Apparel Group CSR

39 Pages·2017·4.76 MB·English

by  Sangeeta Sharma

Apparel Group CSR

Annual Report 2016
Educate Engage Enable
Apparel Group CSR Annual Report 2016

About this report

Welcome to the Apparel Group CSR Annual Report 2016.This report is an update on our CSR
performance for the year 2016. The various initiatives undertaken give an insight into our strategy and
direction as we move forward. As per Apparel Group CSR Preamble Educate Engage Enable, the
report sets out our approach, objectives, and progress on each of the three core impact areas for
CSR: Education, Employees Engagement and Environment for People, Prosperity and Planet.

In our CSR Strategy Framework, to make a sustainable and substantial impact, we have made all
attempts to match societal needs with Apparel Group core competency and capabilities. This year we
also reviewed and updated our CSR Vision, Mission, Policy and Strategy according to the group
philosophy.
The year 2016 has been a year of achievements. Apparel Group organized United Nations
International Day of Yoga 2016, Dubai in which more than 14000 people participated and learned
Yoga from Yogrishi Swami Ramdev. We reached out to more than 7000 customers to raise awareness
and funds for Beat Breast Cancer Project and successfully raised approximately AED 1357980/-
towards prevention, cure and treatment.

As a part of The ‘Reading Nation’ Campaign launched by His Highness Shaikh Mohammad Bin
Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, Apparel Group
donated 60620 books worth AED 3,331,563.00 to Sharjah City for Humanitarian services.We recycled
more than 320 tons of packaging waste to reduce our carbon footprints and to save environment. We
successfully engaged more than 1203 employees for 24658 man-hours in social service and
reached out to more than 54524 beneficiaries through our various community initiatives.

In 2016 Apparel Group was conferred with many prestigious Certifications, Honours and Awards.
Apparel Group has been presented World COB CSR Certification for its commitment towards CSR
and sustainability. Mrs. Sima Ved, Vice Chairperson, Apparel Group was conferred with prestigious
The Global Gift Philanthropreneur Award for her exemplary contributions in the field of Corporate
Social Responsibility. Apparel Group was also presented with Dubai Chamber CSR Label 2016 for
the 4th consecutive year.
Apparel Group also made its COP (Communication on Progress) for United Nations Global Compact
to present our achievements against protection of Human and Labour Rights, Anti-Corruption and
Environment Protection.
The main components of the report includes a brief on CSR Preamble, various initiatives taken for
stakeholders engagement (Employees, Brands, Customers, Suppliers and Vendors), environment,
relationship building and communication of CSR commitment and practice to external stakeholders.
The report also has tried to provide data on tangible indicators to measure our CSR performance.

We encourage feedback from our stakeholders invite you to provide us with comments and reviews on
this report and our CSR performance through the following channel:
email: [email protected]

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Apparel Group CSR Annual Report 2016

CSR Preamble: Educate Engage Enable

Apparel Group CSR Preamble is Educate Engage Enable. These words introduce and express the
purpose and underlying philosophy behind our CSR. Though the preamble is self-explanatory, it
encompasses a broad meaning as follows:
Educate: Educate people (internal and external stakeholders) and create awareness on key social
issues through knowledge sharing and communication.
Engage: Engage people in various social activities and encourage them to take productive and
responsible actions towards society.
Enable: Enable people by providing empowering and healthy environment to be independent and
support community around us.

Illustration 1: Apparel Group CSR Preamble
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Apparel Group CSR Annual Report 2016

Contents
1. Major Impact……………………………………………………………..4

2. CSR Policy………………………………………………………………..5

A. CSR Vision and Mission
B. CSR Policy
C. CSR Strategy Framework

3. Education & Engagement………………………………………………7

A. Enable and Empower for Inclusive and Sustainable Growth
B. Educate and Engage to Beat Breast Cancer

4. Enabling Environment………………………………………………….17

A. Reduce, Reuse and Recycle Waste

5. Give as we Grow……………………………………………………….. ..17

A. Product Donation
B. Fund Raising

6. Engagement with External Stakeholders……………………………25

A. Representing commitment in CSR Forums
B. Media Coverage

7. Awards and Accolades……………………………………………….. .34
A. Reward from Friends of Cancer Patients
B. Certificate of appreciation from Rak Terry Fox Run
C. World COB CSR Certification
D. Dubai Chamber CSR Label Award 2016
E. The Global Gift Philanthropreneur Award

8. Tangible Achievements ……………………………………………….38

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Apparel Group CSR Annual Report 2016

Major Impact

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Apparel Group CSR Annual Report 2016

CSR Policy

A. CSR Vision and Mission

Apparel Group has revised its CSR Vision, Mission, policy, strategy as follows and the same has been
updated on the website as well.

Our Vision - To be recognized as the most responsible company.
Our Mission - Be committed to sustainable actions and contribute meaningfully to
Triple Bottom Line (social, economic and environment) performance.
Our Values - Integrity, Respect and Recognition, Passion for Excellence, Working Together.
Daily Purpose - Be Responsible in every step.

B. CSR Policy

Our CSR Philosophy is to “Make People Grow’

Apparel Group strongly believes to make people grow all along its growth trajectory. This is possible
with continuing commitment by the company to behave ethically and contribute economically, improve
the quality of life of the workforce, their families, local community and above all the society at large,
while protecting the environment.

Preamble
Educate, Engage and Enable

Educate: Educate people (Internal and external stakeholders) and create awareness on various key
social issues through knowledge sharing and communication. (Profit)
Engage: Engage people in various social activities and encourage them to take productive and
responsible actions towards society. (People)
Enable: Enable people by providing empowering and healthy environment to be independent and
support community around us. (Planet)"

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Apparel Group CSR Annual Report 2016

Apparel Group CSR Policy is SPEED
S-Service- To adopt a corporate strategy that empowers us to serve needs of the society around us
besides providing the best in industry service to the customers and to create a mutually benefiting
environment through collective endeavor of company, employees customers and community .

Productivity - To support and incorporate development initiatives /CSR projects an integral part of our
business and make them result oriented. To encourage the development of human resource through
provision for Education, Training and Skill Development to empower them and be productive.

E-Efficiency - To implement social initiatives in our areas of operations to ensure maximum efficiency
through close monitoring and achieving benchmarks set for Triple Bottom Line

E-Effectiveness - To have partnership with various institutions/stakeholders for CSR programmes
implementation and to assess and measure the effectiveness of the projects against the performance
indicators and the targets set.

D-Dedication/Commitment- To dedicate and commit our CSR initiatives towards national agenda on
sustainable development and growth through adoption of best practices across all our Brands, supply
chains, distribution channels, vendors and suppliers and community development programmes. To
encourage and motivate our employees to fully embrace the CSR programmes, champion social
causes and support the company in its responsibility and accountability to the community in which it
operates.
We Believe - Right First Time, Every Time

C. CSR Strategy Framework

1 Apparel Group will take up projects which match organizational capability with societal needs.
2 We will leverage upon the skills and capabilities of different organizations.
3 We will create CSR environment within the business by encouraging stakeholder’s
involvement, participation and engagement.
4 We will benchmark the health of each initiative comprehensively across the criteria to know and
assess its relevance.
5 Apparel Group will continuously analyze progress made, build on the strengths and fill the gaps
by refining the catalytic systems and processes.
6 We will continue to focus on the chosen programmes/ projects/ activities to make long term
impact on inclusive growth and sustainable development.
7 We will create awareness on being responsible and reflect commitment towards society in
deeds.
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Apparel Group CSR Annual Report 2016

Education & Engagement

A. Enable and Empower for Inclusive and Sustainable Growth

“Box a smile” - Engaging customers to educate war affected children

Holy Month of Ramadan is the time to do good, give back and empower people. This Ramadan ,
Call It Spring Brand of Apparel Group decided to make a difference in the lives of war affected
children and so successfully launched a campaign “ Box a smile” to spread happiness and lit a light
of hope in them . The campaign was launched on the 19th June 2016 for 20 days in partnership with
UAE Red Crescent , educating , engaging , enabling customers towards helping Syrian children in
need.

Box a smile initiative engaged customers at Call It Spring stores to choose and donate any one of
three boxes designed and filled with different daily use items like books and crayons, toiletries and
woolens for three different age groups, Infants , Toddlers and preschool children. The total 1604
boxes were donated by more than 1200 customers and 380 Apparel Group employees. These were
handed over to UAE Red crescent for delivering these to the children in refugee’s camp. Donors were
also encouraged to send a personalized message to the children through a note on the box.

Illustration 2: Box a smile donated by customer with a message

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Apparel Group CSR Annual Report 2016

Illustration 3: Handing over ceremony of Boxes of Smile to UAE Red Crescent.

Developing entrepreneurship among special needs children

The purpose of providing work opportunity to differently challenged or special needs youth is not only
to provide jobs but also engagement in the wide variety of activities that it offers helps young people to
develop the potential, creativity, talents, knowledge, skills, and attitudes that are required in the
market. R& B started a pilot project to build entrepreneurship skills in special needs youth.

The brand is supporting special need girls from Sharjah City for Humanitarian services in selling
products made by them at its stores. These products mainly include different type of accessories. Out
of the 50 pieces of different hand bracelets that were provided, the R&B team could successfully sell
nearly 41 pieces from the point of sale counter. All the sale proceeds will go towards enhancing the
skills of these girls. In this way brand contributes to closing the gap between the competences of
special needs youth and market for their products to help them develop and continue their enterprise.

Illustration 4: Selling products made by special needs children

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Apparel Group CSR Annual Report 2016

Engage in Yoga for healthy and happy life - International Day of Yoga

On December 11 in 2014, the United Nations General Assembly declared June 21st as the
International Day of Yoga. Encouraged by the success of the IYD 2015, this year again the mega
Yoga Day was organized in association with Indian Consulate General and Dubai Sports Council on
18th June at two venues in the Dubai World Centre. The Chief Guest of this event was Yogrishi
Swami Ramdev who not only taught yoga to people but also shared its health benefits. More than 104
nationalities with 14000 participants including nearly 560 of Apparel Group employees performed yoga
with great enthusiasm and thrill. The participants included students from schools, local universities,
corporates, members of the diplomatic community, Dubai Government Authorities, as well as the large
community living in Dubai and the Northern Emirates.

Illustration 5: People from different nationalities learning and performing yoga

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