CSR is being adopted by organizations in India with great enthusiasm. Sometimes it is mandatory. I feel PSR is equally important. The human being knowingly or unknowingly is dependent on society to survive in this temporal world . Society gives us so much .It is good to give back something in return to the wider society. At the moment AVIVA is combining CSR /PSR and brand promotion in a beautiful manner. Books are being collected through individual donations and the target is to collect over 2 lakhs of books. A number of schools,NGOs etc are involved in the project. Books thus collected would be handed over to underprivileged students through different associations and NGOs. AVIVA’s Great Wall of Education is being built in Kolkata along with other cities in India .(http://www.educationisinsurance.com/greatwall.aspx )It is a brilliant idea and is receiving great response.
I was immensely happy to catch a glimpse of this great initiative at City Centre last Wednesday. The campaign under the mission "Education is the best insurance ", will continue for somedays. Books can be donated at various designated outlets throughout the city. My sister took great pleasure in personally carrying loads of old books to one of these outlets. Most of the books were her daughter's old school texts lying unused over the past four /five years. Otherwise these books would have been eventually sold as scrap.
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