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Future Managers from SPJIMR-Mumbai Lend Different Strokes to the Social Sector

The purpose of their work was, therefore, to develop a framework for rehabilitation and development in Jharkhand that finds a match between the beneficiaries' expectations and needs, corporate strategy, their budgeted expenses and the state government's role. They

developed a step-wise approach for both the core and the periphery of the project affected areas with specific roles for the government, NGOs and the corporate after consulting all the stakeholders involved namely, the people (primary stake-holders), the corporate (Arcelor-Mittal, JSW, Essar Steels, Abhijeet Group) and the state government.

In another project of many firsts, Rahul Ramchandani, Ravish Ralhen and Siddharth Natarajan, helped Applied Environmental Research Foundation (AERF) design and launch India's first Green Certificate. AERF is a Pune-based NGO which has been working in the area of eco-conservation for the last fourteen years. But in spite of earning many international awards and world-wide acclaim for its scientific approach to conservation, awareness about the NGO and its operations was dismally low, especially in the corporate sector. These students helped design a marketing strategy for the NGO, to bring in corporate participation in the cause of conservation. Along with the AERF management, they helped design the Corporate Conservation Program, the only one of its kind in India, which would help Indian companies turn green. Around the world, companies are taking pride in turning green. Even energy majors like Chevron, BP and Shell have made conservation the central theme in their external communication. The trio hopes the new corporate marketing strategy will help bring a change in the Indian industry too.

AERF Team in a Protected Site with SPJIMR Participants

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Contributed by -
Rahul Ramchandani,
PGDM 2007-09 (Marketing),
Public Relations Committee,
S. P. Jain Institute of Management & Research, Mumbai.

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