Toyota Kirloskar Motor (TKM) has successfully completed its 38th iCARE (I, Community Action to Reach Everyone) initiative under its Employee Volunteerism Program. Organized in observance of World Entrepreneur’s Day, the initiative focused on enabling women from Self Help Groups (SHGs) by strengthening their livelihood opportunities through eco-friendly home decor craftsmanship. Guided by Toyota’s philosophy of contributing to society, the activity brought together employees, their families and rural women to support entrepreneurship and community development.
The initiative held at Basavanna Convention Hall, Manchagondanahalli, near Kengeri, Karnataka, witnessed the enthusiastic participation of around 570 iCARE volunteers, along with 15 women artisans from Krishikala, a rural Self Help Group (SHG) in Karnataka.
Krishikala’s women artisans specialize in crafting eco-friendly home décor products. However, due to limited access to initial resources and working capital, the SHG has faced challenges in meeting growing market demand. Although many women from nearby villages have expressed interest in joining the enterprise, the expansion of the SHG has remained constrained because of inadequate financial and resource support.
To address these key challenges often faced by rural SHGs, Toyota Kirloskar Motor handed over engraving machines and crafting tools to the SHG. iCARE volunteers also collectively crafted, polished and finished approximately 260 eco-friendly bottle gourd-based home décor products, including decorative lamps, bird nests, pen holders and wall hangings. This effort is aimed at enabling the women artisans to continue production independently, enhance product quality and build a sustainable source of income beyond the event. Additionally, it also helped to diversify Krishikala’s product portfolio, enhance its production capacity, create opportunities for business expansion into neighbouring villages and encourage the inclusion of more women artisans, thereby strengthening the rural women-led enterprise.
Mr. Vikram Gulati, Country Head & Executive Vice President, Corporate Affairs, Toyota Kirloskar Motor said, “The true measure of community development is making its members self-reliant to achieve their life goals. By supporting Self Help Groups with the product, production tools and opportunities to expand their businesses, the 38th iCARE initiative aims to strengthen their efforts & enable them to pursue entrepreneurial growth in the villages of Karnataka. Our objective is to empower rural women with the confidence, resources and independence to shape their own future. At Toyota Kirloskar Motor, we remain committed to building resilient communities by fostering entrepreneurship and creating opportunities that continue to make a long-term positive impact.”
This initiative is in line with Toyota Kirloskar Motor’s commitment to support national development goals such as Viksit Bharat 2047, Skill India and women empowerment through rural entrepreneurship. TKM’s CSR strategy actively complements government efforts by fostering self-reliant communities, promoting eco-conscious livelihoods, and enhancing grassroots capacity building.
Since its inception in 2017, iCARE has been Toyota Kirloskar Motor’s flagship employee volunteerism programme, encouraging employees and their families to contribute their time, skills and expertise towards meaningful community initiatives. The programme continues to create long-term social impact across Toyota’s key CSR pillars, including Education, Health & Hygiene, Environment, Skill Development, Road Safety and Disaster Management, while nurturing a culture of responsible citizenship among employees.
