COVID-19: Brands Showcasing the Power of Purpose

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Undoubtedly, the COVID-19 pandemic has forever altered the way we live. As this unforeseen pandemic continues to engulf the world, something else has started to spread around as well – the spirit of generosity. Multinational companies, businesses, philanthropists are all coming together to pledge support and lend a helping hand. Let’s have a look at some of those entities and companies that are stepping up to make a difference to the lives of billions of people that are struggling across the world. 

In line with purpose statement – #MakeaDifference, Indian MNC, Marico has committed to an initial outlay upwards of $1million towards outreach in multiple areas in the growing fight against COVID-19. As a part of this commitment, it has tied up with delivery platforms, Zomato and Swiggy to provide cooked food, edible oil and rations to daily wage workers and front-line workers in various Indian cities. It has also tied up with the NGO, GiveIndia for raising funds to provide more cooked meals to the needy. The company has pledged funds for distribution of safety kits for healthcare workers as well as towards rehabilitation efforts directed towards the COVID-19 affected. In response to its consumers’ growing health and hygiene needs, it has launched its very own brand of hand sanitisers in India, and a complete hand-wash and hand sanitiser range in Bangladesh. Further, through its not-for-profit wing, Marico Innovation Foundation, the FMCG giant has launched a one-of-its-kind country wide competition, inviting med-tech entrepreneurs, innovators and corporates to come up with a solution to tackle COVID-19, with the winner bagging the grant required to bring their solution to life.

French luxury conglomerate, LVMH that owns the likes of Tag Heuer, Bulgari, Louis Vuitton, Louis Vuitton and many other high-end brands, is putting its production lines to good use – for churning out large quantities of hand sanitisers instead of the usual perfumes and cosmetics. A similar initiative has also been announced by American brewing company, Anheuser-Busch, known for supporting its communities and employees. To accommodate the growing requirement of hand sanitisers in America, the company is utilising its supply and logistics network to produce and distribute hand-sanitisers to the communities in need, in association with the American Red Cross.


Jack Ma, the owner of e-commerce giant, Alibaba is donating millions of face masks and other essential medical supplies through the Jack Ma Foundation and Alibaba Foundation to various African and Asian countries. 1.1 million testing kits, 6 million face masks and 60,000 protective suits & face shields have been donated to Ethiopia from where they will be distributed to other countries in the African subcontinent. Seven Asian countries, including Vietnam, have collectively received 1.7 million masks and 1,65,000 test kits along with medical equipment and protective clothing from the foundations, so far.

Entities in the field of entertainment are not far behind in their endeavor to support the fight against this unprecedented pandemic. Recently, Lady Gaga co-organised a virtual concert, #TogetherAtHome, in association with the World Health Organisation (WHO), to raise funds for coronavirus relief efforts. The concert featuring global music stars such as Rolling Stones and Billie Eilish, successfully raised a whopping $127 million, to be donated to the WHO COVID-19 Solidarity Response Fund and charities like food banks and those providing housing. 

These are undoubtedly, extraordinarily hard times, where businesses are faced with the challenge of tackling this first-of-its kind crisis in a responsible manner. Hopefully, the brands that have gone over and beyond the expected to support their communities will serve as some inspiration to other businesses on how they can play their part and contribute. After all, it is the unsaid responsibility of all brands to contribute towards building a better world and keeping the larger picture in mind, leverage their purpose to support their communities when they most need help.

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