Beyond Steel: Viraj Profiles Forges a New Path in Employee Wellness

MUMBAI, India – December 09, 2025 – In a move that extends corporate responsibility deep into the fabric of its workforce, Viraj Profiles Pvt. Ltd., a global leader in stainless steel manufacturing, has completed a significant employee wellness initiative aimed at combating addiction. The program, conducted in partnership with the spiritual organization Brahma Kumaris, transcends typical corporate wellness by directly engaging with a pervasive national issue. While many companies focus their social responsibility efforts on environmental or educational goals, Viraj's initiative signals a strategic investment in its most critical asset: its people. By addressing the complex challenges of addiction—from tobacco and alcohol to excessive mobile phone use—the company is not just polishing its public image, but actively mitigating operational risks and building a more resilient, productive workforce for the future.

This initiative, held across all its plant locations, saw employees voluntarily participating in awareness sessions and taking oaths for addiction-free living. This proactive stance by a major industrial player offers a compelling case study in how corporations can contribute to societal well-being while simultaneously strengthening their own operational foundations.

A Private Sector Answer to a Public Call

Viraj Profiles' program is not an isolated corporate gesture; it is a direct response to the 'Nasha Mukt Bharat Abhiyan' (NMBA), or the "Drug-Free India Campaign." This ambitious national mission, spearheaded by the Ministry of Social Justice & Empowerment and championed by Prime Minister Narendra Modi, represents one of India's most significant efforts to address substance abuse. Launched in 2020, the NMBA employs a comprehensive strategy that combines supply reduction, demand reduction, and treatment services, and has since expanded to cover every district in the country.

The campaign's success hinges on widespread community and institutional participation. The government has actively called on corporations, educational institutions, and civil society to become partners in this fight. Viraj Profiles' involvement is a powerful example of the public-private partnership model in action. By aligning its corporate social responsibility (CSR) with a key national priority, the company amplifies the campaign's reach, bringing critical resources and awareness directly to a high-risk demographic: the industrial workforce.

The government's own data underscores the scale of the challenge, with over 18 crore people, including 6 crore youth, already reached by the NMBA's awareness efforts. The participation of a major employer like Viraj lends significant weight and legitimacy to the campaign, demonstrating how the private sector can play a pivotal role in translating national policy into grassroots-level impact.

Addressing a Hidden Industrial Risk

For any heavy manufacturing company, the health and focus of its workforce are paramount to safety, quality, and productivity. Addiction within this environment is not merely a personal issue but a significant business risk. Studies across India have consistently shown that industrial and construction workers exhibit higher-than-average rates of alcohol and tobacco use, often driven by occupational stress, long hours, and challenging living conditions. National surveys indicate alcohol is the most commonly abused substance in India, while an estimated 267 million adults use tobacco.

These habits contribute to increased absenteeism, higher rates of workplace accidents, decreased productivity, and elevated healthcare costs. By confronting addiction head-on, Viraj Profiles is implementing a form of long-term risk management. A healthier workforce is a safer and more reliable one. The initiative's inclusion of "excessive mobile dependency" is particularly forward-thinking, acknowledging a modern form of addiction that can impair focus and mental well-being, directly impacting performance in a complex industrial setting.

The program, which included storytelling-based videos and the distribution of supportive medicines, aims to de-stigmatize the issue and provide tangible pathways to recovery. By creating a supportive environment where employees feel empowered to seek help, the company is fostering a culture of wellness that can yield long-term dividends in employee loyalty, morale, and operational excellence.

The Power of a Unique Partnership

Perhaps the most distinctive feature of this initiative is the collaboration between an industrial powerhouse and a spiritual organization. The partnership with the Brahma Kumaris brings a unique, holistic dimension to the de-addiction program that a standard corporate EAP (Employee Assistance Program) might lack. The Brahma Kumaris have a long history of social service and have been actively involved in de-addiction campaigns for decades, often in collaboration with government bodies.

Their approach integrates spiritual education, meditation, and counseling, aiming to address the root causes of addictive behavior rather than just the symptoms. By focusing on emotional empowerment and mindset transformation, this methodology offers a deeper, more sustainable path to recovery. The offer of continued, free counseling from the Brahma Kumaris team after the initial sessions is a critical component, recognizing that overcoming addiction is a long-term journey, not a two-day event.

This cross-sector collaboration serves as an innovative model for CSR. It demonstrates that by looking beyond traditional partners, companies can find organizations with specialized expertise and deep community trust. The synergy between Viraj's corporate structure and the Brahma Kumaris' grassroots, people-centric approach creates a program that is both scalable and deeply personal, enhancing its potential for lasting impact.

Forging Resilience Beyond Stainless Steel

This anti-addiction drive is not a sudden pivot for Viraj Profiles but an evolution of a long-standing commitment to CSR. Through its Viraj Charitable Trust, established in 2002, the company has consistently invested in health, education, and community welfare in the areas surrounding its operations. From free health camps to vocational training for women, its activities have shown a sustained focus on human development. The 'Nasha Mukt Bharat Abhiyan' initiative is a logical and powerful extension of this philosophy, turning the focus inward to the well-being of its own employees.

In an era where investors and partners are increasingly scrutinizing companies based on Environmental, Social, and Governance (ESG) criteria, such initiatives carry significant weight. Investing in employee health and safety is a cornerstone of the 'Social' pillar of ESG, signaling to the market that the company is managed with a long-term perspective. By building a healthier, more stable, and more engaged workforce, Viraj Profiles is not only contributing to a national cause but is also reinforcing the human capital that underpins its global success in the demanding stainless steel industry. This strategic investment in people is likely to prove as strong and durable as the products it manufactures.