Fullerton India adopted a unique community development initiative that has sustained socio-economic impact on the community.
As its CSR mission Fullerton India aims to identify alternative vocations that can be promoted among rural households it caters to and help them adopt alternate vocations to supplement their income. It will also help to promote their existing livelihoods with the objective of making these vocations into sustainable livelihoods and thus helping them to improve their standard of living and quality of life.
Fullerton India has a widespread reach in Rural India through its network of 84 rural business branches which service over 8000 villages. In 2010 Fullerton India conceptualized and implemented a unique Partnership Program to help rural communities in Livelihood Advancement. Fullerton India believes that such activities must be done with the engagement of employees. All the Livelihood Advancement programs and events are organized and run completely by Fullerton India’s staff, who work at the rural branches.
Promote existing livelihoods through training, know-how and financial inputs so that rural households can improve household incomes and raise their standard of living
Introduction of new and alternative vocations/ livelihoods that can be adopted by rural households which will help them smoothen income cycles from traditional livelihoods and also help supplement household income through use of existing resources of land and manpower time.
Revive and promote dying rural arts and crafts so that they can be preserved as well as become a primary source of income for those following it. It is also expected to result in reducing migration out of rural areas
Developing Market Linkages to enable rural households to market their produce directly to the target segments and markets with better packages and direct linkages with buyers helping them command better prices and margins and enabling them to find and develop a regular market for their produce.
Partnership Model:
The Livelihoods Advancement initiative of Fullerton India is expected to be implemented through a unique Partnership Model. It brings together Partner organizations from Government, NGOs, Socio-Economic development organizations, Manufacturing and Trading organizations in the Private sector to implement these programs.
Fullerton India conceptualizes various Livelihood Programs with Partner Organizations who have expertise in their respective fields to help create new and promote existing livelihoods.
