Pernod Ricard One Rupee Fund
As a part of Corporate Social Responsibility, this initiative was started in 1996 where a contribution of Re.1 was made for every bottle sold and the entire sum is transferred into the fund. This primary objective of the fund is to provide;
Free medical facilities to the underprivileged through:
* Consultation and medication at fully equipped dispensaries.
* Health Check-up Camps.
* Provide essential equipment for physically and mentally challenged.
* Contribute for betterment of visually impaired.
To support the cause, Pernod Ricard have fully equipped dispensaries at Gurgaon, Nasik and Behror providing free medical consultation and medicines to the local residents and the nearby villagers who cannot afford proper treatment.
The fund has initiated various help towards social development. To name a few - Financial support was provided to 5 families of Army personnel who sacrificed their lives in various military operations;
Public Health Center was reconstructed after the Gujarat earthquake; water was distributed to the tsunami victim and vehicles were provided to organisations looking after differently able people.
Another initiative has also been taken up for providing MP players and CDs to the National Association of Blind at subsidised rates. This is to replace cassettes which was used by them earlier. The transfer of 114 NCERT course books and reference books for Class 9th and 12th into CDs has been taken up.
Pernod Ricard Drinking Responsibly
Pernod Ricard India is devoted to responsible drinking, and making every moment a pleasurable part of life. It actively pursues a role in reducing alcohol misuse.
Consumption of alcohol prior to driving leads to unfortunate consequences, and most consumers in India donot take it seriously. Pernod ricard which was earlier known as Seagrams India , initiated this thought in the country and brought several advertising and self-regulatory codes for responsible drinking. As Pernod Ricard India the measures have become stronger. Television advertising communicating 'don't drink and drive', and a specific 'nominate a driver' reach out to millions in this diverse country. In India, where celebrity endorsement is given a lot of attention as it reaches out to the masses in a grand way, we have ensured that people of importance come out and take forward the thought of 'don't drink and drive'.
On-ground assertive actions like taxi helpline numbers for consumers are encouraged. In a changing society where driving and two car households are no longer uncommon, where women take to the wheel as comfortably as the men, a clear message encouraging not to drink and drive is finding favor.
Pernod Ricard's broad geographical all around the country acts a cushion against political and economical uncertainity.
The company is becoming increasingly recognized for providing a positive working environment, and being a good place to work. High levels of employee loyalty will help the company through difficult periods.
The company recognizes the importance of building international brands, which enhances its sales potential.
A broad wine portfolio means that the company is reasonably insulated from undesirable fluctuations in consumer confidence, through its affordable labels, but can also offer the aspiring consumer, higher-priced reserve wines.
Major concentration of Pernod Ricard lies in the north India, south India is dominated by united spirits.
The Cable Television Network (Regulation) Amendment Bill, which came into existence on September 8, 2000, completely prohibits cigarette and alcohol advertisements. Hence, direct advertisement is not possible.
Pernod Ricard India is experiencing a increase in consumption of alcohol. This is initiated by:
* Changing lifestyle
* More Sophisticated advertising
Alcohol drinkingis also increasing amongst groups who were traditionally abstainers, such as women, teenagers, and the rural rich.
Cultural and religious controls, that prevented peoplefrom drinking alcohol, are weakening steadily and alcohol drinkinghas been spreading to all classes of people.
Between 15 and 20 per cent of Indians consume alcohol and, this number has been increasing at a rapid rate over the past twenty years
Extreme religious practices in some regions are against the consumption of alcohol.
Illicit distillation and leakages in government excise revenue poses major hurdle.
Illegal export of alcohol from states where it is available at cheaper rates to other states where they are sold at much higher prices.
Major competition is faced from other local alcohol companies with United Spirits, Radico Khaitan and Diageo.