Given the speed of innovation and technological disruptions, many companies are finding it difficult to sustain the pressure of change hence number of cases of unethical business practice are coming to light these days.

1. BM Do you see a radical upward shift in doing business with
ethical values in present scenario?
AD Business ethics are derived from social values. They lay down the
norms of behaviour for the business. When we look at the business
scenario today, where a new model or platform of doing business is
created every now & then, the legal provisions governing trade has
become hazy. Hence, there is a tendency to exploit these loopholes
to stay ahead. There have been businesses, which are being fuelled
by selfish ambition, the desire to grow exponentially and having a
perception that the system can be manipulated. Few organisations
face the dilemma of maximising the profits for its shareholders
versus its responsibility towards society and customers.
Given the speed of innovation and technological disruptions,
many companies are finding it difficult to sustain the pressure of
change hence number of cases of unethical business practice are
coming to light these days. However, I think the overall positive
mood in the economy clearly suggest that Ethics in business
continues to drive growth and employee well - being besides
shareholder benefit. In the past, it was assumed in most companies
that ethics was a matter of individual conscience. Today,
companies have no choice but to have progressive and engaging
frameworks that are designed to encourage ethical behaviours.
BM Is there a perception
building around that
business profits can only
be accumulated with
unethical practices? If
yes, how organisations
can counter this?
AD I don't think there is any
such universal perception.
Wherever it exists, a major
reason for such
misperception about ethics
in business is the vagueness
regarding the meaning of
the word ethics itself. I get
worried about such
perception, when it
transpired recently, that
only two Indian companies
have been recognised in top
135 organisations in the list
of World's Most Ethical
Companies by a US based
Institute.
While there have been
numerous cases of
unethical business practice
which have come to light in
the recent past, I don't think
unethical ways of doing
business is being perceived
as a norm of making profits.
All world class
organisations which have
been able to maintain their
supremacy inspite of
economic, political or social
BUSINESS MANAGER APRIL 201828
COVER FEATURE - AMIT DAS
Ethics help
building
supremacy of
organisations
AMIT DAS
Director-Human Resources,
Bennett Coleman & Co.Ltd.(TOI Group),Mumbai
Given the speed of innovation and
technological disruptions, many companies
are finding it difficult to sustain the pressure
of change hence number of cases of
unethical business practice are coming to
light these days.
About the Author
With 28 years of working in senior leadership roles at various MNCs and Indian Organisations, Amit Das currently Director-HR of Times of India Group is regarded as one of the
most prominent and respected global HR leader and has been continuously recognized and rewarded for professional contributions by several organizations and management
associations across the globe. He is also an Advisory Board member & Governing council member in many reputed Corporate & Educational institutions across the country.

2. BUSINESS MANAGER APRIL 201829
COVER FEATURE - AMIT DAS
turbulence over the years
have been able to do so
because of a strong fabric of
ethics and values. This will
continue to be the trend in
future. All such
organisations take pride in
such ethical business
practices and their
employees standout as
ambassadors of the same.
In most progressive
organisations, there is a
documented Code of
Conduct and all employees
are expected to act in
accordance with the highest
standards of personal and
professional integrity,
honesty and ethical
conduct, while working with
the Company, its
subsidiaries or at any other
place where employees
represent the Company. It's
a part of an employee's job,
and his/her ethical
responsibility, to help
enforce this Code, where
they are expected to be alert
to any possible violations.
Organisations should also
implement and promote
policies like the Whistle
Blower policy, where any
such breaches of the Code of
Conduct & Ethics can be
brought to light.
BM What is the role of HR in
instilling business ethics
in employees?
AD Human Resources play an
important role in
institutionalising the core
values of the organisation
through enablement of
various policies, practices,
programs and initiatives,
which needs to be driven in
a transparent manner,
which exuberates an
authentic culture. This is a
continuous process of
communicating, enforcing
and rewarding the right behaviours which constitute the core of
the business ethics in an organisation. It starts right from the
hiring process besides ensuring that the policies, performance
management process and the reward philosophy are in alignment
to the Organisations' core values. HR is the conscience keeper and
has to closely support the leadership team in nurturing the right
culture which benefits the organisations' performance and
reputation in the long run, besides shareholder confidence and
satisfaction.
BM Should HR act as employees' champion or custodian of
employer's business interest in times of ethical crisis?
AD HR plays an important role at such times by ensuring that a fair
process can be followed besides activating the various channels of
communication. This helps in addressing employees' concern and
queries, while ensuring that there's no adverse impact such as
exodus of talent, spread of rumours, drop in productivity etc.,
which causes a long - lasting damage to the Employer brand.
Hence, in times of ethical crisis, the HR Function needs to adopt a
balanced approach, ensuring business is done within the ethical
framework and at the same time protecting the organisation's
business interest. Needless to mention that this is a very
challenging task and requires courage and high level of integrity.
BM What are the challenges for HR fighting unethical practices
in organisations?
AD With the advent of newer technology, AI, Machine learning etc.,
various industries are undergoing a rapid change in the way
business is done which is leading to emergence of new business
models. In such an environment of rapid change and high
competition, there are risks of organisations attempting to adopt
methods or practices which may violate the norms of business
ethics. Hence, it can be a challenge for HR to continuously keep an
eye on such trends and ensure that the organisation treads on the
right path even at the risk of being affecting revenues or
profitability. This would require strong and fair communication
with the stakeholders within the established framework,
highlighting concerns in a timely manner and ensuring corrective
action at the earliest so that employees and various stakeholders
stay protected always.
BM What is the way forward for HR in performing as strategic
business partner in unethical business organisations?
AD Setting up of a robust framework and processes to drive
organisation values and ethics is extremely important. Such a
framework must have the buy-in of the leadership team and
communicated within the organisation effectively with various
reinforcement mechanism. Leadership should always insist on
doing business with stringent ethical norms in place even if that
means sacrificing a few percentage points of growth. They should
set the standards with their own actions as models of rectitude.
Such measures must be a part of the organisation's strategic
intent and needs to be reviewed by the Board as an integral
element of corporate governance.
HR plays an important role at such times by ensuring that a
fair process can be followed besides activating the various
channels of communication.
BM