Conversations Today

Cover Story - Pg 6 Service for the soul About Shivanjali Trust and its activities

Published by P.N.Subramanian on behalf of Manava Seva Dharma Samvardhani, Alumni Talk Profile Chit Chat 391/1, Venkatachalapathi Nagar, Alapakkam, Pg 3 Pg 9 Pg 12 Chennai - 600 116 and printed by him at Published by: Mr. P. N. Subramanian JUST for a CHANGE “There is a strong tradition in India Express Press, Express Gardens, No.29, Second Helping Them Move on behalf of Manava Seva Dharma Samvardhani, Siri efforts to sensitise youth to to volunteer and help people in Main Road, Ambattur Industrial Estate, Independently 391/1, Venkatachalapathi Nagar, Alapakkam, give back to the society About Mukti and its services for particular communities.” Chennai - 600 058. Chennai -600 116. Phone: 044-42805365. the physically challenged An interview with Mr. Alan Kay Editor Editor: Marie: Marie Banu Banu J Co-founder of Social Audit Network, Phone : 044-42805365 UK 2 Focus Conversations Today • May 2014 From the Inner Abundance – Positive Energy Way he Positive Energy journey brings such as renewal, restfulness, energizing, gratefulness, humility, and learning. various experiences our way. A state Abundance in the four energy dimensions translates into: Editor Tof Abundance is one of them. However, we experience this differently from the typical worldly ways. The dictionary meaning of abundance is Dear Friend, ‘large/great quantity, plenty, loads, wealth’. All these words are typically understood as The idea of social ‘having or possessing’ something of value in accountability has gained plenty. Therefore, people attempt to create abundance in their lives by hoarding wealth. credence all over the world. Some people create wealth through hard Business enterprises have to work and then hoard it for later, others resort take social needs into account to grabbing or stealing wealth to create and being socially conscious abundance. This form of wealth creation and should be their raison d’être. hoarding, are actions that arise out of fear and insecurity - fear of the future. Businesses need a moral In the Positive Energy path, abundance compass in addition to its takes on a different experiential meaning. practical reliance on measures Abundance ceases to mean ‘having or of profit and loss. The bottom possessing’ plenty of wealth. Abundance to line is that a good business the Positive Energy seeker is ‘knowing’ that delivers excellent products whenever s/he needs, whatever s/he needs, as Struggle with abundance happens when one’s energy is engaged in reinforcing much as s/he needs, s/he shall have access to limitations and lack. and services, but a great it. This comes from a strong connection with business does all that and also the universal energy, of which s/he is a part. strives to make the world a This experience of connectedness and better place. Respecting oneness makes the universe our wealth and stakeholders beyond all things in it, become shared resources. Abundance in Positive Energy terms is the shareholders, contributing to awareness that I’m a spiritual being living in the economic, social and a material world. Then, one has access to the environmental development pure energy that a spiritual being possesses. of the communities in which it In turn, then one becomes less compulsive in operates, conscientious daily life as abundance stops being associated with material possessions. stewardship, respecting Unlike the abundant wealth of worldly human dignity, etc. are a few existence, this form of abundance is principles businesses need to renewable, fair, nourishing, and fulfilling. It adapt and report. creates contentment in every instant. There As CSR has become are no comparisons, no competitiveness, no jealousy, no hatred, no yearning – it is a state mandatory to larger of ultimate freedom and deliverance. It Corporates, working and releases the positive energy seeker to live to Limiting Beliefs reporting on social change their fullest, in pursuit of their spiritual path. A powerful ritual that attunes one to abundance and consistently addresses limiting ideas will contribute largely to This state of abundance is liberating - it sets beliefs is writing a gratitude journal—which brings to the conscious mind things that the socio-economic us free to live life in the present moment, in are going well in life. We need to learn to be grateful for the abundance we already development of India. Let us complete mindfulness. Every moment then have. That is what makes it grow and multiply. When we live in gratitude, we becomes fulfilling and joyful. There are no experience abundance and support of the universe, and we actively contribute to the hope and pray that this regrets from the past, no fears of the future, abundance of the universe too. attempt would facilitate no guilt, no anxieties, no shackles that bind Here’s how you can easily incorporate this practice into your life. India in becoming a super us to worries. • Cultivate a spirit of gratitude: Be conscious and mindful of the blessings – big power by 2020. Abundance, then, is not a physical state, and small – that surround you. We hope that the stories of but a state of being, of existence. This is a • Write down at least three things that you are grateful for everyday: Either at the natural state that becomes us, when in the beginning or end of each day, write down every thing that you’re grateful for. changemakers featured in this Positive Energy path. This form of spiritual These questions are helpful to get you into the habit of experiencing gratitude- edition will surely inspire expansion brings many more experiences, --What am I thankful for in this moment? What’s working for my good right many CSRs to evolve now? interesting strategies. —Latha Suresh & Yours Energetically Marie Banu Dr. Bhulakshmi V and Ms. Bhuvaneshwari Ravi are trainers and facilitators of the Positive Energy (PE) program. They are spiritual seekers with a vision of transforming their own energy state from surviving to being. In this journey they have gathered deep insights and are continuously working towards creating a pathway for more seekers. With years of exposure to spiritual practices like yoga, reiki, and personal development interventions like coaching, the authors are working in the Organization Development and Leadership Development space. This intervention is offered by GapSkills Learning Solutions Pvt. Ltd is being offered to corporates and schools. You can contact them at [email protected] to design a customized intervention for your organization or join the PE open program - www.gapskills.com. Conversations Today • May 2014 Alumni Talk 3 JUST for a CHANGE ost of us have gone through NSS days and some would have also Mbeen in scouts and guides teams during school and college days. A sense of social responsibility inculcated during these days may or may not find the direction needed to evolve constructively. But, Siri’s engagement in simple activities has helped her identify what she had wanted to do, at just the right age. Siri is a typical Hyderabad girl, who started visiting orphanages with friends during her school days, as the first Youth Service Captain of her school club. She did her Bachelor’s Degree in Commerce (Honours) from Loyola Academy. Her association with orphanages continued during college days too. “Orphanages have managed to raise money to sustain themselves. There was food, infrastructure, medical help, etc. But, they all lacked one thing in common—‘man power’. In one of the orphanages I visited, the ratio of caretakers to inhabitants was 1:50. Consequently, the personal touch was missing and the inmates yearned for someone who can spend quality time with them,” explains Siri. She adds saying: “We had no money. All we could offer was human resource. We were 2000 students in our college and one group of students can’t do it alone every day. So, we started motivating others to also chip in. The team grew bigger day by day. Each one of us spent an hour at one of the orphanages in our college’s neighbourhood every day. This made a world of difference to the children living here. Most of the times, they just wanted to therefore joined the CSIM course to seek which will add value to the work they can It is not unknown that 70% of India is play with us.” professional guidance. At that point in do together at Just Change. “I became still rural. The students were able to Siri and team did not realize that such time, I was also working for a start-up more curious about rural India after identify needs in a distance of just 1 km work would require a formal set up, until company. Therefore, CSIM’s weekend completing CSIM’s course and got from the city of Hyderabad. As one goes they began to seek support on behalf of course worked best for me. The pattern and qualified for the ICICI fellowship in 2010, farther from the comfort of cities, we get to these orphanages from well-wishers and structure of the course was very apt for which is a two year long experiential meet the ocean of needs. Although she was community members. “When we tried to beginners in the social sector. The trainers learning programme where candidates are able to put her perspectives in place, she raise funds, the first question we had to face knew the innards of this sector, and were placed with organisations in rural areas. I wanted to experience first-hand about rural was if we belonged to a registered well informed. That encouraged new worked with Gram Vikas in Orissa, India. She feels that fellowship happened at organisation. We all belonged to 18 to 20 comers like me,” says Siri, who wishes to documenting their water and sanitation just the right time. years of age, and had embarked on this credit the year 2009 as the most productive projects in the first year of my fellowship. Siri now works for Pratham NGO in journey with an urge to do something year in her life. In the second year, I worked with Ajeevika Hyderabad, and heads the programme meaningful for the society. We Siri is in touch with all her friends at Bureau in Rajasthan where I was engaged ‘Pratham Open School’. She goes on to comprehended that development in itself is CSIM. She feels that the interaction with in the programme for migrant workers in elaborate that this programme intends to a huge sector to work for, and that it has got the 30 participants in her batch, each Kherwara,” she says. give a platform for girls and women to a lot to benefit the needy,” she says. coming from varied backgrounds, was She admits that they had started Just complete secondary schooling, also Siri, along with her 6 other friends thus most enriching. Appreciating the Change with no long term plans in mind. acknowledging that it was way different to founded ‘Just Change’ in 2009, and continuous hand holding provided by The intention was primarily to utilize the educate a regular student and drop out from registered it under the Indian Societies Act. CSIM, she seemingly shares, “Any day, time and human resources at hand, which the same class. The NGO’s mission was ‘Child when I feel I have lost direction and need she feels they did justice to. “Just Change Apparently, Siri’s fellowship changed empowerment through youth involvement’ some guidance, CSIM would be the first was a beginning to the desire of going back her perspective on development and the founders utilized this identity to place I would step into – for both moral in our way. That required no capital. Only completely. “When you go from a city, you sensitise youth on giving back to the support as well as professional guidance.” time and human resources, which we had think you are going to give something to society. Just change grew more active over Siri understands that development sector in plenty. We are now planning to revive rural people. But, I was proven wrong. I the days, with many students signing in to needs more patience, because one’s the operations at Just Change this year,” learnt a lot. I lived in villages with basic visit the orphanages. It was during the same imagination of development does not often she asserts. amenities and I was still happy. I have year that Siri learnt about CSIM in match the reality on ground. “What we Nevertheless, Siri owes those days for grown humbler and I have grown as a Hyderabad and decided to pursue the witness could be starker than what we all inspiring her future discourse. She proudly person,” she concludes. Social Entrepreneurship Outlook would have ever known. CSIM helps recollects the Youth Assembly in Siri is true! Development in India needs Programme (SEOP). “I came to know participants understand these perspectives Hyderabad where Just Change won the more such initiatives to sensitise the about CSIM during my fundraising days. during the training period,” she adds. Best Project Award. She considers it as general public and many more such Now that our activities were organized in a But, Just Change was becoming less their biggest achievement. With new youngsters who can carve a new road for formal set up, I thought it was important for intensive now. After graduation, the interests in rural India, Siri has no regrets all of us to follow. us to formalize all the procedures. I founders wanted to pursue different things, for her decisions. —Shanmuga Priya.T

Centre for Social Initiative and Management (CSIM) is a unit of Manava Seva Dharma Samvardhani. Please visit www.csim.in for more information. 4 Change Makers Conversations Today • May 2014 Befriending nature: Dream Network Arun Krishnamurthy. Founder, Environmentalist Foundation of India f someone were to find a dream job dried leaves and other garbage. This led to with a dream company when he is aged water stagnation, mosquito breeding and Iless than 20, it is natural to expect him adverse effects on the surroundings. He to achieve exponential career growth and in mobilized the support of 14 boys and his later years, possibly enter the record 36 girls and conveyed his desire to books for being among the youngest CEOs clean up the college campus to the of a function, domain, or support system in institute’s authorities. business. Obviously, such opportunities do Even for a college that had been through not knock at everyone’s door. Here is the all sorts of experiences over a long history, story, which could find a place in a fantasy this approach sounded very encouraging to book, of one such rare person. Arun the administrators. They alerted Arun that Krishnamurthy had a fairy-tale start in he was considering what could be a getting a job at the age of 19 years but quit daunting task, considering the effort it in his early 20s. Why Arun sacrificed his required to deal with the ground realities of high-paying career in an MNC for a social an abundance of wild brush growth, cause would make any one wonder just microorganisms and reptiles. The college what his trigger and ambition in life are! followed democratic processes. The Principal (Administrative Head of the Early days college) used to preside over sessions Arun Krishnamurthy was born in a called ‘An Evening with Tea’ with groups suburb called Mudichur near Tambaram on of students to discuss new policies and the outskirts of Chennai. His house was initiatives. Arun was given an opportunity located in a serene, scenic area surrounded to present his idea about cleaning up the by lush green and a lake near his home. He college, and was permitted to go ahead. used to see lots of frogs and snakes, and This was the first environmental clean-up used to wonder why the snakes ate the effort handled by him. It gave him the frogs! As a child, however, he did not confidence to conceive of larger initiatives realize that nature has its own way of for the cause of environment and society. organizing the food chain for species’ While at the college, he also used to subsistence. He did think that unless nature volunteer at Vandalur Zoo. Being an animal is nurtured and maintained, future lover, he used to visit the zoo frequently. He generations might suffer. was often annoyed by the insensitivity of His schooling also helped him to develop visitors who failed to appreciate the pain of his interest in environment and science. He restricted animals! On one such trip, he studied at Good Earth, an institution found himself highly disturbed, and desired supported by the Jiddu Krishnamurthy to plunge into action on a project for Trust. He commuted nearly 20 km to educating visitors. For a period of eight school every day. He understood the weeks from that point in time, he conducted philosophy of Good Earth. Officials at a project at the zoo on Sundays, between 11 “The School” were specific that he should am to 3 pm, talking to people about how to do what he enjoyed doing. More important, befriend animals and derive safe and true his father shared that sentiment! enjoyment from their trips to the zoo. Even in the early days of his life, Arun had learnt two important lessons. The first Trigger: lesson, in two parts, was about the As he was about to complete his importance of money and the need for graduation, he got a dream offer from frugality. His father made sure everyone at Google India in the area of campaign home understood the need to manage management. personal finance efficiently and This gave him huge financial appreciated the income and expenditure independence at less than 20 years of age. aspects of family finance. When he was a However, he had to move out of Chennai student in the fourth grade, Arun clearly Even in the early days of his life, Arun had learnt two and relocate to Hyderabad. He carried his understood what it meant to build a home important lessons. The first lesson, in two parts, was nature-friendly approach to life to with a loan and how much it mattered to Hyderabad, where he set about exploring repay the loan on time. This taught him about the importance of money and the need for frugality. his new life. frugality and an appreciation of the value His love for nature and his experience in of money. social impact. college had a very liberal learning system handling environmental projects while at His second big lesson, in three parts, was As he grew to become a youth, Arun that impacted hard on its students and college created an urge in Arun to do work about hard work, the application of imbibed much of his parents’ characteristic. groomed their leadership skills. Arun was that would have a larger impact on social common sense and the development of His interests in science and nature made one of those students who could be activities. He became interested in survival skills. This lesson again came him aspire to become a cardiologist. You nurtured to their fullest potential. restoring lakes while working for Google from the family. His father used to work as may consider it the hand of god or a quirk Obviously, things were not entirely in Hyderabad. The first lake he initiated a a General Insurance Development Officer, of destiny that Arun landed up at the without conflict for a middle-class boy, clean-up of in May 2008 was Gurunadham which meant the harder he worked the Madras Christian College, seeking however bright and aspiring he was. Cheruvu located at Miyapur, Hyderabad.. more business he achieved. His mother was admission to a Bachelor of Science course He lived in the Vengal Rao Nagar of a PhD in education. She always spoke of in microbiology. Leadership grooming: Hyderabad and was pained to see the badly making education reforms purposeful. This college is located on 360 acres of In his second year at the college, Arun neglected Gurunadham Cheruvu Lake in Their natural traits enabled his parents to green lush plants and trees, almost like a started working on a number of initiatives that same area. During one of his cycling earn better income by connecting well forest! The large stretches of greenery gave that helped groom him as a leader. He was trips saw the lake and decided to clean the with people and incidentally, making a Arun a lot of inspiration. Further, the pained to see college gutters filled with lake. He spoke to some of his friends and Conversations Today • May 2014 Change Makers 5 colleagues and informed them of what he He volunteered and ran the Roots & works as a consultant in a communications had done while at college. A few of them Shoots (R & S), India, program for Dr. outfit. From his earnings there, he pumps in responded positively, but it was not Goodall. R & S belongs to the Jane Goodall In 2011, he founded 40%–50% to his projects. EFI gets his full- adequate for such a huge task. Arun went Institute, under Dr. Jane Goodall, a British time attention along with his professional on a door-to-door campaign requesting primatologist and his mentor. This is more his own NGO, the work. Though managing both is a people to join the movement for cleaning because of a strong emotional attachment Environmentalist demanding exercise, Arun has so far been up the lake. He targeted children in the age he had with Goodall. One of Arun’s most able to handle it without much difficulty. group 10–16 years. He felt that they would prized possessions is a diary that he has Foundation of India In spite of the above constraints, Arun bring more enthusiasm and energy to such maintained since he was in the fourth has now expanded his activities. There are projects. Grown up people do not unlearn grade. At that time, his mentor had written (EFI), in Chennai. about 18 conservation projects, such as their set attitudes fast and thus, are a few words in the diary during a visit to While primarily active cleaning lakes, sparrow reintroduction and reluctant to take up simple acts for the India. Goodall inspired him to become a herbs restoration, which are handled by benefit of society. He got permission and full-time environmentalist. in three Indian cities, him through EFI. The Tamil Nadu Forest support from the local government to clean The major project that he took on was to namely Hyderabad, Department, the Andhra Pradesh Forest the lake. He had very simple principles, restore Kilkattalai Lake. This had to be Department and the Delhi State like providing tool, equipment and basic done in several phases: first, the natural Chennai and Delhi. Government have supported the sanitation for all volunteers, including habitat and pollutants had to be mapped; organization’s initiatives. Arun taps into children, who participated in the cleaning garbage had to be cleared; silt had to be One of EFI’s most the potential of school students and young up of the lake. No other money was spent. removed; and the lake’s periphery to be exciting programs is adults to champion environment causes, Further, no one, except the organizers, strengthened. This last phase involved and has conducted over 100 school could take photographs for publicity. The reintroduction of native aquatic species the Lake Biodiversity programs in Chennai, Delhi, Hyderabad, project worked wonders! and plants. Getting all this done by an Restoration Project, Lucknow and Vizag. This experience taught him the lesson individual and a team of volunteers was a that resources, mainly manpower, are the major challenge then. It is interesting to which has so far Family support: key to successful implementation of learn how Arun managed everything. Arun’s parents have encouraged him projects. He understood that the true game cleaned up 12 lakes from childhood to choose to work where changer in community work is appropriate Challenges: across India. his heart is. Their hard work, frugality and personnel who volunteer to give time, In 2011, he founded his own NGO, the humbleness have strongly influenced him. energy and passion for such work. Even Environmentalist Foundation of India Furthermore, his parents thought of him as children doing voluntary service under (EFI), in Chennai. While primarily active The second challenge was getting a sensitive but at the same time objective able leadership can help to clean up water in three Indian cities, namely Hyderabad, government department permissions. The person, with a no-nonsense attitude when bodies and release reptiles belonging to Chennai and Delhi. One of EFI’s most initial task was to strengthen the lake’s he pursues his dream. Though a sketchy those water bodies back, ensuring survival exciting programs is the Lake Biodiversity embankments with the support of the mention has been made, the role of of the environment. Arun strongly believes Restoration Project, which has so far government’s Public Works Department. Arun’s friends in his path towards that every environment has its own cleaned up 12 lakes across India. Then came removal of the garbage. becoming an environmentalist is species and organisms that have been With Kilkattalai Lake, the first challenge Generally, Arun found the government important and needs appreciation. thriving there for generations. Nurturing was in organizing the required manpower. departments very friendly and helpful. One them is critical for environmental It was clear that Arun had to use school and needs to work alongside local interest Conclusion: survival and for balancing of human college children as his primary manpower groups to ensure smooth sailing of the It is not easy to give up an opportunity to interests with those of nature. resource. The clean-up team consisted of projects. This was also the case with the grow in the corporate world to becoming around 900 volunteers, recruited through support of government officials. part of a high-level management echelon, Resolve to pursue passion: school programs and street theatre for The third challenge was in funding especially when the opportunity comes The second project undertaken by Arun practical conservation work. Most of them projects. Initially, Arun used funds he got with the advantage of an early start to the was “Lakshmi Pushkaram” in Chennai in were aged below 20, and had received from Google India. His enthusiasm career. However, a strong desire to do 2009. After Gurunatham Cheruvu, Arun training from him. He actively mobilized fetched him the first place in the Google something a person is passionate about, decided to give up his job and come back to this support direct contact, networking Alumni Impact Awards, which gave him a and the willingness to forgo a potentially Chennai. He thought that by staying closer through social media and a number of cash prize of $15,000. This helped him to rewarding corporate career to impact to home, he could contribute better to innovative programs to reach out to boost the activities of the EFI. He does not neighborhoods along with like-minded social causes. However, his friends thought students. Many of these students and their aggressively solicit funding from youth makes for rather brave and that giving up a fancy job to pursue his parents saw him as a hero. Moreover, these sponsors, as he feels that his main revolutionary thinking. Just imagine the passion might not be the right thing, engagements were on holidays and resources are the people, who are environmental benefit to the world if only considering his long-term interests. Arun inculcated a sense of social awareness in volunteers, at least for now. To meet the we had more leaders like Arun pursuing listened to his heart more than to his mind! the children. Hence, parents encouraged rest of the expenses incurred in each their passion. Arun says, “Quitting Google in 2010 was a their children and often visited the work intervention, there were sponsors who tough decision. They were wonderful sites themselves. Arun initiated and provide support on request. — This is part of the book “Incredible employers. But I felt I was slipping into a experienced this model of engagement, Challenge number four was sparing the Champions” authored by N. comfort zone. A full-time job left me little and is now able to use it repeatedly to time that was needed to be devoted. His Chandrasekaran and published by free time to follow my true passion”. propel his work in a big way. work was a continuous engagement. He Partridge Publishers 2014.

Centre for Social Initiative and Management Editorial entre for Social Initiative them to apply successful Contact Persons: CSIM also facilitates Social and Management business practices and yet Ms. Marie Banu, Director, Audit for social enterprises C(CSIM) is a unit of retain their social mission. It Chennai @ 9884700029 through Social Audit Latha Suresh Manava Seva Dharma also offers training and hand Dr. Madhuri. R, Head, Network, UK and SAN, India. Samvardhani. It is a learning holding support to prospective Coimbatore @ 9840222559 For more information, please Marie Banu centre that promotes the concept social entrepreneurs and enable Mr.K L Srivastava, Director, contact Ms.Latha Suresh, of social entrepreneurship. them to launch their social Hyderabad @ 9912656112 Director @ 92822 05123 or CSIM offers training and initiatives. CSIM operates in Ms Aruna Subramaniam, visit www.san-india.org. consultancy to social Chennai, Coimbatore, Director, Bangalore @ enterprises – for-profits and Hyderabad and Bangalore. 9886833665. non- profits – to facilitate Please visit: www.csim.in. 6 Cover Story Conversations Today • May 2014 Conversations Today • May 2014 Cover Story 7

One of the more interesting aspects about Swami Shantanand’s spirituality and mission — reflected in the working at Shivanjali — is his love and respect for all religions. Servicehen he lived a life of spirituality A large part of the work that is carried for the soul and prayer, Swami Shantanand out at Shivanjali is medical-related. But WSaraswathi laid a great deal of in her two decades, here, Uma has emphasis on music and dance as a form of introduced a new brand of medico- worship. No wonder then, he was social working where patients who are frequently referred to as The Singing Sage. treated, are also given skill-based Nearly nine years after he attained responsibilities. “This ensures that they Mahasamadhi (July, 2005), the legacy of have something to look forward to, the Swami continues to live on, through the from the trust, even after their treatment Shivanjali trust. Established in ends,” says Uma. In fact, imparting this Coimbatore, in the 1980s, Shivanjali’s medico-social working has been one of purpose lay in letting Swami Shantanand’s the more engaging aspects of Uma’s ideals live on. “Swami was particularly tenure as Shivanjali. The Kuala- fond of the performing arts; and that’s why Lumpur-based doctor, moved to one of our premier initiatives was the Coimbatore in 1995, to take up Temple of Fine Arts, which continues to responsibilities at the trust, where she thrive to this day,” says Dr Uma Deavi, a has worked, ever since. The trust itself medical officer at Shivanjali. Uma joined operates entirely in Coimbatore, with a the trust in 1995, and has been a veteran bulk of its activities based entirely volunteer ever since. around the city. Through its initiatives In a nutshell, Shivanjali couples service and activities, Swami Shantanand’s with imparting skill through fine arts, and motto of ‘Serve, Love, Give’ has several other initiatives like the ‘Eat as you echoed far and wide. want and pay as you wish’ initiative, One of the more interesting aspects pickle-making units and printing services. about Swami Shantanand’s spirituality Through each of these initiatives, the trust and mission — reflected in the working does a bit to let Swami Shantanand’s ideals at Shivanjali — is his love and respect live on. “One of the most eye-opening for all religions. “The trust holds annual teachings of Swami-ji was how service Christmas events, and observes should benefit both parties,” says Uma, festivals celebrated by various “Of course, service benefits its religions,” says Uma, “And that’s beneficiaries. But more importantly, because Swami-ji always advised us to service is also helps the one who imparts it. be tolerant and respect different faiths.” And that, in some way, helps contribute to This secularism has ensured a spirit of your growth as a person.” This religious tolerance and mutual philosophy is, in fact, the respect within the trust, and the underlying work ethic people it engages with on a that is followed at daily basis. Shivanjali. And that’s Over the years, the precisely why, Uma presence of the trust has explains, the grown internationally. volunteers at the trust While headquartered don’t go about in Coimbatore, publicizing the Shivanjali also has a work that is carried Chennai office, while out there: “For the its activities have spread simple reason that as far as Perth, Singapore Swami taught us to do and Malaysia. In fact, the good deeds and to trust has offices in Kuala engage in service Lumpur, Penang, Johor for ourselves.” Baru and Malacca, in Malaysia. In this contributed to the empowerment of plans; at least not as of now,” says Uma “That’s why we have also been actively legacy for Swami Shantanand; one that is journey across women, children and society in general by while referring to the trust’s future plans. considering a move towards Ayurveda, and expected to last for a long time to come. decades, the means of these initiatives that it However, one plan that Shivanjali is traditional methods of healing. That’s why Through action-based initiatives, trust has undertakes. The trust has also been aided actively considering, is the setting up of a setting up a holistic healing centre has been Shivanjali has furthered the cause of actively by CSR initiatives by Vision2020 Australia holistic healing centre. This, of course, is in an active part of our future plans.” helping society be a better place to live in. and Cognizant Technology Solutions. The tune with the success and patronage that The Shivanjali trust has played an active Be it teaching, medical service, impartment trust has also conducted eye camps, free traditional treatment and healing methods role in making lives a whole lot better. In of skills or even the smallest service to the dental check-ups and similar healthcare- have enjoyed of late. “Ayurvedic treatment doing so, they’ve managed to pay tribute to lower rungs of society, the NGO has gone a related services for children, in its effort to has been of great help in the recent past. A the man whose mission and principles they long way in helping further the cause of further the service that it renders to society. lot of people seem to be taking to it as an help emulate. However, in doing so, holistic service. Not just service, but “We think small, and don’t have big effective means of treatment,” says Uma. Shivanjali has also managed to create a service for the soul. 8 Spot Light Conversations Today • May 2014 The concept seller Currently, the overall market size of stem cell services is Rs. 200 crore in India, but is expected to reach Rs. 2,700 crore by 2020, according to a report from Lifecell.

ishwarya Rai Bachchan, possibly established fairly quickly. Today, the services at Rs. 19,990 (for the first year) also offers stem cell asset insurance to its one of India’s highest paid brand company operates more than 100 centers and storage fees of Rs. 3,500 per year. customers. Abhaya believes it is crucial Aambassadors, appears in several around India and has begun to expand The price came down from Rs. 45,000 per to lead the market by bringing in all these TV ads for endorsing many different into other GCC countries. It serves over year. As is often the case, lower pricing innovations, often being the first stem brands, including ones she probably 80,000 customers and has received can play a crucial role in disrupting the cell services company to do so. never uses in real life. But, there is one several accreditations from international market and converting non-consumers From a sales force perspective, Abhaya brand, Lifecell, she endorses from the organisations for standards, such as into consumers. Currently, the overall realises the importance of giving the right bottom of her heart. The affinity simply American Association of Blood Banks market size of stem cell services is Rs. tools to help his people sell well. The comes from the fact that Aishwarya’s (AABB), College of American 200 crore in India, but is expected to sales folks carry an android device loaded daughter, Aaradhya’s stem cells are with educational videos to help convince banked with the company. Today, customers better. Aishwarya, a patron of Lifecell, is also a The company has also taken the goodwill ambassador for stem cell concept of content marketing to the next banking in the country. level. It sponsored the production of a For Mayur Abhaya, a second- DVD titled “Prenatal yoga with Lara generation entrepreneur whose family Dutta” and also organised Great owns Chennai-based Shasun Chemicals, Expectations, a fashion show and leading Lifecell as its founder and CEO carnival for expectant women in was an opportunity he couldn’t afford to Bangalore. Both these content marketing miss. For starters, it offered him a chance efforts, in tandem with the campaign with to build a business in a blue ocean space. Bachchan, helped the brand break While stem cell banking has been through the clutter. around for over 25 years, when Lifecell With the investment from Helion was founded in 2004, it was India’s first Venture Partners earlier this year, Lifecell stem cell solutions company. So, what is now looking to retain its position as really is a stem cell? Stem cells lay the India’s largest stem cell solutions very foundation of our bodies. Our skin, provider and possibly become the world’s bones, blood and organs are all born out largest by 2015. That is not all. Abhaya is of stem cells. Stem cells have the power constantly looking for ways to enhance to repair and regenerate our body’s the technology and service offerings, tissues and organs, and when stored boost up his marketing and also diversify properly, can be used to help people into bringing in innovative stem cell recover from life threatening medical therapies into India. conditions. For Abhaya, it was this kind of basic education that had to be imparted PROFILE to early adopter-customers to get the Mayur Abhaya, founder and CEO, business up and running. Lifecell, India’s leading stem cell Lifecell was founded by establishing a banking solutions company, has adopted technology partnership with US-based a “total marketing” strategy to clinch Cryo-Cell International, the world’s first early adopter customers for his service. stem cell solutions company. Specialising From celebrity endorsements and content in umbilical cord stem cell banking, life- marketing to establishing technology saving stem cells are collected and stored partnerships, Abhaya has looked at sales, from the umbilical cord blood and tissue marketing and branding holistically. within 10 minutes after a baby is born. These stem cells are stored in a secure LIFECELL’S MARKETING MIX environment at minus 196 degrees, and Lifecell sponsors “Prenatal yoga with can be used to treat several medical Lara Dutta” conditions, as the child grows older. Aishwarya, Rai Bachchan, a patron of Essentially, this also meant that Lifecell, roped in as goodwill ambassador customers needed to be believe that the for stem cell banking in the country company would still be around, 15-20 Initial fee lowered to Rs. 19,990 from years from the time of banking. More Rs. 45,000 over, trust was a crucial element of the Global accreditations from American customer-company relationship. Pathologists (CAP), WHO & National reach Rs. 2,700 crore by 2020, according Association of Blood Banks and others to “ It is crucial to empower our sales Accreditation Board for Testing & to a report from Lifecell. add to its credibility force with the right tools to help them sell Calibration Laboratories (NABL). Earlier Considering the potential, competition Technology partnerships with global better. For example, all our feet on street this year, the company raised Rs. 35 crore is heating up and there are over 15 stem players including one with the world’s sales people carry an android device with in funding from Helion Venture Partners, cell banks (the market is dominated by oldest company Cryo-Cell educational videos to show our customers primarily to boost up marketing and also the top three) in the country. Lifecell Constantly innovate, adding newer the benefits of stem cell banking.” enable the development of novel cell- differentiates from competition by adding service offerings. Bringing in novel stem- In addition to technology and people, based therapies. more and more features to its service cell therapies into India branding continues be an important Another crucial element of the offering. For example, the company S. Prem Kumar element in the customer acquisition marketing mix is the affordability factor. offers dual-storage in Chennai and NCR, This article was first published in process. Trust in the brand, which often Recently, the company reduced its price has now started offering menstrual blood The Smart CEO Magazine takes decades to build, had to be to offer customers its stem cell banking banking (the first in India to do so) and (www.thesmartceo.in) Conversations Today • May 2014 Profile 9 Helping Them Move Independently he urge to give back to the society and contribute something for the Thave-nots has been the primary motive behind most of the social initiatives. Mukti, a social organisation based in Chennai, comes as no exception. But, its consistency for almost three decades now is noteworthy and appreciable. Mukti was founded in 1986 by Mrs. Meena Dadha, who was then a housewife hailing from Rajasthan. Chennai exposed her to many tragedies like accidents and diseases that curtailed people from even moving around independently. “She was alarmed with the number of accidents that shattered families,” recalls Ms Stella, Chief Operating Officer of Mukti. Meena soon realised that providing artificial limbs for amputees could make a world of difference. She decided to do this free of cost for the poor. Soon after, Mr Tulsi, her close aid, was sent to Jaipur to learn the art of making artificial limbs. Mukti started off as a small unit in Meena’s garage, with Tulsi and a handyman beginning to manually produce artificial limbs. Her initiative was supported by her parents, who decided to help her in every possible way. In a few years time, they bought a place in Meenambakkam to set up Mukti and cultural events are artificial limbs along with raw Centre. Her conviction to make the organised frequently materials to provide foot to Sri services accessible for all was clearly for the beneficiaries. Lankan war victims. “Mukti is reflected in her choice of locality for the Mentally challenged not into bulk production. Every centre. Meenambakkam is located close individuals affiliated to beneficiary is different and it is to the railway station and the airport and SCARF were also important for us to produce a is easily accessible by road too. employed at Mukti. suitable limb for them. We The laborious manual production Mukti spares no effort in make 5 limbs and 5 callipers yielded only 10 artificial foot per day. acknowledging their in a day, along with the Was this capacity adequate? “A talents. Outstanding repairs ranging from 15 to beneficiary who comes with crutches at achievements by 20. The procedure for a limb 10 am, can actually walk out of my physically challenged takes about 4 hours. So far, centre by 3 pm with the artificial limb individuals are recognised our technical team has been that was exclusively produced for him/ through the Lalchand able to successfully meet the her. We have proven this possible, while Milapchand Dadha Award demand,” says Stella who oversees the hospitals take months to deliver the same instituted by Mukti.In the production of 600 limbs, 400 callipers service,” asserts Stella adding that the last 28 years, Mukti’s style field, allowing beneficiaries to observe, and 6 to 10 hands every month. manufacturing unit now functions with of producing limbs and callipers has learn and be guided by professionals. Mukti’s future, is seemingly driven four technicians and three assistants. remained manual. “Looking back, more Further trying to complement their by the growing demand and the In early 2000s, Mukti decided to than 200,000 people have benefitted talent, Mukti had also established an art expertise it has accrued over the venture into production of callipersfor from this effort. How all this is sustained gallery in this centre. “It is an art gallery decades. The centre presently hosts polio victims.“Our beneficiaries are is our next concern,” Stella smiles. that has been set up to promote artists; student interns from universities in US amputees and polio victims from India, She says, “Mukti receives no grants. organise workshops with renowned and UK, along with students from Srilanka, Bangladesh and other Friends, family members, clubs and well artists, but with a deep - rooted colleges in Chennai, who have come developing nations. Mukti also provides wishers have contributed to our connection with the physically here to learn the procedure of making callipers for children as young as six organisation in several ways. Our challenged Every step was taken artificial limbs and callipers. As Stella months. Providing attention to each and visibility comes through word of mouth. considering its usefulness to Mukti’s explains, Mukti has always been open every beneficiary reiterates the Not surprising though, given that Mukti cardinal cause—providing artificial to exploring opportunities within its happiness and fulfilment of the Mukti is the only NGO providing artificial limbs and callipersto amputees free of limits to best benefit its target team. “These artificial limbs are a big limbs and callipers free of cost to the cost. However, the centre at beneficiaries. With new grants boon to care takers of patients who have poor. A beneficiary is charged only three Kottakuppam had to be shut due to promising to come in, Mukti is also to be carried everywhere. Their sense of hundred rupees and that too to meet the inadequate human resources to manage looking at the option of adopting liberation and relief is so apparent and administrative costs. the centre. machinery for its production. touching,” shares Stella. This is not all! Mukti had its second The art work by differently abled is Soon to hit the three decades mark, Besides providing mobility aids, centre located at Kottakuppam near now promoted through Prakit Art Mukti has succeeded remarkably in its Mukti also works to mainstream Pondicherry. This centre came in with Gallery at Raja Annamalaipuram, owned mission to help amputees and polio differently abled individuals in the additional facilities for the talented and by Mukti’s founder, Mrs Meena Dadha. victims move independently. It has also society. Characteristically, we can see upcoming physically challenged artists. Prakit Art Gallery is a commercial venture gone further in facilitating their physically challenged members working Apart from the regular logistic support, set up to sustain the activities of Mukti. integration in mainstream society. here to prepare the artificial foot. Mukti centre arranged regular interactive With such innate work and presence, Awareness programmes, camps, sports workshops with renowned artists in the Mukti has successfully delivered 700 —Shanmuga Priya.T 10 Inspirations Conversations Today • May 2014 Conversations with Shri Ramana Maharishi r. Emile Gatheir, S. J., Professor D.: I am from God. Is not God distinct must experience it himself. M.: Did you know it in deep sleep? of Philosophy at the Sacred Heart from me? DCollege, Shembaganur, M.: Who asks this question? God does not D.: Oh! I see. But God is Infinite and I am D.: The activities are suspended in deep Kodaikanal, asked: “Can you kindly give ask it. You ask it. So find who you are and finite. I have a personality which can sleep. me a summary of your teachings?” then you may find if God is distinct from never merge into God. Is it not so? M.: But you exist in sleep. So do you now M.: They are found in small booklets, you. M.: Infinity and Perfection do not admit too. Which of these two is your real state? particularly Who am l? of parts. If a finite being comes out of D.: But God is Perfect and I am imperfect. infinity the perfection of infinity is D.: Sleep and waking are mere accidents. D.: I shall read them. But may I have the How can I ever know Him fully? marred. Thus your statement is a I am the substance behind the accidents. central point of your M.: God does not say so. The question is contradiction in terms. (He looked up at the clock and said that it teachings from your lips? for you. After finding who you are you D.: No. I see both God and creation. was time for him to catch the train. He left M.: The central point is the thing. may see what God is. M.: How are you aware of your after thanking Sri Bhagavan. So the personality? conversation ended abruptly). D.: It is not clear. D.: But you have found your Self. Please M.: Find the Centre. let us know if God is distinct from you. D.: I have a soul. I know it by its —Excerpted from talks with M.: It is a matter of experience. Each one activities. Shri Ramana Maharishi

Belongingness Dimensions – Marriage of Corporate CSR and Social Organizations

SR – Corporate Social will they be willing to look at the only when the opposites merge. No one Responsibility, a boon for the monetary dimension and connect reach single person is more important than the Csocial organizations has several with value for money the way corporate other and each are required for impact spaces. This has to be seen both envisages is not yet known. fulfillment of purpose of the other. from the perspective of the corporate While we have thousands of years of Therefore there has to be – which have to work on enhancing their history where philanthropy and • Clear planning from the corporate social responsibility as well as the social happiness in this world are equated linked to their organizational vision organizations who are the beneficiaries through socio religious learning, Indian and values the areas where they can of this movement. The new Bill corporate are yet to have a holistic view reach out and support society mandates that every company having a of how they can impact society. The • Deep connection and mapping to net worth of Rs 500 crore or more, or a danger is for it to get reduced to a set of the employees willingness to turnover of Rs 1,000 crore or more, or a activities that will serve the purpose of participate and the social net profit of Rs 5 crore or more during adhering to the bill rather than seeing it organization’s requirement any financial year must constitute a CSR as an inner connect of the people to the • Developing systems and framework committee consisting of three or more larger consciousness and a process of that will measure impact, reach out directors, with at least one independent evolution. This will call for their active and development by the social director. This committee will formulate participation and deep seated vision and organizations for the funding, effort a CSR policy for the company and planning connected to organizational and energy invested by the recommend the expenditure to be vision and values. Otherwise it can be corporate incurred on CSR activities. At least 2% reduced to a mere checklist exercise. • Ability of the social organizations of the average net profit of the company The corporate have to work on matching to formulate clear and detailed made during three previous financial the inner beliefs and spaces of vacuum proposals that match the years must be spent on CSR activities. experienced by the employees and requirements of the corporate in the It is interesting to trace the way which area to invest in, or contribute the connect them to spaces of fulfillment local areas and approach them society has been taken care of by the amount to central or state government through the experience of joy of giving building a viable relationship that is largest influencing bodies in history funds earmarked for socio economic in person and material. It can also be a mutually beneficial. which has been changing over a period development. deep exercise to connect and bond the • Willing to meet mutual of time. Centuries back, the kings played This initiative has the potential to employees at heart level. When they get expectations in terms of financial a key role in ensuring that society’s reach out to over 3 million NGOs that involved the corporate has to do their accounting practices and processes needs are met. Then arrival of the exist in India. But there is a large due diligence to ensure they work with of implementation. religious institutions that played a large perception that most of them are high impact credible organizations. • It has to be inclusive inter- part and still continues to play in running disorganized and lack efficiency in The social organizations too has for dependent relationship build on institutions and supporting education functioning. This calls for social long shun anything that is so called trust and integrity to ensure the and healthcare extensively. Followed by organizations to become strong in their ‘corporate’ in terms of culture and intent and essence of CSR initiative this were the governance bodies and systems and processes; they need to efficiency. There have been two worlds is met completely. today the Corporate have also been accept and understand the need for existing – be it stream of education, made a part of it. The Corporate are the accountability in every action, time and people, orientation, philosophy, Reflections: largest bodies influencing a lot of lives effort; they need to learn to evaluate and culture… Now a marriage of these two 1. To what extent do the processes in currently and can make a difference by balance the head and heart (emotions has to happen for both to support each my organization qualify for joining hands with the social and tasks). Further there are pockets and other and evolve together. The larger corporate funding? organizations. small scale work that most social idea is to ensure they both accept each 2. How can I extend benefit to the The understanding of the intent and organizations are involved in and other and learn the best practices from CSR that the corporate has to fulfill the careful planning of the scalability is a huge issue. They have to each other. It’s important that each of and also ensure the need of my implementation has to happen in the HR be willing to look at large scale them do not end up trying to convert the social organization is met? of the corporate as well as the social interventions and effectively absorb and other becoming judgmental and proving 3. To what extent are the employees organizations who are the agency to manage the funds that will become either orientation as wrong. They need aware and are participative in the ensure the benefits are properly passed. available. The initiative has the power to to accept each other and appreciate the CSR initiative? The act defines CSR as activities that strengthen the social organizations in benefits each can bring to the project on promote poverty reduction, education, terms of scale and sustainability. But hand and ensure the benefit is reached —Dr. Kalpana Sampath health, environmental sustainability, will the social organizations accept and out to the needy. It no surprise in some gender equality, and vocational skills learn to function differently is still an ways they are of opposite to each other development. Companies can choose unanswered question. To what extent but the ‘Poornam’ or whole can happen Conversations Today • May 2014 Events 11 Master Class in Social Accounting and Audit

Alan Kay

hile the Companies Act, 2013 has made support at various stages over a period of 4 to 6 Mrinalini Shastry Corporate Social Responsibility months. The objective of the programme is to initiate a Wmandatory for companies, there is a need to group of practitioners into the science and art of SAA. look at reporting about CSR activities in a way which The training further ensures that participants are well measures the impact of the programmes and check it versed with the principles underpinning the process as against its intended objectives. well as solutions to the practical challenges that arise In this regard, CSIM and LIBA organized a Social out of undertaking SAA in Social enterprises and CSR Accounting and Audit Master Class in Chennai on 5th projects. 27 Participants from corporate houses and and 6th of May, 2014 at LIBA Campus in Chennai. NGOs, besides professional Social Workers and This Master Class provided insights on social impact management consultants have enrolled in this training reporting and facilitated individuals to become and aspire to become certified Social Accountants and certified Social Accountants and Social Auditors. Auditors within 6 months. Participants attended an intense training The resource persons for the Master Class were Mr. programme on 5th and 6th of May to understand the Alan Kay, Co-founder of the Social Audit framework concepts of Social Accounting and Audit (SAA). The from Social Audit Network-UK, Liverpool, Mrs. training includes theoretical and practical skills Mrinalini Shastry and Mrs Latha Suresh, Social training followed by one to one continuous mentoring Auditors from Social Audit Network, India. Latha Suresh

Photos: Nelson Naveen 12 Chit Chat Conversations Today • May 2014 “There is a strong tradition in India of volunteering and helping others within particular communities.” Alan Kay shares with Marie Banu the global scenario of Social Accounting and Audit. lan has more than 30 years of is, we support Social Accounting and Your thoughts about the way in which who want to contribute to benefit the experience in community Audit and try to promote it with social enterprises in India and abroad society are always interested in hearing the Adevelopment and social enterprise organizations who want to emulate good operate? story about what organisations are doing in support in the UK and overseas. His practice within their own organisations. In my understanding, India has a long order to achieve social or community background is in overseas development We try and focus on social enterprises, tradition of NGOs, and organisations that development. Up until recently the and he has lived and worked in East Africa non-government organisations, and are located in the civic society. reputation of an organization held sway in and South East Asia attached to a variety voluntary organisations. We also have There is a strong tradition in India of funders making decisions on how to of different organisations including had interest from the corporates in using volunteering and helping others within allocate their funding. HelpAge International, Action Aid and the process to assess their Corporate particular communities. I think that those We think that decisions should be made VSO. Since returning to Scotland in 1988 Social Responsibility. organisations should move much more according to the impact an organisation he has mainly worked with community- into trying to develop a sustainable has. An organization as part of its normal owned enterprises and social enterprises. Can you share your experiences income. I have seen this with a number of working practice should develop a system He believes in empowering people so that working with Social Enterprises in the organisations and I think that the idea of where it systematically accounts for its they can get involved in economic activity UK? social enterprise is really beginning to be social, environmental, and local economic to create sustainable communities. Since 1988 I have been working with taken up in India. It possibly needs more performance as well as its impact. This Over the years he has developed links social and community enterprises. My political as well as financial support. would add to the integrity of the decision – with a wide range of social economy original background is on overseas We have been working with CSIM for a especially when there is an audit which organisations and carried out research, development, particularly community number of years in the area of Social gives funders and investors a lot of planning, training/facilitation and development. I got involved in community Accounting and Audit. Just looking at the confidence in the organization receiving evaluations. Alan is an Associate Lecturer economic development which is where work they do, it is very much more geared the funding. Funders and investors are at Glasgow Caledonian University and people in local areas not only provide to assisting individuals and organisations always interested to see what kind of assisted them to establish a Diploma and services to benefit the wider community, to set up a social enterprise. I think that impact their money is having on the wider MSc in Social Enterprise. He is also a but also take charge of their own certainly in Europe that is the way community. So I think that inevitably, Director of CBS Network, is the Treasurer economic activity. They did this things are heading at the moment, Social Accounting and Audit, in some for the Community Development Journal by setting up companies and and I suspect that it is heading in form of the other is going to be and is a Member of the Institute for trade and use the surplus to that direction in India as well. increasingly important. Economic Development. benefit the wider Alan has worked with social accounting community. This was Do you think an NGO or a Besides UK and India, which other and audit for many years and helped to before the expression Social Enterprise writing countries adopt the Social Accounting found the Social Audit Network. He social enterprise had really their social accounts would and Audit? co-authored the 2005 Social Accounting arrived. Since then, there facilitate them to gain There has been a lot interest in social and Audit Manual and more recently has been a vast increase in venture capital or obtain accounting and audit from different wrote the New Guide to Social social enterprises. funding from donor countries. There is an increasing interest in Accounting and Audit. There is no clear organisations? any kind of system can be used by an In an exclusive interview Alan Kay definition for Social I think donors and people organisation to demonstrate social benefit. shares with Marie Banu the global Enterprises. This is due to We have had people who were interested scenario of Social Accounting and Audit political interests wanting to from Middle East, all parts of Europe, and its need for social work maintain a broad India, Nepal, South East Asia, Australia organisations. definition which then and South Africa. allows a wider Turning interest into action has in some What inspired you to launch Social range of ways been quite tricky. Although people Audit Network, UK? organisations to are looking into what we are doing, I have been involved in Social call themselves actually putting it into practice has Accounting and Audit since 1989. I was social been more difficult. But in working with community businesses. We enterprises. But, Germany, it has been wanted to get a method where this has its significant enough to lead organisations themselves took charge of advantages as to courses, training their own monitoring and evaluation. To there are a large sessions, workshops make that cost effective, we developed a number of social and pilot programmes. system for organizations to measure social enterprises, but Also, in Sweden and accountability as well financial the downside of to a degree in Spain. accountability. In order to give it integrity, that no one is In Nepal they are it was important that they had an audit at actually clear particularly the end of the social accounts. So, my what a social interested in social colleague John Pearce and I developed a enterprise is. accounting from the system in the 1990s. At that time there was We are point of view of not much of interest in social impact. But, pragmatic with accountability of a number of people were interested in it whom we work government schemes. and we started meeting them on regular with and we work There has been a number basis to share ideas. In 2002, we decided to with a wide range of of workshops and trial form a company and called it Social Audit organizations in UK. programmes in Nepal. There Network Limited. It attracted a lot of Generally speaking, is one country which has recently interest within UK and outside the UK as we work with all taken it very much to heart and that is well. It has a wide membership and our organisations whose South Korea. There has also been main office is in Liverpool and we have a main purpose is to interest in South Africa and Australia board of directors who meet on a regular provide some sort of over the years. basis. community benefit We try and do a number of things. One or social benefit. Photo: Marie Banu