Case Study MODICARE

Overview Modicare is a direct selling company and part of the K.K. Modi Group of Industries. The K. K. Modi Group of Industries is a conglomerate active in numerous sectors including sugar, consumer goods, pharmaceuticals, cosmetics, sponge iron and steel, engineering, and power. In 2003, the K. K. Modi Group directly employed 2,500 staff. Modicare, part of the K. K. Modi Group of Industries, is a leading direct selling company in India. It offers consumer products for colour cosmetics and skin care, personal care, laundry care, home care, auto care, agriculture, food and food storage and water purification. Modicare products are developed by scientists and technical staff at internal research and development centres. Modicare directly employs 250 staff across 52 centres and indirectly employs approximately 950,000 consultants who distribute Modicare products to 2,600 cities in India. In 2002, Modicare generated US$ 16 million in revenues. Business Case The Modi Group’s motivation to fight HIV/AIDS extends from concern for the well-being of its employees to that of the broader community. After early resistance to advocacy efforts the Modi Group has chosen to lead by example through workplace action in business units including Modicare. Modicare believes that HIV/AIDS is a workplace issue, and that it must be treated like any other serious illness or condition. The company finds that its workplace HIV/AIDS program is necessary because HIV/AIDS affects its employees. As Modicare sells consumer products, its business is directly linked to the health and disposable income of people living in India. Modicare believes that it needs to help prevent the spread of HIV/AIDS in India as part of its belief in corporate social responsibility and its obligation to invest in the communities in which it operates. Modicare donates one percent of its revenue (US$ 160,000 in 2003) to the Modicare Foundation to fund workplace and community HIV/AIDS-related activities each year. Programme Description Modicare workplace initiatives are most active in Delhi and Mumbai, but its prevention and education programme, which is led by consultants, is active throughout India. In 2001, Modicare established and distributed its HIV/AIDS-specific workplace policy. Modicare has reached approximately 70% of its direct staff with awareness and education messages through a combination of group training, induction training and continued education. Modicare believes that peer educators are essential to reach its many consultants and customers. Since 1999 Modicare trained approximately 10,000 peer educators, which corresponds to a ratio of 95 consultants per peer educator. About ten percent of them are active in community outreach clubs. Modicare provides free male condoms during awareness events and prevention discussions. Modicare also encourages staff and consultants to access STI treatment at government hospitals. Staff and distributors located in Delhi may access voluntary counseling and testing (VCT) services at government hospitals where Modicare has boosted counseling capacity. Workers in other locations are encouraged to contact centres identified on a referral list. Modicare staff and consultants access treatment for opportunistic infections through their standard medical coverage. 5 HIV-positive staff and consultants have successfully petitioned management for coverage of anti-retroviral treatment. The company also established a sponsorship program to facilitate treatment for 11 members of the community. Programme Evaluation In 2004-2005 Modicare aims to: Strengthen its existing business outreach to support workplace HIV/AIDS programs, start to target small-scale industries, and increase its collaboration with chambers of commerce as well as employer and employee associations. Expand the number of peer educators who are also active in volunteer clubs, and set up volunteer clubs in all the states that Modicare has its presence. Target 40 schools in Delhi and 10 in Mumbai with awareness and prevention programmes. Extend its existing VCT support programme to include two additional hospitals in Delhi. Mobilize resources to sponsor 15 people living with HIV/AIDS to receive psychosocial and ARV treatment support. Modicare monitors and evaluates its HIV/AIDS activities through both internal and external tools. This monitoring includes tracking the number of requests for materials by individual and spot checks of scheduled training or outreach events. The company adapts and refines its activities based on the findings of these evaluations.