Social issues in India are being addressed by the government through a range of comprehensive initiatives and programmes that are designed to improve the quality of life, promote social welfare and enhance economic opportunities in rural India. With the pronounced integration of CSR initiatives into the healthcare domain, corporates are registering a major shift in their CSR strategies. Indian businesses are spearheading healthcare initiatives in rural India yielding long term benefits.
To address the critical and sensitive period of cognitive development in childhood, Radico Khaitan has introduced gym equipment and playground swings for children in parks in and around Rampur. Research has established a positive relationship between physical activity, sports and cognitive functions. Engaging in activities on swings and gym equipment will:
1) Enhance their motor skills – through activities that require coordination, balance and spatial awareness.
2) Improve their executive functioning – they will be required to plan, execute and even adjust their actions during play and exercise time.
3) Boost their problem-solving skills- by learning to climb and balance on the swings they will improve their creativity and critical thinking abilities.
4) Aid their social interaction – while interacting with other children they will learn how to communicate, cooperate and resolve conflicts.
5) Assist in emotional regulation- during play, stress levels increase and emotions are released. Children will therefore, learn how to regulate their emotions better.
6) Increase their attention and focus -Regular physical activity will increase the attention span and focus of children.
Looking ahead, Radico Khaitan plans to extend this project by installing swings at two additional locations: Saraswati Shishu Mandir School in Village Hariyal, Block Chamraua, and Amrit Sarovar in Village Mankara Kadeem, Block
Bilaspur.
Through this initiative Radico has effectively illustrated how corporates can transform the rural social landscape through the adept integration of CSR and rural health initiatives.