SOCIAL RESPONSIBILITY
PROJECT REPORT
SUBMITTED TO - SUBMITTED BY-
Dr . Santhi Perumal ADITYA VERMA
AYUSHI SRIVASTAVA
RISHABH RANA
KAUSHIK SARKAR
CSR REPORT OF
LIFEBUOY
About Unilever’s Lifebuoy -
In 1885, William and James Lever created a
soap-producing business – Lever Brothers – declaring it their purpose to ‘make
cleanliness commonplace’. In 1894, the brothers launched Lifebuoy soap to
combat cholera in Victorian England and make health and hygiene accessible to
everyone.
Lifebuoy is the world’s number one selling germ
protection soap. It is sold in nearly 60 countries and available across Asia,
Africa, Latin America and the Middle East and the only soap to be accredited by
the Royal Society of Public Health, London.
CEO’s Vision-
Paul Polman took the charge of Unilever in Jan, 2009. The
strategic and organisational changes he made had an immediate impact for
lifebuoy in India. He believes in the motto “never waste a crisis.” He announced
that growth at any cost is not viable and committed to achieving this goal while
decoupling growth from company’s environmental impact. His goal can be
briefly written as-
Halve the environmental footprints of its products
Help 1 billion people to improve their health and wellbeing
Source 100% of its agricultural raw materials sustainably.
CSR Strategy -
Company unveiled the Unilever’s sustainable living
plan(USLP). USLP had three goals : halve the environment footprints of making
and using its products , to source 100% of its raw materials sustainably, and to
help a billion people improve their health and wellbeing. Company committed
to taking responsibility for its entire value chain and over the full product life
cycle. Lifebuoy’s social mission was completely in aligned with its commercial
interests. They gave reaching a billion people with handwashing programme a
strategic priority.
Economic performance-
Lifebuoy’s marketing effort was focussed on hot
spots—time when infections was high. These activities were supported by
product development that resulted in innovation like colour changing handwash
etc.
These approach proved successful and from
2009 to 2012, lifebuoy’s sales increased by 17% per annum and gross profit by
23% per annum. Sales increased from 408 million euros to become 1 billion in
2015. Lifebuoy’s three year 17% annual growth rate made it fastest growing
Unilever’s brand . It also outpaced Dettol’s growth for the first time.
Market presence-
Despite strong recovery in sales and profitability because of
strong growth in Indian market , its largest market handwashing behaviour
change programme in India had reached just 17 million people in 2012 , taking
its total to 47 million since 2010. While the target was 450 million by 2015.
KKD has reached 25 million people in
70,000 village. Lifebuoy’s market share increased from 13.9% to 15.6%. urban
school liquid programme targeted 25 cities with a population of 1 million or
more where liquid soap had achieved 7%- 10% penetration.
Health –
Lifebuoy has given strategic importance to its health mission. It has
used Unilever’s five levers for change methodology to develop a series of
intervention to ensure that people understand why handwashing with soap is
important. This model if applied will give positive and long lasting results.
LEVER 1- VISIBLY CLEAN IS NOT NECESSARILY CLEAN
LEVER 2- MAKE IT EASY
LEVER 3- MAKE IT DESIARABLE
LEVER 4- MKE IT REWARDING
LEVER 5- MAKE IT A HABBIT
Handwashing behaviour change programme had reached 17 million people in
2012 taking its total to 47 million since 2010. CEO has announced to help over 1
billion people take action to improve their health and wellbeing, mostly in
developing countries, over the next 10 years.
Swasthaya chetana campaign-
Through this campaign , company hope to address
the issue of low awareness hygiene and nutrition and its impact on the lives of
customer. Diarrhoea claims a child’s life every 10 seconds of which 1/3rd are
Indian children , and they are around 6 lakh. Simple washing of hand with some
soap could reduce this death by 47%. Swasthya chetna is the single largest
private health & hygiene awareness programme in India .
Environment-
Lifebuoy have ambitious plan to grow , but growing at any
price is not viable . company believe in doing business which will ensure that
our growth doesn’t come at the expense of world’s depleting natural resources.
The sustainable living plan sets out over 50 social economic and environmental
targets. It will see company , halve the greenhouse gas emission , water and
waste used not just by the company in its direct operations , but also by its
suppliers and consumers.
Social Aspect-
They created new business opportunity for people in villages , created a
local marketing team and new entrepreneur to conduct business.
Shakti project-
Winning with people
Shakti entrepreneur
Shakti Vani
I – Shakti
Shakti is an initiative that combines social responsibility , sustainability &
business strategy .
Leading market development
Establish suitable livelihood for underprivileged
Creating a self-sustaining business model
Accessing market beyond the reach of tradition distribution models.
GRI STANDARDS – Content index-
GRI standard Disclosure Page no.
ORGANISATIONAL PROFILES
GRI 102 Name of organisation 3
GENERAL DISCLOSURE Activities, product, service 3
Location of operation 3
STRATEGY
GRI 102 Statement from senior 3
GENERAL DISCLOSURE decision maker ; CEO’s 4
Vision
ECONOMIC PERFORMANCE
GRI 201 Management approach and 4
ECONOMIC PERFORMANCE its component ; direct economic
Value generated and distributed
GRI 103
MANAGEMENT APPROACH Evaluation of management approach 4
ENVIRONMENT
GRI 103 Management approach and its
MANAGEMENT APPROACH boundaries ;evaluation 6
GRI 305 greenhouse emission ; reduction
EMISSION of emission 6
SOCIAL
GRI 103 Explanation of approach and
MANAGEMENT APPROACH its boundaries ; evaluation 6
GRI 401 Explanation of project 6
EMPLOYMENT
MARKET PRESENCE
GRI 103 Policy, procedures , area of coverage 3
MANAGEMENTS APPROACH population coverage 4
