The partnership aims to enhance livelihood opportunities, strengthen Self Help Groups (SHGs), across 270+ Subhadra Shakti Cafes in Odisha under Project SHINE
Bhubaneswar, 19th September 2025: Hindustan Coca-Cola Beverages (HCCB), one of India’s leading FMCG companies, today signed a Letter of Understanding (LoU) with the Department of Mission Shakti, Government of Odisha, to collaborate and train over 2,700 women entrepreneurs associated with SHGs in Odisha. The LoU was handed over to Smt. Pravati Parida, Hon'ble Deputy Chief Minister of Odisha in Bhubaneswar in the presence of Smt. Shalini Pandit, IAS, Commissioner-cum-Secretary, Mission Shakti Department, Dr. Monica Priyadarshini, IAS, State Mission Director-cum-CEO, Mission Shakti Department, Government of Odisha, and Ms. Shweta Punetha, Head of Corporate Social Responsibility (CSR), HCCB.
Under the LoU, HCCB through its implementation partner Y4D Foundation will upgrade and scale Subhadra Shakti Cafes. It will also co-design and execute trainings for SHGs in financial and digital literacy, sales, marketing and retail management.
Speaking on the occasion, Smt. Pravati Parida, Hon'ble Deputy Chief Minister of Odisha said “The focus of the nation has always been towards empowering women, and our Subhadra Shakti Cafés embody the spirit of women's collective strength, entrepreneurship, and empowerment in Odisha, serving as inspiration for communities nationwide. We're confident that this initiative by Hindustan Coca-Cola Beverages will not only empower SHGs women but also unlock the full potential of Subhadra Shakti Cafés making them hubs of livelihood, community pride, and social impact.”
Commenting on the partnership, Mr. Himanshu Shekhar Priyadarshi, Vice President & Chief Public Affairs, Communications & Sustainability Officer, HCCB remarked, “At HCCB, we firmly believe that women-led entrepreneurship is a cornerstone for building resilient and thriving communities. Through Project SHINE, our ambition, aligned with the Union Government's visionary Lakhpati Didi program, we aim to upgrade Subhadra Shakti Cafés into self-sustaining social enterprises. By empowering SHG women with vital skills in sales, marketing, retail management, financial and digital literacy, we are fostering a culture of entrepreneurship and innovation. Together, we are enabling the way for inclusive growth, creating sustainable pathways for long-term prosperity, and contributing to the socio-economic development of Odisha.”
Through this strategic partnership with Mission Shakti Department, Government of Odisha, HCCB reiterates its commitment to community empowerment under Project SHINE, a CSR Initiative built on five core thematic areas: Sustainable Solutions for Environment & Disaster Management, Health & Hygiene through WASH Initiatives, Inclusive Growth via Women Empowerment & Livelihood, Nurturing Potential with Education & Skill Building, and Empowering Communities for a Better Future.
Through Project SHINE, HCCB continues to undertake various CSR activities, including health and hygiene awareness programs, waste management projects, installation of digital smartboards, Anganwadi upgradation, sessions on Nagrik Suchana Kendra (NSK) to create awareness on government schemes and facilitating enrolments and skill development training for women and youth in Odisha. To date, HCCB’s CSR efforts have positively impacted over 1,34,000 individuals across the state of Odisha.
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