#PepsiSaveOurRestaurants initiative to support the restaurant community: Case Study in CSR

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Pepsi in association with the National Restaurant Association of India (NRAI ) and major food delivery app Swiggy launched a fundraising initiative #PepsiSaveOurRestaurants. The main aim of this initiative is to provide 2.5 million meals to the workers of the restaurant community who are facing difficulty during the COVID-19 pandemic.

As part of the initiative, whenever any consumer adds soft drink to his/her meal order on Swiggy from June 25, 2020 – July 19, 2020, Pepsi will contribute part of the proceeds in respect of each soft drink ordered to the NRAI COVID-19 Relief Corpus. The funds raised from this initiative will be used to provide meals to workers in the restaurant who has served them and are currently finding it difficult to meet their ends. This offer is applicable to all packaged soft drinks which are listed on Swiggy’s platform. This is an initiative where consumers can also provide support to these workers.

 PepsiCo India spokesperson relating to this initiative said that the environment in which they are operating is of utmost importance and the restaurant community is a very integral part of this ecosystem and has been facing severe challenges during this health crisis. In order to support the restaurant and restaurant workers, they found that mobilizing a movement with consumers and providing support to these struggling workers and their families is the need of the hour and also a timely intervention.

VP-marketing, Srivatas TS, in relation to this matter said that, in this time when most industries are facing difficulty adjusting to the “new normal”.Swiggy’s focus is to provide support to the restaurant community in every way possible. They launched this initiative with the aim to stabilize the lives of the workers in these challenging times.

Anurag Katriar, president of NRAI; CEO & Executive Director of deGustibus Hospitality, giving his view on this initiative added that the pandemic has impacted the restaurant sector in a sheer volume compared to other sectors as they are the largest employers after agriculture in India. In light of this problem, this is a small initiative that could help this sector of employees.

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