Action springs not from thought, but from a readiness for responsibility.? Pastor and theologian Dietrich Bonhoeffer?s statement comes to mind as Ravi Prasad talks about Himalaya?s social initiatives. ?Himalaya is interested in promoting social and economic development amongst marginalised tribes and the poor rural communities in India. But we wanted to create a formally structured social development project to build effective and sustainable linkages with the communities,? says Prasad, CEO, Himalaya Drug Company. And doing that in their area of operation, ayurvedic remedies, obviously made sense.
So, what way did the 77-year-old company find to achieve this, apart from eco awareness campaigns, projects to popularise Indian traditional medicine and sensitising rural women about their health and wellness? Taking the contract-farming route made sense. ?We tied up with Gram Mooligai Cooperation four years back. About 1,000 farmers were identified and helped to cultivate bhringaraja, bhuiamla, nutgrass, neem and turmeric for us. In fact, almost 30% of the herbs are cultivated through contract farming. The success of that project led to tie-ups with other NGOs like the International Development Enterprises, India (IDEI) and the Development of Human Action Foundation (DHAN),? says Ravi Prasad, executive director, Himalaya Global Holdings Ltd.
The project has already reached out to Karnataka, Andhra Pradesh and Tamil Nadu. For instance, as the implementing organisation, IDEI helped Himalaya bridge the gap between farmers, the markets and agricultural innovations. It even supplied them with the seeds and biofertilisers. But before that it ensured that the farmers got sufficient training and technical assistance so that the quality of organic yield met its stringent standards.
IDEI?s role was to supervise the cultivation at later stages. And thanks to the buy-back agreement, the farmers were a relieved lot ? their yield was promised a market and also a fair price. ?We are sourcing organically grown turmeric from the tribals of Orissa. The project covers about 90 villages and 300 farmers. In some instances, we pay higher than the market rate for the herb,? adds Prasad. It also eliminates exploitation by middlemen.
Also, environmental and SR becomes a deliverable for each department and is integrated into the business at various levels. Hence, the packaging department will have a mandate to source recycled paper for packaging, the procurement team has a mandate to source herbs locally and thus reduce carbon footprint, the R&D department has its own objective of formulating products using organically grown herbs.
Finally, it is that little flicker of hope that shines through in the dark. Ask Kollamma, who along with her family members, was one of the first to take up the work of supplying dry neem leaves to Himalaya. ?Our lives have definitely changed for the better. The activity has helped us become self-sufficient?economically… At least we no longer have to depend on middlemen for our livelihood and we are able to afford a healthier life now,? she says, her voice a mix of hope and pride.