Mahindra Spark the Rise: A Pioneering Example of Corporate Citizenship in India

Posted By: Shrey Goyal|Dated: May 17, 2012

When I first came across ‘Spark the Rise’, it seemed like a typical CSR campaign.Mahindra is already a well known entity in the philanthropy and volunteering space in India, primarily through the activities of the KC Mahindra Trust, which has notably worked on literacy as well as vocational education in India,and is known for their Project Nanhi Kali (which supports the education of over 50,000 underprivileged girls) and Mahindra Hariyali (a 1 million tree planting campaign). Their Employee Social Options Plans is similarly an exemplary program through which over 35000 Mahindra employees plan and lead their own service projects every year.

But Spark the Rise is different.

Mahindra has created a digital platform for individuals, groups and organisations to submit project plans online at Visitors to the site can view projects to offer advice or get involved by volunteering or donating money and equipment. Spark the Rise is thus a platform where ‘Sparks’ can start projects and ‘Volunteers’ can get involved in them to help people to Rise.

From Aug 2011-Mar 2012, the initiative awarded eight winning ‘Sparks’ with monthly financial grants of Rs. 4 lakh each. Of these, five were chosen by public vote and three by an expert jury. In April 2012, the top two winners from each month by public vote and six entries chosen by an expert jury – became a part of the Grand Finale, with three of the winners taking home Rs. 20 Lakh each and one receiving a grant of Rs. 40 Lakh.

But the funding is just a small component of the impact of this movement. Mahindra has realised that Indians all across are to taking charge, and are realising their own understanding of Rise. They are thus not merely touting their own horn or initiating a small project or two in the name of Corporate Social Responsibility. They are instead choosing to identify, aggregate and empower others who have taken the responsibility on themselves.

Innovators, entrepreneurs and change agents are now able to showcase their work and connect with like-minded people to amplify their efforts. Spark the Rise has become a community of >250,000 people working together to drive positive change in India. Thousands of people from all across India submitted >6,000 projects, of which 1,346 have been showcased on, and 48 projects have received a grant from Mahindra. These projects have now found new fans and followers in the form of the hundreds of people that have connected with them to volunteer, donate, and advise the project champions.

This is indeed a milestone in corporate citizenship in India. Rupee for rupee, the social impact of this initiative is disproportionate as compared to most other CSR efforts by Indian corporations of recent. In fact, for once the term ‘CSR’ seems misfit, and it can be said that it is corporate social innovation that has seen dawn in India.

Spark the Rise is thus promoting a rich culture of initiative and innovation by bringing people together to work for change. All ‘Sparks’ – not just the ones who have received grants – have thus utilised this unique platform to promote ideas, motivate volunteers and raise funds for their projects aimed at building a better India.

I was in attendance at the Grand Finale held at the Prince of Wales Museum, Mumbai last month as a panel moderator, and shall be writing about the event and about the idea of ‘Rise’ in the coming weeks. Now that the initiative has embarked on its second year, it’ll be interesting to see how it evolves and uses its learning from the first edition as it seeks to answer: What is Rise?

This article was originally posted on Shrey Goyal’s blog

About the author

Shrey Goyal, a graduate of the Indian Institute of Technology at Kharagpur, works in the social innovation and global development spaces. As a college student, he initiated a rural clean energy project, Urja, which has been deemed an Ashoka’s Youth Venture, and won the Oxford Youth Business Development Challenge. He also founded AnaGenesis, a Delhi and Boston-based social enterprise that provides research-based solutions and top University talent in the financial inclusion space.

Previously, Shrey has worked with iDiscoveri Education, Unitus, World Bank (Delhi), NCERT, Social Venture Exchange (Toronto), Villgro Innovations Foundation, and First Energy (Pune). He can be found on twitter at @ShreyGoyal and blogs at

The views expressed above are those of the author, and not necessarily representative of the views of the Mahindra Group.

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  • ajay

    good start

  • jitendraswaminathsingh

    I have plan to promote sports in india

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