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Sustainability and Responsibility at United Spirits

United Spirits Limited (USL) is a subsidiary of Diageo plc which is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. Founded in 1826, USL is the largest Indian spirits company involved in the manufacture, sale and distribution of beverage alcohols which include Scotch whisky, IMFL whisky, brandy, rum, vodka, gin and wine.

Our iconic brands are enjoyed by millions every day. Thus our priority is to ensure these are enjoyed responsibly. Our Sustainability and Responsibility Strategy integrates social responsibility into our core business to create value for society and our shareholders.

Diageo USL’s priorities in India aim to enrich lives, communities and the environment through good business encompassing 3 key areas:

Addressing alcohol misuse by focusing on drink driving; underage drinking and industry collaboration

Empowering women, focusing on education and skills

Sustainable development, benefiting the communities around our plants, focusing on sanitation, health (Water) and education (employable skills).

Home > CSR > Address Alcohol Misuse
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Address Alcohol Misuse

Neither we nor society benefits when consumers misuse our products.
Our work to change attitudes to alcohol and encourage responsibility
aims to promote the sustainability of our business and of society

Our iconic brands are enjoyed by millions every day and it has long been our priority to ensure that they are enjoyed responsibly. While drinking alcohol can play a positive role in social occasions and celebrations for those who choose to drink, we recognise that the misuse of alcohol can cause serious problems for individuals, communities and society.

In 2012-2013 leading alcohol beverage companies announced the Global Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking. Built on long-standing industry efforts, these commitments represent the largest every industry-wide initiative to implement effect ways to address harmful drinking.

As the world's leading premium drinks business, we want to be at the forefront of industry efforts to promote responsible drinking and thus, create a more sustainable role for alcohol in society. To achieve this, we strive to maintain high standards of responsibility in our own activities and promote these strongly in our industry. We also invest in practical campaigns that aim to tackle misuse by changing people’s attitudes to alcohol.

Our approach to communication about the risks of alcohol misuse and tackling alcohol abuse in society focus on:
combating alcohol misuse – continue to support effective programmes and partnerships to tackle drink driving, excessive drinking and underage drinking.

responsible marketing and promotion – to set rigorous company and industry standards for responsible marketing.

raising consumer awareness – and encouraging dialogue to help people make informed and responsible decisions about drinking or choosing not to drink alcohol.

We support numerous responsible drinking programmes across the country that primarily focus on preventing drink driving, underage drinking and excessive drinking. We believe that efforts to reduce the misuse of alcohol are most effective when government, civil society, individuals and families, as well as the industry work together.


1) Road to Safety – IRTE
The programme, launched by Union Minister of Road Transport & Highways Shri Nitin Gadkari in September 2014, aims to make Indian roads safer. To this end, the programme covered 30 cities in 13 states to deliver:

Trained 3500 police officials on traffic regulations, enforcement of drunken driving offences; types and correct usage of breath alcohol analysers.

2500 university students taught about the perils of drunk drinking and underage drinking..

4500 drivers of commercial vehicles (school buses, auto rickshaws, trucks, and buses) in the organised sector were educated on road safety and the dangers of drink driving.

2) The Diageo-NDTV Road To Safety Campaign
The five-month high-visibility Road to Safety campaign was launched on-air across NDTV channels and reached out 360-degrees to consumers, across various touch-points and media (radio, television, and digital). Thousands of people signed up to take the pledge to Never Drink and Drive.
Additionally, USL used the occasion of the National Road Safety week in January 2015 to raise awareness and public discourse on making Indian roads safer through a week-long, country-wide effort. This ranged from a telecast panel discussion with government, NGOs and civil society; on-ground awareness activities across eight cities; ‘Drive Sober’ campaign in 40 pubs across cities; celebrities were engaged to generate visibility for the cause; public awareness of road safety laws. Moreover, a seven-point agenda was presented to the Union Minister for Transport that included inputs from various levels of society and law enforcing departments. The company also ran a radio and print campaign across cities to raise awareness related to road safety.

Link: http://sites.ndtv.com/roadsafety/

An interactive resource is leveraged to help combat alcohol misuse and to promote responsible drinking through the sharing of best practice tools, information and initiatives. As an ongoing initiative, DRINKiQ workshops are organized for our stakeholders including senior police and traffic police officials, alcohol industry association representatives, the media, road safety volunteers, and F&B personnel.

Home > CSR > Empowering Women
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Empowering Women

Diageo is a huge advocate of women’s empowerment and recognises this through our platform. Where ‘W’ stands for Women, Plan W - part of Diageo’s new 2020 sustainability and responsibility targets that aims to build thriving communities. Through Plan W our goal is to empower women by giving them opportunities to learn and develop skills to be able to influence society and the economy. Diageo is committed to workplace diversity for our own business, as well as growing the talents, skills and capability of the women who work in our wider value chain. To date, Plan W has empowered over 115,000 women through learning, indirectly benefiting over 575,000 others in the community (using a multiplier of 5) and is building thriving communities across 15 countries.

In India, we have empowered 3,049 women, indirectly benefiting 15,245 people in the community, through skills development.

Working in partnership with non-government and community groups, we have delivered skills training to marginalized women, to enhance their livelihoods and increase their economic empowerment.



In partnership with the British Council and the Indian Institute of Management, Kozhikode the programme aims to contribute to entrepreneurship education by training women Master Trainers, and through them train a larger group of women to become entrepreneurs. It will also support and mentor innovative ideas, stemming from the workshops, with the potential to mature as social enterprises. The training focuses on practical business skills such as management, finances, communications, leadership, marketing and fundraising.

In Phases I and 2, a critical mass of 60 master trainers have been trained across different cities/locations in India. They in turn have conducted training workshops across the country to over 4000 women promoting social entrepreneurship in India. The Union Cabinet Minister for Women & Child Welfare, Mrs. Maneka Gandhi and the UK High Commissioner to India, Sir James Bevan have supported the programme.


A grass-roots program to build thriving communities around our plants: USL’s bottling plants are mostly situated in semi-urban areas with its distilleries mostly situated in rural areas. These communities lack basic infrastructure necessary for dignified living. We are investing in programmes to benefit 40,000 people in 13 intervention villages around 5 plants to develop safety, health and education through:

Safe access to water


Employable skills training

Our values, our reputation and our purpose are important drivers of our commercial success. In this context, our Women’s Empowerment program is an investment in our business. It will help us to grow the economies in which we operate, and to develop skills in the hospitality sector that is critical for our continued success.


1. SamarthaSthree: All Women technology Training Initiative in Bangalore trained primarily women with disabilities and underprivileged backgrounds in spoken English, computer & professional skills, personality development and interview skills. 1050 women were trained and 65% of trained beneficiaries were employed within 25 medium-sized companies and 5 large corporates. Through community outreach, the community support for the initiative has increased tremendously. Parents and spouses who were initially reluctant for these women to participate, have become supportive and have started recommending others join this programme.

2. Udyogini: A training program developing micro-enterprises aimed at enhancing the skills of urban poor women to access income generation activities: Udygoni trained 25 women at 5 NGOs to develop specific skills to set up micro enterprises. The 25 participating women completed value chain analysis and business plans to enable the women to secure loans for their micro-enterprise. The benefit of this programme was to develop income generation activity while simultaneously creating a knowledge base within the NGO sector to address issues of women’s economic empowerment in an urban context.

Home > CSR > Sustainable Development
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Sustainable Development

Home > CSR > Go Green Initiative
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Go Green Initiative

Greenhouse gases. Deforestation. Increasing population. Industrialization. There are various factors contributing to global warming and climate change. But there is one thing that can help overcome the problem, which is a strong commitment to save the Earth.

2013 - RCB Game for Green Update

Season 6 of IPL marked an important milestone amongst several cricketing world records by this spirited team. RCB emerged as the only Carbon Positive team amongst all IPL teams. This success comes soon after RCB declared Carbon Neutrality and became the first Carbon Neutral Cricket Team in the world in 2012, without the purchase of any carbon credits. Social media played a pivotal role in mobilizing fan support even stronger than the previous two years. RCB created a hashtag #RCBGoGreen wherein fans were urged to take up a green pledge. Fans could take up something as simple as walking short distances instead of using their bikes or cars, to growing a plant at home. In turn, with each use of our hashtag on Twitter along with the Likes, Shares and Comments received on Facebook, the jersey on our website would turn green. The result was overwhelming. Within a span of just 3 days we received 1313 green pledges on twitter, 831 likes, 231 comments and 696 shares on Facebook.

Here are some recent examples of this forward march to save the planet.

Green Conscience
In its bid to restore the green and garden city status for Bangalore. RCB launched Greenaissance, a first of its kind campaign, to retain the greenery within the city by engaging Individuals, Institutions, Corporate and Communities. This campaign allowed fans and citizens to participate by either providing a space to plant a tree or by volunteering in tree planting drives, with RCB facilitating the online and on-ground activity. Plantations were held in Government Schools in Kanakpura, Ramanagaram District, in Bangalore, in association with NDTV Coke SMS Campaign. 92 fans volunteered for plantation drives and 20 people pledged their space for making Bangalore greener. Over 240 RCB fans pledged their solar water heater emission reductions to RCB. Over 500 individuals from different corporates in Bangalore and 1000 RCB fans across Karnataka switched over to CFLs.

No toss up for Green initiatives
Sapling exchange was held each time after the toss, between the RCB and the opponent team captains at all RCB home matches. This was aimed to symbolise the spirit of green cooperation between the two teams

Match the Green
As a symbol of commitment to green and a token of acknowledgement & appreciation of the green efforts by the RCB Fans, the RCB players wore Green Jerseys instead of the red RCB Jersey for one IPL match of the season in what is called the Green Match. This tradition was started in IPL 4 and has been carried on ever since. In IPL-6, the Green Match was played against Kings XI Punjab on 14th of May 2013. During the Green Match all fans inside the stadium took the green pledge to do their bit to reduce the impact of our daily activities on the environment. RCB Players sported Green Ribbons during the IPL Matches in support of their Go Green Cause.

Leaving a green footprint
With the success of RCB's tie-up with Bangalore Metropolitan Transport Corporation(BMTC) and private cab services in 2011 and 201, the initiative continued to encourage fans to carpool or use public transport to commute to the stadium to watch matches. This is RCB's endeavor to reduce the carbon footprint particularly on match days.

Reduce, reuse, recycle
RCB utilizes wheeling of Renewable Wind power for its matches at the stadium during IPL. This
   encourages the growth of renewable sources of energy and reduces the impact on environment to a
   large extent.

RCB ensures that all stadium waste produced during the matches is managed and treated by
   professionals in this domain and not left to general cleaning.

Awards and Recognition
RCB won Silver at the IAA Olive Crown Awards ceremony in the Digital Category for its 'Go Green'
   initiative. The third edition of the IAA Olive Crown Awards, India's first awards for creative excellence in
   communicating sustainability or 'green' advertising, was held in Mumbai on April 1st, 2013.

RCB also won The Corporate Green Star – 1st Runner Up Award and certificate. Russell Adams receives
   the People's Green Award on behalf of RCB at the TCS World 10K Bangalore 2012 awards presentation.

RCB was honored with a special award for its green initiatives at the 4th edition of the Panasonic Green
   Globe Foundation Awards that took place at the Delhi Sustainable Development Summit 2012.

Apart from this RCB has also to its credit of being the First Participant from India to become a part of
   the prestigious United Nations Environment Programme Climate Neutral Network and has received a
   Certificate of Commendation from the United Nations Environment Programme for its support to the
   World Environment Day on June5, 2011.

Cycle Rally for Players
2nd October 2011

In order to spread awareness on various modes of low carbon commute, a cycle rally(a zero carbon commute) was organized for the players of Royal Challengers Bangalore, wherein the players cycled from UB city mall to the M Chinnaswamy cricket stadium. This was a unique event involving the participation of players of team RCB, RCB fans, and various government organizations like the Directorate of Urban Land Transport (DULT) and the Bangalore Traffic Police.

The rally involved the participation of star RCB players namely, Daniel Vettori (Captain team RCB), Chris Gayle, T Dilshan, S Arvind and ViratKohli. Team coach Ray Jennings and other members of UB management also lend their participation to the cause. The cycle rally was flagged off from UB city mall by Hon. Manjula V, Commissioner, DULT and Dr. Abdulla Saleem, Additional Commissioner of Police, Traffic and safety, Bangalore, at 1 pm. The players then had a pleasant cycle ride to the stadium, grasping in the sights and surroundings of the city, which they otherwise might not have seen during their travel by the city bus.

On arrival at the Stadium a small presentation ceremony was organized, where players presented bicycles to various fans who had actively participated in various Green initiatives of RCB. This gave the prize winners an unique opportunity to interact up close and personal with team RCB. It also gave the players a chance to interact with their Green fans.

The event prophesied the use of bicycles for daily commute. Team RCB set a live example by themselves cycling to practice amidst slogans like"cycle to work like team RCB cycles to practice", thereby inspiring their fans to follow suit and use green means to commute. The event also garnered a generous amount of media attention. Articles, photos and interviews featured in almost all local and national dailys and leading news channels thus spreading the message to the masses.

Arranging BMTC buses for match commute

To facilitate easy commute for spectators, the Royal Challengers Bangalore in collaboration with the Bangalore Metropolitan Transport Corporation (BMTC), arranged for special BIG10 buses for travel to the matches.

Buses were also arranged for travel post matches, enabling a safe and reliable mode of transport back home while also relieving the spectators from the need to bring their own vehicles and look for parking spaces. These buses were parked right outside the stadium gates to ensure that people are aware about their availability and enjoy the convenience of hopping onto them directly post the match, all this while they also did their bit to promote the Green Cause.

IPL cricket team becomes India's first CN Net participant

Nairobi, 16 June 2011 – Royal Challengers Bangalore (RCB) – a successful team in the Indian Premier League (IPL) cricket competition – has announced its participation in the Climate Neutral Network (CN Net), an initiative of the United Nations Environment Programme (UNEP). CN Net is at the forefront of the movement towards a global transition to low carbon economies and societies. RCB becomes the first participant from India and the first sports team in the world to become a member of the Climate Neutral Network.

Satinder Bindra, Director of Communications at UNEP said, "Royal Challengers Bangalore has long shown leadership on the cricket field – and it has also shown inspirational leadership in the environmental arena to mobilize its fans and followers in reducing greenhouse gas emissions. UNEP is proud to welcome RCB as the first India-based participant of the Climate Neutral Network – more inspirational leadership from RCB, which we hope will inspire even greater efforts in India to tackle climate change".

According to Sidhartha Mallya, Director of RCB, RCB's green initiatives began in 2010, during the third season of the IPL. A number of unique initiatives have been implemented, including car pooling solutions for fans coming to the stadium, waste segregation at the stadium and effective disposal through recycling and composting, collaboration with the Bangalore Metropolitan Transport Corporation for additional buses to and from RCB's home stadium, and placing a carbon footprint calculator on the RCB website. The initiatives helped RCB reduce its carbon footprint by almost 50,000 kilograms of CO2e and more importantly created awareness and change in more than 100,000 fans directly.

This year RCB has gone a step further and is committed to becoming the first carbon neutral cricket team in the world. Carbon neutrality for RCB is being achieved through a unique fan-driven initiative – of the fans, for the fans and by the fans – through which individual RCB fans adopt small environment-friendly changes in their regular lifestyle, and pledge their emission reductions to RCB. Each of the green initiatives has the dual objective of generating awareness about environmental issues and generating real and significant emissions reductions.

The initiatives that RCB has engaged in include: Sapling Plantation drives at schools, colleges and communities through a unique 'Adopt a Plant' approach; solar water heater initiative; renewable energy themed contests on social networks; specially designed events to encourage people to use electric cars/bikes; actively supporting and adopting Bus Day by urging all the fans to travel by bus every Bus Day; and a switch over to CFL low energy light bulbs drive. Through these initiatives emissions reductions of 2000 tons have been achieved to date.

RCB expects to officially become Carbon Neutral after it receives a certificate from Det Norske Veritas – a leading global audit agency – which is currently auditing the data.

"Carbon Neutrality is not a destination for us, but the first step, in our journey of bringing environmental awareness and lifestyle change in the daily activities of ordinary people," said Sidhartha Mallya. "RCB is Game for Green, are you?"

RCB Go Green for CLT20 2011

Commitments to environment conservation and associated aspects have always been a key focus area of RCB, off-ground. Over the last 2 years, RCB has been taking efforts towards awareness generation on environment issues and also enabling fan's to switch-over to/adopt environment friendly lifestyle practices. These efforts have received the support and participation of over a lakh fans and recognition from United Nations Environment Programme (UNEP).RCB through its fan driven initiatives during IPL-4 has reduced more than 1500 tons of CO2e. The carbon footprint of RCB is around 1000 tons of CO2e, which is much lesser than these emission reductions. Thus, RCB has created significant on ground impact and is the first carbon neutral cricket team in the world. The third party audit by DNV is under process and we will receive the official certificate shortly.

RCB's Green theme for this CLT20 was – Low Carbon Commute.In this regard, RCB and Directorate of Urban Land Transport (DULT), Government of Karnataka, partnered to develop a first of its kind green city transport mechanism and awareness model promoting Low Carbon Commute.

The initiatives were thus designed to address two focus areas

To sensitize and encourage more citizens to use the Bus during large events like cricket tournaments, music concerts etc.
To promote and popularize usage of cycles in the city.

BMTC Daily Bus Pass Integration with CLT20 Match Ticket
23rd, 29th September, 3rd, 5th, 7th October

As a pilot project, post discussions with DULT and Bangalore Metropolitan Transport Corporation,a first of its kind BMTC-CLT20 integrated bus pass was launched, where a BMTC day bus pass was made available to CLT20 ticket holders at a discounted price of INR 30 instead of INR 45, for all RCB matches happening at the Chinnaswamy Stadium.Furthermore, post the match the CLT20 ticket holders could directly hop onto specially arranged BIG 10 buses provided by BMTC, parked at dedicated bus bays outside the stadium to enjoy a hassle free & green commute, home.This discounted BMTC day pass was made available at the Chinnaswamy Stadium ticketing counters on producing a valid CLT20 2011 match ticket. Additionally, the discounted pass made the CLT20 ticket holder eligible for a lucky draw entry, providing an opportunity to win RCB goodies and BMTC monthly Volvo passes.This discount was borne by RCB as a gesture to thank and incentivize RCB fans towards using public transport to watch RCB play.

The initiative was publicized through the print and Radio media. Special mentions were made on Fever 104 FM regarding the use of buses and spectators and citizens alike were urged to use public transport

Bus Pass integration Snapshots

Posters displayed in and around CLT20 ticketing counters at the Chinnaswamy stadium promoting the sale of discounted RCB-BMTC Daily Passes

Green Initiatives of Royal Challengers Bangalore-IPL-4

Temperatures are rising, glaciers are melting, droughts and floods are increasing..…It is time we act! RCB is the first IPL team to address the critical issue of Global Warming through a host of Go Green initiatives which began in IPL-3. RCB is now the First Carbon Neutral IPL Cricket team of the world by actively involving the RCB fans as well as the public in this green venture. The initiatives are wholly people driven with the aim of being a medium for environmental awareness and change.

The Go Green initiatives launched during IPL-4:

I) The Tree Planting Initiative of RCB has been launched across the major cities of Karnataka to sensitize the public on environment protection and the need to plant trees for the beauty and health of the city.

The RCB van carried tree saplings to different locations- be it schools, colleges, parks, or housing complexes-to distribute them to interested public. From Mysore, all the way to Dharwad in the north, students, institutions and the public have shown their solidarity for the Go Green campaign of RCB.

The most spirited supporters of this initiative have been school children! In several schools, they have taken saplings to plant it in their homes or in their localities. The management of few schools have gone a step further; they have assigned a sapling to each student, wherein the student will nurture and take care of the plant during their school years. Every tree sapling is barcoded to facilitate tracking and ensure the survival and growth the saplings distributed.

Those who have planted their saplings SMS their details and get the chance to win RCB goodies.

II) 'Switch over to CFLs' initiative

Through this initiative, RCB encouraged the public to switch over from the energy-guzzling incandescent bulbs to the more energy efficient CFLs. To promote their use, RCB tied up with Havells to provide CFLs at highly subsidized prices. This resulted in different residential localities, colleges and schools opting to switch over to CFLs on a large scale. RCB has also visited several corporate offices, where the employees have enthusiastically purchased CFLs to enable switch over of themselves, as well as their family and neighbours!

III) Bus day

RCB supports BMTC's BUS DAY and encourages people to use the bus, instead of their own vehicles. An SMS number was provided on the 4th of every month (designated as Bus Day) where people can SMS their travel details as they switch over to a low carbon commute mode. At the end of each month prizes are awarded to winners chosen through a lucky draw.

The response for this initiative has been phenomenal! People from the 4 corners of India have smsed their details.RCB also had organized a celebrity Bus Day where RCB Celebrity Ramya travelled by Bus to promote RCB's and BMTC's green cause.RCB hopes that this rising tide of people travelling by bus on the 4th of every month will bring about a decongestion of our city roads.

IV) Solar Water Heater Initiative

This initiative was launched to spread the word and encourage people to use renewable energy source, solar water heater. People already using Solar Water Heaters could log onto to RCB's Go Green Page, www.royalchallengers.com/go-green, and submit their details. At the end of each month prizes are awarded to winners chosen through a lucky draw.

Through this initiative, RCB appreciated the efforts of those who use this form of renewable energy, as well as encouraged more citizens and fans to shift over.

V) Electric Car and Electric Bike Initiative

The number of electric cars and bikes is on the rise in India. RCB promoted their use as well as incentivized people who already own an electric car/bike by giving RCB goodies to some lucky winners. Those who own an electric car or bike (Example: Reva or Yo Bike) could log onto www.royalchallengers.com/go-green, click the 'Support Us' button and submit their details.

RCB's Green journey has been very eventful in IPL-4 and high on participation. The 'hundreds' of likes on Facebook, fan involvement, the SMSes, emails and on-ground support have built the momentum in RCB's unique journey, and instilled the confidence that RCB will successfully be able to bring about a Green change in our cities.

RCB Green Match

RCB's Green journey so far has been very encouraging in terms of the support and enthusiasm showcased by fans who actively participated in every RCB green initiative launched by adopting environment friendly practises in their daily life.

As a token of acknowledgement and appreciation of the green efforts by the RCB Fans, the RCB players wore a Green Jersey instead of the red RCB Jersey for the IPL match on May 8th 2011.

The Match on May 8th 2011 was referred to as a Green Match and reflected environment friendly event management guidelines pertaining to mass spectator commute by public transport, no plastic zones among others.

Additionally during this match more than 40,000 strong crowd at Chinnaswamy stadium along with the players took the Green pledge and committed to Go Green.

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