Financial Daily from THE HINDU group of publications
Tuesday, Jun 13, 2006
Financial Daily from THE HINDU group of publications Tuesday, Jun 13, 2006 |
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Corporate
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Society & Development Marketing - Rural Marketing Essilor India's rural project Sravanthi Challapalli
Chennai , June 12 In keeping with its long-term business objectives and corporate social responsibility plans, Essilor India has set foot into rural India. In a pilot project in Karnataka, Essilor is testing the vision of residents of 600 villages and dispensing spectacles at subsidised rates through a van equipped with testing equipment and an edger to cut the lens as per the prescription. The company has tied up with the Chennai-based Sankara Netralaya for this project. Speaking to Business Line, Mr V. Jayant, Managing Director, Essilor India Pvt Ltd, said the programme would be extended to other States if it proved sustainable. The penetration of spectacles in rural India is very poor as the villagers find it cumbersome to go and get themselves tested elsewhere and go back to collect their spectacles, he said. After cataract, uncorrected refractive error is the biggest cause for blindness in India, he said, adding that this was a problem that could be solved easily. The personnel in the van will provide the spectacles to the patient within an hour of testing, in 70 per cent of the cases. The rest will get it in a day or two. A pair costs around Rs 200, Mr Jayant said. Good sight will also aid the economy do better as people can go about their jobs more efficiently, he said. The programme is on in Chikmaglur, Hassan, Mandya, Tumkur, Kolar and Chamarajanagar districts in Karnataka. Essilor India has a 5-year plan for this initiative, which is just the beginning of its rural marketing programme, Mr Jayant said.
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