CORPORATE SOCIAL RESPONSIBILITY

An inevitable & inescapable reality – Taking up rural initiatives

Introduction :-

It is the responsibility of business organizations towards the society , In simple , it is the commitment of business towards the economic development of society .

Creative Definition :-

It is a set of management practices that ensure the company minimizes the negative impacts of it’s operations on the society while maximizing its profit.

THINK OF GIVING NOT AS A DUTY BUT AS A PREVILAGE

Wonderful maxim quoted by ROCKEFELLER !

At this juncture , Indian companies have proved their inbuilt – talent and have acknowledged that objective of every business is not just making money. This reveals from their involvement in various community development activities.

In Indian scenario; the philanthropic outlook of CSR appears to have vanished and the companies are believing it is an opportunity to serve the society their by contributing their share for the economic and social well – being of their society in which they exist .

CSR – initiatives _ Corporate strategy

Name of the company :- Hindustan lever ltd (HLL)

Project :- Project shakti

Launched :- 2001

Object :- Explore the unexplored rural

Markets in India

Implication :- It recruited women from rural

Areas for directs sales operations

Results :- Improved the status of women

With respect to her family by

Providing Employment

IBM

Name of the company :- International Business Machine

Project :- learn English – native language

Tools :- Voice recognitions technology

Implication :- Using VR technology; non -

English speaking children learn

English superficially.

Results :- computer act as instructor, pre-

Recorded mediator for those

Children .

TATA GROUP

Scheme - I

JN TATA Endowment scheme –

Jamshedji TATA Established the JN TATA – Endowment Scheme to provide (HIGHER EDUCATION FOR DESERVING INDIANS).

Objectives :-

In 1970, the group amended its Article Of Association grouping to which the group shall be mindful of its social and rural responsibility to the consumers, employees, share holders, society - local community for all its major companies

Achievements :-

3500 TATA Scholarship hare been awarded recipients include K.R.Narayanan , ( Former president of India ) Dr. Raja Ramana (renowned scientist)

JRD TATA believed that social responsibility of his companies should be institutionalized

Scheme II :-

Tata Steel Rural Development Society ( TSRDS )

TSRDS was established for Rural development in 1979. Today , it covers 700 Villages in and around TATA steel diverse business operation in Jharkhand and Orissa.

Objectives :-

TSRDS helps communities for the improvement of their QQL by implementing a number of relevant programs and hands over the management to the trained numbers of the community in education , health care and sanitation services , family planning , drinking water , irrigation , agriculture , animal husbandry , adult literacy vocational training , it also encourages rural industry , entrepreneurship and handicraft. TATA have spent Rs1.5 billion on social services (Highest by any corporate house in the country.

INFOSYS TECHNOLOGIES

Infosys technologies formed in 1981 by Mr. Narayana murthy , follows a socially responsible and sustainable path in conducting business.

Objective :-

Infosys foundation began its achievement in Karnataka in 1996 . They later on they have extended to tamil nadu , Andhra pardesh , maharastra , Orissa , & Punjab.The Infosys technology foundation was formed to focus on health care ,primary educations , social rehabilitation & rural upliftment art and culture.

Sudha murthy (Nayaranas murthy’s wife) chair person of the foundation , is taking a leadership role in influencing “Corporate India” to discharge their social responsibility besides focusing on profit generation.

Achievements :-

Infosys foundations has won money awards such as

Ø Best employer work for in India

Ø Golden peacock award for excellence in the global category by the world council for corporate governance London and

Ø Corporate citizenship award by The Economics times

Tech report ;-

According to a recent report, Infosys Foundations spends about Rs 50 million on social activities.

A.V BIRLA GROUP

Objectives :-

The Aditya Birla centre for community initiatives & Rural development spearheaded by Rajashree Birla (Birla’s wife)

>All the group companies are dedicated towards social development

>They engaged in innovative project involving the development of rural Youth & employment generation, education project ,helping the disabled people. Social causes like window remarriages, dowryless marriages, women empowerment programs.

Achievement :-

Hindalco ; (Birla group) company , has won the federation of Indian Chambers of commerce and industry (FICCI) – (SEDF) Social Responsiveness Awards 2001.

NEED OF HOUR

Though big Indian companies have started practicing corporate citizenship, the degree to which it is being done is inadequate. The following are the catalyst should be encouraged.

*Growing awareness among the academic institutional towards CSR as a subject ,

*It is also important for the organization to get involved in social activities that allow it to leverage on existing skills and capability in discharging its social obligations.

*A part from the government and the associations, of industries must devise policies and regulation to ensure that companies strictly comply with CSR requirements.

There must be a fundamental change in the corporate culture to enable business to take ethical, social and environmental considerations in decision-making.