MUMBAI (India CSR): In a pioneering move that blends brand transformation with environmental and social impact, Generali Central Insurance Company Limited (GCI) (Formerly Known as Future Generali India Insurance Company Limited), the newly formed joint venture between Generali Group and Central Bank of India, has launched ‘Rebrand with Purpose’, a first-of-its-kind initiative that repurposes legacy branded materials into educational kits for underprivileged children.
As part of this sustainability-led rebranding exercise, GCI has upcycled old stationery, brand collaterals, signages, paper, and other branded materials bearing its previous brand identity into 1,000 thoughtfully curated educational kits. These include notebooks, pencil sets, and learning tools, now being distributed to children in underserved communities across Mumbai.
Commenting on the initiative, Ruchika Malhan Varma, Chief Marketing, Customer and Impact Officer, Generali Central Insurance said: “At GCI, sustainability isn’t a checkbox, it’s a value we embed deeply into our culture, our strategy, and the way we operate every day. As responsible corporate citizens, we believe that meaningful transformation must reflect not just in what we say, but in our everyday actions. Rebrand with Purpose is our way of turning legacy into impact – repurposing our past to uplift communities and shape a more sustainable future.”
In partnership with NGO Environment Seva, GCI upcycled and recycled legacy branded materials into 1,000 educational kits. These kits were distributed to underprivileged children at a school in Chembur by Anup Rau, MD & CEO, Generali Central Insurance alongside other leaders of the organization. The initiative reflects GCI’s commitment to sustainability and social impact, turning corporate waste into meaningful resources for young learners.
(India CSR)
