Mumbai: In a significant step towards enhancing safety awareness among India’s agricultural communities, Yara India has launched the inaugural edition of its safety initiative, ‘I Am a Safety Hero’, in collaboration with the Punjab Police (Traffic & Road Safety Wing through Punjab Road Safety and Traffic Research Centre – PRSTRC). Timed to coincide with the lead-up to the World Day for Safety and Health at Work (April 28), the campaign will run from April 24 to 27 in Khanna Mandi, Punjab, while a broader sticker campaign and safety awareness drive will continue across the state until April 28.
The campaign focuses on road and workplace safety, addressing a critical concern in Punjab – the alarming number of road accidents involving agricultural vehicles. According to official data, 2,048 accidents involving tractor-trolleys were recorded from 2017 to 2022, leading to 1,569 fatalities, with the majority being farmers. These figures account for around 5–6% of all road accident deaths in the state during the same period.
Through the campaign, Yara India is actively engaging farmers, mandi workers, and transporters via interactive road safety sessions, live demonstrations, and the distribution of reflective safety gear. The initiative also promotes best practices in fertiliser handling, safe vehicle operation, and personal health in agricultural settings.
As part of the outreach, communication materials such as banners, standees, and reflective stickers are being deployed at key touchpoints. IEC content is also being distributed to Traffic & Road Safety Education Cells across all districts in Punjab to support ongoing student education programs in schools and colleges.
Reinforcing Yara’s commitment to safety, Sanjiv Kanwar, Managing Director at Yara South Asia, said, “Punjab’s farmers are the backbone of our agricultural economy. Through ‘I am a safety hero,’ we wanted to bring safety awareness directly to the heart of the community, empowering them with the tools and knowledge to protect themselves and those around them.”
A.S. Rai, IPS, ADGP (Traffic & Road Safety), Punjab, emphasized the importance of shared responsibility in road safety, “Road safety is not just the responsibility of enforcement agencies; it is a shared duty. With campaigns like ‘I Am a Safety Hero,’ we aim to build a strong culture of safety among our farmers and transporters—those who contribute tirelessly to the nation’s food security.”
The campaign aligns with Yara’s global Health, Environment, Safety, Security, and Quality (HESQ) Policy, which advocates for zero harm to people and the planet, along with broader goals around climate action, sustainability, and mental health.
Dr Navdeep Asija, Director, PRSTRC, highlighted the strategic relevance of the campaign location, “Bringing behavioural change among agricultural communities is the cornerstone of lasting impact. Khanna, being Asia’s largest grain market, was a natural choice for this initiative. Through meaningful partnerships like this, we can ensure the message of safety reaches every corner of rural Punjab.”
Focusing on safe driving, chemical handling, health, and environmental sustainability, the campaign marks a powerful beginning to what Yara India envisions as a nationwide safety movement. Based on the success and engagement at Khanna Mandi, the company plans to scale the initiative to other high-risk agricultural districts in the near future.
