Oriflame's 'light' for a bright future
Accessible, Natural, Progressive and Trustworthy—these four
Swedish attributes form the pillars of Oriflame’s business.
Each one epitomizes the ethos that every individual in this
company follows, to keep up this Swedish heritage, in every part of
the globe, where they operate.
In India, they are no different. In this country, Oriflame also extends its most important work of sustainability. Founded in 1967, this beauty and wellness company has established as the leader in direct selling business in more than 60 countries. It has a wide portfolio of Swedish, nature-inspired, innovative beauty products, that is sold through an entrepreneurial and dedicated army of more than three million independent Oriflame Consultants, generating annual sales of around than ¤1.3 billion globally.
Oriflame’s CEO and President Magnus Brännström on completion of 50 years of Oriflame said, “Looking ahead, we are committed to continuing to build on this simple formula – empowering people and enabling positive change around the world.” The commitment that Oriflame has in India transcends beyond a huge market for its products. Over the years, it has involved itself silently, in helping the community and society.
Oriflame has been working to align with the
Indian government’s efforts to ensure that every
child, especially the girl child in the country gets
the education. The involvement of each individual
in this effort, associated directly or indirectly
with Oriflame, reflects the inspiration of the top
management led by Frederic Widell, Vice President,
Head of South Asia and Managing Director Oriflame
India, brings in, to their effort in child development.
His personal involvement and an unassuming
down to earth approach in activities related to this
important intervention in India reflect the personal
commitment and Oriflame's’ age-old values.
“The founders of this company--Robert af Jochnick and Jonas af Jochnick two Swedish brothers, always believed in the concept of giving back to the society.
So when they founded Oriflame in 1967, this is what they wanted to do most importantly in their company,” says Widell.Oriflame's Af Jochnick Foundation also cofounded the ‘World Childhood Foundation’ in 1999, which is headed by Her Majesty Queen Silvia of Sweden. The foundation’s mission is based on the values of the United Nations Convention on the Rights of the Child. The mission is: “Every child has the right to a safe and secure childhood filled with happiness. Everyone has the right to grow up and develop socially and intellectually.”
The amount of money raised in accordance with the strategy and concept developed by the Oriflame Foundation reached more than ¤1 million in 2017. Since 2009 the total amount raised is more than ¤9 million. Widell also highlights that Oriflame has always espoused the cause of women and children.In India, Oriflame’s association with Deepalaya began in 2006. The company has donated two buses to the Deepalaya Learning Centre at Sanjay colony and also to schools at Kalkaji Extension, and has sponsored the education of more than 7 thousand girls in this school till date, which has classes till 12th and affiliated to Central Board of Secondary Education (C.B.S.E). Some of them feel proud to be identified with the school after years of passing out of the school.
Deepalaya that began with one teacher and five children in Karol
Bagh is going to celebrate its 40th year of foundation in 2019. Its
primary concern is to impart education to the poorest of the poor.
“Over the years 3.5 lakh children have passed out and done great in
life. Our association with Oriflame began in 2006, while the CSR
law came only in 2014, which is very commendable,” says A J Philip,
Secretary, and Chief Executive, Deepalaya.
At Deepalaya Learning center, the children are provided special initiation on sustainability, a commitment that Oriflame champions globally. “It is all about making the children aware of the environment and to take care of it. Oriflame has been helping us in supporting education to the children from the underprivileged sections of society.
The school inculcates in the young minds, the virtues of learning moral values through books and making useful material out of waste,” says Tanushree Roy Choudhry, who has been associated with Deepalaya Sanjay colony, in New Delhi for more than a decade.
The school has a well-stocked library with books that cater to students of all ages. It is a novel library, where the children manage lending and collection of books themselves. Young ones love to not only read but listen to story reading sessions. "Oriflame’s association with Deepalaya began with an offer to support 1000 girl children. Over the last 13 years Oriflame has supported Deepalaya," says Philip. To extend its support, Oriflame is funding the building of another school operated by Deepalaya at Gusbethi, in Nuh district of Haryana, which has been identified by Niti Aayog as the most backward district in India.
VP and Head of South Asia & MD of Oriflame India
Kindly describe Oriflame’s interventions to bring equality in society?
Oriflame has a long-term
commitment to sustainability. It
encompasses a number of aspects,
CSR, Women Empowerment
and environmental awareness
and action to name a few. As part
of our sustainability strategy,
our aim is to drive community
involvement, with education as
Our aim is to help children and young women via the Oriflame Foundation. It is done with global NGO partners, as well as local charity organizations that support vulnerable children and young women. The amount of money raised in accordance with the strategy and concept developed by the Oriflame Foundation reached more than €1 million in 2017. Since 2009 the total amount raised is around €9 million.
As Oriflame grows, so does our commitment to CSR and corporate sustainability programs in the markets where we operate. In 2017, three of our factories and 49 of Oriflame markets were involved in charitable activities globally.
How do you view the firm’s social intervention in India till now and in future?
We have always believed in
empowering children through
education, such that, they can
turn their dreams into reality.
Oriflame’s association with
Deepalaya dates back to 2006.
We believe in taking the responsibility of leaving a positive impact on the society and making the world a better place for our children. Till now, Oriflame has sponsored the education of more than 7000 girls.
In addition to this, Oriflame has helped Deepalaya to construct a three-storeys school building, in Nuh,one of the most backward districts of Haryana. This school will support in providing education to over 3000 children in the coming years. We continue to strengthen our commitment in this area, to ensure a better future for our children.
It is your second stint with the firm. What new changes do you propose to make with people you work with, customers and the society?
People have been at the heart
of Oriflame’s business since our
inception in 1967.
We will continue to create value by offering people around the world the chance to improve their lives: enabling entrepreneurial opportunities for Oriflame Consultants, attractive career opportunities for employees and a unique shopping experience for customers.
As a leader, what attributes you feel are important to lead in a competitive environment, yet care for the society?
We believe in the power of
people’s dreams. Because of
this belief, our business has
grown, and we have helped
millions of people improve
their lives globally. To continue
this journey we need a business
that thrives in harmony
with the natural world and
contributes to a fair society,
where everyone can prosper –
today and in the future.
Hence, our plan is to continue with offers that provide earning opportunities to our consultants and business partners. But at the same time focusing on creating a more sustainable planet.
We know it is a long journey. But for the world to combat some of the global challenges we face, we must encourage the private sector to do more.
Anju passed out from Deepalaya and currently pursuing a Bachelor of Education and hopes to teach in Deepalaya one day. I was supported by Oriflame scholarship and I am very thankful for that.
Komal Rathore passed out from Deepalaya and is currently teaching computer at Deepalaya. She also had received the scholarship from Oriflame and went to the US. My family would not have been able to support my graduation and schooling if Oriflame had not extended the scholarship.
Tara Khatri passed out from Deepalaya and currently working with taxi app firm Uber.