--> KFC India aims to double SHI employee count by 2026: Moksh Chopra

KFC India aims to double SHI employee count by 2026: Moksh Chopra

Moksh Chopra, General Manager, KFC India BMU, shares insights about initiatives to promote the speech and hearing-impaired (SHI) community, #SpeakSign campaign, and more

by Ritika Raj
Published - September 24, 2024
6 minutes To Read
KFC India aims to double SHI employee count by 2026: Moksh Chopra

In today's world, brands are responsible for fostering a more inclusive and diverse society beyond just serving consumers. With workplaces evolving, the need to embrace people from all walks of life, regardless of their abilities, has become crucial. Recognising this, KFC India has been making significant strides to foster an inclusive environment for the Speech and Hearing Impaired (SHI) community.

KFC India has long been committed to creating opportunities for diverse communities. Over the past decade, the brand has significantly contributed to raising awareness and promoting acceptance for the speech and hearing-impaired (SHI) community. Through initiatives like the Kshamata program and the #SpeakSign campaign, KFC is not just changing how brands engage with inclusivity but is setting a new benchmark for others to follow.

As Moksh Chopra, General Manager, KFC India BMU (Nepal, Bangladesh, Sri Lanka, and Maldives), aptly puts it, “Our global vision is growth with a big heart for Yum! Brands and for KFC. So, it's not driven by brand perception as much as the fact that we are in the people business. We believe we need to unlock the potential for as many diverse communities as possible,” he said emphasising KFC’s vision for a truly inclusive future.

Unlocking Potential Within the SHI Community

With over 200 SHI employees across 54 Special KFCs, the brand vision is rooted in providing employment opportunities within KFC for the SHI community and goes beyond hiring. Chopra further shares that a major milestone for KFC in this journey is its mandatory Indian Sign Language (ISL) training program for all 17,000+ employees across its 1,200+ restaurants in India, making it the first QSR brand in the country to introduce such a comprehensive inclusivity initiative. The training, backed by franchise partners like Devyani and Sapphire, is designed to ensure that communication barriers are minimised and that KFC team members are equipped to interact seamlessly with SHI employees and customers alike.

Chopra reflects on this achievement with both pride and a sense of responsibility: “We are the first restaurant brand in the country to achieve this milestone. We would love it if others in the industry, other brands, also do this for their employees, because our end goal is to make the community more inclusive in society.”

Beyond internal training, KFC is keen on leveraging its expansive brand platform to promote the broader adoption of sign language. The brand's #SpeakSign initiative, a campaign designed to raise awareness and drive public interest in ISL, underscores KFC’s belief that inclusivity should extend beyond the walls of their restaurants. Chopra elaborates on the vision behind it and adds, “If we can use the brand and the reach KFC has to popularise sign language more, what happens is, organically, if the more people know sign language, it’s like English, Hindi, and any other languages they speak - and sign language. So for them, there is no question of inclusion or exclusion. It's a natural part of the society.”

To further amplify the impact of its #SpeakSign initiative, KFC is deploying a comprehensive marketing strategy that spans digital, social media, and influencer collaborations. “It will be on our social media pages, you’ll see that in the content on digital and influencers urging their followers to learn sign language. It's easy, it's simple, and it's worth it,” Chopra emphasises.

Looking Ahead: Doubling Down on Impact

According to Chopra, KFC’s goals are ambitious yet focused. By 2026, the brand aims to double the number of SHI employees and expand to over 70 special KFCs, employing 400+ SHI team members. The reach of the #SpeakSign initiative will also go beyond KFC, making sign language learning accessible to the public through an interactive kiosk that anyone can use to learn how to order food in ISL - whether it's an item on the KFC menu or otherwise.

The inclusivity initiatives for the SHI community aren’t, however just limited to employment or training. An example is their sponsorship of the Indian Deaf Cricket team, which went on to win the world championship with KFC’s backing. For the brand, it’s about empowering talent and providing a platform for those who need it, the consumer love that follows is a bonus.

“Wherever we get the chance to provide support to anyone from the community who has potential, who has talent, I think we will step up,” Chopra further mentions.

Talking about any more initiatives for involving more vulnerable communities, Chopra points out, “There is honestly a lot that we can do with this hearing and speech-impaired community right now. We want to first maximize that before we branch out to other aspects of ability.”

Measuring Campaign Success Through Impact

While KFC’s campaigns have certainly garnered consumer love, the brand’s focus remains on making a tangible difference. According to Chopra, “For the #SpeakSign campaign, a big part of it is the kiosk that we are unveiling to spread the awareness of sign language and that will dial up awareness and interest. People are aware of signs but how do they get interested enough to make the effort to learn? In terms of measurability, some things don't need such tangible measures. We know we're doing the right thing and what it reflects is more consumer love, more opportunities for the community, more people reaching out from the community and then customers in the restaurant who are from the community having an easy time enjoying the food. Those are the answers that we get, and it reflects in brand scores but that's not really what drives us.”

The positive consumer response, especially to the 54 specially-abled KFC restaurants, has reaffirmed the brand’s direction. As Chopra mentions, Customers are not only enjoying their experience but are connecting with the initiative on a deeper level. “We get a lot of love for it from customers, which is great and that tells us we're doing the right thing,” he adds.

As KFC India paves the way for greater inclusivity, everyone will have a seat at the table—no words needed, just #SpeakSign and pass the bucket!

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