CRY Corporate Responsibility
Summit
Leadership and Corporate
Responsibility
A Presentation by :
Harsh Mariwala
Chairman & Managing Director
Marico Limited
The business of business
is more than business
Each organisation plays a role in
improving
mankind
Members
Community
PURPOSE
Associates
Shareholders
Consumers
Firms of Endearment
• Best Selling book authored by
Raj Sisodia, Jagdish Sheth &
David B. Wolfe
• A set of publicly traded FOEs
were compared with the 11
Good to Great Companies
• Firms of Endearment strive for
a share of heart
• Emotionally bond with your
customers, employees,
suppliers
• Reap benefits of superior
offerings and responsiveness
• Give communities in which you
operate reasons to feel pride in
your presence
Firms of Endearment
• The set of publicly traded FOEs were compared
with the 11 Good to Great Companies. This is
what was discovered:
– Over a 10-year horizon, FOEs outperformed the Good to
Great companies by 1,026 percent to 331 percent (a
3.1-to-1 ratio).
– Over five years, FOEs outperformed the Good to Great
companies by 128 percent to 77 percent (a1.7-to-1
ratio).
– Over three years, FOEs performed on par with the Good
to Great companies: 73 percent to 75 percent.
CSR in Marico
Our Purpose: ‘Be More. Every Day’
Purpose-Associates
• Safflower Contract Farming – Sowing 10,000 acres on
land usually barren in Rabi
• Sourcing through collection centers constitutes about
40% requirement now
Purpose-Associates
Market Structure
MCC Structure
Coconut Farmer
Coconut Farmer
Copra Converter
Copra Converter
Transportatio
n Charges,
Brokerage
Local broker /
Transporters
Disintermediation..
And benefit to the
farmer
Vandikaran
Commissio
n
Vandikaran
(Market broker)
Trader
Commission
Copra Traders in
Terminal Markets
The Coconut Market
Trader
Profit
Brokers
Brokerage
Oil Millers
MCC
Purpose-Members
• Member’s Volunteering Programmes – to help
individual members to pursue their own CSR passion
• Parenting Workshop at Corporate Centre/ Other
Centres
• Yoga Classes at our offices
• Member Assistance Program
• Free Professional and Confidential Counseling
Purpose-Brands
Nihar Naturals – “Chhotte Kadam Pragati Ki Aur”
initiative
• Focusing on Children’s education
• Started in Village Lusa, Mirzapur, Uttar Pradesh
• 2% from every bottle sold contributed to the cause of
children’s education in Partnership with CRY India
• Funding 19 projects across UP, MP, Rajasthan and other
regions
• Each project expected to touch around 25 – 30 villages
in these regions
• Brand Ambassador – Vidya Balan
Purpose-Society
• ‘Joy of Giving Week’ celebrated across locations
impacted more than 2000 lives
• Assistance to neighboring communities
• Education assistance
• Sanitation in school (Bangladesh)
• Repair of roads, places of prayer
Marico Innovation Foundation
Mission
Fuel Innovation in India
To provide the nation with
• a belief
– that Innovation is feasible
– that Innovation is the way to leapfrog India into the center
stage of global leadership
• a framework
– to leverage innovation for quantum growth
Key Initiatives so Far
• Innovation for India Awards
• Publication of Research based books
– “Making Breakthrough Innovation Happen”
– (bestseller with more than 50000 copies sold)
Key Initiatives so Far contd…
• Innovation Acceleration Programme (phase I) :
Two projects were successful Accelerated in 2011
• Yuva Parivartan : A non-profit school drop-out employability program
Before incubation : 18000 youth every year
After incubation : Youth Impact increased to 100,000 in 2011
Projected to reach 400,000 in 2012-2013
• Waste Wise Trust : Holistic disposal of solid waste
Before incubation : 1.5 metric tonnes solid waste per day
After incubation : 15 metric tonnes solid waste per day
(Non-profit to for-profit (Hybrid) model transformation; model to be
ready for replication by 2013)
Leadership is the ultimate advantage!
When it is present, it makes all other advantages
possible.
Purpose
makes true leadership possible
The Fundamental shift in Leadership
Stakeholder Value
New Leadership
Competence Driven
Purpose Driven
Current Leadership
Shareholder Value
The purpose of life is a life of purpose!
THANK YOU!
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The Mid-Year CFO Round Table