Urban Planning

Fevicol bonds 30,000 woodworkers for community initiative

Pidilite’s well-known adhesive brand Fevicol brought together contractors and carpenters across India for its community initiative’Shram Daan Diwas’, a programme which donated a day of their labour towards the betterment of the underprivileged section of society.

Published

December 23, 2014

Bhawana Anand

Fevicol executed a unique pan-India community initiative with’Shram Daan Divas’, where the brand bonded over 30,000 woodworkers and contractors who worked free of cost to repair and refurbish furniture at around 600 NGOs, beneficiary schools, hospitals and institutions for underprivileged children. Organised under the auspices of the Fevicol Champions Club (FCC), this exercise claims to have impacted and benefited the lives of over 50,000 children in more than 180 cities across the country.

“Shram Daan Diwas is a unique community initiative where we can witness daily wage earners such as woodworkers and contractors forego their livelihood for a noble cause. Due cognizance must be paid to this fact as these individuals themselves are not economically empowered, but are taking this valiant step to help society using their skills and intellect. We are more than happy to play our part in this initiative and are certain that will undoubtedly bring a smile to the myriad underprivileged children all across India, said Vivek Subramanian, CEO, Fevicol Division, Pidilite Ind.

Mumbai and Thane itself saw around 600 carpenters donating labour at 13 organisations. Pidilite extended its support to the woodworkers and contractors participating in the initiative, by providing all the participants across India with the tools and materials required for carrying out their repair work.

FCC also organised other social welfare activities including Swaach Bharat Abhiyaan – a cleanliness drive at various cities, Maha-Mela – a platform for woodworkers to come together and gain technical knowledge, Shiksha Samman – a scholarship programme for 10th/12th std students of woodworkers, and FCC Maha Milan – a networking opportunity for office bearers of various chapters to come together.

“We are extremely happy with the quality of work that the carpenters have done. We are grateful to Fevicol Champions Club for their efforts and Pidilite for taking up such an initiative and bringing a smile on the faces of the kids in our school/institute. Our school needed a makeover, and the carpenters not only repaired the broken furniture but also provided kids with a comfortable environment to study,” expressed the authorities of a school that benefitted from the initiative.