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Case Launches Project LEAD To Promote Rural Entrepreneurship in India


Case Launches Project LEAD for Rural India Entrepreneurship

CASE Construction Equipment, a brand of CNH Industrial, has launched LEAD (Livelihood & Entrepreneurship Awareness Development), a new CSR initiative to encourage entrepreneurship among rural youth in India. Through awareness and training programmes, the project highlights alternative income generation opportunities in the agriculture and infrastructure sectors. In its first year, the brand hopes to reach over 30,000 young aspirants in over 3000 villages.

The LEAD project will go door-to-door in India to educate young people about entrepreneurial ventures in agriculture, rural industries (poultry, dairy, bee farming, and fisheries), and rural infrastructure (road construction initiatives and irrigation). The initiative focuses on interacting with the local youth in order to prevent mass migration to urban areas in search of work.


Mr. Sunil Puri, Managing Director, CASE, India and SAARC, stated about the project, “As a socially responsible brand, we are excited to announce yet another CSR initiative to encourage youth entrepreneurship. Rural entrepreneurship, we believe, is a critical driver of inclusive economic growth in India. Through Project LEAD, we hope to provide local communities with the tools and resources they need to contribute to the country’s economic progress. The programme will also assist aspirant young people from rural India in becoming self-sufficient.”

Against by the backdrop of challenges such as unemployment and economic discrepancy in rural areas, CASE has pledged to promote the growth of rural entrepreneurship in India. The brand is collaborating with local stakeholders to find new solutions to the unique problems faced by the communities.