Across India’s rural landscape, a common challenge persists: thousands of families remain excluded from government welfare schemes that could otherwise uplift their health, education, income, and security. Despite the existence of numerous schemes targeted at the underserved, many households miss out due to a lack of awareness, complex application procedures, poor digital literacy, and the absence of local guidance.

This last-mile delivery gap disproportionately affects women, children, daily-wage workers, and small farmers, populations that are most in need of support. Recognizing this critical disconnect, ACC (the cement and building materials company of the Adani Group) and the Adani Foundation joined hands to create a solution that is as grassroots as it is empowering: the Meri Sangini Meri Margdarshika (MSMM) programme.

A women-led social impact initiative, MSMM operates across 17 ACC locations and enables rural families to access their rightful entitlements under various central and state government schemes. 

Through this programme, local women, known as Sanginis, are trained and empowered to guide their communities, helping people navigate bureaucratic processes and claim the support they are eligible for. 

The results have been remarkable: as of FY 2025, the initiative has reached 28,000 beneficiaries and helped unlock government benefits worth a staggering ₹612 crore.

Local Women, Lifelong Changemakers

One of the most innovative aspects of the MSMM programme lies in its delivery model. The initiative does not rely on external agents but instead trains local rural women as Sanginis, volunteers who live within the community and are closely connected to the people they serve.

These Sanginis act as navigators in a system that is often overwhelming for rural families. From helping villagers apply for Ayushman Bharat health cards to guiding them through insurance documentation or updating digital IDs like Aadhaar, Sanginis play an instrumental role. Their familiarity with the local dialect, customs, and people allows for trust-based engagement, something that many formal schemes often lack.

The training provided to these women covers digital literacy, scheme awareness, application procedures, communication skills, and grievance redressal mechanisms. Over time, these Sanginis evolve into grassroots leaders, role models, and changemakers. Beyond scheme facilitation, they serve as catalysts of empowerment, inspiring other women in their villages to step up and lead.

The MSMM programme is currently being implemented across ACC’s operational areas, including plant locations such as Kudithini, Wadi, Sindri, Madukkarai, Bargarh, Chanda, Chaibasa, Damodar, Gagal, Jamul, Kymore, Lakheri, Thondebhavi, Tikaria, Chilhati, and Salaibanwa.

These are not just dots on a map but communities where impact is taking root. In locations like Kudithini, Wadi, and Sindri, the highest benefits were recorded, evidence of both local need and the programme’s ability to deliver.

Simplifying Access to Government Schemes

Government schemes in India are vast, well-funded, and progressive. However, their complexity and paperwork-heavy process make them difficult to access, especially in underserved areas. From birth certificates and school admissions to health insurance and pension enrolments, villagers often need help navigating what can be a frustrating system.

The MSMM programme directly addresses this issue. Through Sanginis, rural families are hand-held through every step of the process, from identifying the relevant scheme based on their socio-economic profile to submitting the right documents and tracking application status.

Among the more than 20 schemes MSMM has supported access to are:

By acting as a single point of contact for these schemes, MSMM eliminates the need for villagers to travel to distant government offices, pay intermediaries, or get caught in delays. Additionally, Sanginis often use mobile technology and community meetings to spread awareness, making it easier for families to learn about schemes they didn’t even know existed.

Enabling Financial Security and Social Upliftment

Welfare is not just about subsidies, it’s about restoring dignity, ensuring survival, and building resilience. Through MSMM, beneficiaries are being connected to insurance, income-generating schemes, healthcare support, education benefits, and direct cash transfers.

This access has led to measurable improvements in people’s lives. For instance:

Such transformations go beyond statistics. They speak to the improved social security, health outcomes, and economic confidence in these households. Financial inclusion has been a cornerstone of this success, with ₹3.51 crore directly transferred into the bank accounts of beneficiaries, helping them manage crises, invest in livelihoods, or save for the future.

Moreover, the programme has proven to be highly efficient, with a return of ₹885 in social benefit for every ₹1 invested. This figure not only demonstrates fiscal effectiveness but also strengthens the case for women-led, community-rooted approaches to rural development.

Impact Created

The scale and effectiveness of the Meri Sangini Meri Margdarshika (MSMM) programme in FY’25 have been both commendable and replicable. Through focused grassroots engagement, the initiative has enabled 28,000 rural community members to access their rightful entitlements under various government schemes. 

With operations spread across 17 ACC locations in states such as Karnataka, Odisha, Chhattisgarh, Madhya Pradesh, and Jharkhand, MSMM has unlocked welfare benefits worth ₹612 crore. Of this, ₹3.51 crore has been directly transferred into the bank accounts of beneficiaries, enhancing financial inclusion and delivering real-time, tangible impact to underserved households.

More than 20 government schemes, including healthcare, insurance, education, and livelihood programmes, have been made accessible through this initiative, thanks to the efforts of trained local women volunteers known as Sanginis. 

With an astounding return of 885 times the invested amount, MSMM stands as a benchmark in CSR efficiency. Beyond just figures, the programme has significantly improved the quality of life in rural communities, restored confidence in public systems, and fostered a culture of community-driven development and empowerment.

Way Forward

The MSMM programme is not just a CSR activity, it is a social innovation model rooted in empowerment, equity, and execution. Its future potential is immense.

In the coming years, ACC and the Adani Foundation aim to:

At its core, MSMM is a model of how rural development and women’s empowerment can go hand in hand. By trusting women as the architects of change and by simplifying access to existing resources, the programme is helping India’s villages transition from survival to progress, one household at a time.

As ACC and Adani Foundation continue this journey, MSMM stands out as a shining example of how corporate social responsibility can fuel systemic change, unlock massive value, and transform lives, quietly, sustainably, and meaningfully.