Lilleria Group's Corporate Social Responsibilities Vision
At Lilleria, we believe in using our expertise and acumen to become agents of social change to benefit people, society, and the planet at large. The Group adheres to strong values and business ethics to give back to the society in manifold ways. Our vision is to contribute to the social and economic development of weaker sections of the society and build them a better and sustainable way of life. Lilleria Group has been a driving force behind several fundraising events and awareness drives. Transcending the cheque book philosophy, the Group aspires to make sustainable difference in whatever cause it takes up every year. Our work philosophy that fuels all our actions and decisions is – We care for those among whom we work.
LILLERIA GROUP'S CSR PROJECT PROGRESSING IN ITS SECOND YEAR
Lilleria Group undertook the initiative to save precious lives and prevent accidents by ensuring safety of riders and drivers via increasing vehicle visibility, especially in the areas with no street-lights. In 2013, under the motto of 'Light saves Life', the Group had undertaken social activities of pasting reflective tapes on the rear mudguards of cycles, auto rickshaws, motorcycles and other two-wheeler vehicles that ply on the roads. These vehicles are coloured black which make them all the more vulnerable and difficult to spot in darkness. The objective of the initiative was to increase visibility of cycles and other small vehicles in the dark and save them from being mowed down.
Thousands of cycles, rickshaws and two-wheelers ply on the city roads especially in industrial areas and resettlement colonies as they are the most preferred mode of transport for labourers and company workers. But after sunset, many areas lack basic facility of electricity and street lights, which makes it difficult for drivers and riders to commute in darkness; making them prone to life-threatening accidents. The factory fitted reflectors on vehicles are invariably missing. A very simple and cheap solution to this problem is the retro reflective sticker which bounces back light and makes the vehicles startlingly visible in dark conditions. The campaign team bought the expensive high quality retro reflective tapes and stuck them on vehicles of those who are unaware of their benefits and who can't afford them.
In 2014, the second consecutive year for the ‘Light saves Life’ motto, the Group celebrated the festival of Diwali in its truest form by sharing lights and saving lives. This laudable campaign is drawing much positive attention because of its voluntary efforts in saving precious lives.
The Group identified 8 such access roads that cover the entry and exit points of Vadodara that are frequently used for commutation but have access to little or no lights. In 2013, the Group helped replace the broken lights free of cost; however, in 2014, the emphasis was on reflective stickers due to its higher efficiency.
It is a sorry plight in Vadodara, a city that houses offices of many corporate giants in the world but woefully lacks public transport and support for non-motorised transport. However, Gujarat Police and Traffic Police authorities had been a pillar of strength in the initiative's execution. Not only did they help to execute and spread awareness, but they also educated riders and drivers and managed smooth flow of traffic.
The company also invited government officials in the activity to attract press and media attention. Promotional activities like lucky draw and takeaways were employed to create mass awareness. The initiative was executed as a 3-day campaign covering 8 locations per day for 3 hours every day starting from 4.30 till 7.30 pm backed by a skilful team.
The Reflector Campaign ‘Light Saves Life’
Lilleria undertook the life-saving reflector campaign under the name of 'Light Saves Life'. The company pasted reflective tapes on cycles, auto rickshaws, motorcycles and other two-wheeler vehicles that ply on the roads. They covered 4 locations of the city and continued this activity for 3 days. The campaign got a great response and the Gujarat Police and Traffic Police authorities also assisted this initiative.