Enabling Sustainability Newsletter I 2011

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From the Desk...

April 2011

Prakruthi is one of thepioneering NGOs in Asia,addressing social, environmentaland economic conditions insupply chains by promotingeffective Corporate SocialResponsibility policies.Agricultural commodities likecoffee, tea and sugarcane aretraded in a highly competitiveand demanding market. Manycompanies are under pressurefrom stakeholders’ concern ofsocial and environmental issues,not to mention the statutorycompliances like food safety. Inits interventions, Prakruthi istrying to create a win-winsituation for both smallproducers and businesses byintroducing sustainabilityprinciples along the value chain.Enabling SustainabilityNewsletter is an initiative ofPrakruthi to share its activities,please feel free to send yoursuggestions and comments tofurther improve it toprakruthi@prakruthi.org

Pramod Johnfor Team Prakruthi

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CSR Network Meeting withAfghanistan Civil Society

Organisations in New DelhiPrakruthi is workingwith eight civil societyorganisations inAfghanistan toencourage CSRactivities inpartnership withbusiness. InAfghanistan CSR isunderstood as a formof philanthropy: givingback to the communityin whether it isthrough funding,

volunteering or any kind of donation. In its network and training program Prakruthiis cooperating with different Afghan NGOs to shift one-time philanthropicdonations into a focused CSR program that can be a good first step for companies todevelop a comprehensive approach to social responsibility.

Learnings from the CSR Network meeting in Delhi, India, December 2010

• Mrs. Suliman: “I also learned that in the market, companies strive for a uniqueselling point that can separate them from the competition in the minds ofconsumers. CSR can play a role in building customer loyalty based on distinctiveethical values.”

• Mr. Safi: “Prior to going to the meeting in India, I had very little knowledgeabout CSR. I was taking it only as the will of a company, to donate money onsocial projects. Whereas now, after the CSR session, I know that companies areindeed bound socially and ethically to deliver some services to their societies inreturn of what they receive from them.”

• Mr. Ahmad: “I learned how the civil society sector can encourage corporations inAfghanistan to be a social responsible company. A CSR strategy should bedeveloped by the civil society organisations in coordination with the businesssector.”

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High Demand for CertifiedSmallholder Coffee

In 2010, South Indian smallholder coffee farmers havebeen working very hard to adhere to the sustainabilitystandards of Utz Certified. Prakruthi, along with

Solidaridad SSEA and coffee trader ECOM initiated theSTEPS project to improve the quality and quantity ofsmallholder coffee produce. In the first year of theproject, 2542 smallholder farmers have becomecertified coffee producers, enabling them to accesshigher value export markets. The demand for Indiancoffee, certified against sustainability standards, hasgrown appreciably. The smallholder farmersparticipating in the STEPS project received an average10% premium for quality and sustainability above thelocal market price.

Story of Change: Improvements at field level

Mr. Nagaraj (57), is the Secretary of Pachalur SmallGrowers Coffee Association. He owns a coffee farm of6.00 acres in his own village. In his field, the pulpingunit was not properly maintained and the pulping waterleaked in to his field and a pond. He used to dry hiscoffee on some rocks nearby his farm.

After attending Prakruthi’s Good Agricultural Practicetraining sessions and discussions with the agronomist,he has taken more care of growing his coffee. He has

constructed a drying yard in his farm, a proper standfor the pulping machine, a channel for waste water anda cement tank.

Mr. Nagaraj: “After enrolling into STEPS Project, I came toknow about modern coffee farming technologies. Throughtraining, I learned that banned chemicals must beavoided, because of its negative effects on human beingsand the eco-system. Nowadays, I avoid the use of bannedchemicals in my farm and also recommended the same tomy neighbours. Now I am more concerned about growingmy coffee, and preoccupy about hygiene and quality. Thecoffee beans should be taken care of at the time ofpulping, drying and storing.”

Prakruthi ties up withCafe Coffee Day

SARSIC, the Sustainable and responsible South IndianCoffee program is a partnership of Prakruthi and theAmalgated Bean Company (ABC), well-known for itsbrand “Coffee Day”, to promote sustainable coffeefarming in India. The project activities are conducted inKerala State (Iddiki, Kottayam and Wayanad) and inKarnataka State (Chikmagalur & Hassan), India. Themain goal is to enhance the living and workingconditions of the coffee farmers through sustainableproduction and trade.

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New Publication onGarment Support Group,

BangalorePrakruthi published a meeting report “Garneringsupport for the garment sector in Bangalore”. On 18thof December 2010, the Garment Support Group (GSG),

organised a meeting to discuss its activities withbrands, manufacturers, certifying bodies, trade unionsand NGOs. Sixty participants represented four brands,three NGOs, six trade unions, two manufacturers andtwo certifying bodies.

Summary

The acknowledgement of the fact that issues are verycomplex and there is a lack of trust between thestakeholders is a good starting point. The second stepwould be to build a congenial environment and trustto discuss those contentious issues openly and startworking together. The third step would be moreenabling discussions and deliberations to addresssustainability issues.

Future Plan

• Prioritise some of the key sustainability challengesin Bangalore garment cluster and create consensuson solutions.

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• Submit a proposal to SAI and BSCI for giving GSG aconsultative status and initiate awareness-raisingprogrammes on CSR standards.

• Invite different Bangalore-based suppliers and keybrands to participate in the GSG

Chip-bud Technology inSugarcane Cultivation

Prakruthi released a training video on the innovativeChip-bud technology in Sugarcane. This particularmethod of cultivation helps the farmers to germinate

the seed-links minimum seed material and time. Theusage CB technology also helps the farmers tocultivate/grow a good quality sugarcane crop. By usingthis technology and using those seedlings in the field,the crops ability to grow and quantity of yield isenhanced. By this we can avoid the wastage of crop andget more harvest.

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CACHe(An exclusive programme of Prakruthi to support the

underprivileged children and youth)

Nrityati 2011

Nrityati 2011 staged at the Yavanika Auditorium on 3rdFebruary, 2011. It was the maiden venture of CACHeSchool of Dancing, which had been training girls in

classical dances for the past ten years. What started asa ‘labour of love’ by Mrs. Lincy Pramod is now poisedto spread its wings under the patronage of Prakruthi,that has created a separate wing, aptly named CACHe orthe Centre for Art, Culture and Heritage. CACHe strivesto unleash the hidden potential in children by givingthem opportunities to showcase their talents inperforming and fine arts. Nrityati 2011 provided justthat to 24 youngsters in the age group of 6 to 20, ofwhich 15 were debutants, who were undergoingtraining for a little over a year. As for the others, theyexhibited their finesse in both classical andcontemporary styles.

CACHe launches ‘Sing ‘N’Dance for a Cause’

CACHe, the art and culture wing of Prakruthi, offers anexciting chance to enjoy the weekends and get togetherparties along with being part of Prakruthi’s work with

under-privileged youth and children. While you haveyour fun, you can support a Cause. CACHe boasts ofaudio-visual studio with modern facilities. CACHe artistscan bring you the technology and skills support tomake you sing like a professional using state-of-the-arttechnology. All you have to do is to pick the mike andsing. For songs you Sing ‘N’ Dance, the underprivilegedchildren would be privy to quality education.

To know more about this unique programme please call upthe event Co-ordinator @ 9740716067

Prakruthi#143, 2nd Cross, Ramaya Layout, St. Thomas Town Post, Kammanahalli, Bangalore 560 084, Karnataka, INDIA

Tel: +91 80 25438935/36 Fax: 080 41732338 E-mail: prakruthi@prakruthi.org URL: www.prakruthi.org

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