Project On

Corporate Social Responsibility

Of Life Link General
Transport, U.A.E

Presented By-
Prenoy Mathew -200206003
Janice Benny-200206005
Lakshmi Ramachandra Prabhu-200206007
Kannan Suji -200206010
Safa Ahmed -200206011
Afrid Mohideen S -200206015
 What is “csr”?
 CSR stands for corporate social responsibility, and it refers
to a company's attempts to change society in any way.
These activities can vary from monetary donations to the
implementation of environmentally sustainable workplace
policies.
 The objective of corporate social responsibility is to give
back to the community by participating in charitable causes
and providing positive social benefit. Businesses are
constantly relying on CSR to make a difference and create a
positive identity.
 Benefits of CSR
The advantages of CSR discuss about the importance of CSR and
why you should want to implement it within your business:

1. Increased employee satisfaction

2. Increased customer loyalty
3. A benefit over competitors
 Limitations

1.Colliding of business goals

2.Competitive Disadvantage
3.Impact upon the reputation of corporation.
 CSR is categorized
1.Ethical Responsibility
2.Philanthropic Responsibility
3.Environmental Responsibility
4.Economic Responsibility
TRIPLE BOTTOM
LINE
An accounting system which
has 3 dimensions:

 Social
 Environmental
 Financial
 The term was coined by John Elkington in 1994.

 According to triple bottom line (TBL) , the focus should

not be just on bottom line like how it is usually profits or
loss , instead there should be three – profit , people and
planet.

 Measures the commitment of companies on corporate

social responsibility.
 3 P’s of CSR
 People

 Planet

 Profit
People
 Organization with TBL is not only responsible
to their shareholders but also to their
employees , customers ,etc.
Planet
 Organizations which adopt the TBL model tries
to reduce any negative environment impact , as
the understand that the smaller negative impact
that they have the longer the company will be
able to operate.
Profit
 In the past , organizations used to mostly only care
about its financial performance. But now
organizations which have adopted TBL model looks
at profits in terms of how it can helpful for the
broader community.
 Challenges of
TBL Model
 There is no common units to measure all aspects
 A possible solution for this would be to measure
triple bottom line in terms of an index
 There is no universal approach to estimate the
triple bottom line.
 Stakeholders, subject matter experts, and data
availability, which will differ from organization to
organization , will eventually drive triple bottom
line calculations.
CSR IN UAE
 Smart platform for CSR for companies
was launched in November 26 , 2019
 Aims in allowing the private sector to
contribute effectively to the sustainable
community development of the country
CSR Index
 CSR Index
 Helps in tracking the performance of
businesses and institutions.
 Helps in identifying gaps

 CSR UAE Label

 Official recognition for
organization’s activities that will help
in creating a sustainable future.
Top performing organization’s will be awarded either Gold, Platinum
or Silver based on their evaluation metrics
COMPANY PROFILE
Company History
Lifelink was established in 1995 in Rashidia, UAE
and has enjoyed tremendous growth ever since. As
the UAE market is dynamic and competitive,
Lifelink offers the best process available.
The company is run by a small team and together
they ensure on quality of equipment and customer
satisfaction.
They aim to provide sustainable heavy equipment
to ensure overall increase in industrial productivity.
Lifelink has a large fleet of heavy equipment, from
which the best option can be chosen according to
the customers needs.
VISION, MISSION & VALUES

 VISION- Establish lasting customer

relationships based on a foundation of trust,
integrity, and transparency. Our core values ​
are centered on safety, service, respect,
diversity, and integrity.
 MISSION-Meet customer expectations on
time, at all times, and strive to ensure customer
satisfaction, on-time delivery, service
reliability, availability, and out-of-hours
response.
 VALUES- Unwavering commitment to quality,
safety, and teamwork. We also strive to ensure
that customers receive the right service at the
right time at the right price.
SERVICES OFFERED
The company offers a wide range of heavy equipment
consisting of various categories of forklifts to meet
the needs of various industries and warehouses.

 RECOVERY SERVICES
 EQUIPMENT MAINTENANCE SERVICES
 24 HOUR TELEPHONE SERVICES
 SPECIAL SERVICES ( miscellaneous jobs
connected to heavy equipments. )
 OPERATIONAL LEVEL SERVICES (Warehouse
shifting, Installation & dismantling of machinery )
CSR STUDY OF THE COMPANY

 CSR is one of Life Links core

practices

 The company understands that the

society and the environment goes
through several difficulties.
 Charity work
Some initiatives that Life Link has participated
in are:

 Dubai Cares Walk for Education

 Ramadan care packages and iftar volunteering
 10 Million Meals
 Iftar Meals

 During Ramadan they

distribute iftar meals.
 Meal packets are distributed in
labor camps.
Reduce negative environment impact

 Life Link focuses on limiting

water and energy use, as well as
recycling.
 They encourage their employees
to print only when its necessary
to reduce paper wastage.
Covid Relief Work

 Life Link CSR activities

included covid19 relief
work , where contributions
were made to different
NGO’s in various states of
India as India faced the
second wave of covid.
Clean Up UAE Program

 In December 2019, Life

Link employees took
part in a major campaign
to clean up the beaches
and deserts.
 As of now , Life Link does not have a
separate CSR department as it is relatively a
small organization , but still all the
employees makes an effort in taking part in
some way or the other by making it a better
place for future generations.
 RECOMMENDATIONS
VARIABLES & CURRENT CSR ACTIVITIES

VARIABLES

INTERNAL EXTERNAL
 STRATEGIC
IMPLEMENTATION
The organization can recycle the steel from various scrap areas
like car dumps. The company can also ask its suppliers whether
their products are made from recycled materials and if not, they
should encourage them to do.

Poor hygiene does affect the organization. It affects the

working environment as well as the mental health of the
people in the organization. The insiders as well as
outsiders are encouraged/need to make use of the
sanitizers, gloves & masks that are being distributed to
prevent the virus from spreading.
 PROPOSED
BENEFITS
By recycling steel, it helps in reducing the costs of the
company. Customers who prefer buying products or services
from eco-friendly businesses will be attracted which helps
the organization get an edge over the competitors. If the
company is less dependent on natural resources when
compared to its competitors and has ways in dealing with
rising costs due to climate change, this type of business has
high chances of surviving and being successful in the long
run.

By making use of the sanitizers, gloves &

masks that are being distributed in the
company, it helps in preventing the COVID19
Virus from spreading among people. Also this
helps in spreading awareness among people
with regards to public hygiene.
CONCLUSION
This report focuses on understanding the various CSR strategies of Life
Link General Transport and how they influence as well as benefit
society, the environment, and people. The company understands that
the society and the environment of the modern world go through
several difficulties and a series of challenges and they do everything
they can to help overcome these issues. Life Link has participated in
numerous charity events in Dubai like Dubai Cares Walk for Education,
Ramadan Care Packages and Iftar Volunteering, 10 Million Meals, etc.
Every year, during the month of Ramadan they distribute iftar meals for
laborers in various places. Meal packets are also distributed in labor
camps and accommodations. The analysis also clearly shows that Life
Link has taken a keen interest in CSR considering the various variables
like Entertainment & Leisure Facilities, Environmental, Health &
Safety Measures, and Safety Employed Atmosphere. Life Link is doing
a great job in carrying numerous CSR activities as well as contributing
to the betterment of the future years to come.
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Life Link Heavy Equipments LLC. (n.d.). https://lifelink.ae/