The industry stepped up its 'social welfare' activities to counter the propaganda that it does very little for the state and also persuaded the government to set up a security force exclusively for vulnerable tea gardens. The Assam branch of the Indian Tea Association (ITA), an influential tea body, has spent at least Rs 6 crore on various welfare measures since 1989. Individual tea companies like Williamson Magor and even Tata Tea have also stepped up their welfare activities. Williamson Magor, for instance, has instituted a literary award carrying Rs 1 lakh in cash and a citation. Besides, it has set up a football academy to train budding players. Tata Tea has set up a Rs 7-crore referral hospital and has recently commissioned a vocational training centre at Rowta, deep inside the Bodo-dominated area. The change in the tea industry's attitude came after an ITA-commissioned survey conducted by IMRB in the early '90s which revealed, among other things, the following points: