LG Electronics India is known for assisting communities. Niladri Datta speaks to SPO India on how CSR has been an inherent part of LG and its initiatives in sustainability arena
Today most of the businesses are developing corporate social responsibility platforms and programs. Why do you think this has become such an important part of companies’ strategies?
CSR for us is a way of contributing to society and increasing the overall consciousness towards the causes we espouse for. Although we have just made a start in this area; we envisage building more in this area. Different businesses take up the causes dear to them based on their thought process , some think of it as a business imperative while others use it to build a competitive advantage. Potential partners, customers and employees want to associate themselves with a company with a difference. In today’s competitive world, social capital is a key step towards building corporate reputations.The introduction of mandatory corporate social responsibility (CSR) spending under the Companies Act, 2013 was a game changer ever since.
Can you discuss LG’s CSR journey?
LG strives to take the society, the environment, and economy into consideration in a holistic and balanced manner. With a full range of innovative, greener products and services, LG continues to be a leader in developing green innovations. LG always took the greener ways while developing futuristic products for its consumers.LG is also running a special cleanliness drive at all LG Brand shop locations in India and this kick started in Gurgaon. All employees of the LG Brand Shop, Gurgaon wear LG branded t-shirts with ‘Clean India, Clean Brand Shop’ message and encourage brand store owners in surrounding areas to pledge their support by maintaining cleanliness in and around their business locations as well.LG targets to clean a total area of 2.6 Lac sq. ft. (approx.) of India in its first round of cleanliness drive. We have forayed into water conservation, Good health/ well being and education.
What kind of corporate social responsibility does LG do?
Mosquito away CSR wherein we are undertaking an activity based more on the curative aspect with a fumigation and Spray drive and health camps built into it, Mute the growl, water conservation in Greater Noida and fostering the Indian Baseball team.
Recently, you have launched CSR campaign, ‘Mute the growl’. Please tell us about that.
‘Mute the growl’ campaign by LG delivers a strong message and reiterates LG’s commitment to reduce food wastage and creates awareness among people, in the face of rising hunger. Through this campaign, LG challenges the basic psyche of people regarding food disposal. LG Electronics is aimed for zero food wastage every day. Over 4,000 people eat at the LG canteen daily, and they are encouraged consistently not to waste food via creative posters, banners, and periodic announcements. This has helped greatly in reducing food wastage. Now LG plans to take forward this campaign across the country to persuade greater numbers to reduce food wastage. LG has created a microsite www.mutethegrowl.com on which people can pledge not to waste food and contribute towards a noble cause. For every pledge, LG will donate one meal to an underprivileged child.
Also, with the festival time round the corner, such campaigns help sensitize the people on the importance of not wasting food as people tend to indulge over in buying excess food, sweets, etc. l