Lighting the way for organic food: CSR at Lumiere

CSR can be found to be an active component of many businesses even if it does not seem so obvious at first glance. I came across a good example of this over the weekend when I spoke to the owner of Bangalore's first organic restaurant. The concept for Lumiere first started in Kochi in 2003 when a software engineer working in the States visited his native town in India on a holiday and bumped into a Gandhian farmer. Manjunath Pankkaparambil and Ambrose Kooliath were a partnership waiting to happen. Ambrose had been following the principles of organic farming for many years. In 2003, the two of them started an organic farm which expandedinto an organic restaurant in Kochi. Last year the concept moved to Bangalore - India's IT hub.

Whilst talking about CSR in a business model that basis itself on ethical consumption, there isn't a lot to be said on the surface. However, the dedication and care taken by the owners to produce, source and utilize only organic food is to be commended. The restaurant only features poultry and seafood apart from its vegetarian selection. Almost all the vegetables come from their organic farm in Munnar and other farms that they know to be organic located in areas close by. Quality is ensured with personal visits to the farms and making sure that organic practices are closely followed.

Grains are bought from neighbouring states as much as possible to reduce transportation and only Basmati rice comes from North India; all sourced from certified organic farmers. Eggs and poultry are free-range and poultry feed is also organic to ensure that the final product is as authentic as possible. Milk and other dairy are also given the same scrutiny. He only serves deep-sea, wild-caught fish sourced from trusted fishermen. In addition to the restaurant, both branches also boast an eco-shop that retails all manner of organic goodness - spices, grains, oil, pulses etc. The attached bakery also makes fresh bread and cakes with organic ingredients.

All along the supply chain Manjunath says that he values his relationship with his farmers as well as other suppliers and ensures that they get the best possible price for their products.He and his partner firmly believe that the concept of organic farming is an empowering process for the farmer as well as the consumer, apart from wider implications ofsocietalwell-being. He candidly admits that the restaurant is yet to break even but thinks it is a matter of time before it does.

Employees at Lumiere are involved in the CSR process and are invited to spend time on the farm at least once a year. Through this, the concept of organic farming is no longer abstract but a process through which food can be grown and consumed with the least harm to the environment.Organic food according to Manjunath has very little awareness due to vast Government subsidies for chemical-intensive agriculture. He feels that if organic farmers received more support then the concept of organic farming would have far-reaching implications.

The vast scope of SMEs to utilize CSR either in the conceptualization of their business model or to incorporate the principles into their business is a powerful branding tool. Manjunath has an obvious passion for fresh, wholesome, tasty food as well as intensive knowledge of organic agriculture. According to him, "starting a restaurant is nothing new but doing it in a way that benefits the producer, the consumer and the environment is a different matter all together".

Well spoken last words.

Thanks toManjunath Pankkaparambil for his time and inputs