What is 2020Kzhm initiative?
It is the CSR (Corporate Social Responsibility) activity undertaken
by Anna – Kitex group. Named 2020Kzhm, it was extablished in 2013 under
Societies ACT 2013 under Societies Act.
Essentially 2020Kzhm comprises of:
1. Anna-Kitex group
2. Eastern group
3. Sevana group
4. residents of
5. POLITICAL AND
primary objective of the 2020Kzhm was to enhance the lives of people
residing in kizhakambalam panchayath to highest levels, compared to any other
panchayaths in Kerala.
A direct quote from
“Our unique initiative is to develop Kizhakambalam as model village
in 2020. Making of a model village entails ensuring self-reliance in all
aspects viz., education, health care and family welfare, infrastructure,
agriculture and watershed management, and working towards sustainable
livelihood patterns. Fundamentally, we ensure that their development reaches a
stage wherein Twenty20 take over the complete responsibility.”
It is clear from these 2020kzhm stood for initially.
Few of their initiatives are:
1. ENTE VEEDU.
2. FOOD SECURTIY.
6. ANTI – ALCOHOL MOVEMENT.
7. HEALTH CARE.
8. GROUND WATER
9. ROADS AND
10. DRINKING WATER.
THE STRUCTURE OF 2020KZHM:
1. 15 executive board: predominant
members were from major organizations which formed 2020kzhm.
2. 50 high power
committee from each wards
3. 50 ward executive
committee from each ward
4. 250 working member
committee from each ward.
5. Total ward members,
The food security was of main focus in 2020kzhm. This was run
through public distribution system set up by 2020kzhm. The amount of effort
taken up to identify and classify the people based on their financial status
ensured that people fit into right bracket. The people were issued different
colored cards based on their financial status:
Below categorizes people of Kizhakambalam Panchayath:
1. Blue – The top most
2. Green – Middle class
3. Yellow – Lower middle
4. Red – Vulnerable
It was during the Onam season when 2020Kzhm started delivering the
vegetables at subsidized prices for the people that changed the game altogether.
Appendix: 1 compares of the vegetable prices in market Vs 2020kzhm outlet
prices for the people of Kizhakambalm panchayath. This was a major setback for
then political parties and other NGO’s (Kudumba Shree) who were not able to
address these issues till then.
It was possible for the Kitex group because they provided food for
their employees whose strength is close to 7000 numbers then. It was easy to
combine the extra quantities of vegetables and profitable task for them to source
such at such huge quantities. So 2020Kzhm could to sell almost all the
vegetables in local markets at a 50% subsidized rate.
2020Kzhm faced tough challenges form political parties who decided
to close down the distribution centers which led to change of a 2020Kzhm to be
a major influencer in the upcoming local pannchayath elections in 2015.
of 2020Kzhm as a political body was exactly by taking up issues which directly
affects people of Kizhakkambalam.
It was the decision of 2020 Kzhm to participate in the LSG (Local Self
Government) elections held in 2015 which made this society a new phase in the political
history of kizhakambalam panchayath. People of kizhakambalam panchayath elected
2020Kzhm candiates over other political parties in the scene, leaving no chance
for the competitors to win considering the very active political situation of
It was the food security program which got appraised by the people that
helped 2020Kzhm to power.
This huge victory over other established political
coalition itself is the result of the acceptance of 2020Kzhm. The charitable
program which they undertook, mainly the food security program has resulted in
votes within 2 years from their establishment.
Although there was contradicting arguments about the kitex group and
the CSR intiative t runs through 2020Kzhm. Compared to performance of 2020Kzhm
to Kitex people rated the activites of 2020Kzhm to be more beneficial to
people. The impression this CSR movement could create in peoples mind was
immense that 2020Kzhm could make the impact to such level that people believed
that it stood for them.
From the perspective of Kitex group, we can try and understand how
through CSR initiatives it changed the situations favorable to them. The CSR
2020Kzhm model is a perfect example in explaining how a corporate organization
could step in to expose the in efficiencies of other political parties.