PROJECT REPORT

(Submitted for the Degree of B. Com. Honours in Accounting & Finance under the
University of Calcutta)

On

A case study on comparative analysis of Corporate Social Responsibility of Reliance Industries

Limited & Tata Motors Limited

Submitted by
Name of the Candidate: Harshita Agarwal

Registration No. 434-1211-0130-18

Name of the College: SHREE AGRASAIN COLLEGE

CU Roll No. 181434-11-0066

Supervised by
Name of the Supervisor: Prof. Dipak Banik

Name of the college: SHREE AGRASAIN COLLEGE

Month and Year of Submission

July 2021

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 ACKNOWLEDGEMENT
I take this opportunity to thank Shree Agrasain College for 3 amazing years of my college life and
being the best institution for pursuing the degree of B.com (Hons).

I would like to express my special thanks of gratitude to our Principal, Mr. Nibir Goswami as well
as our head of department, Mr. Dipak Banik who gave me the golden opportunity to do this
wonderful project on the topic “A case study on comparative analysis of Corporate Social
Responsibility of Reliance Industries Limited and Tata Motors Limited”, which also helped me in
doing a lot of research and I came to know about so many new things. I am really thankful to
them.

Special thanks to my supervisor in-charge Prof Dipak Banik for guiding me in making the project
whole & complete and also in supporting me throughout the project.

Also I would like to thank my family & friends who were supporting & helpful in preparing this
project at various stages.

I will always remember making this project work & the knowledge I gained while doing so.
Concluding this with a heartiest thanks to my college & its faculty members for always being
there when their students needed it.

Thank You.

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 Supervisor’s Certificate

This is to certify that Miss Harshita Agarwal, student of B.Com. Honours in Accounting & Finance
in Business of SHREE AGRASAIN COLLEGE under the University of Calcutta has worked under my
supervision and guidance for his Project Work and prepared a Project Report with the title: “A
case study on comparative analysis of Corporate Social Responsibility of Reliance Industries
Limited and Tata Motors Limited”.

The project work which he is submitting is his genuine and original work to the best of my
knowledge.

Name: Dipak Banik

Designation: FACULTY OF COMMERCE

College: SHREE AGRASAIN COLLEGE

Signature:

Date:

Place: Howrah

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 Student’s Declaration

I hereby declare that the Project Work with the A case study on comparative analysis of
Corporate Social Responsibility of Reliance Industries Limited and Tata Motors Limited
submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting &
Finance in Business under the University of Calcutta is my original work and has not been
submitted earlier to any other University/Institution for the fulfilment of the requirement for any
course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.

Signature:

Name: Harshita Agarwal

Address: 268/9, G.T. Road, Liluah, Howrah - 711202.

Registration Number: - 434-1211-0130-18

Roll Number: - 181434-11-0066

Place: Howrah

Date: 7th July 2021

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 Abstract of the Project Study
For several decades, corporations and other institutions working with them have been the target
of quite a number of negative or anti-corporate campaigns and protests by civil society actors
consisting of non-governmental organizations (NGOs), intellectuals, and indigenes or communities
in which the premises of these corporations are situated. The basis of these protests, more often
than not, has been due to either the failure of these corporations to be corporately and socially
responsible for the development of the communities their establishments are, or due to the non-
responsiveness to the plights of these local communities as a result of such corporations’ activities.

The oil and gas sector has been among the leading industries in championing corporate social
responsibility (CSR), and companies from this sector have been at the centre of CSR development.
Oil companies attach greater importance to their social and environmental impact and they engage
more with local communities than they used to in the past. With increasing expectations placed on
these companies, the question then arises as to whether CSR has been effective in fulfilling all the
demands of these communities and the need to evolve new and more unique strategies to gain
the trust of members of their host communities.
This dissertation aims to determine:

a. The effect of oil company operations in their respective environment;

b. The need for corporate social responsibility as a measure to aid development in neighboring
communities;

c. Corporate social responsibilities of oil companies operating in Nigeria, especially in the Niger
Delta region; and

d. The degree of responsibility expected by the inhabitant’s vis-à-vis expected international

standards and what obtains in developed countries.

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 TABLE OF CONTENT
Chapter No. SUBJECT PAGE No.
1. Introduction 7
1.1 Background of the study 8
1.2 Literature Review 9
1.3 Objective of the study 10
1.4 Research Methodology 11
1.5 Scope of the Study 12
1.6 Limitation of the Study 13

2. Conceptual Framework
2.1 Concept 14-20
2.2 Company Profile 21-28
2.3 International Scenario 29
2.4 National Scenario 30-32

3. Analysis and Findings

3.1 Analysis based on Secondary Data 33
3.2 Findings 34-35
3.3 Interpretation 36

4. Conclusion and Recommendation

4.1 Conclusion 37
4.2 Recommendation 38-39

5. Bibliography 40

6. Annexure 41

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 1. INTRODUCTION
“Business Cannot Succeed In Societies that Fails” – Paul Polman

Corporate Social responsibility (CSR) is continuing commitment by businesses to integrate social

and environmental concerns in their business operations. Changes in the global environment
increasingly challenge business around the world to look beyond financial performance, and to
integrate social and environmental concerns into their strategic management.

Prior to Companies Act 2013, CSR in India has traditionally been seen as a philanthropic activity.
And in keeping with the Indian tradition, it was believed that every company has a moral
responsibility to play an active role in discharging the social obligations, subject to the financial
health of the company. In the early 90’s Mahatma Gandhi introduced the concept of trusteeship
helping socio-economic growth. CSR was influenced by family values, traditions, culture and
religion.

On 29th August 2013, The Companies Act 2013 replaced the Companies Act of 1956. The New
Act has introduced far-reaching changes that affect company formation, administration, and
governance, and incorporates an additional section i.e. Section 135 – clause on Corporate Social
Responsibility obligations (“CSR”) for companies listed in India. The clause covers the essential
prerequisites pertaining to the execution, fund allotment and reporting for successful project
implementation.

India became the first country to legislate the need to undertake CSR activities and mandatorily
report CSR initiatives under the new Companies Act 2013. This is the beginning of a new era for
CSR in India.

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 1.1. BACKGROUND OF THE STUDY
The concept of social responsibility was traced back to the ancient times. The first stage of the
CSR development happened thousand years BC where authorities introduced different rules and
regulations where the workers were severely punished for being careless and injured someone
during their work. “In Ancient Rome senators grumbled about the failure of businesses to
contribute sufficient taxes to fund their military campaigns.”(History of Corporate Social
Responsibility and Sustainability) During the industrial revolution the concept grew to a whole
new level and the significance of business in society started to increase exponentially. By the
1920s the new stage began that social responsibility was not seen as an ethic but became a
whole new concept, however the magnitude of the concept was undervalued. As Dean of
Harvard Business School Wallace B. Donham: “Business has not learned how to handle these
changes, nor does it recognize the magnitude of its responsibilities for the future of
civilization.”(History of Corporate Social Responsibility and Sustainability)

The ideology of corporate social responsibility (CSR) has emerged as a response to pressure from
the business side of growing leftist sentiment and the trade union movement in the last third of
the XIX century. Incurred if the institutions of civil society demanded from businesses providing
social guarantees to the workers and to ensure protection of their labour and the decline of trade
unions in the mid XX century for business owners updated the task of preserving and maintaining
the loyalty of motivation of subordinates, which again forced them to turn to CSR. It was then
that the concept has become firmly established in the theory and practice of corporate
governance in the U.S.

However the effect of globalization cannot be under estimated as it played a significant role in
CSR, which forced companies to look for more creative ways of positioning information in a
crowded world. Thus, CSR was the result of deep transformation of relations of private business
and society in a post-industrial economy.

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 1.2 LITERATURE REVIEW
Freeman (1984) opines that CSR is not a new concept but it remains an emerging and Elusive
notion for academics and a contested issue for business managers and their Stakeholders. The
author opines that the concept of CSR has led to the emergence of a variety of practices since it
emerged in the 1950s (Carroll, 1999).

Holme and Watts (2000) in their study, have defined Corporate Social Responsibility (CSR) as “the
continuing commitment by business to behave ethically and contribute towards economic
development while improving the quality of life of the workforce and their families as well as of
the local community and society at large”.

Brammer and Pavelline (2006) say that CSR has been recognized as a source of sustainable
development while it has become an emerging imperative (Baladi, 2011). CSR can no longer be
something complementary or temporary (Yunus, 2007).

Welford (2004) argues that currently, there appears to be a significant disagreement about what
the term CSR means, and how, or why it should be implemented. The study says that CSR in its
current form is being used widely as a tool for image building rather than with business intention.
Fortunately many organizations are realizing the importance of CSR as a part of their business
strategy which the author opines that the trend of integrating social, environmental and the
economic objectives as part of ethics has been clear and on the rise. Welford concludes that
business organizations are realizing the importance of the social contract they are bound by. CSR
is the continuing commitment by business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as of
the local community and society at large (Netherlands, 1998).

The article by Husted and Allen (2007) on “Building the business case for CSR”, points out that
much effort has focused on CSR in an attempt to demonstrate that positive CSR can be linked to
improved financial performance, where by the growing sense of looking after the people and the
community and the environment shows relevance to long-term business survival.

Boyle & Boguslaw (2007) opines that, one source of ongoing CSR commitment is reflected in the
number of articles focused on the need for corporations to take an active role in poverty
reduction efforts. The study suggests some ways that companies can take to alleviate poverty
(for example calling for a more explicit acknowledgement of poverty in the corporate citizenship
field, demanding corporate leadership in addressing the issue, framing the issue to accelerate its
reduction, and take an active role in poverty reduction efforts). To achieve this, companies must
push to seek something other than the lowest short-term cost for the highest short-term gain
(Berkhout, 2005)

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 1.3 OBJECTIVE OF THE STUDY

The major objectives of the study are to know about contribution towards society by Reliance
Industries Limited and TATA Motors Limited.
The main objective of the study:

 To study the efforts taken by the companies in this field and their impacts on the company.
 To find out how corporate social responsibility is serving as a determinant of corporate
success.
 To evaluate their contribution towards society.

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 1.4 RESEARCH METHOLOGY

Primary data: It is type of data that is collected by researchers directly from main source.
Secondary data: It is the type of data that has already been collected through primary sources
and made readily available for researcher to use for their own research.
My project is based on secondary data. The data is collected from book, journal data available in
internet, authentic websites published financial report of both bank and from other relevant
source.

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 1.5 SCOPE OF THE STUDY

The research will help in understanding the importance of CSR and various initiatives taken up by
Reliance Industries Limited and Tata Motors Limited for promoting the welfare for the society.

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 1.6 LIMITATION OF THE STUDY

Due to the time constraints of time and resources, the study is likely to suffer from certain
limitations. Some of these are mentioned here under so that the findings of the study may be
understood in a proper perspective.
 One of the major limitations of the study was the limited period of time and financial
resources.
 As the study was conducted on two company that is Reliance Industries Limited and Tata
Motors Limited, the results could not be generalized to other groups and remained limited
to this study only.

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 2.1 CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY
The 2013 Companies Act for the first time mandates that private corporations join public sector
firms in annual donations for Corporate Social Responsibility (CSR). All firms with net worth
above Rs 500 crore, turnover over Rs 1,000 crore, or net profit over Rs 5 crore are required under
Section 135 to spend at least 2% of their annual profits (averaged over 3 years) and establish a
CSR committee to oversee the spending.
How did CSR work pre-2013?

Time period Economic currents State role Corporate CSR

1850-1914 Industrialization Colonial, extraction Dynastic charity

1914-1947 Trade barriers for new industries Colonial, exploitative Support freedom struggle

1947-1960 Socialism, protectionism Five year plans Support new state; launch
own rural initiatives

1960-1990 Heavy regulations License raj; development failures Corporate trusts

1991-2013 Liberalization Shrinking in production; expanding Family trusts, private-public

in social provision partnerships, NGO
sponsorship

2013-present Globalization Need to manage inequality; new Introduction of mandatory

reforms to liberalize further 2% rule

Religious traditions of daan, seva, and zakat operated in India for centuries helping to shape the
relationship between the privileged and the dispossessed. The vast majority of philanthropy in
India has always been to religious institutions and that continues to be the case. The earliest
industrialists of the 19th Century launched the practices of corporate giving via trusts, and
endowed institutions controlled by members of business families.
After the First World War, a new phase of corporate philanthropy arose that drew business
leaders into the political fight for independence. The close relationship between M.K. Gandhi and
leading industrialists is well-known. He proposed a model of trusteeship for business in which
tycoons should understand their position as fiduciaries of society’s wealth.
In the period immediately after Independence, the role of the Indian State expanded greatly and
the corporate sector took a backseat in development efforts. After some time, the failures of the
State to end poverty and support economic growth led to dissatisfaction. The liberalization of
the Indian economy in 1991 ushered in a new globalised economic environment, with rapid
growth in overall wealth and also in inequality.

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The rising gap between the wealthiest Indians and those at the bottom sparked innovation in
efforts by the corporate sector to address social problems. It also led the State to think about
how to pull in more support from the booming business world. In the context of a shrinking
State, a more globalised economy, and great divisions in economic and social worlds, the
landscape of Indian CSR is fascinating.

Meaning and Definition:

Since the 1960s, corporate social responsibility has attracted attention from a range of
businesses and stakeholders. A wide variety of definitions have been developed but with little
consensus. Part of the problem with definitions has arisen because of the different interests
represented. A business person may define CSR as a business strategy, an NGO activist may see it
as 'greenwash' while a government official may see it as voluntary regulation. In addition,
disagreement about the definition will arise from the disciplinary approach. For example, while
an economist might consider the director's discretion necessary for CSR to be implemented a risk
of agency costs, a law academic may consider that discretion to be an appropriate expression of
what the law demands from directors. In the 1930s, two law professors, A. A. Berle and Merrick
Dodd, famously debated how directors should be made to uphold the public interest: Berle
believed there had to be legally enforceable rules in favor of labor, customers and the public
equal to or ahead of shareholders, while Dodd argued that powers of directors were simply held
on trust.
Corporate social responsibility has been defined by Sheehy as "international private business self-
regulation. Sheehy examined a range of different disciplinary approaches to defining CSR. The
definitions reviewed included the economic definition of "sacrificing profits," a management
definition of "beyond compliance", institutionalize views of CSR as a "socio-political movement"
and the law's focus on directors' duties. Further, Sheehy considered Archie B. Carroll's
description of CSR as a pyramid of responsibilities, namely, economic, legal, ethical, and
philanthropic responsibilities. While Carroll was not defining CSR, but simply arguing for the
classification of activities, Sheehy developed a definition differently following the philosophy of
science—the branch of philosophy used for defining phenomena.
Importance of Social Corporate Responsibility

In recent years, CSR has become somewhat of a buzzword as corporate relationships with non-
profit organizations have become more and more important. A recent report from Reputation
Institute, as published in Forbes magazines, found that 42% of how people feel about a company is
based on their perception of its CSR activities. This means that nearly half of a company’s reputation
is based on the public’s feelings about what the company is doing to support the community.

It is also important to have a cause. Charitable giving has been on the rise for the past decade or so.
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Businesses are now expected to give back as a way of showing they are socially responsible.
Anonymous donations are great, but even better is aligning your company with a non-profit
organization of you’re choosing, which in turn gives your company a charitable identity.
As well as the obvious social benefits, having a CSR programme will not only improve a company’s
image but will also improve things such as media coverage, employee engagement and retaining
and attracting investors/ clients.

Why should businesses be embracing it?

CSR is a moral obligation

 Domestically – businesses need to give back to the communities and nations that provided
them the opportunity to succeed.
 Globally – economic and security concerns/events can immediately have a negative global
impact. Investing, developing, and doing-no-harm will strengthen all sectors of business.

It helps in engaging customers/ clients

 Building relationships and rapport with both customers and clients is obviously important
within any company and having a social responsibility policy can impact this.
 Using CSR can also help you engage with your customers in new ways. Since the message of
CSR is about something ‘good’ it can often be an easy way to connect with your customers or
clients
 Creating this positive relationship with customers/ clients and the wider community can lead
to potential increase in sales and rising profits.

It can improve brand perception

 Being socially responsible can strengthen both a company’s brand and image. As mentioned,
the public perception of a company is critical to client confidence. By portraying a positive
image through taking part in CSR projects, a company can make a name for itself for not only
being successful in what they do but by being socially conscious too.
 Also, by engaging actively and positively within the community, companies’ employees could
be interacting with potential customers, indirectly marketing the company in the process.
 Companies that actively promote their social responsibility activities, can take steps to
publicize these efforts through the media. Getting the word out about corporate donations,
or other CSR initiatives is a powerful branding tool that can help build publicity, for you in
both online and print media.

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It supports with employee Engagement

 Employees tend to perform better when they engage in socially responsible activities. Good
CSR programmes are proven to be more economically effective when trying to engage
leaders and team members than things such as training and conferences.
 People also want to work at a company who have CSR ambitions in place – as a company’s
greatest asset is its people. Corporate responsibility can help a company to build the best
team possible as companies which demonstrates impact initiatives, will have an easier time
recruiting talent!

It can improve innovation and collaboration within businesses

 When employees engage in social good activities, it is proven that they become more
innovative and collaborative.
 A lot of skills can be developed when taking part in any kind of CSR activity and beyond this,
employees are able to learn about potential clients, develop their communication skills,
improve leadership and gain invaluable local insights.
 In turn, these new skills can develop within the workforce and allow the company to flourish
within its market. If the employees are happy, their work will be of a higher quality.

Corporate Social Responsibility under Companies Act

The Companies Act, 2013, a successor to The Companies Act, 1956, made CSR a compulsory act.
Under the notification dated 27.2.2014, under Section 135 of the new act, CSR is compulsory for
all companies- government or private or otherwise, provided they meet any one or more of the
following fiscal criterions:

 The net worth of the company should be Rupees 500 crores or more
 The annual turnover of the company should be Rupees 1000 crores or more
 Annual net profits of the company should be at least Rupees 5 crores.

If the company meets any one of the three fiscal conditions as stated above, they are required to
create a committee to enforce its CSR mandate, with at least 3 directors, one of whom should be
an independent director.

The responsibilities of the above-mentioned committee will be:

 Creation of an elaborate policy to implement its legally mandated CSR activities. CSR acts
should conform to Schedule VII of the Companies Act, 2013.
 The committee will allocate and audit the money for different CSR purposes.
 It will be responsible for overseeing the execution of different CSR activities.

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  The committee will issue an annual report on the various CSR activities undertaken.
 CSR policies should be placed on the company’s official website, in the form and format
approved by the committee.
 The board of directors is bound to accept and follow any CSR related suggestion put up by
the aforementioned committee.
 The aforementioned committee must regularly assess the net profits earned by the
company and ensure that at least 2 percent of the same is spent on CSR related
activities.
 The committee must ensure that local issues and regions are looked into first as part of
CSR activities.

FEATURES OF CSR LAWS

The broad and important features of the CSR laws are as follows:

 Quantum of money utilized for CSR purposes are to be compulsorily included in the annual
profit-loss report released by the company.
 The CSR rules came into force on 1st April 2014 and will include subsidiary companies,
holdings and other foreign corporate organizations which are involved in business
activities in India.
 CSR has been defined in a rather broad manner in Schedule VII of Companies Act, 2013.
The definition is exhaustive as it includes those specific CSR activities listed in Schedule
VII and other social programmes not listed in schedule VII, whose inclusion as a CSR
activity is left to the company’s discretion

CSR activities listed in schedule VII include

“eradicating hunger and poverty, promotion of education and employment, livelihood
enhancement projects, promoting gender equality, women empowerment, hostels for women
and orphans, old age homes, day care, environmental sustainability, protection of flora and
fauna, contributions to PM relief fund, measures to benefit armed forces veterans, war widows
and dependants, promotion of sports, and rural development projects”.

 Net profits are calculated on the basis of Section 198 of Companies Act, 2013. However,
only domestic branches are included and dividend-related payments are left out of the
final calculation of total net profits.
 Companies are allowed to implement CSR via any of the following means possible.
 Setting up a Trust or Society under Section 8 of the 2013 Companies act under its direct
administrative control.
 Corporates can outsource the CSR tasks to established social enterprises- institutions
engaged in CSR activities for 3 years or more. These institutions are meant to engage in

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 not for profit activities. The corporates though are supposed to monitor the social
enterprises meant to enforce their CSR mandate.
 Companies can collaborate with fellow companies and work out some arrangement based
on the CSR rules.
 CSR activities should follow the below-mentioned rules:
 Any familial activity or act of personal charity is not to be included as part of CSR activity.
 Any sort of contribution-fiscal or otherwise by political organizations is outside the purview
of CSR activities as indicated under Section 182 of the 2013 Companies Act.
 All CSR activities are to be conducted in Indian Territory to be considered valid.
 Companies can utilize a maximum of 5 percent of their total expenditure to help in
capacity building of their society, trust or outsourced social enterprise.
 As stated before listed public companies are mandated to have up to 3 directors as part of
their CSR committee- one of whom should always be independent. Unlisted and private
companies are allowed to have at least 2 directors and no independent director.
 CSR reports are to be compulsorily published on an annual basis. The reports have a fixed
format as designed by the CSR rules, which must include details like official CSR policy,
the number of funds dedicated to CSR and its detailed utilization as well as a detailed
explanation for non-utilization of funds if any. The said format and its constituents must
be displayed on the official website of the company.
 CSR activities initiated by a foreign company has to be via its Indian subsidiary to be
considered legitimate under Section 135 of the companies act.
 Trusts created by companies to carry out their mandated CSR tasks, are to be compulsorily
registered in some states where it is mandatory under Income Tax, 1956.
 Companies are allowed to co-operate with their independent counterparts, provided the
latter has a proper tracking and reporting system for CSR activities that may be
undertaken.
 Companies are allowed to engage in capacity building by allotting up to 5 percent of all
expenses to be incurred on CSR activities to be devoted to training and equipping of
personnel to carry out CSR and related activities.
 Activities that cannot be considered as CSR include.
 Operational and administrative activities of the business.
 CSR activities that do not take place in Indian Territory.
 Employee and familial welfare activities are strictly outside the purview of CSR tasks as
well.
 Fiscal help rendered to political outfits is not considered as a CSR activity as well.
 Events like the marathon, award functions, fiscal help rendered to charitable institutions,
sponsoring TV shows etc that are strict “one-off”-i.e. meant to happen just once in a
while are not considered CSR.
 Companies cannot report lawful duties rendered under acts or regulation like Labour Act,
Land act etc cannot be considered as CSR tasks.

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WHY CSR IN INDIA IS NOT WORKING?

Eminent scholars have claimed that companies while having enormous fiscal resources lack
adequate knowledge of existing public problems and policy measures. As a result, their CSR
efforts are misguided and do not help the public in the long run with sustaining benefits. For
example- companies blinded with carrying out their mandated CSR activities might employ
contractual workers with extremely low pay packages and virtually no other benefits. CSR
activities carried out by companies often clash with their commercial and other vested interest
which are prioritized over serving the society. Furthermore, it is also claimed by scholars that
social issues often cannot be solved by money alone and most corporates do not want to look
beyond fiscal measures to help the society. They also do not realize that money can often worsen
existing problems

As per section 135 of the Companies Act, 2013, CSR efforts will be equated with the money
spent- which should be at least 2 percent of the net profit. However, companies are not very
transparent in declaring their CSR income. Companies in the past have fudged figures to meet the
mandatory CSR spending. Furthermore, companies that were spending more than 2 percent
before the said law came into place, have started spending much less these days. According to
available data, companies have engaged in selective CSR tasks that ultimately benefit their brand
value and help them prosper rather than activities that genuinely help the society at large.
According to some corporates, the mandated 2 percent CSR on net profit is also a way of
extracting higher profits illegitimately via a “back-door” and force them to fill in areas where the
government has not acted enough. Furthermore, the government’s action was unilateral and the
corporates were not consulted before the government decided to implement this rule.

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 2.2 COMPANY PROFILE
Profile of Reliance Industries Limited
Reliance Industries Limited (RIL) is world’s leading and India’s fastest revenue generating
company. RIL group is a highly diversified group and is in to multiproduct business like oil and gas
exploration, retail of petroleum and consumer products and manufacturing of petrochemical and
refining and textile products. They are also operating in the infrastructure and transportation
sectors. The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India’s largest
private sector enterprise, with businesses in the energy and materials value chain. Group’s
annual revenues are in excess of US$ 44 billion. Reliance Industries Limited is a Fortune Global
500 company and is the largest private sector company in India. Backward vertical integration
has been the cornerstone of the evolution and growth of Reliance. Starting with textiles in the
late seventies, Reliance pursued a strategy of backward vertical integrated – in polyster, fiber
intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and
production – to be fully integrated along the materials and energy value chain. The Group’s
activities span exploration and production of oil and gas, petroleum refining and marketing,
petrochemicals (polyester, fiber intermediates, plastics and chemicals), textiles, retail and special
economic zones. Reliance enjoys global leadership in its businesses, being the largest polyester
yarn and fiber producer in the world and among the top five to ten producers in the world in
major petrochemical products. This paper will focus on the marketing and promotion activities
practiced in Reliance Industries in general and it will also examine the effectiveness of Polyester’s
selling and distribution of Reliance Industries Ltd.

At RIL, Corporate Social Responsibility (CSR) is embedded in the long term business strategy of
the company. For RIL, business priorities co-exist with social commitments to drive holistic
development of people and communities. The Company’s CSR initiatives help elevate the quality
of life of millions, especially the disadvantaged sections of the society. It seeks to touch and
transform people’s lives by promoting healthcare, education and employment opportunities.

RIL aims to continue its efforts to build on its tradition of social responsibility to empower people
and deepen its social engagements.

CSR of Reliance Industries Limited

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Reliance Foundation, the philanthropic arm of Reliance Industries Limited, aims to play a
significant role in addressing India’s development challenges through innovative and sustainable
solutions. Led by Founder and Chairperson Smt. Nita Ambani, Reliance Foundation, is relentlessly
working towards facilitating transformative changes to ensure overall well-being and higher
quality of life for all. The Foundation and the CSR committee ensure that the sustainable goals of
the organization serve as the pillars of the Company’s core business activities.

CSR Strategy

Reliance CSR initiatives are based on a three-pronged strategy:

Direct engagement with the community

Reliance directly engages with the community to bring about long term sustainable change in the
lives of the people. Reliance Foundation understands the needs, plans, and implements the
programs and measures the impact that they have created.

Forging Partnerships and Collaborations

To bring about a lasting change at the grassroots, it is essential to form strategic partnerships
with governments at all levels. The resulting synergy between state government, local
government, and non-government organizations result in coherency in the development
initiatives. Reliance Foundation, in partnership with these organizations, leverages the capability
of Reliance Industries and hence supports communities and resolves critical issues that are
physically untouched through direct interventions.

Leveraging Technology

Reliance is known in the country for its breakneck speed of execution, which relies on the
backbone of their technological infrastructure. In their CSR projects, Reliance leverages
technology to provide sustainable solutions. These technological interventions connect
communities on multiple digital platforms for optimum use of resources, informed decision
making, and capacity building. Through the use of technology, Reliance has made significant
progress in reaching out to people with various services such as information advisories, digital
classrooms, virtual sports clinics, and record-keeping of patients, among others.

The Reliance family, which has about 6 lakh employees, is encouraged to participate voluntarily
in the plethora of CSR activities conducted by the Company. Their core-competency and interests
are taken into consideration so that the interests of both the employees as well as the social
projects are served effectively.

Rural Development

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Reliance works with the most downtrodden communities in India and empowers them to lead
their own development. This creates long-lasting, sustainable change. Reliance CSR projects
ensure that the community is the primary stakeholder in the process of development and
engages them in planning and implementation of the village development plans, empowers them
through training, and works towards scaling and sustaining the initiatives.

Village Association

Reliance CSR creates democratic institutions at the grassroots level comprising both men and
women who collectively work towards the single goal of development of the village. Since its
inception, 560 Village Associations (VA) and 3,000 leaders are leading the process of
development of their own villages.

The VA creates leaders and trains them under intensive coaching programs to skill them in
independently governing themselves and spearhead the community development process. All
the processes and practices of the VA are governed by the principles of transparency, open
decision making, and accountability. Reliance’s institution-building and leadership development
initiatives at the village level are creating steady, systematic, and sustainable change.

Community driven programs have been shown to be more successful that bring about a real
change in the life of the people. The members of the village have taken up leadership roles and
have been honored at the district, state and national level for their contribution. The programme
has also created awareness on different government schemes so that they can be leveraged to
bring about rural transformation. Reliance played an active role in the People’s Plan Campaign of
Government of India by supporting Gram Panchayats to develop a comprehensive plan for
holistic economic development. In partnership with the National Institute of Rural Development
and Panchayati Raj, awareness programmes were conducted in 1,812 Gram Panchayats on the
need for participation in the development planning process. It supported 244 Gram Panchayats
in preparing their development plans which will lead to greater mobilization of financial
resources into the villages which will aid in their development.

Market Linkages for Farmers

Over the years, Reliance has worked to increase the area under production and increasing the
yield of the existing land through sustainable agriculture practices which involved judicious use of
water and soil management. Moving up the chain, Reliance Foundation set out to help farmers
market their produce. The farmers have traditionally struggled to get the right prices for their
produce due to the lack of efficient market linkages.

Reliance empowers farmers to create Farmer Producer Companies (FPC) which are managed by
the farmers themselves and brings them together for economies of scale and bargain for better
market prices. The FPCs in Jasdan, Gujarat and Jamai, Madhya Pradesh have started creating
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value addition by sorting, grading, packaging and processing agricultural and horticultural
produce. They have even started trading in finished products instead of raw commodities with
their own brand of groundnut oil. The oranges from Agar, Madhya Pradesh and guavas from
Sawai Madhopur, Rajasthan are making their way to retail outlets across the country.

The FPCs have successfully established linkages with various government institutions such as
NABARD & Department of Agriculture to provide better training for farmers, help in raising
working capital and assist in procuring loans to purchase assets for FPCs.

PM Narendra Modi’s vision to double farmers’ income by 2022-23 is central to promote farmers’
welfare and thus help the economic development of the country. Reliance works with the
farmers to realize this grand vision.

Digital Platforms for Farmers

The industrialized nations have higher yield because they have access to the right resources and
knowledge. Information asymmetry deprives the poor and marginalized communities from
getting access to tools which could help them in achieving growth.

Reliance has set up a digital platform to provide the right information at the right time. Reliance
has created an ecosystem that comprises 1,171 knowledge and infrastructure partners, thematic
experts, including research institutions, government departments, NGOs and grassroots
organizations. These partners provide the right information on crop management, livestock care,
ocean state forecasts, cyclone warnings, schemes and subsidies, technology, healthcare, and civic
services.

Different channels of communications are used to ensure that no one is deprived of the right
information. It includes the toll-free helpline number: 1800 419 8800, a YouTube channel, video
calls, audio/video conferencing, multilingual voice messaging service, All India Radio, community
radio networks and social media platforms. On top of this, various field-based programs are also
conducted to ensure the dissemination of right information at every level. The timely reception
of information could be the deciding factor that prevents a pest attack on a farmer’s land or
prevents the fisherman from entering the sea during a dangerous storm. It helps to avert losses
and dangers and also augment income.

Skilling and Employment

India faces a major issue in employing its young population. The Skill India Mission of the
Government of India has asked the corporates for support in training the youth of India by
making them employable. Reliance has answered the clarion call and has leveraged its
infrastructure and trained workforce to provide marketable skillsets and placement support to
the youth. Linkages have been established with skilling training institutes for entrepreneurship
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development in farm and non-farm sectors, including agriculture, horticulture, mushroom
cultivation, inland fisheries, animal husbandry, mobile repairing skills, etc. More than 9,400 youth
were linked to various employment opportunities this year across sectors, including retail,
banking, telecom, etc. (over 24,500 recruitments since inception).

Reliance Industries Limited. (RIL) has been one of the largest companies in India for the better
part of the last two decades. It leads the corporate world in net profits every year. As CSR in India
is mandatory as per the Companies Act 2013, The CSR Journal in its #LetsTalkCSR series is
evaluating the CSR initiatives of the top corporates of India.

Reliance Industries Ltd. was established in 1973 by India’s most celebrated entrepreneur
Dhirubhai Ambani who is revered for his rags-to-riches story. The Company owns businesses
engaged in energy, petrochemicals, textiles, natural resources, retail, and telecommunications.

In 2019-20, RIL had annual revenue of about 6.6 lakh crore rupees with a net profit of about
44,324 crores. RIL now ranks in the top 100 profitable companies in the Fortune Global 500 list of
‘World’s Largest Corporations.’ Reliance Industries Ltd. spent 1022 crores on CSR activities in
India, which is more than the obligation of 2% of net profits they were supposed to spend on
Corporate Social Responsibility. This has made Reliance Industries the top CSR spender in the
country.

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 Profile of Tata Limited
The Tata group comprises over 100 operating companies in seven business sectors:
communications and information technology, engineering, materials, services, energy, consumer
products and chemicals. The group has operations in more than 100 countries across six
continents, and its companies export products and services to 150 countries.

The revenue of Tata companies, taken together, was $103.27 billion (around Rs. 624,757 crore) in
2013-14, with 67.2 percent of this coming from businesses outside India. Tata companies employ
over 581,470 people worldwide. Brand Finance, a UK-based consultancy firm, valued the Tata
brand at $21.1 billion and ranked it 34th among the top 500 most valuable global brands in their
BrandFinance® Global 500 2014 report.

The Tata name has been respected in India for more than 140 years for its adherence to strong
values and business ethics. The group has always believed in returning wealth to the society they
serve. Two-thirds of the equity of Tata Sons, the Tata promoter holding company, is held by
philanthropic trusts that have created national institutions for science and technology, medical
research, social studies and the performing arts.

Anchored in India and wedded to traditional values and strong ethics, Tata companies are
building multinational businesses that will achieve growth through excellence and innovation,
while balancing the interests of shareholders, employees and civil society.

 There are 29 publicly-listed Tata enterprises, which include Tata Steel, Tata Motors, Tata
Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices,
Titan, Tata Communications and Indian Hotels. The group has a combined market
capitalization of around $103.51bn (2016-17).
 Tata companies have made significant investments in different geographies. With our ever-
increasing international footprint, we are now reaching out to customers in the farthest
corners of the world.
 We touch upon lives across the globe and we have an employee strength of over 660,800
employees, representing the rock-solid company that we are.
 Several Tata Group companies have achieved leadership positions globally in their areas of
operation.

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The Tata Group's value system directs the growth and business of all sectors we operate in. Two-
thirds of the equity of Tata Sons, the Tata group holding company, is held by philanthropic Trusts
that have created national institutions for science and technology, medical research, social
studies and the performing arts.

Cutting-edge innovation, a stringent focus on quality, sustainable operations and business

excellence are the hallmarks of the trust the Tata name is best recognized for.

CSR REPORT OF TATA

Building and Strengthening Healthcare Facilities ‘AAROGYA’

In FY20, 3.9 lakh people benefitted from the health initiative ‘Aarogya’, which aims to curb
malnutrition through facilitation of clean drinking water to remote communities and by provision
of preventive/ curative health services. Over 74% of the acute undernourished children treated
by Tata Motors are now in a healthy status. Water security ensured for around 21,666 individuals
through company’s National Drinking Water Programme titled ‘Amrutdhara’.

The company has also laid down a strategy to contain the spread of COVID-19 and to assist those
who have been impacted most by the lockdown. The company is achieving this by provision of
essentials, equipping the heroes on frontline with protective gear and education masses on ways
to prevent transmission. This direct assistance benefitted 1.5 lakh people including migrants,
daily wage earners who lost livelihood, and those who were left stranded or forced to seek
shelter in transit camps.

Augmenting Education System ‘VIDYADHANAM’

NEET entrance exams. Tata Motors is the first corporate in India to support IIT Bombay under
Affirmative Action (AA) for Financial Aid Programme (FAP). Over 1.5 lakh students were engaged
through the education initiative ‘Vidyadhanam’, which focuses on improving the academic
performance of secondary/college going students through targeted approach by instituting need-
based financial support, special coaching classes, etc. These initiatives have led to an
improvement in pass percentage from 55% in 2015 to 80% in FY20. More than 44% students
scored above 60% in their 10th standard pre-board exams in FY20. During the year, the company
also collaborated with Jawahar Navodaya Vidyalaya (JNVs), to coach over 400 students for JEE.

Enhancing programmes on Employability ‘KAUSHALYA’

Over 1 lakh people were trained through under employability initiative ‘Kaushalya’, which
focuses on training unemployed youth in three segments viz. auto trades, non-auto trades and

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agriculture & allied activities. 63% of the people have found employment (or are self-employed)
resulting in an annual increase in family income by ₹1 lakh.

The company also engages with community based groups of women and farmers and helps them
earn supplementary income through agriculture and allied programmes.

Nurturing sustainability through environmental programmes ‘VASUNDHARA’

Close to 1.2 lakh new saplings were planted across Tata Motors plant locations through and
ensured their survival rate remained significantly high (i.e. 71%) despite prolonged rains last
Monsoon. Through the environmental awareness programmes, over 91,000 people (mostly
young children) were sensitized about this cause. The company also encourage communities to
adopt alternate sources of energy.

Integrated Village Development

With a focus on holistic development of a tribal village/hamlet, Tata Motor collaborated with
Sahabhag (the CSR Cell of Government of Maharashtra) to run a pilot project that improved the
quality of 3000 tribal lives of Pathardi gram panchayat in Jawhar block of Palghar district. 70% of
the resources for village development came from the government.

Volunteering Programme:

The Tata Motors Employee Volunteering Programme also saw a surge in volunteering hours with
more employee participation and deeper engagement in various community welfare initiatives.
More than 50% of the 28000 employees participated and invested over 1.1 lakh volunteering
hours for social causes, a 67% increase over the previous year.

Two exceptional natural occurrences during the year necessitated extraordinary interventions.
Ferocious floods in Maharashtra caused extensive damage to life and livelihoods, demanding a
substantial relief effort to support the ones impacted. Tata Motors complimented Maharashtra
State Government Flood Response Programme and provided aid to over 45,000 people.

During the year, the company received several prestigious accolades from a diverse set of
stakeholders – (1) 5th Tata Affirmative Action Programme (TAAP) Jury Award, (2) Creating
Shared Values Initiative for Inclusive Business and (3) SIAM’s CSR Award. The CSR work done in
and around Sanand Plant was also recognized by the Ahmedabad Collectorate.

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 2.3 International Scenario
The world of corporate social responsibility is ever growing and changing. Some of the prominent
developments, trends and initiatives from around the world in recent past with respect to CSR
are enlisted below.
With increasing competition and globalization there is an increased level of pressure for
transparency and disclosure. According to CorporateRegister.com more than 5500 companies
issues sustainability report around the world in 2011. This figure was around 800 a decade ago.
The big accounting firms are extending their contribution to audit all these disclosures and are
also sponsors for fourth edition of the Global Reporting Initiative Guidelines (these are guidelines
that outline standard CSR disclosure). In 2012 a new initiative, the Global Initiative for
Sustainability Ratings, was undertaken to standardize the ratings framework.
CSR is now being viewed as differentiator by companies who plan to both collaborate and
compete on CSR issues. The ‘Pulse Survey’ conducted by Reputation Institute in 2011 indicates
that CSR contributes more than 40% to company’s reputation and thereby laying the foundation
for CSR competition. Contrary to this there are number of association and multi stakeholder
networks that promote CSR collaboration. The collaboration is mainly on issues which are so
massive that collaboration makes it more efficient to work on them.
The increasing drift towards globalization has stretched the scope of CSR. For example, the
addition of clause for conflict minerals in Doss-Frank Financial Reform Act has opened new arena
for corporate responsibility by making many businesses to track four minerals back to their
sources so as to make sure that they don’t add to conflict in minefields of Central Africa. This
example points out to the trend that corporate world is accountable for responsible behavior in
all aspects of supply chain.
There is strong positive correlation between CSR and employment engagement. ‘The Society of
Human Resources Management’ conducted a research by comparing companies with strong
sustainability initiatives with those having weaker programs and the results shows that in
companies with stronger sustainability programs morale was 55% better, business processes
were 43% more efficient, employ loyalty was 38% better and image of company was 43%
stronger.

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 2.4 National Scenario
CSR SPENDING IN INDIA IN 2017
According to data compiled by various NGOs, the total amount of money spent on CSR activities
has increased by 20 percent in the year 2017, as compared to the year 2016. This data was
compiled based on CSR spending done by top 100 companies, which contribute about one-third
of all CSR spending in India as seen in the year 2017 and contribute at least one crore rupees.
Governmental enterprises and Public Sector Undertakings (PSUs) were deliberately left out of the
compiled data. Furthermore, as compared to 44 percent defaulters of CSR data in 2016, the
number was 36 percent in 2017, a marked improvement. Actual CSR spending has also relatively
increased from 86 percent in 2016 to 88 percent in 2017. About 33 percent of the companies
have also spent more than their mandated spending of 2 percent of net profits. Companies spend
more than half of their mandated CSR aid via their holdings and subsidiaries. About 33 percent of
total CSR aid was utilized for literacy-related purposes and a similar amount of money was spent
on rural welfare and on the health sector. An up and coming area for allocation of CSR resources
is on improving the diet of those suffering from malnutrition and on environment protection.

However, since more than 1/3rd of the companies are not complying with CSR rules and
releasing related data, as mentioned above and this shows that greater government regulation
and aid is needed in setting up a thorough system to help them channelize and report their
mandated CSR aid. Furthermore, the government must find a way to utilize unused fiscal aid
from the past year. Companies have also been found to be less than efficient in allocating
resources and tasks to their subsidiaries and holdings to carry out their transferred CSR tasks.

CSR SPENDING IN INDIA 2018-19

The corporate social responsibility (CSR) spend by National Stock Exchange (NSE) listed
companies stood at Rs.118.7 billion in 2018-19, 17.2 per cent higher than the Rs.101.3 billion
spent in 2017-18, data from corporate tracker nseinfobase.com shows. This is highest since CSR
spending became mandatory in 2014-15. As per the Companies Act, companies are required to
spend at least two per cent of their average net profit over the preceding three years on CSR
projects. The data further revealed that Maharashtra topped the list. The state received Rs.9.3
billion from over 501 companies. Also, education sector got the maximum funds of Rs.44.1 billion
from the CSR expenditure made by firms during 2018-19.

CSR SPENDING IN INDIA 2019-20

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Businesses spent less than half on corporate social responsibility (CSR) in 2019-20 compared to
the year before, as per data sourced from the Ministry of Corporate Affairs. This decline in charity
reflects the impact of the economic slump on corporate giving.

Corporate India spent a little over INR 7,800 crore in FY2020 against INR 18,655 crore the year
before.
Data available with the Ministry of Corporate Affairs showed that 248 entities, including large
technology, automobile, and food companies, spent less than the required amount, while 98
companies including those in cement, insurance, and pharma spent nothing.
Meanwhile, the spending on health, disability, and livelihoods more than halved in FY20 to INR
3,582 crore. The share of state-owned companies in overall CSR spending, which was at 20
percent in FY19, came down to about six percent in FY20.
This reduced funding by corporates might explain why the government introduced stringent
amendments to the CSR Rules on January 22, 2021 in a bid to tighten compliance with respect to
unspent funds.

Examples of CSR in India

Tata Group
The Tata Group conglomerate in India carries out various CSR projects, most of which are
community improvement and poverty alleviation programs. Through self-help groups, it has
engaged in women empowerment activities, income generation, rural community development,
and other social welfare programs. In the field of education, the Tata Group provides
scholarships and endowments for numerous institutions.

The group also engages in healthcare projects, such as the facilitation of child education,
immunization, and creation of awareness of AIDS. Other areas include economic empowerment
through agriculture programs, environment protection, providing sports scholarships, and
infrastructure development, such as hospitals, research centers, educational institutions, sports
academy, and cultural centers.

Ultratech Cement
Ultratech Cement, India’s biggest cement company is involved in social work across 407 villages
in the country aiming to create sustainability and self-reliance. Its CSR activities focus on
healthcare and family welfare programs, education, infrastructure, environment, social welfare,
and sustainable livelihood.

The company has organized medical camps, immunization programs, sanitization programs,
school enrollment, plantation drives, water conservation programs, industrial training, and
organic farming programs.
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Mahindra & Mahindra
Indian automobile manufacturer Mahindra & Mahindra (M&M) established the K. C. Mahindra
Education Trust in 1954, followed by Mahindra Foundation in 1969 with the purpose of
promoting education. The company primarily focuses on education programs to assist
economically and socially disadvantaged communities.

Its CSR programs invest in scholarships and grants, livelihood training, healthcare for remote
areas, water conservation, and disaster relief programs. M&M runs programs such as Nanhi Kali
focusing on education for girls, Mahindra Pride Schools for industrial training, and Lifeline Express
for healthcare services in remote areas.

ITC Group
ITC Group, a conglomerate with business interests across hotels, FMCG, agriculture, IT, and
packaging sectors has been focusing on creating sustainable livelihood and environment
protection programs. The company has been able to generate sustainable livelihood
opportunities for six million people through its CSR activities.

Their e-Choupal program, which aims to connect rural farmers through the internet for procuring
agriculture products, covers 40,000 villages and over four million farmers. It’s social and farm
forestry program assists farmers in converting wasteland to pulpwood plantations. Social
empowerment programs through micro-enterprises or loans have created sustainable livelihoods
for over 40,000 rural women.

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 3.1 Analysis based on Secondary Data
In this study analysis has been done on the basis of (1) CSR expenditure (2) CSR initiatives of
selected public and private sectors companies. These initiatives are based on the perimeters
given by Ministry of Corporate Affairs and schedule VII of Companies’ Act 2013

There are 11 main activities for Corporate Social Responsibility which has been subdivided into
68 activities in total. After the detailed study of CSR activities of both the companies.

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 3.2 Findings

Reliance Industries Limited

1200

1000
AMOUNT IN CRORES (₹)

800

600
1022
904
400 771

200

0
2017-18 2018-19 2019-20
YEAR

Reliance Industries Limited

TATA Motors
23.5

23
AMOUNT IN CRORES (₹)

22.5

22
22.91
21.5 22.4

21 21.43

20.5
2017-18 2018-19 2019-20
YEAR

TATA Motors

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 CSR Spending
1200

1000
1022
800 904
771
600

400

200
21.43 22.4 22.91
0
2017-18 2018-19 2019-2020
RIL 771 904 1022
TATA Motors 21.43 22.4 22.91

RIL TATA Motors

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 3.3 INTERPRETATION
Reliance Industries Limited has contributed a lot to the society in the field of promotion of
health care, promoting education, cleanliness drives, sports and rural development among
others whereas Tata Motors promoted health, education, employability, environment and rural
development.

Both the companies contributed for societal development but Contribution of Reliance
Industries Limited cannot be compared to Tata Motors. Reliance Industries Limited is one of the
highest contributed to CSR activity by corporates in India.

Reliance even contributed a lot for Health and Medical in 2020-21, when needed the most. In
the crisis of coronavirus, Reliance Industries Limited contributed around 10% of Oxygen
required.

TATA Group is the largest contributed to CSR activities in India. TATA Motors contributed health
and education in rural areas.

Both the companies increased CSR activities to contribute more to the society repeated for
more than 3 years.

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 4.1 Conclusion
On 29 August 2013, the Companies Bill transformed into the Indian Companies Act, 2013, which
brought, the mandatory implementation of CSR for firms, a first in the world. The people of India
has certainly realized about the importance and reach of CSR activities in India. The clause 135
will churn up, every year, a plethora amountof Rs. 20,000 crores in CSR implementation to the
nation as stated by our Honorable President of India, Shri Pranab Mukherjee. But, to my
knowledge, in the financial year 2014-15, only a meagre Rs. 6337.36 crores has been invested.

This brings out the ground reality of CSR implementation in our country. The backbone reason
behind is illiteracy. Yes, the illiteracy of firms inthe awareness of CSR successful implementation.
The firms new to this,should take help from well-established NGOs, foundations and companies
such as RIL, TCS and TATA Steel etc. for education and help over it.

CSR today is the pillar under which every company stands on. As the government of India has
made it mandatory for every company to practice CSR it will make the triple bottom line to
another level. As the stakeholders of technological era rely on information through the internet,
company can’t afford to go defensive but act morally on issues that add value to their
investment. Pollution abatement, social impact consciousness remains the main factor that
consumers and other stakeholders fix their focus on to charge the status of the company.

Since it is beneficial to act responsibly and since it is expensive to ignore the call of accountability,
why then unnecessarily not follow suit of including CSR in the system? The study concludes that
CSR is inevitable and is part of inclusive and wider sustainable development goal of the company.

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 4.2 Recommendation
1. Integrate CSR: From top to bottom, how inter-connected and inter-twined are your CSR
strands? Do they radiate from your vision CORPORATE SOCIAL RESPONSIBILITY TOP FIVE
RECOMMENDATIONS TO IMPROVE CSR You don’t have to work for large multinational
companies such as Microsoft, Google or Disney with top reputations for Corporate Social
Responsibility, to realise the importance of CSR. Here, communications consultant Gina London
shares her top five recommendations to help you and your organisation focus and improve your
CSR. Statement to the desks of each employee? Step back and carefully examine your vision
statement. Does it capture an element of doing social good? Does it capture anything at all?
Messaging, by definition, should be repeatable, emotional, brief and clear. If your vision isn’t
“visionary” and can’t be repeated by your employees, you should consider updating and refining
it. Next, audit and assess how you are communicating your sustainable business goals throughout
your organisation. Take surveys. The answers may surprise and re-direct you.

2. Formalise Environmental and Social Justice: Integrating CSR into the corporate culture of a
business takes a formal process. Addressing climate change and social justice can and should
become part of this process. Many indicators suggest the success of political climate change
efforts depends on influence from the private sector. Businesses are no longer adversaries, they
are drivers. They’re drivers of equalising gender, sexual preference and family issues. For
instance, in Ireland, fewer than 11 per cent of women are on the boards of listed companies. By
taking on this and other statistics of inequality head on, a brand can distinguish itself from the
pack and lead the way toward empowering all of its employees. As the World Business Council
for Sustainable Development says ‘Business cannot succeed in societies that fail’

3. Encourage Employees to Turn Off: I recently toured the massive Dublin compound of offices
that house Google. From its on-site medical clinic, gym and swimming pool to the free coffee
bars and myriad of healthy snack drawers, employees’ needs appeared to be taken well into
consideration. “That’s because they want their employees never to leave!” scoffed a friend when
I mentioned how impressed I was. But in today’s mobile device world of always being connected,
aren’t all employees everywhere working at a Hotel California? We used to call it ‘burn-out’ but
now it’s more like constant stimulation overload. Such overloaded employees should be
encouraged to take breaks. Google also provides real swing sets and relax-pods. Promoting
reflection, refreshment and re-charging is essential. Unlike the Eagles’ famed hotel, help your
employees to check-out and really leave. If only temporarily.

4. Structure Cross Collaboration: When departments get out of silos and stretch horizontally to
become more communicative, everyone benefits. I’ve been working for the past six months with
a top company to flatten its structure to cross and combine skills toward common goals. Since
2014, for example, Marks and Spencer, Nike, General Motors, along with a growing host of other

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top businesses, formed a coalition committed to fighting climate change under the unified
banner We Mean Business.

5. Teach and Deploy Storytelling: How do you captivate EVERY audience? Through vivid
storytelling. Sure, you can include detail points and data – but only as support for your story.
From monthly internal communications meetings, to quarterly client update reports, this is the
way every presentation should be approached. There is no excuse for ever putting up a boring
PowerPoint slide full of text. If you have to apologise for your slide, it shouldn’t be shown. This
applies to any company – no matter what the industry.

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 5. Bibliography
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[2] http://ijmrr.com/admin/upload_data/journal_Omweno%20Nyameyio%20Enock%20%209sep14mrr.p
df

[3] https://www.ijariit.com/manuscripts/v3i5/V3I5-1280.pdf

[4] https://www.scribd.com/document/386548225/Law-of-Social-Transformation

[5] http://hrmpractice.com/corporate-social-responsibility-csr/

[6] https://www.drpgroup.com/en/blog/the-importance-of-csr-and-why-a-company-should-embrace-it

[7] https://blog.ipleaders.in/csr-laws-india/

[8] https://juudgeblog.wordpress.com/2018/06/28/corporate-social-responsibility-under-companies-
act/

[9] http://unpas.id/index.php/ijsam/article/view/338

[10] https://indiacsr.in/csr-law-india-implications/

[11] https://www.gpminstitute.com/publications-resources/Global-Payroll-Magazine/august-september-
2020/corporate-social-responsibility-in-india

[12] https://www.ril.com/ar2019-20/index.html

[13] https://thecsrjournal.in/csr-report-reliance-industries-limited/

[14] https://www.tatamotors.com/press/tata-motors-releases-its-annual-csr-report-fy-2019-20/

[15] https://www.tatamotors.com/press/tata-motors-releases-its-annual-csr-report-fy-2019-20/

[16] https://www.termpaperwarehouse.com/essay-on/Abstract-On-Csr/90060

[17] https://www.ukessays.com/essays/management/the-background-on-corporate-social-
responsibility-management-essay.php

[18] https://oceanpublishing.ie/council-review/wp-content/uploads/sites/3/2016/10/corporate-social-
responsibility-2.pdf

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 6. ANNEXURES

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