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CSR Partners In Change Partnerships Smile

Why Purpose Marketing Is New Year’s Trend for Brands

Purpose Marketing

As the seasons of carols and the ringing of New Year echoes in the air, reflection and renewal rises with a sharpened desire to move ahead with purpose. This season brings an opportunity for brands to move beyond the noise of festive promotions and step into the world of purpose marketing, a strategic declaration of  their brand’s intentions running deeper than a one-off donation or an obligatory CSR drive. 

Today’s consumers, especially the younger lot are more discerning as they read and observe brands like books. They look for values, consistency and a mission they can attach their loyalty to. When a brand’s purpose aligns with their own, advocacy follows almost instinctively. Festivities like Christmas and New Year engagements in this sense become a seasonal checkpoint. It is a stage when people reset goals and reconsider their beliefs and support towards social causes. Those brands that choose to step onto this stage, do a lot more than discounts, they align purpose marketing initiatives through donations, employee giving, community engagement and cause-related campaigns that invite consumers to co-creates, making participation a form of persuasion. 

Why Purpose Marketing Wins?

 Across the world, corporations are rewriting their playbooks with strategies that reflect their new understanding that purpose is power. For example, Mastercard’s pledge to bring 1 billion people into the digital economy by 2050 or Intel’s commitment to ensure 40% women in technical roles by 2030 are not acts of goodwill alone, but a long sighted strategic move to strengthen the brand’s purpose while accelerating social justice, inclusion and sustainability. 

Furthermore the governments, investors and consumers now expect brands to uphold more than profits, resulting in corporate social responsibility intersecting with purpose not as a parallel consent but as mutually reinforcing forces.

Benefits of Purpose Marketing :

  • Stronger brand equity and long-term differentiation

Purpose marketing comes with a 360 degree approach where it builds an integral relationship with brands and consumers. Purpose-driven brands make a strong impression on consumers, making them remember the brands, trust them and stay for the long term while on the other hand, the “purpose premium” framework, as per to Deloitte, shows that brands with clear purpose enjoy advantages in brand and reputation, sales, innovation, operational efficiency, talent retention and risk mitigation. 

  • Higher employee morale and retention through meaningful engagement

Employees feel a deeper allegiance to their organisations when they see them championing causes they personally value. When corporate social responsibility is woven into a company’s purpose, it becomes a quiet but powerful force strengthening loyalty and reducing attrition. In an article, Joan Steinberg, Morgan Stanley’s Global Head of Philanthropy quotes,

“it’s just not consumers who expect the company to be a good neighbor. It’s also employees”.

*Huffpost

  • Greater consumer advocacy driven by authentic purpose

In the era of doing beyond profit, customers want brands to make tangible social impact. A purpose marketing driven approach through CSR approach or cause related marketing enables the consumers to build trust and emotional loyalty. Through credible storytelling showcasing impact, transparency and brand’s ongoing commitment, socially conscious consumers stick for long term, rather than transactional interactions, which further turns them into loyal advocates for the brand, who shall co-steer cause marketing initiatives through interventions like donations at checkout. 

  • A measurable contribution to SDGs and national development priorities

As India works toward achieving the Sustainable Development Goals (SDGs) by 2030, it is crucial to recognise the power of collective engagement. Purpose marketing- whether through CSR commitments or cause-related initiatives, can become a true gamechanger by activating society’s collective consciousness. When brands align with social causes, they help enable quality education for children from underserved communities, deliver last-mile healthcare to remote regions and empower women, young girls and youth with livelihoods, that allow them to sustain themselves and shape a stronger future.

Giving Back in Action 

Purpose marketing becomes truly powerful when it shifts from intention to meaningful action. Across India, brands partnering with Smile Foundation have shown how CSR initiatives and cause-related marketing can create real, measurable impact. These collaborations have enabled children from underserved communities to access quality education, delivered last-mile healthcare to remote regions and opened livelihood opportunities for women and youth. In doing so, purpose-driven CSR and CRM interventions have not only strengthened communities but also enhanced brand trust, loyalty and long-term value- proving that when brands invest in purpose, both society and the business grow together.

Smile Foundation’s Purpose Marketing Activities- Case study

Blueleaf’s Integrated Rural Development Impact

Blueleaf Energy, through its Blueleaf Cares programme, has partnered with Smile Foundation to drive integrated rural development across 27 villages in Madhya Pradesh. Focusing on healthcare, education, livelihoods and the environment, the initiative supports over 10,000 people, while strengthening local systems through community partnerships and alignment with national schemes.

Submarine Pens Turns every Pen into Purpose 

Submarine Pens has partnered with Smile Foundation to advance education and healthcare for children across more than 2,000 villages and urban settlements in India. Through this collaboration, the brand integrates social impact into its core identity, turning every pen sold into a meaningful contribution towards stronger, more equitable community outcomes.

Lakshita’s Creative to Empowerment 

Children’s Day became a powerful expression of purpose marketing as Lakshita, in collaboration with Smile Foundation, invited young girls to explore sustainable fashion through hands-on creativity. The event transformed simple crafting into an experience of confidence, imagination and empowerment, while aligning brand values with meaningful social engagement; this celebration demonstrated how purposeful initiatives can spark joy while stitching aspirations for a brighter, more inclusive future.

Indus insights Purpose on Wheels for School going children 

Indus Insights’ Manager’s Forum partnered with Smile Foundation to deliver bicycles to children who walk long distances to school- an employee giving programme that was  rooted in the spirit of purposeful brand engagement. As volunteers assembled the bikes, children observed, learned and participated, creating a shared moment of joy. This impactful collaboration demonstrated how purpose-led initiatives can strengthen organisational culture, while creating meaningful community value.

Dear Diary’s Purpose-Driven Partnership

Smile Foundation’s collaboration with Dear Diary by Rashmika Mandanna brings the “Kindness Economy” to life through purpose marketing- with part of every sale going towards supporting education of children from the marginalised sections of the country. This initiative shows how brands can embed purpose into products, creating value that goes beyond fragrance to nurture dreams and spark ripples of positive change across communities.

Make New Year of Meaningful Impact with Smile 

Businesses today are moving beyond profit to embrace purpose and support causes that strengthen the social fabric of our communities. What was once an optional charitable gesture has now become a core asset, resonating with consumers, employees and communities while advancing business objectives.

Festive moments like Christmas and New Year offer ideal opportunities for brands to transform seasonal campaigns into sustained, purpose-driven initiatives. Whether through CSR interventions, employee engagement programmes or cause-marketing campaigns, companies that embrace purpose position themselves as social pioneers. They foster emotional equity, create meaningful social impact and shape their brands, businesses and markets into catalysts for social good. 

Partner with us to integrate purpose into your brand strategy today. Participate with communities, engage your employees and design initiatives that deliver measurable market growth and meaningful social change.

Sources:

  1. Why Giving Back Increases Brand Loyalty
  2. 81% of millennials want companies to be good corporate citizens
  3. Why Smart Companies Give Back


Ways to Promote Your Business With Charitable Marketing

Why a purpose-driven strategy is good for business

 

Categories
Education Girl Child Partnerships Smile

Made with Love, Shared with Purpose: Lakshita x Smile Foundation

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The crisp November sun streamed softly through the large windows of the Lakshita factory, casting a golden glow over the room. Tables were neatly set, colourful bits of fabric lay scattered like little confetti, and the air buzzed with excitement. This wasn’t a regular day at Lakshita. It was a day when fashion met purpose and creativity became a bridge between hearts.  As the girls from the Smile Foundation’s education centres walked in, their eyes widened with excitement. Bursting with energy and curiosity, they looked around in awe at the swatches of embroidered fabric, sequins, threads, and beads that surrounded them. The Lakshita team greeted the children with warm smiles and open arms, ready to spend a day not just making things, but making memories.  

Children’s Day- Weaving Smiles

The day began on a heartwarming note, with songs and laughter filling the room. The children’s voices echoed through the factory, as they sang along to cheerful tunes. They also sang “Empathy” – their own anthem of kindness and empathy; the lyrics spoke of the beauty of compassion and the strength that comes from caring for each other – a message that resonated with Lakshita’s own ethos. Just as the brand strives to make life easier for women through thoughtful designs, the song reminds everyone that empathy lies at the heart of every meaningful creation. 

Once the children settled down, their hands began to move, hesitant at first, but then confident, almost instinctively.  Old fabric patches turned into colourful bangles wrapped in thread. Small pieces of lace became journal covers; buttons became embellishments, and mirrors became motifs of joy. The room echoed with laughter, soft chatter,  and the occasional joyful exclamation, as the children proudly showed off their creations to each other.  

Lakshita’s team encouraged the children to embrace the joy of sharing. Every girl was asked to share a strip of fabric with her friend, sparking renewed chatter as they exchanged ideas and colours. Later, when they made bangles, they traded one of their creations with another’s. So, by the end of the day, each girl had a pair – one made by her and one by her friend! It was a simple reminder that creativity, much like kindness, grows richer when shared. 

As the day unfolded, it became clear that this was more than just a craft workshop. It was an exercise in empowerment, where every child’s creation carried a part of their spirit, a reflection of their dreams, resilience, and imagination. What began as a pile of discarded fabric was reborn through their touch into something beautiful and meaningful.  The tables filled with colourful bangles, handcrafted journals- transformed the room into a small gallery of joy with children walking around, admiring each other’s work and offering compliments. 

Joining the Lakshita team were Lakshita Kharbanda and Kabir Kharbanda, who spent time interacting with the girls. They shared stories, marvelled at the girls’ creations, and guided them in their projects. Their warmth and enthusiasm ensured that every child felt seen, appreciated, and inspired. The team clicked pictures and captured laughter over slices of pizza and juice boxes. 

By the end of the day, as the sun began to dip, the chatter slowly quieted down, and the room was filled with an unspoken sense of fulfillment. What had started as an initiative to reuse fabric scraps, had evolved into something much more profound – a celebration of creativity, compassion. And empowerment. 

For Lakshita, whose every endeavor is rooted in the vision of empowering women, this day was a living reflection of that purpose. Watching the young girls create with confidence and joy reaffirmed the brand’s belief that true empowerment begins when women are given the space to express, imagine, and build something of their own. For the children, the experience was proof that beauty and strength can emerge from even the simplest threads, and that their hands, hearts, and dreams hold the power to create change. 

In a world where waste often overshadows wonder, this initiative served as a reminder that creativity can transform even the smallest leftovers into something extraordinary.  

The creations have a journey of their own ahead. They will soon be displayed and sold at select Lakshita stores with all proceeds directly supporting the Smile Foundation causes, so more children get access to education, nutrition, and a brighter future. So, when customers pick up one of these handcrafted pieces at Lakshita, they aren’t just buying a product; they are buying a story of joy, resilience, and renewal.  

Lakshita’s Thread of Responsibility 

For Lakshita, this wasn’t just a CSR activity; it was a heartfelt extension of what the brand stands for. Fashion, after all, isn’t just about clothing. It’s about empowering communities, celebrating creativity, and using art as a medium to make a difference. 

Children visiting Lakshita’s Manufacturing Unit

At its heart, this initiative was about more than creativity. Throughout the day, the team was moved by the girls’ dreams and ambitions. Many spoke eagerly about becoming doctors or lawyers when they grew up – professions they had always seen as symbols of success. But as the day unfolded, surrounded by fabrics, colours, and design stories, something shifted. By the time they waved their goodbyes, several of them wanted to be fashion designers. It was a moment of quiet pride for the Lakshita team. The day had opened their minds to possibility; it had challenged the stereotype that only conventional careers were meaningful, proving that creative fields are just as meaningful and impactful. 

For Lakshita, that realisation embodies what empowerment truly means: giving young girls the courage to dream differently, to find their voice, and to believe in their creative potential. Because, as the brand firmly believes, when you empower one child, you empower an entire family. That ripple builds a more compassionate world. 

Final Thoughts: A Heartfelt Promise 

The Children’s Day celebration stands as a meaningful example of how collaborative efforts can create lasting impact for young learners. Lakshita and Smile Foundation’s collective efforts to support children across the country remains widely appreciated, as their initiatives help open pathways to brighter and more secure futures.

For Lakshita, this marks an important step in its ongoing efforts to champion purposeful initiatives. The brand continues to create spaces where art, awareness, and empathy intersect, reflecting its broader commitment to women’s empowerment and fashion with intention. This initiative also reinforces Lakshita’s dedication to responsible fashion, where each creation speaks not only of craftsmanship, but of care and compassion. 

To learn more about Lakshita’s journey and their work towards empowering women, you may explore their page.

Categories
CSR Partners In Change Partnerships

Unlocking the Power of CSR-NGO Partnerships 

Unlocking the Power of CSR-NGO Partnerships

When Corporate Social Responsibility (CSR) was introduced in India in 2013, it sparked debate. Some hailed it as a vital lever to ensure inclusive national progress, while others dismissed it as a bureaucratic obligation. Fast forward to 2025 and CSR has evolved from a peripheral compliance exercise into a strategic imperative. Today, both large and small enterprises weave CSR into the very fabric of their business, pursuing a shared vision: advancing the nation, one life at a time. 

This evolution has not happened in isolation. The rise of CSR-NGO partnerships has become a defining feature of India’s CSR landscape, transforming charitable giving into a measurable force for social change. As ESG commitments gain prominence, corporates and NGOs emerge as dual energies, driving inclusive growth and community transformation.

The Power of CSR-NGO Partnerships 

Corporates and NGOs are in many ways polar opposites. Their operational philosophies , priorities and approaches diverge sharply. Yet, precisely this divergence gives rise to extraordinary synergy as when aligned, they become formidable forces, capable of delivering structured and long lasting social impact. 

  • Enhanced Social Impact 

NGOs bring hyperlocal insights and deep community ties, enabling corporates to design initiatives that are both relevant and scalable. By harnessing this expertise, CSR programs address the unique challenges of India’s diverse communities, reaching underserved populations with precision. 

  • Shared Resources and Risk Mitigation 

Pooling financial, human and technical resources makes CSR-NGO partnerships more robust and sustainable. Risks, whether operational or financial are distributed allowing bold,ambitious projects that might otherwise remain unattempted. 

  • Strengthening Corporate Reputation 

Collaborating with credible NGOs signals authenticity, elevating the corporate brand while reinforcing public trust. Companies are no longer seen as mere profit seekers, they are now recognised and held accountable, as social stakeholders shaping an inclusive world. 

  • Innovation and Mutual Learning

The contrasting strengths of corporates and NGOs such as financial and managerial expertise v/s grassroots knowledge and closeness, create fragile ground for mutual learning. This exchange fosters continuous improvement, strategic refinement and creative problem-solving, enhancing the effectiveness of interventions over time.

The Strategic Shift in India’s CSR

India’s CSR law mandates that companies dedicate a minimum 2% of net profits to social causes. Initially, this created a transactional dynamic as corporates sought reputational benefits, while NGOs primarily sought funding. 

However, times have changed. Modern CSR is no longer about compliance; it is about strategic collaboration. A recent C&E advisory report highlights that companies and non-profit organisations, increasingly join forces now to tackle complex social challenges. Today CSR-NGO partnerships aim not merely to satisfy legal obligations, but to co-create sustainable impact for the communities in which they operate.

The New CSR Playbook: Data, Tech, Community

  1. Tech-Enabled CSR

Digital transformation has revolutionised CSR, turning technology into a lever for measurable social outcomes. AI-driven EdTech, digital classrooms, STEM mobile labs, mobile health units, teleconsultations, and real-time screenings are enabling corporates and NGOs to deliver targeted interventions. What was once goodwill has become precision-driven action.

  1. Measuring Impact with Data

Analytics and impact measurement tools allow CSR interventions to move beyond activity-based metrics to tangible outcomes. Dashboards and real time analytics enhance transparency, accountability and adaptability, enabling corporates and NGOs to track progress and build trust within the communities they serve. 

  1. Building Sustainable and Green Communities

CSR initiatives now embrace environmental stewardship as a core objective. From vegetable gardens and plantation drives to creative “best out of waste” corporate volunteering activities– such partnerships help in integrating the “E” in the ESG, fostering a sustainable ecosystem while infusing the spirit of belongingness in the community. 

  1. Empowering Human Capital 

Skill development, inclusive education and financial literacy are at the heart of CSR-NGO partnerships. Digital classrooms, vocational training and microenterprise support especially for women of rural and urban poor communities of India are pivotal for India’s growth. Such interventions help in translating potential into opportunity, bridging social and economic gaps, while creating sustainable livelihoods. 

CSR in Action: Real-World Transformations

  1. Job-Ready Youth: A Pathway to Inclusive Growth

A partnership between Flipkart Foundation and Smile Foundation is transforming the lives of marginalised youth in Bangalore and Hyderabad. Through industry-relevant training in the Banking, Financial Services, and Insurance (BFSI) sector, over 1,000 young individuals have acquired the skills, confidence, and pathways to meaningful employment, demonstrating the tangible impact of CSR-NGO partnerships.

2. Upskilling for Empowerment

Ashirvad by Aliaxis and Smile Foundation have launched the “Plumber Saathi” mobile training programme across Odisha, equipping youth with practical plumbing skills. By combining corporate expertise with grassroots outreach, the programme promotes self-reliance and contributes to long-term socio-economic development in underserved communities.

3. Strengthening Early Education

CNH Industrial (New Holland) and Smile Foundation have collaborated to integrate digital classrooms, teacher training, and practical learning tools, addressing foundational gaps in early education. Through interactive technologies, children gain essential literacy and numeracy skills, ensuring equitable learning opportunities and fostering lifelong educational engagement.

Smile Foundation’s CSR Philosophy

India’s CSR landscape has evolved from compliance-driven charity to strategic measurable impact and Smile Foundation embodies this philosophy; supporting those in need by leveraging the expertise of CSR-NGO partnerships for achieving a bigger goal of creating sustainable change, empowering communities and fostering an egalitarian nation. 

By combining technology, data and grassroots expertise, Smile Foundation works towards ensuring that collectively both corporates and NGOs in India, become a strategic force for irrevocable positive transformation. 

Join us and explore how your orgnaisation can transform goodwill into measurable chance and build a future where every life thrives. 

Sources-

  1. The Impact of Digital Transformation on CSR: Trends, Challenges, and Future Outlook
  2. Do data-driven CSR initiatives improve CSR performance? The importance of big data analytics capability
  3. ‘Incredibly resilient’: Corporate-NGO tie-ups switch from ‘tactical’ to ‘problem solving’
  4. Corporate- Non Profit Partnerships Barometer 2025 by c&e advisory
Categories
Partners In Change Partnerships Smile

Luxury Meets Purpose through Cause Related Marketing

Luxury Meets Purpose through Cause Related Marketing
Luxury Meets Purpose through Cause Related Marketing

What makes a product truly luxurious? It is never only the sheen of fabric, the polish of metal, or the weight of a logo. These are surface signals. Real luxury is born from the story etched into its creation–the unseen hours of craftsmanship, the deliberate pursuit of rare materials, the precision that elevates mere function into art. Every stitch, every curve tells a story of rarity and desire.

In the same way, when luxury brands embrace cause related marketing (CRM) partnerships, they are not simply adorning their products with social relevance—they are deepening the narrative. The story of a product expands beyond craftsmanship to purpose, beyond elegance to impact. Luxury with meaning becomes not just an object of aspiration, but a statement of alignment with higher ideals.

Furthermore, today this evolution is also demanded by the socially conscious consumers. They seek brands that reflect their moral compass, their identity, their values. They buy not just the product, but the story of contribution, of responsibility, of cultural influence. 

Therefore, luxury houses mastering this art of narrative through CRM does more than build brand equity. It forges emotional resonance, transforming them into arbiters not just of taste, but of societal progress itself.

CRM in Luxury- Building Equity with Responsibility

Today luxury campaigns have evolved from silent contributions to illustrative CRM initiatives to promote cultural movements. Gucci’s Chime for Change initiative, co-founded by Beyonce and Salma Hayek, transcended fashion into a global platform for advocating gender equality, blending celebrity influence with grassroot impact. Similarly, Cartier’s Women Initiative has built a legacy of empowering female entrepreneurs worldwide embedding social progress into the brand’s identity.

These examples highlight a defining trend– that luxury brands through compelling and resonating storytelling are bringing their brand’s commitment to support social causes, for transforming their advertisement campaigns into a sustainable movement, that resonates with their consumers while reinforcing their social commitment. 

This evolution is also fuelled by shifting consumer expectations. Today’s consumers are not content to purchase products on the basis of popularity alone; they are attentive to the values and contributions of the brands they choose. With heightened focus on areas such as education, women’s empowerment, youth skills development, and last-mile health delivery in underserved regions, customers now seek evidence of whether the brands they trust are genuinely contributing to society.

A recent study illustrates this shift: 45% of consumers are more likely to purchase from a brand that donates to charity compared to a competitor that does not. For business leaders, this underscores a crucial imperative — cause-related marketing is no longer a discretionary activity, but a strategic lever that can simultaneously drive social impact and long-term brand equity.

Expanding Brand equity with Cause marketing

In the contemporary marketplace, the bond between consumers and brands has transcended the transactional limitations. Increasingly, the relation is defined by values, morals and social consciousness. As highlighted by The Impact of Storytelling Advertising on Consumer Experiences and Brand Equity, a research done by Great Lakes Institute of management, brands must cultivate authenticity and transparency, if they are to sustain consumer’s trust. Storytelling has emerged as the most effective means of achieving this, offering businesses a way to humanise their operations and demonstrate tangible impact. 

Cause-related marketing strengthens this storytelling agenda by embedding social purpose into brand narratives. Through partnerships with NGOs, companies gain access to authentic, lived experience that form the foundation of compelling stories.

By communicating these experiences, luxury businesses do more than showcase philanthropic activity; they invite consumers into a shared mission. This alignment of commerce with conscience is what drives brand equity in an era where reputation and trust are as critical as products’ quality or price.

Marketers have observed that cause-related storytelling has the power to go beyond campaigns and become movements. For example the above mentioned luxury brand campaigns came in with a strong messaging that invoked something personal in the audience. Emotional narratives activate empathy centers in the brain, making audiences more likely to remember a message, act on it or share it. Evidence suggests that brands employing storytelling not only drive stronger recall, but also foster higher levels of consumer loyalty and willingness to contribute– whether financially, socially or reputationally. 

Maximising CRM Impact via NGOs

For luxury brands, NGOs serve as critical bridges of trust, translating philanthropic intent into tangible outcomes while converting marketing initiatives into measurable social and cultural movements that stay with their consumers. Partnerships with credible NGOs provide clarity in reporting, ensuring transparency and accountability, while enhancing consumer engagement by showcasing authenticity on the ground. 

By leveraging NGO expertise, luxury brands can design high-impact, multi level interventions that deliver real change such as – 

  • Quality and advanced education for children,
  • Last-mile delivery of healthcare at the doorsteps, 
  • 21st century livelihood training for the youth 
  • Entrepreneurship empowerment for women from rural communities.

These initiatives create a win-win for all involved as– NGOs grain scale and visibility, brands build purpose driven equity and most importantly, communities experience lasting improvements. 

Elevate Cause marketing with Smile 

In today’s business landscape, luxury brands are no longer evaluated solely on product quality or exclusivity. Modern consumers – particularly Millennials and Gen Z expect brands to demonstrate tangible social responsibility. 

Smile Foundation provides a structured, credible platform for integrating purpose into result oriented cause related activities, that allows businesses to show their determination in making measurable and sustainable social impact. 

Ways to partner With Smile 

  • Part proceeds: Allocate a share of product sales to Smile initiatives directly inkling revenue with measurable improvements in education, healthcare and livelihoods. 
  • Purpose marketing: Design campaigns aligned with Smile’s causes, strengthening customer trust while differentiating brand positioning in a competitive marketplace. 
  • In-app donations: Embed donation options within apps, creating seamless user experiences while reinforcing brand commitment to accessibility and inclusivity. 
  • Point of sale campaigns : Enable micro-donations at checkout, driving higher average order value while deepening customer engagement. 
  • Redeem points- Convert loyalty rewards into social good, enhancing retention and reinforcing long term consumer brand relationships. 

As a two decade old social development organisation, we truly believe that in today’s time, CRM partnerships are pivotal for luxury brands to build an intimate and lasting relationship with their customers. They command a premium through curated experiences, and by extending this premium to society through strategic partnerships, brands can elevate their ethos from exclusivity to shared value and responsibility. 

With the changing consumer demands, this opportunity and time is the right strategic lever that combines purpose with profit. By embedding CRM into core business strategies, luxury brands can drive social change at an amplified scale ensuring that they become — the beacon of social change in the truest essence.

Partner with Smile Foundation to turn commitment into measurable, lasting change.

Source– 

  1. Cause-related marketing: a systematic review of the literature
Categories
CSR Partners In Change Partnerships Smile

The 7 Core Dimensions of CSR in India

The 7 Core Dimensions of CSR in India: A Guide for Purpose-Driven NGO Partnerships

“Business has a responsibility beyond its basic responsibility to its shareholders; a responsibility to a broader constituency that includes its key stakeholders: customers, employees, NGOs, government – the people of the communities in which it operates.”

Courtney Pratt, Former CEO Toronto Hydro.

Corporate Social Responsibility in India has shifted from being viewed as an obligation to becoming a strategic enabler of sustainable growth. With Section 135 of the Companies Act making CSR mandatory, corporates now leverage purpose-driven NGO partnerships to achieve measurable outcomes. These collaborations embed ethics, innovation and accountability, fostering resilient communities and driving long-term societal transformation. In crux, one can understand the world of CSR through the Caroll’s pyramid of CSR which defines responsibility across four layers- economic, legal, ethical and philanthropic.

CSR and Indian businesses

India’s business landscape experienced a transformation since 1990s. Industries expanded globally, driving impressive growth in sales and market share. Yet, alongside this progress came the realisation that unchecked expansion risked resource overuse and environmental strain. At the same time, as the bond between businesses and consumers deepened, it became clear that this relationship must also extend to supporting the communities that sustain them, thereby contributing to the holistic development of the nation.

  1. Importance of CSR in India
  • Globalisation
    Global trade and integrated supply chains have heightened expectations around fair labour practices, environmental stewardship and community welfare. Forward-looking companies now embrace CSR partnerships not only to comply with emerging regulations but also to build resilience, enhance market access and secure long-term growth.
  • International guidelines
    Global frameworks such as the UN Global Compact and SA8000 encourage corporates to align with universally accepted principles on human rights, the environment and anti-corruption. While advisory, these standards have significantly influenced CSR in India, motivating corporates to collaborate through CSR NGO partnerships that deliver practical, scalable solutions to social challenges.
  • Corporates as brands
    Corporates are no longer isolated economic actors but vital pillars of society. By embedding strategic CSR partnerships into their core, businesses in India are moving beyond traditional philanthropy to drive purposeful, lasting change. This alignment of profitability with social impact not only strengthens corporate reputation but also builds enduring trust with stakeholders.
  1. Strategic alignment with business goals 

As per Section 135 of the Companies Act, 2013 companies are supposed to allocate 2% of average net profits towards social development. But, if one looks closely, the responsibility is not just monetarily, but in aligning CSR activities with broader business strategies. 

Corporates through CSR partnerships establish a long term investment in sustainability. When companies integrate CSR laws into their core business models, they achieve a dual purpose of contributing to national development while also enforcing their own competitiveness. 

For example, when a healthcare company invests in rural healthcare initiatives under CSR, they not only fulfils compliance but also builds trust within the communities, expands market reach and promotes a healthier customer base. 

CSR is perceived as shared value creation, where profitability and social well being move hand in hand. It strengthens 

  • Brand reputation 
  • Improves stakeholder trust
  • Enhances risk management 

Thereby, proving that structured CSR partnerships with NGOs enable effective last mile delivery and measurable impact.

Handbook on Corporate Social Responsibility in India (Source: PwC)

  1. Community-centric approach 

One of the most critical shifts in Corporate Social Responsibility practice in India has been the movement from top-down philanthropy to co-created community led models of development.  According to the Journal of Business Perspective, 2022 research has shown that CSR initiatives designed with active community participation achieve greater relevance, sustainability and long term acceptance. 

By involving local stakeholders in identifying challenges and shaping solutions, companies design interventions rooted in real needs and cultural contexts, making them more effective and sustainable. This participatory approach then fosters trust, ownership and stewardship, enabling communities to continue initiatives beyond the funding cycles.

On the other hand, NGOs in India play a vital role in bridging the gaps between the grassroot communities and corporates; by translating corporate intent into grassroots action through network and credibility. Thus showcasing that corporates, NGOs and communities can create purpose-driven partnerships that deliver inclusive scalability and ensure social change across India.

  1. Sustainability & environmental responsibility – Focus areas

ESG driven CSR demonstrates that companies integrating environmental, social and governance priorities enhance long term value creation rather than compromise it. Governance strengthens accountability, environmental projects deliver sustainability and the social dimension delivers the most immediate impact on the marginalised communities of India. By investing in the following focus areas, corporates can optimise their CSR goals with long term sustainability. 

  • Education and skill development
    Education unlocks human potential and transforms communities. Initiatives that combine quality learning with vocational training equip children and youth to rise above poverty, secure dignified employment and contribute to society’s progress.
  • Healthcare and sanitation
    Accessible healthcare and sanitation protect both dignity and life. Mobile health units, preventive care and hygiene awareness bring critical services closer to underserved communities, ensuring healthier families and resilient futures.
  • Livelihood enhancement
    Sustainable livelihoods empower individuals with independence and dignity. Skill-building programmes and entrepreneurship opportunities create pathways out of poverty, enabling families to thrive and communities to achieve long-term social and economic stability.
  • Environmental sustainability
    Safeguarding the environment is central to future prosperity. Community-led conservation, water stewardship and sustainable practices inspire people to live in balance with nature, protecting resources for generations to come.
  • Women’s health and empowerment
    When women thrive, communities prosper. Focused interventions in nutrition, healthcare, education and skills give women the tools to lead healthier lives, access opportunities and uplift families and entire communities.
  1. Scalability and innovation

Smart CSR enabled by data and technology drives transparency and measurable outcomes. This systemic approach enables corporates to scale solutions, replicate success and address root causes of social challenges. By aligning innovation with impact, CSR in India is now evolving towards a future ready ecosystem delivering sustainable and verifiable results. 

For example, tech-enabled CSR solutions are transforming impact delivery with AI enhancing education and healthcare while digital financial inclusion fosters equitable and sustainable growth

  1. Impact measurement and transparency

Impact measurement in CSR is evolving through technology with AI enabling precise data collection, real time monitoring and transparent reporting. For business and communities, this integration ensures accountability, drives efficiency and scales sustainable solutions making technology-driven impact assessment integral to purpose led growth in India’s CSR landscape

  1. Emerging trends in CSR and CSR partnerships

Corporate Social Responsibility in India has matured from philanthropy into a strategic tool for community transformation. To remain effective, corporates must align with emerging CSR trends that shape long-term impact:

  • Shift to strategic CSR partnerships – Moving beyond transactional funding towards long-term, systemic collaborations, strengthened by ESG–CSR convergence and transparent sustainability disclosures.
  • Digital CSR – Leveraging e-learning, telehealth and digital skilling to expand reach and inclusion.
  • Geographic expansion – Extending CSR initiatives into Tier 2/3 cities and rural communities for deeper social development.
  • Thematic priorities – Health, women’s empowerment, STEM education, scholarships for girls and skill development as focus areas.
  • Employee volunteering – Embedding purpose and ownership within corporate culture, amplifying community impact.

Enabling strategic CSR impact with Smile

Anchored in its Lifecycle Model, Smile Foundation drives holistic development through 400+ CSR partnerships in education, healthcare, women’s empowerment and livelihoods. With over 2 million beneficiaries nationwide, initiatives like Mission Education, Swabhiman, STeP and Health Cannot Wait deliver measurable impact, fostering sustainable growth, empowerment and systemic community transformation across India.

Few of our Key partnerships 

  • Education (STEM & Learning Enhancement)
    Partner:     Abbott India Limited
    Under the Mission Education programme, Abbott supports STEM education in eight additional schools, benefiting approximately 2,200 students through improved learning environments and digital classrooms. 
  • Education and Digital Inclusion
    Partner:     WSP
    Collaborated to educate 400 children across Bangalore and Noida via blended learning formats under Mission Education, expanding access to quality education.
  • Scholarships for Girls in Engineering
    Partner: Quantiphi
    Launched an Engineering Scholarship Project for Girls, empowering 22 meritorious, underserved students in computer science and engineering through tuition support and employability training.
  • Skill Development and Livelihoods
    Partner:     Macleods Pharmaceuticals
    Supported the establishment of two STeP vocational training centres in Mumbai, boosting employability for 280 underprivileged youth, especially in retail and soft skills. 
  • Healthcare and Sanitation
    Partner:     GlaxoSmithKline (GSK) Asia Pvt Ltd
    Through the Smile on Wheels mobile medical units, this CSR collaboration delivers free dental check-ups and oral-health awareness to underserved communities nationwide.

In conclusion, the seven core dimensions of CSR in India must be central when defining future CSR goals. By engaging in credible CSR–NGO partnerships, businesses can demonstrate how responsibility evolves into systemic, long-term community transformation. Strategic collaboration ensures scalability, transparency and measurable results.

Equally important is embracing emerging CSR trends to remain future-ready. By partnering with purpose-driven NGOs such as Smile Foundation, corporates can transcend compliance, creating meaningful impact that drives sustainable growth, strengthens communities and enhances corporate reputation.

Partner to achieve purpose-led progress. Click here: https://www.smilefoundationindia.org/corporate-partnership/

Categories
CSR Health Partners In Change Partnerships Smile

On the Move: Strengthening Rural Healthcare with Mobile Medical Units

On the Move: Strengthening Rural Healthcare with Mobile Medical Units

India’s healthcare sector is evolving rapidly, driven by strategic investments, increasing biopharma funding, and dynamic cross-industry collaborations. In 2024 alone, the industry witnessed a 24% rise in funding, with 2025 set to surpass expectations. The country remains a global leader in generics and biosimilars, while AI-powered partnerships between technology and pharmaceutical companies are transforming diagnostics and data-led care. Yet, a vital question remains: are these innovations truly reaching India’s rural healthcare system? Public-private partnerships and mobile medical units could hold the key to delivering equitable, technology-enabled care to underserved communities.

Indian Rural Healthcare system – Challenges

“As a mother of a special child, regular check-ups were a constant struggle—financially, emotionally, and logistically” – Prema (Velmurugan’s mother)

This testimonial underscores the multifaceted challenges of India’s rural healthcare system. Building an inclusive rural healthcare ecosystem in India is vital to ensuring equitable access to medical services for all. Initiatives that deliver compassionate, doorstep healthcare solutions like Mobile Medical Units can play a crucial role in bridging systemic gaps—particularly for underserved communities. 

  • Infrastructure Deficit Hindering Equitable Access to Care
     Despite national advancements, rural healthcare infrastructure remains significantly underdeveloped, with inadequate facilities, outdated equipment, and poor connectivity. This disparity perpetuates unequal access to quality medical services and delays timely intervention in vulnerable communities.
  • Severe Shortage of Trained Medical Professionals in Rural Regions
     A persistent dearth of qualified doctors, nurses, and specialists in rural areas severely undermines the continuity and quality of care. Overburdened and under-supported, frontline health workers struggle to meet the needs of dispersed populations, affecting outcomes at scale.
  • Healthcare Access Disrupted by Livelihood Dependency and Geographic Barriers
     Many rural residents face a distressing trade-off: travel long distances for medical attention or lose crucial daily wages. The absence of proximal, functional healthcare centres forces patients to defer treatment, often until emergencies arise.
  • The Economic Toll of Illness: Families Forced into Debt for Basic Treatment
     With limited affordable care options locally, families are frequently compelled to sell land or incur high-interest loans to access treatment in urban centres. This financial burden deepens rural poverty, making healthcare a source of long-term socioeconomic distress.

However, to sustain and scale such impact, the persistent challenges of infrastructure, accessibility, and affordability must be addressed collectively. Corporate Social Responsibility (CSR) has a pivotal role to play in this transformation. By aligning business responsibility with community health needs, corporations can help strengthen rural healthcare delivery, making quality care not a privilege, but a fundamental right for every citizen, regardless of geography or income.

“We know that achieving universal health coverage is a critical step in helping people escape and stay out of poverty, yet there continues to be increased financial hardship, especially for the poorest and most vulnerable people.”

– Mamta Murthi, Vice President for Human Development at the World Bank

Taking Healthcare to Villages, Backed by CSR

India’s healthcare landscape has been significantly transformed by key government health initiatives such as –

  • Ayushman Bharat and the National Health Mission (comprising NRHM and NUHM) are key public health initiatives in India.
  • A strong focus is placed on Reproductive-Maternal-Neonatal-Child-Adolescent Health (RMNCH+A) to address critical life stages.
  • These programmes have significantly expanded healthcare access in underserved and remote regions.
  • They address both communicable and non-communicable diseases (NCDs).
  • The approach emphasises not only treatment but also preventive care and the promotion of community wellbeing.

Despite this progress, accessibility to healthcare services remains uneven across rural geographies. While government-backed initiatives lay the foundational framework, there is an urgent need for delivery mechanisms that can bridge the last-mile gap. This is where Mobile Medical Units (MMUs), supported through Corporate Social Responsibility (CSR) investments, have become a critical enabler.

CSR-backed MMUs serve as a lifeline for communities often left out of mainstream healthcare delivery. They bring:

  •  Medical diagnostics and treatment directly to village doorsteps.
  •  Act as catalysts for promoting healthy habits and preventive awareness—amplifying the impact of government programmes on the ground.

 In essence, they operationalise the “3 As” of effective healthcare delivery

  • Affordability
  • Accessibility
  • Awareness
Strategic BenefitImplementationImpact
Extending Lifespan in Underserved Areas








Reducing Treatment Complications through Early Access



Lowering Financial Burden for Rural Families








Saving Lives through Timely Screening and Diagnosis		Mobile Medical Units enable early detection and management of diseases, especially Non communicable diseases, directly within remote communities—improving long-term health outcomes and life expectancy.

Immediate access to basic healthcare reduces delays, preventing escalation of treatable conditions. Improves prognosis and clinical efficiency.
Mobile Medical Units minimise the need for long-distance travel, wage loss, and out-of-pocket expenses, making healthcare more affordable and equitable.




On-site diagnostics help identify conditions like diabetes, anaemia, hypertension, and pregnancy risks early, preventing critical complications.		Enhances public health indicators in rural geographies; supports SDG 3 targets.






Reduces healthcare burden and mortality in remote areas.




Supports economic resilience and healthcare affordability for marginalised groups.








Strengthens community-based preventive care and reduces maternal/child mortality.

The integration of Mobile Medical Units into India’s broader healthcare strategy represents a convergence of public intent and private capability. Corporates, through targeted CSR investments, have the opportunity to supplement public health infrastructure by extending their reach, scaling impact, and ensuring that the promise of equitable healthcare is not limited by geography. Moreover, such initiatives humanise corporate action, translating boardroom decisions into real, tangible outcomes in the lives of vulnerable populations.

Unlocking Healthcare’s with Smile’s Mobile Medical Units

Smile Foundation is advancing Indian rural healthcare through strategic digital innovations, in collaboration with corporate partners aligned with universal healthcare goals. By delivering doorstep primary care to underserved populations, it addresses critical barriers—low awareness and economic vulnerability—ensuring equitable access without disrupting livelihoods, especially across rural areas and urban informal settlements.

  • Delivering Quality Healthcare till last mile with Smile On Wheels 

Smile on Wheels operates 105 mobile units across 16 states that reached over 12,89,269 people in FY 24. The SOWs travel extensively, providing essential primary healthcare services across remote regions. These units offer a combination of on-site medical support through static clinics and remote consultations powered by telemedicine. This integrated approach ensures comprehensive, timely healthcare access for underserved communities, bridging healthcare gaps efficiently. 

  • Smile on Boat : Healthcare through water delivery model

Navigating the challenging terrain of the Brahmaputra River, this mobile health solution operates across 12 districts and 12 riverine islands, reaching populations otherwise cut off from consistent medical care. The clinics are equipped to provide a full spectrum of primary healthcare services, including diagnostics, essential medicines, and targeted maternal and reproductive health education. By addressing the specific needs of underserved, remote communities, the initiative plays a critical role in strengthening regional health equity and resilience.

  • Accelerating Women’s Health Equity with Two-Wheeler Medical Outreach

Operating through health units mounted on customised vans and two-wheelers, the initiative ensures timely outreach for early screening and management of anaemia, a leading cause of maternal morbidity in India. By facilitating doorstep access to essential diagnostic and reproductive health services, the programme mitigates delays in care, empowers adolescent girls and women with preventive health education, and contributes to long-term improvements in maternal and community health outcomes.

Collaborate for Health Equity: Partner Now

CSR-backed Mobile Medical Units are not just vehicles of care—they are mobile ecosystems that embody inclusive healthcare. By embedding these units within the existing public health framework and expanding them through sustained CSR commitment together, you and Smile Foundation can help our communities to move closer to a future where no individual is too far to heal, and every community is empowered to live healthier, more informed lives.

Join us in taking healthcare to the doorstep. Write to cp@smilefoundationindia.org

Categories
CSR Health Nutrition Partners In Change Partnerships Women Empowerment

Takes a Village to Raise a Child : Community Solutions for Maternal Care

maternal care
maternal care

India’s remarkable strides in maternal care and infant health paint a hopeful picture. The Maternal Mortality Ratio (MMR) has fallen from 130 to 97 per 100,000 live births. Neonatal and infant mortality rates have also dropped significantly—by 65% and 69% respectively—surpassing global averages. Yet behind these promising statistics lies a sobering reality of India’s rural maternal care system.

Each number represents a mother—often rural, frequently impoverished, and too often unheard. Her journey through pregnancy and childbirth is far more than a biological event. Such scenarios reflect that we are going through a test of strength of our maternal care system in rural India, the equity of our social structures, and the depth of our collective compassion, and we have a long way to go.

Rituals of care – More than cultural symbols

In rural India, baby showers, known by various names like Godh Bharai, Seemantham, Shaad, or Dohale Jevan, are threads in a communal safety net. These traditions embody emotional, spiritual, and nutritional support for the expectant mother.

In North India’s Godh Bharai, blessings, music, and festive meals offer joy and reassurance. South India’s Seemantham celebrates the mother with bangles believed to emit vibrations that calm the unborn child. In Eastern and Western regions, food, music, and community love are central to ceremonies like Shaad and Dohale Jevan.

Beyond their spiritual richness, these events reduce maternal stress, reinforce support networks, and provide emotional grounding—essentials for a safe pregnancy. The shared wisdom from older women, nourishing foods, and joyful celebrations help prepare her mentally and physically for childbirth and motherhood. Such ceremonies also mark a shift in the mother’s role, affirming her importance and care within the family.

This emotional reassurance, combined with social and nutritional support, contributes to better maternal health and can positively impact the baby’s development. In essence, these age-old customs are deeply rooted systems of community care that foster resilience, wellbeing, and healthy beginnings.

The gaps in rural maternal healthcare

India’s efforts to improve maternal health have yielded significant progress. Since 1990, the country has witnessed an 83% decline in its Maternal Mortality Ratio (MMR), a testament to national policy interventions and improved service delivery under frameworks like the National Health Mission. However, behind these promising statistics lies a more complex and uneven reality—particularly in rural India.

Critical complications such as excessive bleeding (postpartum haemorrhage), sepsis, pregnancy-induced hypertension, obstructed labour, and unsafe abortions continue to claim the lives of countless women, especially those in underserved regions. The persistence of these largely preventable causes underscores that while healthcare systems have expanded, their reach, reliability, and equity remain insufficient.

Awareness: What she doesn’t know can hurt her

Lack of awareness remains a major barrier to accessing maternal healthcare in India. Many women are unaware of the importance of antenatal check-ups (ANC), resulting in missed opportunities for early detection of complications. Among currently pregnant women, only 30% had three or more ANC visits, while 27% had none. Even among lactating women, 18% reported zero ANC visits. In Punjab, NFHS-4 data shows just 67.8% of women received four ANC visits. These figures underline the urgent need for targeted awareness campaigns to promote consistent, informed engagement with maternal and child health services.

Affordability: Confronting the cost of survival

For many rural families, maternal health is a financial compromise. The inability to afford nutritious food, travel for medical check-ups, or private consultations leads to delayed care and preventable complications. 

Furthermore, women delay antenatal check-ups or give birth at home, not by choice—but because they simply cannot afford the journey to a clinic, the tests, or even a nutritious meal. With no financial cushion, families often choose between food and healthcare. 

The absence of affordable iron supplements, fresh vegetables, or hygiene essentials leaves mothers dangerously malnourished and anemic. The result is a cycle of poor maternal outcomes passed down across generations because health becomes a luxury only few can buy.

Accessibility: When care is far, risks grow near

In rural India, many expectant mothers face the harsh reality of travelling several kilometres—often on unpaved roads or via scarce public transport—to access even basic healthcare. These delays can prove fatal, especially during labour or pregnancy-related emergencies. The absence of reliable transport systems and referral mechanisms further compounds the risk. Sub-centres and primary health centres, intended as frontline providers of maternal care, are frequently understaffed, under-equipped, or entirely non-existent. Without skilled birth attendants and timely access to essential medicines and diagnostic tools, treatable complications like haemorrhage, eclampsia, and infections become deadly. The distance to care becomes a life-threatening gap.

Availability: Geography and broken systems block the path to care

A mother in a remote village may walk miles for a blood pressure check, or worse, never go at all. Healthcare is often distant and sporadic, with clinics understaffed or unreachable. Mobile medical vans are rare, and even when available, they may not return soon enough. Anganwadi workers, often the only hope for health education, are stretched thin.

The lack of timely screenings or follow-ups can turn a manageable condition into a fatal one. For these women, distance and delay can be the difference between life and death.

Intersecting Inequities

These three barriers do not operate in isolation. Rather, their intersection deepens existing socio-economic divides. Data consistently shows that utilisation of maternal healthcare services—both antenatal and postnatal—varies sharply based on income, caste, education, and geography. Women from lower-income or marginalised communities are significantly less likely to receive skilled care during childbirth, contributing to disproportionate maternal health outcomes.

Moreover, the absence of skilled healthcare workers at the time of delivery remains a persistent challenge. Without trained personnel to guide safe births and manage complications, the goal of ensuring every mother a safe pregnancy remains unmet in large parts of the country. In sum, the journey towards maternal health equity in rural India requires more than infrastructure—it demands a transformation of systems, mindsets, and investments that address the availability, accessibility, and affordability of care for every woman.

Community care in action with Swabhiman

Our initiatives directly involve pregnant women, lactating mothers, caregivers, and children through awareness, counselling, and interactive sessions. We aim at driving behavioral change around nutrition and health practices for women within her community. In the financial year of 2024, Swabhiman

  • Reached 190,000+ women across 6 states
  • Sensitised 76,000+ women on reproductive and child health
  • Provided healthcare to 72,000+ women and children

Stakeholder & community engagements

Sustainable change in maternal and child health initiatives begins with effective collaboration among key stakeholders. Regular interface meetings are held with Panchayati Raj Institutions (PRI) members, government officials, and representatives from various sectors such as education, health, and local governance.

Key Initiatives and Community Involvement

  1. Community Kitchen Gardens:
    To improve nutritional intake, 22 community kitchen gardens were established, providing beneficiaries with locally grown vegetables such as bottle gourd, tomatoes, and pumpkins.
  2. Observing Special Days:
    Key health and nutrition-related days such as Women’s Day, Breastfeeding Week ,and POSHAN MAH  were observed with awareness campaigns, screening camps, recipe competitions, and educational sessions. These events aimed to educate women and caregivers on proper nutrition and maternal care practices.
  3. Breastfeeding Awareness Week:
    In partnership with ICDS and the PepsiCo Foundation, Smile Foundation organised breastfeeding demonstrations, emphasising the benefits of proper attachment and positioning. Awareness sessions educated caregivers on the importance of breastfeeding for both mother and child.
  4. Godh bharai and Annaprashan Diwas:
    Monthly events focused on maternal and child nutrition included Godh bharai for pregnant women, offering nutritional support and education, and Annaprashan for children starting complementary feeding. These celebrations provide vital community support and promote behaviour change in nutrition practices.
  5. POSHAN MAH Celebrations:
    Smile Foundation, along with ICDS and Education departments, organised nutrition recipe competitions, school-level activities, and kitchen garden initiatives during POSHAN MAH, enhancing community involvement and nutrition awareness.

Through these initiatives, stakeholder collaboration and community participation continue to drive positive outcomes in maternal and child health.

Nutrition is grown, served, and shared

Nutrition and maternal care are not just delivered — they are cultivated, practised, and celebrated within the community. Nutrition is grown in kitchen gardens, served through local recipes, and shared via counselling, health camps, and regular screenings — ensuring year-round wellbeing for mothers and children.

Growing nutrition inside homes

132 kitchen gardens were set up at Anganwadi centres and homes, including 3 community gardens, using distributed winter vegetable seeds. This ensured access to fresh produce for daily use and nutrition events. The Education Department expanded the model to 21 schools through district and NRLM support.

Learning through recipes
Inter-village recipe contests engaged 151 women and caregivers, showcasing healthy, affordable dishes using local ingredients. Judged by officials, the contests promoted practical nutrition and honoured winners at the district level.

Counselling and Follow-Up
Regular follow-ups were conducted for anaemic and malnourished women, with ASHAs, Anganwadi workers, and community staff offering focused counselling and timely referrals to strengthen maternal health outcomes.

PARTNER FOR COMMUNITY-LED TRANSFORMATION

Maternal care in India is at a pivotal moment. While national data reflects progress, the ground reality in rural areas demands deeper, more inclusive interventions. It is not merely about improving statistics but transforming lives.

The Swabhiman programme offers a blueprint for community-led, sustainable maternal health solutions. Its success is rooted in collective action—from mothers and caregivers to local officials and frontline workers.

CSR partnerships have the potential to amplify this impact manifold. By aligning business resources with community health goals, companies can co-create meaningful change—ensuring a robust maternal care in across India, including the remotest corners because every mother receives the care, dignity, and support she deserves.

This Mother’s Day, partner to scale community reach. Let’s make care meet for rural mothers of India.

Categories
Education Girl Child Health Livelihood Smile

134th Dr. B.R. Ambedkar Jayanti: Honouring a Legacy of Justice and Equality in 2025

Dr. Bhimrao Ambedkar

Each year, on 14th April, India solemnly celebrates Dr. B.R. Ambedkar Jayanti, marking the birth anniversary of the principal architect of the Indian Constitution and a tireless champion for social justice. As we observe Ambedkar Jayanti 2025, it becomes essential to reflect not only on his monumental contributions but also on the relevance of his ideals—liberty, equality, and fraternity—in our modern-day context. His enduring vision continues to guide movements for social reform and inspire institutions, including numerous NGOs in India, which strive to build an inclusive and just society.

Dr. B.R. Ambedkar: A Visionary for the Marginalised

Born in 1891 into a marginalised Dalit family, Dr Ambedkar’s life was a testament to resilience and intellectual brilliance. Rising above entrenched discrimination, he emerged as a formidable scholar, economist, and social reformer. His most historic achievement—drafting the Indian Constitution—laid the groundwork for a democratic republic rooted in equality, justice, and human dignity.

Central to Dr. Ambedkar’s philosophy was the belief that education and economic empowerment were essential to dismantling social hierarchies. He championed Dalit rights, fought for women’s emancipation, and emphasised the necessity of labour reforms, shaping policies that still resonate in India’s socio-political framework.

Why Ambedkar’s ideals still matter in 2025

Even in today’s India, Dr. B.R. Ambedkar’s teachings hold profound significance. Social inequities, caste-based discrimination, and economic disparity persist, making his principles a roadmap to address the challenges of our time:

1. Social Justice and Equal Opportunity

Unequal resources and opportunities remains a challenging reality, particularly in rural and underserved communities. Dr. Ambedkar’s advocacy for affirmative action and reservation policies has enabled countless individuals to access education and employment. Yet, ongoing efforts are vital to extend these opportunities universally.

2. Education as a Catalyst for Change

Dr. Ambedkar famously declared education as the “milk of a lioness,” urging the oppressed to pursue learning with courage. In the digital era, educational inequity remains a challenge, especially in rural India. His call for inclusive and quality education remains ever-relevant.

3. Economic Empowerment and Livelihood

His commitment to economic justice—through land reforms, wage security, and employment opportunities—serves as a cornerstone for current policies targeting poverty alleviation and inclusive growth. Livelihood programmes that provide vocational training and promote self-employment are clear extensions of his vision.

4. Women’s Rights and Gender Equality

Dr. Ambedkar was one of the earliest advocates for women’s rights, championing reforms that granted them agency in marriage, property, and employment. Today, his legacy lives on through initiatives that seek to ensure equal pay, reproductive rights, and political representation for women.

5. Democracy and Constitutional Morality

In an age of global political flux, Dr. Ambedkar’s belief in constitutional morality and democratic governance is more relevant than ever. His insistence on upholding civil liberties and secular values offers crucial guidance in preserving the spirit of Indian democracy.

How NGOs in India continue to uphold Ambedkar’s vision

Across the country, NGOs in India remain committed to carrying forward Dr. Ambedkar’s legacy. Smile Foundation too works towards bringing change for good at the grassroot communities of India, aligning its efforts with his principles through a holistic and integrated approach to development.

Founded in 2005, Smile Foundation quickly recognised that education alone could not guarantee the holistic development of underprivileged children. We understood that systemic barriers—starting with poor maternal and neonatal care—impacted a child’s ability to thrive from the earliest stages of life.

From lack of healthcare to limited access to trained educators and infrastructure, children in rural and marginalised communities face multifaceted obstacles. Financial hardship often compels families to withdraw children—especially girls—from school, while undernutrition and poor sanitation perpetuate cycles of poverty and vulnerability.

In response, Smile Foundation adopted a life-cycle approach to address the interlinked issues affecting individuals and communities by offering integrated solutions in education, healthcare, and livelihood.

The life-cycle approach: Nurturing change from cradle to career and beyond

  • Mission Education aligns with the National Education Policy, focusing on foundational literacy, numeracy, and STEM disciplines, ensuring children develop strong cognitive and critical thinking skills.
  • Smile on Wheels mobile health units bring essential medical services, including diagnostics, outpatient care, and free medication, to under-resourced communities.
  • Swabhiman champions maternal, menstrual, and neonatal health, creating awareness about hygiene and equipping women with knowledge crucial for their wellbeing.
  • STeP and advanced vocational training programmes empower youth and women with the skills required for employment and entrepreneurship, thus enhancing economic self-sufficiency.

Ambedkar’s ideals and the life-cycle approach: A shared vision

Dr. Ambedkar envisioned an India where every citizen, regardless of birth, had the chance to realise their full potential. His insistence on structural reform, access to education, economic equity, and gender equality finds deep resonance in Smile Foundation’s life-cycle approach.

Both stand for a future where transformation is not episodic, but continuous—built layer by layer, across generations and therefore, as we mark the 134th Dr. B.R. Ambedkar Jayanti in 2025, let us do more than remember his legacy—let us live it. 

Let’s build a society where equality is not an aspiration but a reality. Support children with education and their communities an empowered life. 

Categories
Health Livelihood Partners In Change Skill Development Women Empowerment

Is India’s Development a Key to Progress For All?

development

India has embarked on an incredible journey of growth and development ever since its independence in 1947. The country transformed from predominantly being an agrarian economy to building manufacturing capabilities and a robust services industry. In this growth story, one thing that has played a crucial role is infrastructural development. From building roads and dams to establishing schools, hospitals, and railways, infrastructure has been the backbone of India’s progress, driving economic growth, and improving quality of life.

Owing to the vision of our founding fathers, India invested heavily in infrastructural development in the decades following independence. This included the expansion of national highways and railway networks, the building of major dams like Bhakra Nangal, and the establishment of premium institutions like the IITs and AIIMS. In recent decades, we have also seen a focus on urban infrastructure development with projects like Metro Rail, tunnels, and much more. Thus, as India enters a new era, it needs to continue focusing on building stronger infrastructural capabilities.

Infrastructural Needs for India

There are many areas in which India can focus. But, here are a few key areas that require consistent attention for the holistic development of Indian urban as well as rural communities:

  1. Road Network: For any economy to grow, mobility of movement is most important. This is why expanding a robust road network in the form of national and state highways, expressways, etc., needs to be a priority. India’s ambitious Bharatmala Pariyojana aims to develop 83,677 kilometres of highways, improving connectivity in remote and underserved regions.
  2. Dams: As the requirements of the country’s growing population increase, there will be a bigger need for water management, electricity generation, irrigation facilities, and much more. This is where building new dams can be a game-changer. Apart from that, India is also focusing on river-linking projects aimed at diverting water from areas that experience flooding to those areas that are affected by drought.
  3. Educational Institutions: The Indian government has been working sincerely towards expanding the number of AIIMS and IITs in the country. In addition, new universities, schools, and colleges need to be built. Existing institutions also need an infrastructural boost in the form of smart upgrades to make them relevant.
  4. Hospitals: A large part of the Indian population is deprived, even today, of good quality healthcare facilities, as most of the big hospitals are concentrated in urban areas forcing rural and tribal populations to flock to cities like Chandigarh, Delhi, Hyderabad, etc., for receiving adequate health support. However, this is not sustainable, and the country needs to work on expanding its healthcare network. This can also be done through the development of digital infrastructure like telemedicine facilities, mobile hospitals, etc.
  5. Railways: This is arguably the lifeline of India; even today because of the reach and affordability, lakhs of Indians travel through railways. This is the reason why the government must keep pushing for the expansion of railways in regions where it hasn’t yet reached. The recent expansion of the railway network to Srinagar in Kashmir and the building of the world’s highest railway bridge is a good example of it. Apart from this, another way of improving the mobility of Indians is by building more airports across the country and making air travel affordable for the masses.
  6. Other infrastructure: In addition to roads, dams, schools, hospitals, and railways, other critical infrastructure includes airports, ports, and digital connectivity. Developing world-class airports and ports can boost trade and tourism, while expanding digital infrastructure ensures access to information and services, bridging the digital divide.

Needs and Aspirations

As India continues to grow and evolve, it is essential to focus on the future needs and aspirations of the population. Here are some key areas where India should continue investing in infrastructure:

Sustainable Development: While developing infrastructure is essential, what is also needed is a focus on sustainability. As India moves forward, it also needs to play an important role in establishing itself as a climate-conscious nation. Therefore, the country should focus on investing in environment-friendly practices and investing in renewable energy. India is already on the path of building these capabilities. It needs to continue building on these efforts.

Healthcare expansion: As discussed above, India still faces a major challenge when it comes to providing equitable access to good quality healthcare facilities to its population. The COVID-19 pandemic also revealed many loopholes in India’s healthcare infrastructure. There, it is essential that all the stakeholders work together in building facilities for all Indians. Digital solutions are going to play a crucial role in this. Policies like universal health insurance are also going to ease the burden on the poorer masses.

Digital connectivity: Expanding digital infrastructure is critical for bridging the digital divide and ensuring access to information and services. Initiatives like Digital India aim to provide high-speed internet connectivity to rural and remote areas, enabling digital literacy, e-governance, and digital financial inclusion.

Educational Infrastructure: Investing in educational infrastructure at all levels, from primary schools to higher education institutions, is essential for fostering innovation and human capital development. Enhancing vocational training centers and skill development programs can equip the workforce in India with the necessary skills for a rapidly changing job market.

Transportation and logistics: Developing efficient transportation and logistics infrastructure can boost trade and economic growth. Expanding the railway network, modernizing ports and airports, and improving last-mile connectivity are critical for enhancing India’s competitiveness in the global market.

Conclusion

For major economies like the United States, Europe, China, etc., infrastructural development has played a central role in their development and growth. These countries continue to invest heavily in further enhancing their capabilities. For example, China’s Belt and Road Initiative is aimed at establishing its dominance in trade around the world. Similarly, Japan’s focus on technology has made it a leader in this area.

As India continues its journey towards becoming a global economic powerhouse, investing in infrastructure remains a critical priority. By focusing on sustainable development, healthcare, digital connectivity, education, and transportation, India can build a stronger and more resilient nation that meets the needs and aspirations of its people. Infrastructural development is not just about building physical structures; it is about creating opportunities, improving quality of life, and fostering social and economic progress.

Smile’s Contribution

Smile Foundation helps develop infrastructure primarily by improving education and healthcare facilities in underserved areas. We support the construction and renovation of schools, learning centers, and healthcare units, ensuring access to quality education and medical services. Additionally, we provide necessary resources like furniture, clean drinking water, sanitation facilities, and technology to create a more conducive learning and healthcare environment. 

1. Mobile Healthcare Units: In response to the COVID-19 pandemic, Smile Foundation expanded its healthcare infrastructure by launching additional Smile on Wheels mobile healthcare units across India. These units deliver primary healthcare services to underserved populations, covering urban slums and rural areas. Each unit operates within a 25-kilometre radius, visiting multiple villages daily to provide medical care and promote preventive health practices. 

2. E-Arogya Clinics in Haryana: Collaborating with the Government of Haryana and SBI Card, Smile Foundation established 10 E-Arogya Clinics equipped with telemedicine kiosks and medicine vending machines. These clinics serve approximately one million people across four blocks in the Nuh district, enhancing access to quality healthcare through technology-driven solutions. 

3. Project Manzil in Rajasthan: Under Project Manzil, Smile Foundation installed Smart TVs in vocational labs across schools of Rajasthan. This initiative benefits thousands of students from grades 9 to 12 by providing access to audio-visual learning resources, thereby enhancing vocational training and digital literacy.

4. Refurbished Teachers’ Training Center in Pune: In partnership with Atlas Copco India, Smile Foundation inaugurated a refurbished Teachers’ Training Center at the Pimpri Chinchwad Municipal Corporation School in Akurdi, Pune. This center is designed to train approximately hundreds of teachers annually, aiming to elevate the quality of education in municipal schools. 

Through our Life Cycle Approach, Smile Foundation works on ensuring that grassroots communities can access resources and skills that shall open the doors to the ongoing winds of sustainable development, so that through their resilience they too can leverage the benefits of the government being provided for the welfare of the citizens, but also make themselves capable enough that they along with their communities can keep standing on their feet with equal education, good health and sustainable livelihood.

Categories
Livelihood Skill Development Smile

Why Vocational Courses in India are Failing to Attract Students?

vocational courses for youth

Vocational courses provide a pathway to employment. These courses equip students with specific skill sets suited to particular jobs or industries, helping them secure employment. This, in turn, boosts the country’s economy.
However, according to a report, there are not enough takers for vocational and skill-based subjects in government schools in Delhi, with some reporting near-zero enrolment. The Directorate of Education has issued show-cause notices to 606 government schools due to their poor enrolment figures. Schools with fewer than 20 students were asked to explain the reasons behind the low enrolment and the steps they were taking to boost student participation.

Vocational courses increase employability

These courses fill a skill gap. Many industries in India, such as manufacturing, construction, retail, healthcare, and IT, require skilled workers. Vocational training equips people with specific technical skills needed in these fields. Higher education often focuses largely on theoretical knowledge, leaving a gap in practical, job-ready skills.

Vocational courses provide hands-on training that directly translates to the workplace, ensuring workers are better prepared for the demands of their roles. By offering vocational courses, India can bridge the gap between the demand for skilled workers and the limited supply of trained professionals.
This is important, as the current scenario is rather bleak. According to the India Skills Report 2020, the youth employment rate has remained stagnant for the past three years. According to UNICEF and the Education Commission, more than 50% of Indian youth will lack the education and skills necessary for employment by 2030.

Magdalene Jeyarathnam, founder-director of the East West Centre for Counselling, says the educational curriculum has become redundant over the years as it is not geared to help students enter the job market. “The curriculum is based on what was taught in the past, and changes are made with the next couple of years in mind, not what the need will be five years or more from now,” says Magdalene, who conducts courses in expressive arts therapy and psychodrama in colleges, as UGC guidelines mandate that UG and PG students have skill certification. “When students gain skill-based certificates, it adds to the degree they earn,” she says.

Fuels entrepreneurship, empowers women

Vocational training provides an impetus to entrepreneurship, as it empowers individuals to start their own businesses. For example, courses in carpentry, tailoring, or beauty and wellness can help individuals set up their own small businesses, creating job opportunities for others. It also provides opportunities for individuals from diverse backgrounds, including those from rural areas or lower-income families, who may not have the resources to pursue higher education.

Many skilled workers migrate from rural areas to urban areas in search of jobs. Vocational courses can be offered locally to help retain talent within their communities. This can reduce migration pressure on cities, create opportunities in rural areas, and encourage balanced regional development.
Vocational training also empowers women, offering them the chance to acquire skills in areas such as beauty, tailoring, or hospitality. These skills can be applied in flexible working environments, allowing women to become financially independent.


“I was able to start my own beauty parlour in a gated community two years ago after completing a beautician course,” says K Saroj, who lives in Medavakkam, Chennai. “I couldn’t go to college because my family couldn’t afford it, but now I can earn well and ensure my children can study in good schools.”

Vocational courses alleviate pressure on the traditional education system


 Since colleges and universities have limited seats, vocational training offers an alternative pathway for those who may not want to pursue a degree or those who lack the financial resources to access such education. Vocational training is often less expensive and quicker to complete than a traditional degree, making it an attractive option for students who want to begin working sooner, without incurring heavy debt or spending many years in school.

Government initiatives prioritise vocational education

The National Education Policy (NEP), 2020, focuses on integrating vocational education into mainstream education across all boards in India. It aims for at least 50% of school and higher education students to have access to vocational education by 2025, emphasising industry linkages and demand-driven courses.


The National Skill Training Institute (NSTI) and Industrial Training Institutes (ITI) are government institutes that offer vocational courses. The National Council for Vocational Education and Training (NCVET) is another government organisation that supports vocational education in India.

Why are there few takers?
 According to a 2020 report, there are not many takers for vocational courses in schools. In 2020, only 1,247 students opted for the vocational stream, while there were 1,755 seats in 18 skill courses offered in government schools in Chandigarh. Some skill courses received fewer than two applications.


Experts attribute this to several factors. Many schools lack essential infrastructure, such as laboratories and equipment. For instance, students enrolled in IT courses often want to use computers, which are frequently unavailable. Even in schools that do have labs, these facilities are not equipped to handle high enrolment numbers.


Since government schools often operate on tight budgets, vocational courses are not always a priority when funds are allocated. “Often, schools don’t have the financial resources to invest in modern training equipment, qualified trainers, or the development of new courses,” says a trainer at a government institute who wishes to remain anonymous.


There is also a shortage of qualified trainers and teachers with both industry experience and teaching ability. Government schools often struggle to recruit and retain instructors who not only have technical expertise but also understand the latest industry trends and can impart these to students.


These trainers also often don’t have access to regular training or professional development opportunities, which is essential to keep up with changing industry demands or new technologies. This results in outdated teaching methods and poor curriculum.


Another major challenge is the lack of linkage between vocational training providers (schools) and industries. Practical training, internships, and apprenticeships are crucial for vocational education, but government schools often lack partnerships with companies or local businesses where students can gain real-world experience. Institutes also fail to provide adequate job placement assistance or guidance, leaving students struggling to find employment after completing the courses.


There is also an inherent social bias towards vocational education in India, where it is often seen as a last resort for students who cannot pursue traditional academic education. Many students, parents, and even educators view vocational courses as inferior or less prestigious than university degrees, which discourages students. Many students and parents are also unaware of the benefits of vocational education, and that it can lead to lucrative career opportunities.


“When my son enrolled for an ITI course, all my relatives and friends felt that he should opt for a regular professional course and attend a reputed college or university,” says Vijayalakshmi Narasimhan, who works in a bank. “But he is doing well now and is happy with the profession he chose.”


Vocational training is often seen as separate from the traditional academic curriculum. Students may have to choose between academic subjects and vocational courses, leading to a divided education system. Integrating vocational education within the general school system can help normalise it and make it more attractive to students.

Lack of recognition, dropout rates pose roadblocks
 In many cases, vocational courses lack formal recognition or accreditation by industry bodies or professional associations. This reduces the credibility of the courses and the value of the qualifications awarded, making it difficult for students to find employers who recognise their training.
Many students who begin vocational courses often drop out due to a variety of factors such as lack of interest, societal pressure to pursue academic education, or because they do not see immediate benefits from completing the course.

Smile Foundation steps in

Smile Foundation’s STeP programme works in line with government policies to bridge the gap and address the challenges involved in implementing vocational education courses. As part of our educational initiatives, vocational exposure has been encouraged and initiated among students to facilitate holistic learning and development by providing a space for students beyond regular curriculum subjects. This helps children and youth make connections between different areas of learning. 

Our skill training and livelihood programme is closely aligned with the ‘Skill India’ initiative of the Government of India. We aim to empower individuals with relevant and in-demand skills through specialised training courses.

This will help them adapt to the changing job market and secure meaningful employment opportunities. The focus of our programmes is on comprehensive training and skill development. Through tailored counselling sessions, engagement programmes, and hands-on experience, we provide young trainees with the tools and guidance needed to create a nurturing environment where they can explore their capabilities and cultivate their talents.

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