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Ricoh Group Sustainability Report 201373
➤ WEB฀1 BOP฀Project
:
www.ricoh.com/csr/activity/soc_harmony/bop.html
In “value-creating CSR,” the Ricoh Group conducts collaborative activities with stakeholders to become
part of the solutions for social issues. In doing so, we are able to simultaneously build new markets,
attract new customers and introduce innovations. We make the best use of our technologies, products
and services, and human resources in our value-creating CSR activities.
Swapna Mishra, Vice President,
Social฀Business฀Linkages,
Drishtee
”The capability of the community to sustain itself is key”
Value-creating CSR
BOP project
While various emerging and developing countries
are enjoying rapid economic growth, many of their
citizens are still living in poverty. Often referred to
as฀the฀“base฀of฀the฀pyramid”฀or฀BOP,฀these฀people฀
face a wide range of social challenges. We believe
we can contribute to the sustainable development
of their communities only after understanding their
cultures and customs, identifying their problems and
making a concerted effort to find solutions. To make
this work, Ricoh staff members stayed within a local
community to experience life there and built trusting
relationships.
฀ The฀rst฀BOP฀activity฀took฀place฀in฀2010฀in฀a฀
rural฀village฀in฀Bihar฀state฀in฀the฀northeast฀of฀India.฀
While living in the village, Ricoh employees worked
together with Drishtee, our project partner, and
local people to generate sustainable business ideas.
Two projects were selected to be run by local
entrepreneurs: Photo Print Shop, which utilized
Ricoh’s resources, and Women’s Shop, designed to
empower and create jobs for women.
฀ At฀the฀end฀of฀August฀2013,฀two฀Photo฀
PrintShops and 12 Women’s Shops were operating in
Bihar฀state฀and฀Uttar฀Pradesh฀state.฀Ricoh฀supports฀
A Women’s Shop event.
A message from our partner, Drishtee
Uttar
Pradesh
Bihar
Andhra
Pradesh
the operation of the shops and develops ideas for
Ricoh products and services that can contribute to
these businesses. In this way we aim to build new
business models in rural areas. ➤ WEB฀1
Drishtee฀envisions฀a฀world฀where฀all฀communities฀are฀empowered฀to฀achieve฀shared฀prosperity.฀The฀focus฀is฀on฀helping฀
rural฀communities฀become฀sustainable฀and฀empowered.฀We฀measure฀our฀impact฀on฀broadly฀two฀parameters฀—฀new฀
income฀and฀increased฀savings฀for฀the฀rural฀community.฀Activities฀resulting฀out฀of฀our฀partnership฀with฀Ricoh฀measure฀
high฀on฀both฀these฀parameters.฀The฀model฀of฀Women’s฀Shops฀not฀only฀brings฀in฀new฀income฀to฀the฀village฀but฀also฀
increases฀savings฀for฀the฀villagers.฀To฀top฀it฀all,฀the฀new฀income฀comes฀to฀the฀woman฀
of฀the฀family.฀She฀is฀spending฀this฀money฀for฀educating฀kids฀and฀for฀the฀well-being฀of฀
her฀family฀members.
Moving฀forward,฀we฀would฀like฀to฀continue฀our฀innovative฀journey฀with฀Ricoh.฀
Providing฀solutions฀for฀the฀community฀would฀remain฀the฀theme฀while฀the฀focus฀
would฀be฀on฀sustainable฀income฀for฀all฀stakeholders:฀Community,฀Ricoh฀as฀well฀
as฀Drishtee.฀The฀future฀innovations฀would฀continue฀under฀the฀motto฀of฀‘Think฀and฀
Imagine’฀where฀the฀solutions฀revolve฀around฀the฀basic฀needs฀of฀communities,฀such฀
as฀agriculture฀and฀textiles.฀The฀partnership฀of฀Ricoh฀and฀Drishtee฀is฀now฀going฀to฀be฀
extended฀to฀a฀Ricoh-Drishtee-Community฀partnership฀with฀the฀aim฀of฀win-win-win฀
for฀all฀three฀of฀us.