Becoming a #RoadSafetyHero: A Look Back at How HCCB Celebrated Road Safety Week

Behind every successful delivery is a responsible driver who makes it all happen. To deliver our beverages across the nation, our fleet of drivers steer through countless challenges, such as poor weather conditions, traffic congestion, road blockades etc. Despite these obstacles, they consistently prioritise safety throughout their entire journey, ensuring timely deliveries.

At HCCB, we recognise that the road inherently poses risks both in and out of our control. This is why we have instituted a holistic commitment to our drivers’ safety. Over the years, this commitment has evolved into a comprehensive strategy encompassing the establishment of Driver Management Centres, organising nationwide training, and conducting regular workshops. Our focus isn't merely on reinforcing the safety of our drivers but on creating safer roads for everyone who shares the same journey.

Every year, we observe Road Safety Week from the 11th to the 17th of January, reinforcing our commitment to creating safer roads with a vision that #ZeroIsPossible. To champion road safety within and beyond HCCB’s perimeter, we empower every driver who takes the road to #BeARoadSafetyHero and embodies the principles of responsibility, vigilance, and adherence to safety norms.

Why is road safety important?

Road safety carries profound importance not just for us at HCCB, but also for society at large. Its significance goes beyond simply safeguarding the transportation of goods, extending crucially to protecting lives and minimising accident-related injuries.

Positive strides have been made in this space. For instance, according to The Global Status Report on Road Safety by the WHO, there’s been an appreciable 5% decrease in India's annual road traffic fatalities. This progress reflects the collective efforts towards adhering to road safety protocols.

However, the urgency of prioritising road safety is reinforced when we consider the numbers specified by India's Ministry of Road Transport and Highways. With a documented count of 4,12,432 road accidents in 2021, it's clear that the need for consistent road safety education, stricter regulation and enforcement, and safer road infrastructure continues to be paramount.

Road safety, therefore, is far from being an isolated pursuit. It’s a joint endeavour with impacts that ripple beyond our organisation, contributing ultimately towards safer societies and the overall welfare of our nation.

What Road Safety Week 2024 looked like at HCCB

Driven by the overarching theme, #BeARoadSafetyHero, Road Safety Week at HCCB was an eventful affair. It served as an road safety awareness campaign but it also was a compelling reflection of HCCB’s values. A series of activities that echoed our commitment to safer roads were conducted throughout the week and they included: 

Taking an oath: 

Kick-starting the week with a display of unity and commitment, we raised flags, took safety oaths and were inspired by leadership talks across our plants, depots, and offices.

Health check-ups: 

To highlight the importance of physical well-being, dedicated health check-up camps were set up and welcome kits, along with badges, were distributed.

Driver behaviour intervention programs: 

These sessions focused on improving risk perception and the development of defensive driving skills, thus emphasising our drivers' critical role in road safety.

Spot quizzes and gamification:

 Interactive quizzes and games, including Drunk Buster Cup Stacking Challenge, Drunk and Drawing Games, and Field Sobriety Tests, sparked learning through fun activities, while also underscoring the dangers of impaired driving.

Expert talks: 

Valuable insights on road safety regulations and best practices were shared by RTO/Police/Labour commissioners. We also reached out to colleges with awareness programs and took part in roadshows to ensure a broader impact.

Driver simulator programs: 

Focusing on the well-being and skill enhancement of our drivers, these programs supplemented theoretical knowledge with practical application.

Vehicle inspections:

 Monitoring vehicle roadworthiness became a priority, with inspections conducted at our Driver Management Centres as per TCCC, Minimum Safety Devices (MSD). 

Speed limiting devices and GPS/mobility implementation: 

Speed-limiting devices (speed governors) were made compulsory in all trucks to limit speed and consequently enhance road safety. Additionally, GPS technology and mobility tools were utilised to keep an eye on driving behaviours, promoting safer practices on the road.

Advocating rest : 

We highlighted the importance of adequate rest for our drivers. It was mandated that drivers take a consolidated rest period of 7-10 hours within 24 hours. This is because a well-rested driver is not just an alert driver, but also a safer one, reducing the risks of fatigue-induced accidents.

Ongoing activities promoting road safety at HCCB

Our commitment to ensuring safer roads goes beyond the annual Road Safety Week and is woven into the day-to-day practices at HCCB.

Continuous training programs: 

Safety training for our drivers is not a one-time event but a year-round initiative at HCCB. We regularly conduct both in-house and external training and refresher courses. These cover areas such as defensive driving, hazard recognition, accident prevention, and emergency response procedures. This ongoing education empowers our drivers with updated knowledge and preparation, playing a crucial role in enhancing their safety on the road.

Driver management centres: 

Recognizing that driver fatigue can be a significant road safety issue, we have established Driver Management Centres. These centres serve as resting points for our long-haul drivers, where they can take necessary breaks without worrying about schedule disruptions. Additionally, we have well-trained replacement drivers readily available. This system ensures that we always have well-rested and alert drivers at the wheel, raising our safety levels.

Vehicle maintenance:

 At HCCB, we understand that the state of the vehicle contributes significantly to safety on the roads. We, therefore, prioritise regular and thorough maintenance checks of our entire fleet. Preventive maintenance, condition checks, and prompt repair work ensure that our vehicles are in top shape and meet all safety standards, contributing to safer travels.

Safety audits: 

To ensure adherence to road safety guidelines and HCCB’s safety norms, we regularly conduct safety audits. These audits help us identify and rectify any lapses and reinforce traffic rules and regulations. Any drivers found needing more guidance undergo further training and reorientation, ensuring that we uphold our high safety standards.

Driver reward programmes: 

Appreciating and recognising our drivers' hard work and dedication is integral to our safety culture. Regular reward and recognition programs are in play for drivers who demonstrate exceptional adherence to road safety practices. These programs boost morale and encourage a culture of safety consciousness among all drivers, inspiring them to strive for excellence.

As we advance, we remain rooted in our mission to keep enhancing these practices, prioritising the safety of our drivers and all individuals sharing the road.

Road Safety is also a personal commitment

We firmly believe that road safety is not just an organisational goal, but a personal commitment. Mindful actions can help make roads safer, which is why we urge everyone to actively participate in our safety initiatives and measures.

Take personal responsibility for adhering to traffic rules: 

Taking safety seriously starts with every one of us as individuals. When we adhere to traffic rules, we safeguard not just our own lives but also contribute to the safety of others. This personal commitment to safety is imperative to achieving our road safety goals. In a way, each person's actions can lead to a ripple effect of safety on the roads.

Be accountable for upholding safety norms: 

Holding ourselves and others accountable for upholding safety norms further strengthens the safety culture. It fosters mutual respect and cultivates an environment where the commitment to safety goes beyond individual responsibility, transforming into a shared responsibility.

Merge organisational measures with personal commitments:

 Ensuring road safety is a collaborative endeavour. The organisation lays the groundwork with safety protocols and training programs while personal commitment breathes life into these initiatives. This synergistic relationship is what makes our approach to road safety truly effective.

HCCB's vision for road safety

Propelled by our commitment to safety, we envision a future where #ZeroIsPossible, Which means zero accidents and a future where every journey is a safe journey. This vision permeates every aspect of our activities, from technological adoptions to everyday operations.

As we reflect on the successes of the Road Safety Week of 2024, in promoting road safety we hope to have inspired others to follow suit. In moving forward, let us pledge to  #BeARoadSafetyHero each day and take deliberate steps to promote and prioritise safety to make #ZeroIsPossible a reality.