DRF to launch campaign for people with disabilities

HYDERABAD: In a bid to promote the inclusion of people with disabilities (PwD) in the workforce, Dr Reddy's Foundation (DRF), the CSR arm of Hyderabad-based pharma major Dr Reddy's Laboratories, on Friday announced the rollout of its nationwide one-year campaign 'Breaking Barriers at Workplace' in the run-up to the International Day for Persons with Disability 2017.

DRF also unveiled a special website - www.bbaw.drreddysfoundation.org - and a mascot RiFO for the campaign, which will travel to 12 states and touch the cities where DRF operates 20 training centres for PwDs over a period of one year.

The campaign will be kick-started in Hyderabad on Saturday with GHMC commissioner Janardhan Reddy flagging off a rally of 150 bikers, who will ride across the city to draw attention to the rights of PwDs. Announcing the campaign here on Friday, Satish Reddy, chairman of Dr Reddy's Laboratories as well as Dr Reddy's Foundation, said: "In this day and age, specially-abled people are proving to be a better talent and setting new standards in all aspects of life. Dr Reddy's Foundation believes that there should be no barrier to sharing talent due to a disability. This campaign will aim to strengthen an inclusive and a barrier-free work environment for specially-abled people in our society.

"The key challenge for employment of PwD includes physical/infra barriers and people's attitudes towards them. Also today, advances in digital technology, are enabling people with disabilities to be more independent and empowered. This campaign aims to engage with employers to encourage them to hire people with disabilities and have an inclusive workforce," said DRF CEO Shamik Trehan.

DRF has so far trained 10,450 PwDs between the ages of 18-30 years and helped them get placed in disabled-friendly organisations. On the occasion, Lemon Tree Hotels was also given away the Dr Anji Reddy Memorial Award for Model Employer of Persons with Disabilities 2017.