Toyota Kirloskar Motor (TKM), an Indian joint venture between Toyota Motor Corporation and Kirloskar Group has yet again showcased its dedication and loyalty to its social responsibility by announcing today that it has won the coveted CSR Times Award 2024 in the "Swachh Bharat" category. This award is rather a testament to its significant efforts in enhancing sanitation, health, and hygiene through its ABCD (A Behavioural Change Demonstration) activity in Raichur, an aspirational district in Karnataka identified by NITI Aayog.
The award ceremony, held at the historic Darbar Hall in Raj Bhawan, Goa, was graced by several notable dignitaries. Among them was the Chief Minister of Goa, Shri Pramod Sawant, who served as the Chief Guest. Other distinguished guests included Shri Shripad Yesso Naik, Hon’ble Minister of State for Power and New and Renewable Energy, and Shri Puneet Kumar Goel (IAS), Chief Secretary of the Government of Goa. The presence of such high-profile individuals underlines the importance of the CSR Times Award, which has been celebrating exceptional contributions to societal well-being since its inception in 2013.
Toyota’s Impactful ABCD Initiative
Toyota’s recognition comes from its extensive work in Raichur, where the company implemented the ABCD program in 100 government schools. This initiative was not just about building infrastructure but focused on instilling behavioral changes regarding sanitation among school children, teachers, and the broader community. The program included a mix of practical and theoretical training, ensuring that the principles of hygiene and cleanliness were deeply embedded in the participants’ daily lives.
The ABCD program’s comprehensive approach also involved supplying necessary consumables, strengthening the role of the school cabinet, and empowering the School Development and Monitoring Committee (SDMC). To further solidify the message, Toyota used awareness videos in schools and the community. The program’s ultimate goal was to create a culture of good health, hygiene, and cleanliness, which would be sustained long after the initial training.
Speaking on this achievement, Mr. Vikram Gulati, Country Head and Executive Vice President of Corporate Affairs and Governance at Toyota Kirloskar Motor, expressed his gratitude. He emphasized that the award is a reflection of Toyota’s deep-rooted commitment to creating a sustainable future through impactful CSR initiatives. For Toyota, societal progress is closely tied to true growth, and the company believes that driving positive behavioral changes, particularly through its child-to-community approach, is key to achieving long-lasting impact.
A Legacy of Positive Change
The ABCD Program, launched in 2015 as part of the Swachh Bharat Abhiyan, has been instrumental in empowering students and promoting positive behavioral changes related to hygiene and sanitation. Toyota’s efforts in Raichur follow the program’s notable success in Ramanagara District, where it significantly contributed to making the district open defecation-free. In Ramanagara alone, the program benefited over 58,000 students from 1,004 government schools and over 430,000 community members.
The success of the ABCD Program in Ramanagara was so profound that it was featured as a case study in the Harvard Business Review. This recognition further motivated Toyota to extend the program to Raichur, focusing on marginalized communities where the need for such initiatives was most critical. To ensure the program’s sustained impact, Toyota also introduced a one-year ABCD refresher program in Ramanagara, covering schools in three phases.
Toyota's Broader CSR Efforts
Beyond the Swachh Bharat initiative, Toyota’s CSR efforts are wide-ranging and deeply impactful. Recently, the company was also honored with a ‘Commendation for Significant Achievement’ under its Corporate Social Responsibility at the 18th CII-ITC Sustainability Awards. Additionally, Toyota’s dealership, Rajesh Toyota, received the CII GreenCo Gold Rating Award for its best sustainable eco practices.
Toyota’s CSR strategy is built on the dual focus of "Empowering Communities" and "Enriching the Environment." Guided by the principle of Kaizen, or continuous improvement, Toyota’s CSR projects are organized into six key pillars: Skill Development, Road Safety, Education, Environment, Health & Hygiene, and Disaster Management. The company’s sustainable CSR model emphasizes community ownership, unified interventions, behavior change, and stakeholder engagement, ensuring that its initiatives are not only impactful but also sustainable.
Since 2001, CSR has been an integral part of Toyota’s philosophy, with initiatives carefully aligned with both community needs and national priorities. Through these efforts, Toyota continues to make a meaningful and lasting contribution to society, setting a benchmark for corporate social responsibility in India.
In Summary, Toyota’s recognition at the CSR Times Award 2024 is not just a win for the company but a testament to the power of committed corporate social responsibility. By focusing on sanitation and hygiene through its ABCD initiative, Toyota is not only improving the quality of life in Raichur but also setting an example for other organizations to follow. As Toyota continues to drive positive change, it remains a shining example of how businesses can play a pivotal role in building a better, cleaner, and healthier India.