Satyam Computers laid the foundation of one of the most impressive social initiatives with its founder B. Ramalinga Raju and his brothers....

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However, when one considers Satyam, this conventional wisdom gets turned on its head. Satyam seems to be using the CSR act as just that, a CSR initiative and in return not promising any real returns to investors through their efforts. Back in the year 2005, Satyam Computers laid the foundation of one of the most impressive social initiatives with its founder B. Ramalinga Raju and his brothers starting the Emergency Management and Research Institute (EMRI) by donating $50 million from their personal wealth.

No doubt, this gesture of donation was well appreciated, and the concept of EMRI was well received & appreciated. But sadly Satyam could not create the much-required hype from this endeavour to its benefit. We are sure all of you know about the US emergency service 911, but how many of you know that Satyam operates a similar 1-0-8 service under EMRI in Andhra Pradesh, Gujarat, Uttarakhand, Goa, Tamil Nadu and Rajasthan, with over 1,000 ambulances and 8,000 people. Satyam has a massive vision for this initiative, with plans to manage five training centres, 25 call centres, 11,000 ambulances, 100,000 personnel, to serve 1.1 billion people across India in the next two years.

Satyam is in fact unleashing entrepreneurial and collaborative philanthropy in a unique manner – combining the innovation of the business world and the dynamic culture of the digital world to bring a transformational change. They have incorporated their leadership concepts (FLCB concept & centre of excellence) into their social acts as well. As Venkat Changavalli, CEO-HMRI explains, “The Full Life Cycle Business ensures that each entity creates value by Thinking, Doing and Communicating to delight Associates, Investors, Customers and Society. Every FLCB has a North Star (Goal) that is aligned to the overall EMRI North Star of saving one million lives a year.”

When we asked Venkat why there is still so little awareness about the path breaking initiative, all he offered was that “it has been extremely popular in these states where it is operational. In fact in Andhra Pradesh – as per an independent awareness survey conducted by a leading research agency – the awareness of the service is over 90% among the entire population.” Well, that sure works well for that population; after all, those who are to directly benefit from the service must know more about it! The issue is how does it help Satyam?


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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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