How often do we come across a marketing campaign with the power to drive societal change? Hyundai’s ‘Samarth’ initiative is one such campaign, dedicated to fostering a more inclusive and accessible world for people with disabilities.
Launched in November 2023, the initiative kicked off with a major event that featured Union Ministers, State Ministers, Chief Ministers, and leading disability rights activists from across India. This event sparked an important dialogue about building a barrier-free environment for individuals with disabilities in the country.
Through ‘Samarth,’ Hyundai aims to drive change in several key areas:
Creating Awareness
Megastar Shah Rukh Khan, the initiative’s ambassador, highlighted the importance of awareness at the launch event. Hyundai has teamed up with NDTV and other media networks to spark broader discussions, bringing together disability rights advocates, government officials, and other stakeholders to raise awareness and develop solutions.
On-Ground Changes
The Hyundai Motor India Foundation, Hyundai’s CSR arm, has partnered with NGOs like the GoSports Foundation and Samarthanam Trust for the Disabled to support Para Athletes and Blind Cricket in India. Over the next three years (2024-2026), Hyundai will also distribute assistive devices to 684 individuals with disabilities across the country. The first Samarth Blind Cricket Championship saw India defeat Sri Lanka 5-0, and 72 beneficiaries recently received custom-made assistive devices at the Samarth Assistive Devices Conclave in Bengaluru.
Internalisation
Hyundai is also making internal changes to support the initiative. By March 31, 2024, 99% of Hyundai showrooms across India will be wheelchair accessible. Additionally, the company has introduced TurnPlus, a swivel seat mechanism designed to assist passengers with special needs.
Detailing about the initiative, Mr Tarun Garg, Whole Time Director and Chief Operating Officer, Hyundai Motor India Limited (HMIL), said, “Hyundai Motor India is proud to spearhead the Samarth initiative, which reflects our commitment to leveraging technology to empower individuals with disabilities. At Hyundai Motor India we don’t just make cars; we believe in empowering society. To empower society, we undertake social initiatives under the pillars of Earth, Mobility, and Hope. These are aligned to Hyundai Motor Company’s global vision of ‘Progress for Humanity’. Samarth is a manifestation of this belief. Through Samarth, we aim to create a more inclusive society and ease the way of living for differently-abled individuals in India.”
He adds, “Through strategic collaborations and innovative solutions, we are determined to unlock the potential of individuals with disabilities and pave the way for a more empathetic and inclusive society.”
Initiatives like Samarth have the potential to spark significant changes in society. More governments, corporations, and communities are encouraged to support and advance such causes.
