
manage and optimize the use of natural resources responsibly and thus minimizing the
impact of our operations on the environment. Waste consumption increased substantially,
the range of waste streams also increased significantly to cater for new customers.
The year has also marked the construction phase of the Geo20 projects. With new and more
automated installations, Geocycle will be in a position to accept varied waste streams across
India and convert them into AFR.Geocycle has also focused on strengthening the ACert
implementation for comprehensive assessment of its all operations related to co-processing.
Waste Consumed Ambuja consumed about 1.74 lakh tonnes of waste in 2015 as compared
to 1.5 lakhs in the previous year. Through this activity, Ambuja not only reduced the negative
impact of the waste on the environment but also reduced its overall ecological footprint by
reducing its use of natural resources. We primarily co-processed waste from agriculture,

industry and public sector. However, the focus is on providing solutions to the industrial
waste generators as well as Municipal Solid Waste (MSW).
Analysis :
The waste management initiates are beyond the legal requirements of Ambuja Cement, it is
conducting ethical practices and is doing good for the society.
Wildlife Protection
In Gir forest adjoining Ambujas plant at Kodinar, Gujarat, ACF has constructed parapet walls
around wells in the forest. This prevents wild animals especially the endangered Asiatic
Lions from falling into open wells. About 92 such parapets were created this year totalling
1,320 till date. The work done has been a crucial step towards wildlife protection in the
region.
Analysis :
This initiate by Ambuja Cement Foundation can be seen as part of the ethical as well as
philanthropic framework of CSR.
Ambuja Manovikas Kendra
The Ambuja Manovikas Kendra (AMK), is a special school for differently-abled children in
Ropar, Punjab. Teachers trained in modern rehabilitation techniques ensure a holistic
development for special children, enabling them to lead their lives to the fullest. Today, the
school is well-known at the state, national and international levels due to the impressive
performance by its students in sports and cultural activities. The school was awarded the
Overall Championship Trophy in Punjab for a record 9th time this year. Two children, Meera
Kumari and Pawandeep Singh have also made it to the final list of athletes for the World
Summer Special Olympics to be held at Los Angeles in 2015.
Analysis
This initiative of Ambuja Cement Foundation is philanthropic in nature.
Special Health Initiatives
In 2014, ACF initiated Adolescent Peer for Enhancement of Skill and Healthy Association
(APEKSHA) reaching out to 6,200 adolescents through peer support system. Topics of
discussion include physical and emotional changes during adolescence, HIV/AIDS, nutrition
awareness, gender equality, safety (road, fire and household), first aid, self-defense and
stress management.

Analysis
This initiative by ACF is philanthropic from the framework of CSR.
Skill Development and Training
Training initiatives include program such as Executive Education Programs at Premier
International Business Schools that are identified for Top management level
leaders, Leadership Development Programat IIM Ahmedabad for Senior management
which focuses on building the operational performance and managerial effectiveness of the
identified group of participants, Management Development Program at NMIMS, Mumbai
for Middle management and the Fast Track Development Program for Junior management.
The Centralized Employee Induction Program is organized for the employees who have
newly joined the company. Additionally, various Behavioural and Functional Training
Programs are organized at corporate and plant levels based on requirement.
Analysis
These initiatives help retain employees and help develop skills in the employees. Such
inititiates are both economical as well as ethical. These are ethical as the company believes
in development of the employees. It is also economical in the sense that it can be used to
retain high potential employees.
Education Initiatives
ACFs Education Programme works closely with village-level government schools and local
teachers to enhance the quality of education for children. With a focus on marginalized
groups of children, ACF reaches out with specific interventions for the girl child, out of school
children of migrant labourers and differently-abled children. ACFs programmes work on
providing holistic education and development opportunities for children of migrant workers
through non-formal education (NFE) centres. Established in Roorkee, Bathinda and
Nalagarh, these centres provide comprehensive basic education, allowing them to move
seamlessly into mainstream schools for further education. In Roorkee, the programme works
with girls between 6-16 year, with focus of education and vocational skills for older girls. Our
work in education is implemented by a trained group of volunteer women called Balmitras.
They work in close coordination with government schools and employ child friendly teachinglearning methods. Till date, we have reached out to 1.5 lakhs students in 10 schools across
locations.
Analysis
This initiative is philanthropic in nature and ACF has been helping the communities it is
closely linked.

Financial Results
Ambuja cement has been creating exceptional results and has been maximising wealth for
its shareholders. Its has been provided dividends to its shareholders year on year and its
market capitalisation has increased over the years. In this aspect it is doing underdoing
economic initiative in the CSR Framework.