AHMEDABAD (India CSR): In a landmark corporate social responsibility (CSR) initiative, ACC, a leading cement and building materials company under the Adani Portfolio, along with the Adani Foundation, is driving inclusive development through its ‘Meri Sangini Meri Margdarshika’ (MSMM) programme. Implemented across 17 locations, the initiative is empowering rural communities by enabling trained women volunteers, called ‘Sanginis’, to connect people with government welfare schemes.
The programme, running across states like Karnataka, Jharkhand, Chhattisgarh, Madhya Pradesh, and Odisha, has helped over 28,000 beneficiaries gain access to vital schemes, unlocking Rs 612 crore in benefits in FY’25 alone. This initiative reaffirms ACC’s commitment to financial empowerment and sustainable rural development.
Women-Led Change: ‘Sanginis’ as Community Anchors
At the heart of the MSMM programme are local women volunteers, ‘Sanginis’, who bridge the information gap between government welfare programmes and eligible rural beneficiaries. By simplifying complex bureaucratic processes, these volunteers ensure that people in remote areas can benefit from crucial healthcare, financial aid, education, and livelihood schemes.
The programme has particularly impacted women, small farmers, daily wage workers, and marginalized communities, improving their financial inclusion, social security, and quality of life.
Unlocking Social and Financial Value for Rural India
In FY’25 alone, MSMM has facilitated direct bank transfers worth Rs 3.51 crore to beneficiaries, ensuring seamless disbursement of government benefits. The initiative’s return on investment is staggering, unlocking 885 times the initial amount invested, proving its efficiency in driving sustainable change.
Communities around ACC’s Kudithini, Wadi, Sindri, and Madukkarai plants have received the highest benefits, with other locations including Bargarh, Chanda, Chaibasa, Damodar, Gagal, Jamul, Kymore, Lakheri, Thondebhavi, Tikaria, Chilhati, and Salaibanwa also seeing substantial improvements in social welfare access.
Expanding Access to Key Government Schemes
Through MSMM, beneficiaries have been successfully linked to over 20 major government schemes, including:
- Ayushman Bharat (Health Insurance)
- e-Shram Card (Unorganized Sector Workers’ Benefits)
- Pradhan Mantri Jan Arogya Yojana (Healthcare Coverage)
- Pradhan Mantri Suraksha Bima Yojana (Accident Insurance)
- Pradhan Mantri Jivan Jyoti Bima Yojana (Life Insurance)
- Pradhan Mantri Street Vendors Atmanirbhar Nidhi (Micro Business Support)
- Crop Insurance for Farmers
By ensuring timely awareness and enrollment, the MSMM programme is enhancing the financial resilience of rural households, especially among underprivileged communities.
A Model for Scalable, Sustainable CSR Initiatives
ACC and the Adani Foundation’s focus on grassroots empowerment makes MSMM a replicable model for corporate social responsibility. By positioning women as changemakers, the initiative is not just about social welfare—it’s about building self-reliant communities.
As CSR in India evolves beyond traditional philanthropy, MSMM stands as a powerful testament to how corporate partnerships can create large-scale, high-impact transformations in rural India.
(India CSR)
