As the year is winding up, I can’t help but think…what a roller coaster ride it has been. We have faced many ups and downs, but have emerged even stronger…have fought back with a vengeance. I think with the economy going through a turbulent phase in the recent past, it has become all the more important on our part to make this festive season a reason to give back to the society. Our corporate social responsibility beckons us to promote the talent available in abundance and spread happiness. At GPI, we are revelling in the joy of gifting for good with the self-employed women of India, as they have become a force to reckon with in the financial system of the country.
Our purpose is to highlight the abilities of highly skilled women working in various small scale industries to broaden their horizons and open a window of new opportunities for them. Through our small step of “gift for good”, we exhibit hand-made products of these women out in the market and promote their industry. Our community led approach through this initiative involves working with our philanthropy partners on making every gift count twice.
This venture is our association with the budding entrepreneurs in the times of global economic crisis and recession to redeem the fruit of their hard work. Therefore, it is my sincere call to all my business associates to join hands in this undertaking and work towards this cause of gifting for good. Because if they grow, we grow and the entire nation grows with us. I reckon that building stronger ties and relationships at grass root level helps corporates to earn goodwill and evolve socially while helping the economy to develop at a faster pace. Companies can enhance brand perception through this initiative and respond to the needs of the economy. After all it’s not just about how consumers feel about your brand, it is more about how your brand is making the society feel about themselves.
In fact GPI has joined hands with various NGOs like Charities Aids Foundation, Literacy India, Mann Deshi Foundation and American India Foundation Trust etc. to offer a platform to redress the grievances of these progressive women and provide them prospects for a nation-wide growth.
Today it is imperative for brands to initiate a cause marketing relationship with their customers by bringing a significant change and invoking commercial success. And this indeed can be fulfilled by gifting for cause orientation and advertising the efforts of such women to let them flourish. There is no dearth of NPOs with which corporates can partner to spread this concept of gifting for promoting a good cause.
Beyond serving the purpose of corporate gifting, it helps empower artisans of limited means, while helping the finest pieces of craft/ art reach the admirers. Our experience says that giving out a premium gift with a cause associated to it, has helped not just in getting admiration from the recipient but has actually created demand for those products by the same people, creating almost a ripple effect. GPI has worked with NPOs year after year and helped secure livelihoods for the rural artisans by assisting them to enter mainstream markets. So it is time to live up to our corporate social responsibility and instill a sense of benevolence. For the need of this hour is to prosper in unison.
A few NGO’s that you could collaborate with are:
Sector B, Pocket 2, Vasant Kunj
New Delhi – 110 070, India.
Tel : 91-11-41761873 / 41761874
- J & K Help Foundation
50, Tulsi Bagh,Srinagar-Kashmir, J & K . Tel: +91 1942310256, FAX: +91 1942310256
- All India Artisans & Craftworkers Welfare Association (AIACA)
18 Community Centre, 3rd Floor,
East of Kailash, New Delhi – 110065