BUSINESS RESPONSIBILITY REVIEW

Mohini Daljeet Singh, Chief Executive

Mohini Daljeet Singh, Chief Executive

Gulnaz and her family hail from Uttarakhand. Her father, a daily wage earner supported his daughter to pursue higher education. In 2014, Gulnaz [then 17 years old] was about to complete her 12th Standard when a young man whose proposal she had rejected threw acid on her. Gulnaz was in the hospital for 2 months and underwent multiple surgeries with some help from the CM Relief Fund.

Meanwhile, Gulnaz filed an FIR and had the culprit put behind bars for 10 years. However, she still needed additional surgeries and approached Max India Foundation (MIF) through Max Super Speciality Hospital, Dehradun. Her surgery was successfully done in October 2015. Later, Gulnaz received a scholarship and enrolled in a college in Chennai. But this was not the end of her relationship with MIF.

When Gulnaz came home in May 2017 during her vacations, she was appalled to see her father’s deteriorating condition because of a heart problem. Once again, she approached MIF, and given the criticality of her father’s health, the Foundation came on board. Her father was successfully treated at Max Hospital, Patparganj and is back to leading a healthy, happy life in his hometown, while Gulnaz has returned to her graduation studies and aspires to pursue a dignified career.

This is just one of the 30 lakh such stories that MIF has had the privilege to be a part of over the past decade. The Max Group’s Responsibility journey hit the significant milestone of 10 years of caring in January 2018. This journey has been characterised by the ethos of Sevabhav and giving with dignity to make a difference in the lives of the underprivileged. In these 10 years, MIF connected with 30,99,491 beneficiaries through 444 NGOs at 785 locations.

To commemorate 10 years of serving the underprivileged, a Coffee Table Book was released on Max Annual Day, on 15th January, 2018. On 22nd January, a special Thanksgiving Event was organised wherein many stakeholders including NGO partners joined in.

In FY 2017-18, Max India Foundation was felicitated with “Asia’s Greatest CSR Brand Award” at the India Singapore Business & Social Forum 2018 on 29th January at Marina Bay Sands, Singapore. This Award is given to the most prominent brands that have lent a helping hand and worked towards the development of the society at large. The Foundation also received other Awards as highlighted in the box. The Foundation is humbled by the various laurels that have come its way and understands the responsibility entrusted to it.

Awards and Recognitions

Mohini Daljeet Singh, CEO, Max India Foundation was felicitated with the CSR Person of the Year Award for her outstanding contribution to the social development sector by India CSR at the CSR Leadership Summit on 26th May 2017

Max India Foundation was conferred with CSR Campaign of the Year Award towards Fight Against Cancer by India International CSR Conclave on 11th May 2017

Mohini Daljeet Singh, CEO, Max India Foundation was honoured with CSR Leader of the Year Award at the India International CSR Conclave held on 11th May 2017.

Core Interventions

Health

Health needs are immediate, yet accessibility and affordability is a huge gap area for the underprivileged. Over the years, the Foundation has perfected various health interventions which bring much-needed support in the lives of the underprivileged. The interventions have been strategically designed with a blend of curative, preventive and promotive aspects. The key interventions include:

Immunisation programme

This programme is meant for the children in the age group of 0-12 years who are Not Immunised or are Partially Immunised. Children are vaccinated against MMR, DPT, Hepatitis-B, and Typhoid as per the guidelines of WHO. The programme mandate is to “close the immunisation gap” and thus complement GOI’s Mission Indradhanush. We believe that healthcare for a child must begin with protection through immunisation. The programme protects children against nine life-threatening diseases. As a new initiative, the Foundation introduced HPV vaccine for underprivileged girls in the age group of 9-15 years for protection against cervical cancer.

In FY 2017-18, 18,448 vaccine shots were administered to children.

Health Camps

Often underprivileged people ignore niggling symptoms of ill-health due to several reasons like losing a day’s wage, travelling long distances or lack of funds for even a basic consultation. Women and the elders are the worst affected. Small issues unattended can become big problems and lead to expensive treatment or loss of life.

Max India Foundation organises health camps [including general health camps and multi-speciality health camps] for the underprivileged across urban slums and rural areas with the objective of providing quality healthcare in an accessible and affordable manner. A team of qualified doctors and paramedical staff conducts the health camps wherein free consultations and medicines are provided. The range of specialties covered includes gynaecology, paediatrics, ophthalmology, oncology, dental, or diabetes checkup among others. Pathology tests like random blood sugar, HB, Bone Density, ECG, etc. are also done. In certain eye check-up camps, free eyeglasses are also provided. Critical cases are referred for further treatment.

In FY 2017-18, 1,70,201 patients have benefited through 719 camps. These health camps address immediate healthcare needs of the marginalised at their doorsteps.

Surgeries and Treatment

High out-of-pocket expenses make it impossible for the underprivileged to undergo high-value surgeries. Arranging large sums of money is out of the question for them. Max India Foundation helps them to get a new lease of life. In FY 2017-18, the Foundation reached out to 1,559 patients with timely intervention, thereby preventing them from getting caught in the vicious cycle of debt and poverty. These surgeries include a large number of paediatric cardiac surgeries, neurosurgeries, orthopaedic surgeries, cataract surgeries and oncology care through Max Healthcare Hospitals.

Provision of Free Artificial Limbs and Polio Callipers to the Needy

The programme aims to improve the mobility of physically challenged individuals so that they are able to live their life independently with dignity. This enhances their self-confidence and can improve their economic well-being.

Max India Foundation’s 9th Mega Artificial Limbs and Polio Callipers Camp were held in Dehradun from18-21st April, 2017. In addition, the Foundation in partnership with Kiwanis Club of New Delhi provides 15 artificial limbs every month to the physically challenged.

MIF’s 9th Artificial Limbs and Polio Callipers Camp was held in April 2017

Further, six physically challenged youth were provided specially-designed motorised vehicles with disabled-friendly attachments in partnership with Rajiv Gandhi Foundation under their “Access to Opportunities” initiative. 391 physically challenged have been provided free of cost artificial limbs and polio callipers in FY 2017-18.

Sateshwari was accidentally hit by a truck. Her wound had just about healed when she heard of the camp in Dehradun. Sateshwari was provided with an artificial limb at the camp and she is full of hope. “Life took an ugly turn with that unfortunate accident. I hope to be back to leading a normal life with the help of an artificial limb”, says Sateshwari.

Lifeline Express

MIF is proud to be associated with Lifeline Express which is a novel concept of train hospital on wheels [conceptualised by the Impact India Foundation]. Every year since 2008, the Foundation provides support for Lifeline Express at Madhya Pradesh. In the camp held in FY 2017-18, a total of 12,880 patients were examined.

SUPPORTING ALLIED HEALTH INTERVENTIONS

Good health is an outcome of multiple factors; therefore, Max India Foundation has been working on a host of allied-health sustaining factors like environment, nutrition, clean drinking water and others as elaborated below:

Sustainable and Eco-Friendly Environment

Good environment is a basic requirement to realise good health. World Health Organisation has estimated that 13 million deaths annually are attributable to preventable environmental causes. The Foundation’s work around the environment is centred on environmental awareness coupled with environmentfriendly action. In addition to tree plantation drives across Delhi, Haryana, Punjab and Uttarakhand, MIF has been spearheading structured monthly environment awareness campaigns. These campaigns serve the dual purpose of sensitising the people about the issue as well as suggesting various practical action points to improve the environment. The same is shared with key stakeholders including NGO partners as well as employees of the Max Group. The objective is to improve green cover, enhance oxygen supply as well as arrest soil erosion, thereby leaving the greener planet for the future generations.

MIF’s Health Van was launched in 2017 to provide basic medical services to the under privileged in Delhi/NCR.

MIF’s Health Van was launched in 2017 to provide basic medical services to the under privileged in Delhi/NCR. 51 Annual Report 2017-18

Clean Drinking Water

Waterborne diseases are a major reason for severe health problems. In order to provide access to clean drinking water, Max India Foundation has forayed into providing clean water in government schools meant for underprivileged children in Delhi as well as in the adopted villages. So far, nearly 14,000 children have benefited through this initiative. Clean drinking water not only has health benefits but also helps in improved learning outcomes since there is less absenteeism from school.

Nutrition

India is home to over one-third of the world’s stunted (chronically malnourished) children (World Food Programme, 2016). Some of the partners we work with are engaged with malnourished children for whom getting two meals a day is a huge struggle. The midday meal or nutritious snack offered through Max India Foundation’s support may be the only wholesome meal of the day for them. Max India Foundation made over 11,000 meals possible in FY 2017-18.

Drug De-addiction

It is estimated that around 7.21 crore people in India are affected by drugs. Drug abuse is emerging as a major health hazard with a sizeable number of youth caught in this vicious cycle. To address the menace, Max India Foundation has been supporting a drug de-addiction counselling centre for the youth of Baramulla, J&K since April 2016. The Centre started and anchored by the Indian Army organises drug deaddiction seminars, recreational activities, individual and group counselling sessions, motivational talks and occupational rehabilitation. In FY 2017-18, the drug de-addiction programme has benefited 742 youth.

The intervention was further broadbased through our partnership with UNODC [United Nation Office of Drug and Crime]. Under the partnership, UNODC is working in the state of Punjab to curb the drug menace with focus on counselling and awareness initiatives. The partnership will also cover village Rail Majra. The training of trainers was held in November 2017 and strives to bring effective change on the ground.

Health Awareness

Max India Foundation has given great importance to health awareness to promote healthy behavioural practices amongst underprivileged communities. We believe preventive healthcare yields better outcomes in the long-term and saves huge sums of money which would be spent on treatment. The focus areas include ills of tobacco, vector-borne disease, cancer awareness and others which are conveyed through a mix of infotainment approaches like films, flip books, talks, demonstrations, puppet shows, etc. So far, over 18.45 lakh individuals have been reached through health and hygiene awareness initiatives. In FY 2017- 18, 31,036 individuals were reached. Over the years, the awareness level of the community on various healthcare aspects has significantly improved.

Whilst health awareness remains an integrated part of all health camps, Max India Foundation runs strategic campaigns around anti-tobacco and cancer which are detailed below:

Anti-Tobacco Campaign

Tobacco kills over 10 lakh people in India every year; in Delhi alone, there are 30 lakh tobacco users. Given the gravity of the problem, Max India Foundation has been running various outreach programmes focussed against the use of tobacco with an emphasis on strict enforcement of Cigarettes and Other Tobacco Products Act (COTPA 2003). So far, 589 policemen have been sensitised including DCPs and Inspectors/Sub-Inspectors who are emerging as champions of our cause. Doctors from Max Hospitals as well as patients who are cancer survivors have played a key role in the sensitisation of police. Further, over 27,903 people have been fined by Delhi Police for violation of COTPA which is a positive step in the enforcement of the Act.

As part of World No Tobacco Day on 31st May 2017, a televised awareness campaign was run on India Today News Channel. The campaign highlighted the alarming facts about perils of cigarette smoking. Also, the work of Max India Foundation to curb the tobacco menace was highlighted. The collaboration with India Today helped reach larger audience base.

Another element was added to the Programme when a focussed intervention on educational institutes was initiated in June 2017. Under Tobacco Free Education Institutes (TFEI) initiative, training programmes are organised for Principals of government schools so that they sensitise children on the ill-effects of tobacco as well as conduct tobacco-free audits of their respective schools. So far, 485 Principals of North Delhi Municipal Corporation schools have been trained and sensitised on COTPA.


Team Max India Foundation

Team Max India Foundation

Cancer Screening and Awareness Camps

Recent years have witnessed a sudden spurt in cancer cases. MIF has adopted a two-pronged approach to combat the problem. On the one hand, there is an emphasis on cancer awareness as well as screening, so that cancer cases are identified at early stages for effective recovery. On the other hand, economically weak cancer patients are provided free or subsidised treatment. Max India Foundation has been conducting cancer screening camp including free mammography and pap smear tests at awareness camps. The focus is on early detection to ensure better outcomes.

Celebrate Me – Triumph Over Cancer

“Celebrate Me” celebrates the spirit of cancer survivors who braved cancer and emerged triumphant. The first season of Celebrate Me was held in 2015 and over the years it has emerged as an important annual signature event. Celebrate Me 2017 was held from 23rd to 28th September in collaboration with CanKids...KidsCan. The focus of the event was on Childhood cancer and efforts were made to spread the message from Delhi to Punjab covering a stretch of 1,500 km that childhood cancer is curable if diagnosed in time. The awareness was conducted in a unique manner with a car rally from Delhi to Punjab. The “Fight Against Cancer Champions” stopped at different locations to inform the community about prevention and cure of childhood cancer.

An MIF immunisation camp

An MIF immunisation camp

Max India Foundation, Evolving As Knowledge Partner

Over the years, Max India Foundation has evolved as an expert thought leader. One giant leap was taken when Max India Foundation joined hands with ASSOCHAM as Knowledge Partner for the Conference titled “Health Security For All”.

The maiden Conference held on 26th May, 2016 focussed on “Health & Insurance”, whereas the 2nd successive Conference held on 1st June, 2017 focussed on “Access to Quality & Affordable Healthcare”. Ms. Mohini Daljeet Singh, CEO, Max India Foundation delivered the keynote address. Further, a resource paper on “Health Policy 2017” was released which was very well received by the participants.

Village Adoption Programme for Developing Sustainable Villages

Max India Foundation has adopted three villages – Rail Majra in Punjab and Dhakrani as well as Chandrothi in Dehradun, Uttarakhand. The Village Adoption programme has been making a positive difference in the lives of the underprivileged. With interventions around health, sanitation, waste management, school infrastructure upgradation, skill development in the community, the programme is creating model villages to enhance the quality of life of the underprivileged. The highlights for FY 2017-18 are as follows:

Health Facilities

Due to inadequate health facilities, provision for quality health services has been made with appropriate interventions in the form of health camps, health centres, eye check-up camps and immunisation camps. The range of health services helps the villagers to avail quality services from specialists which they would not have access to otherwise.

Environment Conservation and Preservation

Max India Foundation has been sensitising villagers about the environment conservation and preservation. Tree plantation drives are almost an annual affair across all the three villages. In particular, Max India Foundation has developed a small park in Dhakrani village for the residents. The park is centrally located near an upcoming Aanganwadi and ITI (Industrial Training Institute) and has emerged as a hub of community activity.

Hygiene Improvement through Solid Waste Management

Waste management was an issue of concern. Max India Foundation initiated activities to implement the solid waste management system by implementing clean-up drives, awareness programme, solid waste collection, and disposal system. The villagers are also regularly sensitised on the importance of cleanliness as well as educated on segregation of waste. As part of the same, a composting unit has been set up in Dhakrani. Segregation of waste is being done, so that the organic waste does not end up in landfills and can be composted which can be used by farmers in the village.

Sanitation and Sewerage Project

Dhakrani village had no sewerage system in place. Wastewater spilled onto the garbage spread on the streets as well as polluted the sources of drinking water supply. To address the issue, a sewerage treatment project is underway. So far, over 1,00,000 running feet of the pipeline has been laid. Sand filters and septic tanks are being built from which wastewater will be treated and will be fit for agricultural purpose. Three phases of this project are complete and the fourth phase is under construction.

A Health Camp organised by MIF

Skill Development for the Youth [New Initiative]

On a special case basis, Max India Foundation has set up a life skills training centre at Dhakrani in partnership with NGO Head Held High (HHH) Foundation. The initiative provides Life Skills training to zero literate rural youth in a 6 months’ intensive programme. The core of the initiative is to make India capable, where rural youth with no schooling are trained to be work-ready in a professional environment. This transformation enables such youth to be able to live life with dignity, opening up economic opportunities. The Centre was formally inaugurated in November 2017 and the first batch passed out in May 2018.

Science Lab [New Initiative]

In order to develop a scientific bent of mind amongst children, a science lab has been set up in all the three adopted villages. Children have got access to 60 working models and the objective is to understand and appreciate the basic principles of science. Additionally, teachers have been trained so that they are able to use the models effectively and engage with children.

Impact

MIF with its 360-degree approach towards holistic healthcare has been able to make a genuine difference in the lives of the underprivileged. The decade-long interventions on the ground have been successful in addressing key challenges of low-quality care, lack of health awareness and limited access to health facilities. Further, the focus on health awareness has significantly helped in bringing behavioural change in the beneficiaries. They are adopting healthy practices to safeguard their health. Today, the Foundation has been able to win the trust and confidence of the community and bring smiles to their faces. Max India Foundation in its own small way has been able to make a humble contribution towards nation-building through a healthier population.