Amazon India Conducts Road Safety Campaign Across 10 States

Marketing | February 10, 2017 | News

In line with its objective of promoting road safety, conducted a dedicated road safety campaign for its drivers and associates at its Fulfilment Centres, Sort Centres and Delivery Stations in 10 Indian States. The online marketplace also launched a school contact program wherein it conducted workshops for close to 12,000 students in over 80 schools across the country.

As part of the campaign, a detailed module was prepared to include interactive activities, on-ground training and visual mediums to train associates on messages including safe driving and riding do’s & don’ts. The two week long campaign touched thousands of associates, while special modules were prepared for truck drivers, two wheel riders and even cab drivers who transport Amazon employees on a daily basis.  

Commenting on the initiative, Akhil Saxena, Vice President – India Customer Fulfilment, Amazon India said, “Our associates & delivery personnel form the backbone of and their safety has always been of paramount importance to us. Through this dedicated road safety campaign, we intend to reiterate the criticality of safety for not just those associated with but for the community we reside in. This year we took our learnings beyond our operation centers and went to more than 80 schools in our neighborhood. It was immensely satisfying to empower children with road safety skills and prepare them for a safer future.”

 To make Indian roads safer and to initiate responsible driving among people, the National Safety Council of India along with the Ministry of Road Transport and Highways started the Road Safety Week. This year, the Ministry of Road Transport and Highways organised the 28th Road Safety Week from January 9 to 15. In line with this,’s Road Safety campaign was held from January 30 to February 4, where distributed pocket guides to associates, placed posters and messages inside buses, trucks & cabs, distributed reflective arm bands for two wheel riders, created & played special videos to reiterate safety messages and engaged with them in fun learning activities such as quizzes and poster painting. The program also involved a safety audit and surprise inspection to assess the safety quotient of personnel. Furthermore, to encourage best road safety practices, a rewards & recognition program was conducted for individuals and teams across functions.

Safety has always been central to Amazon’s operations across the globe. In India too, all associates and employees receive special training to help them perform their tasks safely. Drivers are regularly given road safety guidelines and mandated to follow traffic rules. Apart from this, all delivery associates are mandated to wear orange jackets, shoes and helmets.

Amazon’s pioneering programs such as Fulfilment by Amazon, Easy Ship, Seller Flex, Service Partner Network and I Have Space have catalysed the growth of in the country. The company invested in 6 new Fulfilment Centres (FCs) last year, taking the total number of operational FCs to 27 in 10 Indian states, offering a storage capacity of 7.5 million cubic. This is the largest warehouse infrastructure for sellers in the e-commerce industry across India. Furthermore, over 100 Amazon delivery stations have been set up across the country to support last mile delivery programs that allow the company to deliver orders efficiently across the country. Their Service Partner Network has swelled to cover close to 250 stations enabling seamless management of last-mile deliveries across the country.

In addition to targeting its drivers and associates through the campaigns, also conducted workshops for around 12,000 students in over 80 schools.

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