L Prabhakar unfolds how ITC has made a difference in Indian villages

Prabhakar Lingareddy spoke about ITC's efforts to scale up its afforestation initiatives, aligning with India's target of creating additional carbon sinks of 2.5 to 3.0 billion tonnes by 2030. Sharing case studies on an integrated family-centric approach, he highlighted how ITC's initiatives have greened over 10 lakh acres while generating more than 185 million person-days of employment for rural households.

Prabhakar contrasted "social investments" with traditional corporate social responsibility (CSR), emphasising the need to view these efforts as long-term investments rather than short-term obligations. Reflecting on his 35 years at ITC, he explained what motivated him to remain with the company. He expressed pride in being part of an organisation that consistently takes "the road less travelled." For instance, ITC transformed a naxal-prone area into acres of thriving forest, guided by the principle of finding domestic solutions rather than importing pulp. This example underscores the long-term impact of social investments on both communities and the environment.

He elaborated on ITC's focus on training farmers to improve productivity and its agroforestry model, which ensures food, fodder, and fuel-wood security while conserving natural resources. He cited the example of Iravendi Village in Bhadradri Kothagudem, where ITC's holistic approach benefited over 400 households. Sustainable agriculture was facilitated on 401 acres, benefiting 211 farmers. Additionally, ITC enabled water storage amounting to 17,266 cubic meters through 74 farm ponds and one tank. Soil moisture activities covered 453 acres, while livelihood diversification included tree plantation by 131 farmers on 167 acres. Prabhakar emphasised the importance of a granular, on-ground approach complemented by institutional linkages.

Prabhakar also discussed river basin interventions in Ghod, Kolan, and Mureru (Upper Bhavani, South Pennar). Through these initiatives, ITC facilitated a supply augmentation of 56.69 million cubic meters (mcm) via 34,000 structures across 17.15 lakh acres. Calibrated demand management led to agricultural water savings of 1,090 mcm across 14 crops on 12 lakh acres.

He stressed the need to embed diversity, equity, and inclusion (DEI) not only in corporate culture but also in broader society, especially as the question "How responsible are you?" becomes increasingly relevant. Prabhakar showcased ITC's success in forging over 90 public-private partnerships to demonstrate the company's commitment to collaboration with the government.

The central theme of Prabhakar's talk was inclusivity, focusing on empowering small and marginal farmers, women, Scheduled Castes/Scheduled Tribes (SC/ST), and persons with disabilities (PWDs). He underlined the significance of empowering grassroots institutions and community-based organisations.

He noted, "Businesses cannot sustain in societies that fail," urging companies to embrace responsible competitiveness by protecting the environment, driving growth, and creating enduring value. He also encouraged businesses to consistently ask, "So what? What next?" for companies to promote long-term social investment.

Addressing delegates at BMPA's Print Summit, Prabhakar shared that ITC has created over 17,900 empowered community institutions with more than 7.91 lakh members.