Jyoti Kumar Bansal, Chief – Sustainability, CSR, Branding & Communication at Tata Power talked to Rusen Kumar from India CSR and shared her views on companies CSR role and recent initiatives. Excerpts of an interview:
Why did Tata Power choose to align itself with the cause of creating a support system for autism?
In line with Tata Power’s overarching vision of ‘Leadership with Care’, the company has always been committed to inclusive development, empowering marginalized communities, women, communities from Scheduled Castes & Scheduled Tribes. We are creating community leaders and change agents in the regions we serve. As a part of our journey of leaving no one behind, considering Autism Spectrum Disorder is the third most common developmental disorder in the world, we have partnered with Center for Autism and other Disabilities Rehabilitation Research and Education (CADRRE) to launch ‘PAY AUTENTION – A different mind is a gifted mind’, giving birth to India’s first bridgital Autism support network. The project is designed around company’s core CSR objective of ‘Empowering with Care’, is a major milestone in the journey of inclusive growth.
What is the goal that you seek to achieve through this support?
PAY AUTENTION shall pave the way for small towns and rural part to access specialized care & support and help create an auxiliary network of champions for differently-abled. This platform shall also enable mentoring and allied extracurricular activities for people with Autism. The project aims to significantly support and enhance the ecosystem of Autistic Care, unlocking possibilities for these individuals, through professional care and support, lighting up their lives & with an attempt that we are leaving no one behind.
What has been the response to the initiative since the launch?
The initiative so far has received numerous positive responses, with people reaching out from all over India through the Toll Free helpline and dedicated online portal. The launch event saw participation from more than 1000 people, with increasing number of participation in online webinars and registrations seeking support.
How is the initiative reaching out to autistic children and adults?
The pre-recorded content and monthly live seminars on the subject will be initially offered to local partners, schools, social development institutions, and volunteers associated with the Tata Group and around Tata Power operational areas, along with being virtually hosted online for maximum reachability. The content is designed and delivered in collaboration with specialists from CADRRE who have expertise in training children with Autism.
This project shall create network of grassroot champions, enable early identification, first-level care, social skills, ways to ease activities of daily living, workshops for sensory & motor development – art & craft, dance, music therapy, physical & mental fitness, communication skills and support for academics.
What is the structure put in place to impart life skills and career readiness to autistic young adults?
In the first phase, the initiative will primarily focus on supporting children with autism, and subsequently aims to focus on young adults, empowering them with life skills and career readiness. In addition to reaching out to the larger public, the initiative aims to create a support network with community champions like corporates, influencers from disability and CSR space, schools and specialized educational institutions, govt. stakeholders, and NGOs/non-profit institutions. The partnership is aimed at creating innovative modules and engaging practices to empower parents to have children screened for autism in the early stages of their life and seek diagnosis if necessary. These support systems for autism are important as they can assist children to live independently and add joy and games to their lives.
The next phase which is to start in 2023 shall equip young adults on the Autism Spectrum with further life skills, eventually empowering them to pursue meaningful livelihoods. The course comprises essential modules like Independent Living Skills, Communication Skills, Anxiety Management, Sensory & Motor Skills, Computer Skills, Workplace Etiquette, Safety and Security at Workplace which are pivotal to the overall development of these young adults enabling them to work in inclusive environments. This phase shall also encompass exposure and sensitivity trainings with industry & ecosystem
The content and immersions shall be developed & delivered with support from interdisciplinary teams & experts panels – both in English & key Indian vernacular languages.
For how long is the partnership with CADRRE on?
We are associated with CADRRE since a year now and earlier have worked with several other expert organizations in this space. This is a long-term project; which shall continue over next few years.
(India CSR)
India CSR offers strategic corporate outreach opportunities to amplify your brand’s CSR, Sustainability, and ESG success stories.
📩 Contact us at: biz@indiacsr.in
Let’s collaborate to amplify your brand’s impact in the CSR and ESG ecosystem.
