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  Social Responsibility

Social Inclusion
Published on: Oct. 21, 2020, 4:37 p.m.
CRI Pumps in Coimbatore has a host of socially responsible programmes
  • India’s hard-working farmers need to be encouraged, CRI believes

By Sekhar Seshan. Consulting Editor, Business India

Taking care of society has been an important initiative of CRI, according to its vice-chairman G. Soundararajan. “Our team ensures they are in the frontline to serve the community when the demand arises,” he says. “Be it the pandemic Covid-19 or the floods or cyclones that affect the livelihoods of the public, the team takes its rapid action force in the recovery and rescue.”

The company’s CSR work includes a healthcare centre run by its CRI Trust, a ‘best farmer’ award, a government school improvement programme, adoption of a ward to implement solid waste management, construction of toilets under the Swachh Bharat mission, promotion of sports and rural development initiatives.

It incorporates social well-being initiatives with its business process to make an impact on the lives of the disadvantaged members of the community in agriculture, healthcare, education, environment sustainability, rural development and many more. It works with Coimbatore Corporation and NGOs like the Residents Awareness Association of Coimbatore (RAAC) to organise cleaning drives, awareness programmes and a city Marathon.

The CRI Charitable Trust's state-of-the-art medical centre at Saravanampatti in the city works with a stated mission of providing quality healthcare at a subsidised cost. This centre caters to a wide range of patients, with doctors in many specialities like cardiology, gynaecology, paediatrics, physiotherapy, dermatology, ophthalmology, ENT and dentistry working to attend to them. The diagnostics department is also equipped with state-of-the-art X-Ray, OPG, ECG, TMT, ultrasound, Doppler and ECHO and lab services. And all these services are available to the needy on a not-for-profit basis.

The attached 24/7 pharmacy offers medicines at discounted rates and an optical centre within the building that caters to all eye care requirements. The centre’s hi-tech and quality medical service at low prices has so far benefitted over 130,000 deserving and downtrodden people.

 

Encouraging India’s hard-working farmers is another important initiative: CRI has partnered with various agricultural universities across the country by signing MoUs to discover potential and innovative possibilities endorsed by farmers across various states. The five best achievers in the various states are selected for the annual CRI Pumps Award in categories including organic farming, dry land agriculture, the use of farm mechanisation, the highest yield achieved and improved water management technologies.

Instituted to recognise those who ‘take a few more steps’ and are committed to innovative practices in agriculture, the Best Farmer Award has so far been bestowed on 118 farmers, in association with various Agricultural Universities.

“It is high time that corporates started looking at CSR initiatives as not merely funding projects but as a continuous hand-holding approach with a long-term commitment in addressing the critical social issues,” Soundararajan says, adding: “Every member of CRI, from a professional at the top-level management to a skilled worker, understands his or her commitment towards making our planet, a better and safer place and does everything to fulfil that commitment.”


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