CIOIN

VVR Babu

Group CIO, ITC

---

V.V.R Babu
The group CIO of ITC,  Babu has been working with ITC and its group companies in the Software division since 1979. In his previous assignments at ITC, Babu set up strategic business units, created a focused account management structure and robust project management practices to ensure timely delivery of IT services to customers. He is a senior member of the IT Committee in CII, TiE Core Committee, and Computer Society of India.

India is a nation that is engulfed with challenges of endemic poverty and income inequities which give rise to social unrest. According to World Bank estimates, more than 800 million people in India live on less than $2 (about Rs 90) per day. That's not all. The country is languishing with a progressively degrading environment and unequal social structures. But these are not just social concerns because they affect how we do business. Businesses cannot expect to grow in societies that are unstable and it is extremely important to look at sustainability.

Businesses are an integral part of society and have inherent strengths that enable them to contribute to inclusive development. They are well positioned to craft strategies that support livelihood creation. They are also equipped with managerial and financial resources that can bring about social development initiatives that improve the lives of people living on the margins.   

I take pride in being part of an enterprise that has been an exemplar in sustainability and corporate citizenship. ITC's large scale corporate social responsibility (CSR) initiatives are inspired by the opportunity to make a meaningful difference.

Our initiatives find expression in two major areas. The first set relates to initiatives that are integrated and embedded into our business operations. The e-Choupal project - which I helped implement - is today the world's largest rural digital infrastructure. But it's not just that. It is also an example of a business-embedded social initiative. I believe that CSR should not be seen just as a marketing tool. It needs to be embedded in one's business strategies.

"

CSR should not be seen as just a marketing tool. It needs to be embedded in one's business strategies.

"

The e-Choupal model has provided the advantages of an efficient supply chain and 'identity-preserved' procurement to ITC's packaged foods business, but in the process, it has also created an inclusive model of business that empowers small and marginal farmers by giving them the power of digital connectivity and access to markets.
It gives me immense satisfaction that this initiative has empowered more than four million farmers in our country.

The second set relates to CSR activities around each ITC Unit, focused on creating sustainable livelihoods. Working with local communities and NGOs, ITC has built a large portfolio of projects that span different areas such as watershed development, animal husbandry, supplementary education, women's empowerment and so on. These initiatives, which transform rural landscapes into vibrant economic organizations, focus on empowering communities to conserve and manage their natural resources, create sustainable farm livelihoods, and improve social infrastructure especially in areas where it impacts women and children.  

Our chairman Y. C. Deveshwar always tells us that committed corporates create societal value by serving their consumers through competitively superior value propositions, by protecting and nurturing the environment.  So, I believe that businesses can, and must, contribute to a larger societal purpose by creating corporate strategies.  

As told to Anup Varier