2. Introduction:
● Corporate Social Responsibility is a self-regulation business model that helps
a company be socially accountable - to itself, its stakeholders, and the public.
● To engage in CSR, a company is operating in ways that enhance society and
the environment, instead of contributing negatively to them.
● CSR activities can help forge a stronger bond between employees and
corporations, boost morale and help both employees and employees feel
more connected with the world around them.
● CSR is primarily a strategy of large corporations.
● Example - Starbucks.
4. 1. Environmental Responsibility
● Refers to the belief that organizations should behave in as environmentally
friendly way as possible.
● Reducing pollution, greenhouse gas emissions, water consumption etc.
● Increasing reliance on renewable energy, recycled materials etc.
● Offsetting negative environmental impact.
● Example - Telsa.
5. 2. Ethical Responsibility
● It’s concerned with ensuring an organization is operating in a fair and ethical
manner.
● Organizations aim to achieve fair treatment of all stakeholders, including
leadership, investors, employees, suppliers, and customers.
● Fair labor practices for employees - no gender, race, or religious
discrimination among the employee.
● Each employee will be given equal pay for equal work and better living wage
compensation.
● Example - Google.
6. 3. Philanthropic Responsibility
● Refers to a businesses aim to actively make the world and society a better
place.
● Organizations driven by philanthropic responsibility dedicate a portion of their
earnings.
● Many firms donate to charities, nonprofits that align with their guiding
missions.
● Donations are mainly given to a variety of worthy causes including human
rights, national disaster relief, and clean water and education programs for
underdeveloped countries.
7. 4. Economic Responsibility
● It is the practice of a firm backing all of its financial decisions in its
commitment to do good in the areas like education, disaster relief etc.
● The end goal is not simply maximize profits, but positively impact the
environment, people, and society.
● Economic responsibility can improve business operations while engaging in
sustainable practices.
8. Nature
● The nature of corporate social responsibility is based on the interest and
connections of the external relations between the stakeholders.
● It is beneficial for companies to carry out the social responsibility because it
can help them get the support from investors, stakeholders.
● Companies not only consider their reputation, but also consider the monetary
incentives when they keep up with corporate responsibility.
9. Benefits
● Improved public image
● Increased brand awareness and recognition
● Cost savings
● An advantage over competitors
● Increased customer engagement
● Greater employee engagement
● More benefits for employees
11. Ackerman Model (1976)
This model has emphasized on the internal policy goals & their relation into the CSR.
Four stages involved in this model of CSR:
1. Awareness (Find a social problem) - Manager/Executive get to know the most
common social problem & then express a willingness to take a particular project
which will solve some social problems.
2. Planning (Study the problem) - Intensive study of the problem by hiring experts &
getting their suggestions to make it operational.
3. Implementation (Work on it) - Managers take up the project actively & work hard.
4. Evaluation - Evaluation of the project by addressing the issues.
13. ● Carroll’s CSR Pyramid is a simple framework that helps to argue how and
why organizations should meet their social responsibilities.
● Four main responsibilities of an organization’s CSR program: Economic,
Legal, Ethical and Philanthropic.
14. Environmental Integrity & Community Health Model
Environmental integrity has also been defined as the sustenance of important
biophysical processes which support plant and animal life and which must be
allowed to continue without significant change.
● The model was developed by Redman.
● Many corporate adopted this model towards environmental integrity & human
health.
● Through which there is greater expansion of opportunities.
● Healthy people can work more & earn more.
● CSR in particular form is welcome and Csr is beneficial for corporate
companies
15. Stockholder and Stakeholder Model
What is a Stake?
A Stake is an interest in decision or a share in an undertaking.
Types of Stake
1)Interest
2)Right
3)Ownership
16. The Difference Between Stockholder And Stakeholder
A stockholder or shareholder is the owner of shares of a corporation's common or
preferred stock. The stockholder theory posited in the 20th century by economist
Milton Friedman.
An example of an organization that does not have stockholders is a state
university. Even though it does not have stockholders, the university will have the
following stakeholders: students, students' families, alumni, professors,
administrators, businesses, state taxpayers, the local community, the state
community, society in general, custodians, suppliers, etc
A stakeholder is anyone that has an interest or is affected by a corporation or
other organization. In other words, a stockholder isn't the only party having a stake
in the corporation. Eg. The stakeholders in a corporation include its: stockholders,
creditors, employees, families of the employees, suppliers, customers, community,
and others.
17. Corporate Citizenship Model
●Corporate citizenship refers to a company’s responsibilities toward society.
●Corporate citizenship is growing increasingly important as both individual and
institutional investors begin to seek out companies that have socially responsible
orientations such as their environmental, social, and governance (ESG) practices.
●The goal is to produce higher standards of living and quality of life for the
communities that surround them and still maintain profitability for stakeholders.
18. The Development of Corporate Citizenship
Companies go through different stages during the process of developing corporate
citizenship. The five stages of corporate citizenship are defined as:
● Elementary
● Engaged
● Innovative
● Integrated
● Transforming
19. Mahindra & Mahindra Limited
● Flagship company of Mahindra group. Grown rapidly since 1947.
● Leading the charge of climate change action and sustainable business
practices.
● Mahindra & Mahindra - second rank in top 10 Indian companies for CSR in
2020. In FY 2019-2020, CSR budget exceeded.
● Company implements project through employees or it works closely with non
profit organizations like Naandi foundation, Mahindra foundation etc.
● CSR work mainly focuses on development of girls, youths and farmers.
20. Project Nanhi Kali
● Mr. Mahindra initiated project Nanhi Kali in 1996.
● Nanhi kali- ‘Little bud’
● It supports education for underprivileged girls in India.
● Extended support for secondary school girls- providing digital tabs.
● In 2018, Nanhi kali in association with Mahindra group started new campaign
‘Ladki Haath se Nikal Jayegi’
● In 2019, awarded at National CSR Award ceremony organized by Ministry of
Corporate Affairs for “National Priority Area Education for Project Nanhi
kali”
21. Mahindra Pride school
● It is a unique 90-days livelihood training programme for youths.
● There are nine schools across India.
Project Hariyali
● Green initiative from company. Project was launched in 2007.
● Aims- adding 1 million trees every year.
● In 2019-2020, 10.78 million trees planted in Araku valley.
● India’s best CSR Project in environment & sustainability
22. Integrated watershed Management Programme
● Implemented in Private public partnership model with Government of Madhya
Pradesh and in Hatta with NABARD.
● Aims- To increase agricultural productivity.
Employee Social Options Program
● Connects Mahindra employees with people who need help.
● Long running employee volunteering programme.
23. Covid -19 Relief
● Raised funds and donated to various funds, provided dry rations for
underprivileged.
● Company decided to use company’s manufacturing facilities to make PPE.
● The company set up covid -19 relief fund.
● Mahindra holidays- Temporary care facilities.
24. Wipro
Wipro the Indian IT giant, is one of the most respected names in CSR today
and commands enormous market goodwill due to its various social initiatives.
In this article, we will talk about Wipro CSR Activities in India.
Their sustainability and social responsibility approach is based on three pillars:
The Strategic
The Systemic
The Deliberative
25. Educational CSR activities and initiatives by Wipro
Wipro is a firm believer of the fact that education is the most significant enabler of social change a
gateway for a better society. Over the years, they have partnered with a vast network of 118
educational organizations in India. They have set up about 181 school improvement initiatives and
educational projects.
Magic Bus, Bangalore
Every Child Counts Campaign, Pune
Towards Future, Kolkata
Ashray Akruti, Hyderabad
Ananda Vidyalaya, Gurgaon
26. Healthcare CSR by Wipro:
Wipro Cares is dedicated to providing primary health care facilities to the
underprivileged communities. More than 75000 people from 75 villages have
benefited through its many health care services.
Amalner Health Care Project
Mysore Healthcare Project
Project Sanjeevini
Tumkur Health Care Project
27. Environmental sustainability Wipro CSR activities
Less Plastic For Me
Save the Planet
Disaster rehabilitation initiatives by Wipro
Bihar floods
karnataka floods
Tsunami project in tamil nadu
28. Wipro CSR Activities for Women Empowerment
Santoor Women’s Scholarship
Some other corporate social responsibility initiatives by Wipro
Wipro Applying Thought in Schools
Mission10X
29. Coca Cola
● Coca Cola India was established as the Indian subsidiary of US based Coca
Cola Company in 1993
● Keeping in mind the fact that it was one of the largest beverage companies in
India, Coca-Cola India said it had made CSR an integral part of its corporate
agenda.
● The company used large amount of water and energy in its beverage
production and tons of packaging material for its products, it had taken up
several initiatives to act as a responsible company and reduce its
environmental impact.
● In addition to water, energy, and sustainable packaging, Coca Cola India also
focused on several community initiatives in India as part of its social
responsibility initiatives.
30. Initiatives
Water:
● Conserve water Watershed protection, rainwater harvesting projects
● 110 recharge shafts that collected rainwater. Reverse filter system.
● The company initiated drinking water projects in Maharashtra and gujarat to
provide potable water to the local communities.
Energy:
● Reducing energy consumption and emission of GHCs by sush as refrigeration
● GHC reduced by three-fourths
31. ● Packaging framework that aimed at recycling
● A PET recycling project in Mumbai in partnership with Brihan Mumbai
Municipal Corporation
● Collected the company’s packaging material consisting of glass
bottles,cans,etc. After they were disposed.
● Provided health checkup camps for rural population
● Blood donation camps and supported 24-hour emergency service for children.
● In few districts of Andhra Pradesh, conducted camps for Hepatitis B
vaccinations, eye checkups and malaria eradication.
32. ● Played an active role in providing employment and giving the community
opportunities to expand and grow
Parivartan
● Launched in 2007, initiative which helped in training small retailer sin India.
● In 2003, launched Jagiriti Centers to provide education to more than 1800
children residing near its bottling facilities in Pune.
