Grey Goose Vodka, the Bacardi Martini's premium brand has now decided to spread smiles and mirth to a section of people through a mode other than alcohol: Charity.

As its first corporate social responsibility initiative in the country, Bacardi Martini India, in cooperation with Habiart foundation, organised a charity art auction last week to raise funds for HelpAge India to enable older people live a life of dignity.

"This is our first charity initiative in India. Our role is of a facilitator. Through the art auction, we have just provided a platform for raising funds for HelpAge India. The event will help us raise around rupees one crore (Rs 10 million) for the NGO," said Mahesh Madhavan, President and CEO, Bacardi Martini India Ltd.

HelpAge India, on its part, has lined up plans to utilise the funds raised through the auction. "We will share the funds with the artists on a 50:50 basis. Our funds will go for two causes. Firstly, we are planning to open more old age homes and secondly, we are eyeing palliative care," said Mathew Cherian, Chief Executive, HelpAge India.

"We are planning to open a home for retired sex workers in Kolkata by February this year and a dementia home in Patna. We will also utilise the money for expansion of the Tsunami destitute victim's home that we started at Cuddalore last November. Each project will cost around Rs 2 core (Rs 20 million). The idea is to go into the specialised frontiers of care," he added.

He said palliative care aims at elderly people who are terminally ill and do not have the support mechanism for medical care. "We have launched the projects in three districts each of Tamil Nadu and Kerala. Later on, it will spread across India," he said.

Speaking on the initiatives shown by Bacardi Martini India, he said, "It is quite commendable, as old age is a low priority area for corporate houses." Habiart Foundation has been involved in the promotion of contemporary Indian art since 1989.

Mahesh Madhavan, CEO, Bacardi

What are your CSR plans?

We will organise more such events. We will form a foundation with the help on an NGO. We are looking at areas like wildlife and the elderly people.

What is the budget for the CSR initiative?

Our budget for the initiative will be around a couple of crores in 2008-2009.

What will be the model of your CSR initiative?

We will basically play the role of a facilitator. We will just raise funds for our partner NGOs through events like these. In future, we may also raise money through cuisine auction, fashion, designer shows etc. Art will be the common thing in whatever we do.

How do you see the contradiction of being a liquor company and taking initiatives for the welfare of the society?

This company has dwelt on responsible drinking. Whether in the ads, sales promotion, we have a marketing code of conduct. We make sure that the ads are not appealing to the people aged under-18. Also, we will kick-off an ad campaign with Michael Schumacher in March. The point that will be conveyed through the ad is that champions don't mix drinking and driving.