‘Responsibilities’: Innovative gift from Alliance Finance for Earth Hour 2014

Friday, 21 March 2014 04:10 - - {{hitsCtrl.values.hits}}

Launches unique booklet in latest CSR initiative Alliance Finance Company (AFC), in order to be an active contributor to ‘Earth Hour 2014,’ launched a unique CSR initiative this month to increase the awareness of the general public on their responsibilities towards the environment. Having conceptualised a booklet titled AFC ‘Yuthukam’ (AFC Responsibilities), the company aims at educating individuals on their obligations towards the environment and society so they can go beyond Earth Hour, which is set for 29 March at 8:30 p.m. local time. The initiative reaffirms AFC’s commitment to the ‘triple bottom line’, as a highly community-conscious entity in the industry. While the Earth Hour encourages the spreading of the message to people being conscious of their actions to ensure a better tomorrow, AFC is

distributing its innovative booklet in the languages of Sinhala, Tamil, and English, to its customers and members of the wider community. AFC Yuthukam emphasises on how regular daily activities of individuals can be carried out in a manner benefiting the environment, the society and the individual. For instance, the booklet refers to elimination of wastage in water and electricity consumption, and reduction in air pollution by motor vehicles, to name a few. In addition to this, it also addresses timely concerns such as how proper garbage disposal can assist in combating the dengue menace. To etch the importance of social obligations and preservation of the environment in a manner which can be understood by the young and old alike, the booklet presents its message in simple poetry and attractive pictorial depictions. Sharing the significance of the initiative, AFC Group Head Business and Development Ali Ahlam Nawaz noted that while the project affirms the commitment of Alliance Finance to the wider environment and society, the booklet serves as a timely reminder that the concept of savings is not restricted to money but has wider implications and embodies scarce natural resources as well. “As a company that interacts daily with many individuals, Alliance Finance is confident the project will help a meaningful contribution towards a more sustainable society. Executing this project in parallel to Earth Hour 2014, which has an active worldwide participation and it will help us to relate this simple approach in a bigger context,” he said. Nawaz added that the booklet underpins Alliance Finance’s strong confidence and belief in its product by employing the ‘servant selling’ approach – according to which salespersons serve customers first as social ambassadors rather than intensely focusing on sales, as they have full confidence in the quality and stability of their product and thus feel no need for ‘hard-selling’. The launch of the booklet is one of the several Corporate Social Responsibility (CSR) programs undertaken by Alliance Finance, one of the leading proponents of sustainable practices in the local finance industry. Alliance Finance Company counts nearly 60 years of presence in the finance industry of Sri Lanka. The company’s strong stature and reputation in the industry is underscored by recognition received by AFC as one of the most valuable brands in the country. The company offers investment solutions (fixed deposits and savings), finance solutions (leasing, hire purchase and microfinance), transport solutions (rent, trade and lease) and gold loans. AFC’s well-established branch network consists of 33 branches, 27 gold loan centres and seven collection centres island-wide.