Advertising And Public Relations Assignment

Submitted to: Submitted by:

Dr. Sunita Dwivedi Apporva Srivastava
Prn: 15021021028
Section - A
 FOREWORD
This report is an analysis of the CSR activity undertaken by Coca Cola India Private Limited
named “Project Santushti”. This report focuses on the various activity undertaken by “Project
Santushti”, its advantages and various other factors relating to this particular CSR activity starting
with the resource aloocation and the geographical reach of “Project Santushti”. This report will
deeply analyze the economic and social impact of Project Santushti in the life of villagers. This
report will also study the framework and process of functioning of Project Santushti.
About The Coca Cola Company:
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing
consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices.
Led by Coca-Cola, one of the world's most valuable and recognizable brands, the company’s
portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie
options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani,
vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the
world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still
beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than
200 countries each day. With an enduring commitment to building sustainable communities, our
company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive
work environment for our associates, and enhance the economic development of the communities
where we operate. Together with their bottling partners, Coca Cola rank among the world's top 10
private employers with more than 700,000 system associates.

Introduction to Coca Cola India Private Limited:

Coca-Cola India, is one of the country’s leading beverage companies, offering a range of healthy,
safe, high quality, refreshing beverage options to consumers. Over the last 23 years, ever since its
re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages;
refreshing consumers with its leading beverage brands like Coca-Cola, Coca-Cola Zero, Diet
Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, VIO Flavored Milk,
Maaza, Minute Maid range of juices, Georgia and Georgia Gold range of hot and cold tea and
coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN
energy drink. The Company along with its bottling partners, through a strong network of over 2.6
million retail outlets, touches the lives of millions of consumers. Its brands are some of the most
preferred and most sold beverages in the country.

The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its re-entry into
India. The company will be investing another USD 5 Billion till the year 2020. The Coca-Cola
system in India directly employs over 25,000 people including those on contract. The system has
created indirect employment for more than 1,50,000 people in related industries through its vast
procurement, supply and distribution system. We strive to ensure that our work environment is
safe and inclusive and that there are plentiful opportunities for our people in India and across the
world.

With an enduring commitment to building sustainable communities, our Company is focused on

initiatives that reduce our environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and contribute to the development of the
communities where we operate. Some its Company’s flagship community development programs
include the “Support My School” program, the “Parivartan” retailer training program, women
empowerment program as a part of the global 5BY20 campaign etc.

TCCC re-entered the Indian markets post the economic liberalization of 1991 and established
Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary in 1992. Entities
comprising the Coca-Cola System in India are presented below.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage
bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-
Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-Cola Company, who are
authorized to prepare, package, sell and distribute beverages under certain specified trademarks of
The Coca-Cola Company; and an extensive distribution system comprising of our customers,
distributors and retailers.
Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who
are authorized to use these to produce our portfolio of beverages. These authorized bottlers
independently develop local markets and distribute beverages to grocers, small retailers,
supermarkets, restaurants and numerous other businesses. In turn, these customers make our
beverages available to consumers across India.
What is Corporate Social Responsibility?
Corporate social responsibility (CSR) is a business approach that contributes to sustainable
development by delivering economic, social and environmental benefits for all stakeholders.

CSR is a concept with many definitions and practices. The way it is understood and implemented
differs greatly for each company and country. Moreover, CSR is a very broad concept that
addresses many and various topics such as human rights, corporate governance, health and safety,
environmental effects, working conditions and contribution to economic development. Whatever
the definition is, the purpose of CSR is to drive change towards sustainability.

Although some companies may achieve remarkable efforts with unique CSR initiatives, it is
difficult to be on the forefront on all aspects of CSR. Considering this, the example below provides
good practices on one aspect of CSR – environmental sustainability.
 CSR Activity Structure of The Coca Cola India Private Limited
About the Foundation Anandana:
The Coca-Cola India Foundation, a Company registered under Section 25 of the Companies' Act
is committed to sustainable development and inclusive growth by focusing on issues relating to
water, the environment, healthy living and social advance so that it can contribute to a strong and
resolute India enabling the common man to better his or her life.

In order to promote the Foundation's objectives, monetary grants and other assistance are being
provided to NGOs, beneficiary organizations, cooperatives, philanthropies and such others who
are the potential partners in implementing projects for social welfare across the Country.

The Foundation seeks to ensure project execution, maintenance and sustainability through the
active involvement and direct participation of the beneficiary community at the grass-root level.

ANANDANA* Means 'Delightful'. The Motive Gives A Visual Identity To The Foundation's
Objectives. Its Symbol Connotes A Feeling Of 'Coming Together In A Joint Delightful. The
Type Face Used Gives The Foundation An Indian Feel To Connote The Indian Initiative.
The Colors Used In The Logo Are Orange, Green And Blue. These Colors Give A Feeling Of
Positivity, Growth And Environmental Development.
 The mission statement of The Anandana Foundation:
 Recognizes that water sustainability is a key issue affecting development goals and that proper
water resources management is necessary to mitigate water stress.

It will, towards this end, seek to preserve, protect and enhance freshwater sources through
locally relevant initiatives, such as watershed management and protection, purification of the
riverine systems, creation of integrated water bodies and ground water recharge.

 Subscribes to global climate control through energy efficiency and low carbon emissions and the
need to replenish constantly the bounty of nature through inclusive sustainable development.

It will seek an extension of the forest cover, promote non-conventional energy sources, protect
biodiversity, and initiate effective measures for waste management in ecologically fragile areas.

 Abides by the belief that healthy living is essential for a robust society

It commits itself to initiatives that promote fitness and active lifestyles, address the problem of
malnutrition, promote the use of indigenous system of healthcare, and devote special attention to
the needs of the physically and mentally challenged.

 Believes that inclusive social development is an essential aspect of equitable economic

transformation

It shall endeavor to promote literacy programme for backward areas, institute awards for
excellence in areas identified by the Foundation, and preserve the national heritage at all levels.
The “Project Santushti”:
An Overview
The climate of Rajasthan state has varied contrasts and the presence of Aravallis is the greatest
influencing factor. The state can broadly be divided into Arid, Semi-Arid and Sub-Humid Regions,
on the basis of rainfall intensities. The region is characterized by low and highly variable rainfall
years creating inhospitable living condition to both human and livestock population. Soil and water
erosion in the state is responsible for weak geo-morphology, poor soils and vegetation, irrational
land-use and many socio-economic problems.

The Sambhar Salt Lake, India’s largest inland salt lake, is located 96 km south west of the city of
Jaipur (Northwest India) and 64 km north east of Ajmer in Rajasthan is one such prominent region
of Rajasthan which gets scanty rainfall and suffers from perennial drought. In this region, the
impact of drought is further accentuated by the presence of salt and marble industries in the area.

Located South West of Jaipur, the Sambhar salt lake has a catchment area of 5700 sq km spread
across the districts of Nagaur, Jaipur and Ajmer in Rajasthan. It is said to be India's largest
saltwater lake. As is only natural, the ground water for miles around is saline and unfit for drinking.

There are many other factors which have led to scarcity of water in this region:
The lake has a history of salt production that goes back 1500 years. There are 100 villages
bordering the Sambhar Lake. Salt is the source of livelihood for all these people and several
thousand others in the area. It is also one of the main causes of ill-health. There is an urgent need
for the ground water to be treated prior to human consumption.

The Sambhar lake area being the third largest producer of salt in India, there are about 7000 salt
pans in the region, which require large-scale extraction of ground water for production of salt at
large scale. This practice has led to the depletion of water table significantly in this region, causing
salt to leach into adjoining sweet water pockets and agricultural land, thereby rendering them arid.
Over 90% of all water sources are now unfit for drinking.

Due to non-availability of drinking water, the local populations are unable to meet their regular
drinking water requirements.

Almost all village households are now forced to buy water from water tankers, which are privately
run and the costs is between INR. 200-250 per tanker. One tanker with a storage capacity of 5000
litres has capacity to supply drinking water for a 3-5 member family for a month only.
Coca Cola’s Intervention
To cater to the clean drinking water requirements of the families in this region, solar-powered
reverse osmosis (RO) units to filter the saline water have been installed in five villages – Sinodiya,
Jhag, Bhopa ki Dani, Mordikala and Solawata.

Initiatives:

 Installation of an RO unit, fabricated by the Central Salt and Marine Chemicals Research
Institute (CSMCRI) in five villages of the region.
 Used solar energy to power the installed units.

The RO units have been developed and manufactured by the Central Salt and Marine Chemicals
Research Institute (CSMCRI), Bhavnagar which falls under the Council for Scientific and
Industrial Research (CSIR).

Installed RO units require a steady supply of power to function to their optimal capacity. Given
the erratic availability of electricity in the area, an independent energy source was also required.
Hence the RO units under this project have been specifically designed to run on solar power. The
units use 5 KW power generated by 96 solar panels, which are mounted on the roofs of the units.
Tubular gel batteries are used to store electricity which do not require maintenance for 5 years, do
not have to be checked for water, and do not require replenishment for electrolytes. These units
are easy to maintain in remote areas of the region.
Impact:

 Each unit has a capacity to produce 7000 litres of water per day
 Decrease in salt content from 8000 part/million to 500
 5000 villagers benefitted

Each unit has an average production capacity of 700 litres of water per hour and is run for ten
hours a day. This yields a daily output of 7000 litres of drinking water.

The goal of the project is to provide the 5500 strong population of five villages with a localized
supply of clean, safe and healthy drinking water. The Foundation for Rural Recovery &
Development, (FORRAD) in collaboration with MANTHAN, has undertaken a 'Drinking Water
Project through Solar Powered Reverse Osmosis Technology' in the villages of Sinodiya, Jhag,
and Der ki Dani in District Ajmer and Mordikala and Solawata in District Jaipur, Rajasthan. The
fabrication of the RO units has been undertaken by the Central Salt & Marine Chemicals Research
Institute.

As part of this program the Foundation has been lighting non- electrified households in the
backward districts of India still not connected through grid through solar lanterns and solar systems
assembled, maintained and repaired by women specially trained on this job. This helps women
earn a decent livelihood, increased time for household and leisure activities, savings from use of
kerosene/ other household fuel, reduced indoor air pollution and overall improvement in standards
of living. In all such remote places the quality of life of the poor is vastly improved through the
provision of energy through solar lanterns and unitary solar systems.

Community involvement in the Sinodiya RO project

Apart from providing access to safe drinking water, the RO projects have a strong community
thrust. Women from the community are managing the RO unit here and village level ‘Pani-Samiti’
have been constituted to formulate norms and procedures around shared usage of water.
 Testimony
 Raja ma, Jhag, RO unit operator: We used to share the water at Dheera Talaab where animals
and villagers were using the same water table for drinking purposes which made water unfit for
humans to drink. When that water dried up in the summer, we had to rely on the private tankers
for drinking water which used to come from Bhilawat. The rich could store more water as they
had better storage capacities compared to poor when tankers distributed the drinking water.
We used to watch the people coming from the outstation regions carrying mineral water bottles
that only the rich could afford.
But with Anandana Foundation’s intervention programme in our village, I can fill a 5000 liter
tank with pure water every single day and everyone in my family gets to drink that clean water.
As charity, the rich people used to set up drinking water kiosks (pyaoos) during festivals like
Baisakhi for other people (for a period that lasts 15 days in April-May). Now we also have been
able to set up a pyao just outside our unit as a service to passersby. This gives me the deepest
joy.”

 Chhoti Devi, RO water user in Jhaag –“Ever since I got married and came to Jhaag, I remember
going to Dheera talaab with pots on my head to get water. If water in Dheeratalaab dried up, we
had to go as far as Gudda (a village about 6 kms away from Jhaag). This is my only memory as a
newly-wed bride in the village. But now it is much easier. I go to fetch water from the RO unit
now which is operational in our village. At least we know that we are drinking safe water and the
RO unit is close to my house as well.”

Recommendations
Looking at the CSI task of the Coca Cola Company, their work can be termed as phenomenal and
is highly appreciable. “The Project Santushti”, has helped people in fulfilling their basic necessity
and live a healthy life. Further to their initiative it can be recommended that this model should now
be implemented in other regions of the state as well as the country, where there is a scarcity of
water and citizens are deprived of the basic necessities just because of the nature’s hammering.
There are still a large number of villages in Rajasthan and India as well where, water availability
is scarce and people need to travel for miles to collect water in order to successfully carry out their
day to day activities, while not having any certainty over the purity level of the water thus affecting
the health of people consuming it and then suffering from life threatening diseases. So, now The
Coca Cola Company after successfully implementing their above discussed system and obtaining
positive results should further drive them to help more people in the society in different regions as
well.
References:

 http://www.anandana.org/
 https://www.coca-colaindia.com/world-water-day-special-
project-santushti/
 http://lexicon.ft.com/Term?term=corporate-social-
responsibility--(CSR)