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  Social Responsibility

Published on: Oct. 5, 2020, 10:33 a.m.
Amway India partners with NGOs to help through Covid-19
  • An Amway worker sanitises NGO-run schools

By Sekhar Seshan. Consulting Editor, Business India

Testing times are not just a trial of strength and resilience, but also an opportunity to demonstrate the might of collective effort, according to Debasish Majumdar, regional head – west at Amway India. 

The unprecedented lockdown period inspired the leading FMCG direct-selling company to step up its efforts by supporting its NGO partners in their initiatives in training, education and skill development. It also helped in assessments of the beneficiaries through various digital tools to ensure consistency in their learning and development.

In its drive to mobilise efforts to support vulnerable communities in the areas of health, hygiene, safety, education and skill development and help people live better, healthier lives, the company is conducting drives in the premises of 12 NGO partners around the country, nine Aanganwadi centres under the ‘Power of Five’ nutrition and education programme in Delhi and 15 villages in Dindigul district of Tamil Nadu to reduce the levels of microbiological contamination. The drive has so far covered an approximate area of 1.2 hectares, benefiting the lives of more than 3,000 less-privileged children and adults.

Undernutrition has been deemed to be the underlying cause of nearly half of all child deaths globally. The problem is acute in sub-Saharan Africa and Asia, where two of every five children suffer from stunting, which affects the development of their bodies and brains.

According to the Global Nutrition Report 2017, however, nutrition is chronically under-funded, though it has been proven as essential – especially during the crucial first three years of a child’s life. Global spending by donors in this area is 0.5 per cent of Overseas Development Assistance and less than 1 per cent of national government budgets.

During the current global health crisis, the company contributed Rs2.36 crore to support the country’s fight against the pandemic. The principle of ‘Amway’s Founder’s Fundamentals’ –  Freedom, Family, Hope and Reward,enunciated by its co-founders Rich DeVos and Jay Van Andel – was reinforced by the ‘generous’ voluntary contributions by Amway employees from their salaries. 

The combined corpus enabled contributions to PM CARES and the public relief funds ofTamil Nadu CM, Kerala, Telangana and Andhra Pradesh CM, and support for each government’s on-ground health and sanitation services. It also provided personal protective equipment (PPE) – gloves, gowns, shoe covers, head covers, masks, respirators and eye protection gear – to public health service workers through the NGOs.

Amway India also developed Persona hand sanitiser gel to support the frontline workers in the fight against Covid-19.

Amway India recognises that maintaining safety and hygiene are of utmost importance during the pandemic, Majumdar says. “We have taken these testing times as an opportunity to demonstrate the might of collective effort.”

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