Birla Corporation Limited (MP Birla Group) has won the Public Relations Society of India (PRSI) National Award 2023 (second prize), for its Annual Report 2022-23. The award was handed over to Company representatives at the International Public Relations Festival at Dr BheemRaoAmbedkar International Convention Centre, Janpath, New Delhi. The Warli-art themed concept of the Annual Report has been widely acclaimed.
Warli Art is one of India’s oldest forms of painting, said to date back to the 10th Century AD. Traditionally practised by the tribal folk of the Northern Sahyadri Range, the art form melds elements of nature and earthy colours with geometrical arrangement. Warli is truly one of the great heritage of Maharashtra and India. In keeping with the traditional style, Warli drawings are informal and ductile, while there is an element of soft strength.
Mr SandipGhose, MD & CEO, Birla Corporation Limited, said: “The effort this time was to project the Company through the prism of our newest green-field integrated cement manufacturing plant at Mukutban, Yavatmal district, Maharashtra, with an annual installed capacity of 3.9 million tons and built at a cost of Rs 2,744 crores. Since Mukutban is in Maharashtra we have opted for the Warli Art route, reflecting the Maharashtrian art heritage.”
The Warli Art is close to nature as reflected in the designs of flora, fauna and celebrations as well as in the daily life of the rural folk. The Company, at its Mukutban unit, has planted close to 81,000 trees to mitigate the environmental impact of operations. Birla Corporation Limited is a leader in rainwater harvesting. It harveststhree/four times the water it consumes. The captive power plant at Mukutban is aircooled, as opposed to water cooled in most plants. As a result the Mukutban plant is water positive.
The underlying spirit of the Warli art has come to the fore, consequent to Birla Corporation Limited’s philanthropic & CSR activities. In fact, all the illustrations, from the front coverand second cover to the Corporate information pages, capture the Company’s commitment to sustainability, within the framework of the Warli art. We have presented our Jute Division, which again is our commitment to the preservation of environmental balance, utilizing Warli art figurines & designs depicting farming, harvesting, spinning and weaving of jute.