Corporate
social responsibility (CSR) also called corporate
responsibility, corporate citizenship, responsible
business and corporate social opportunity is a concept whereby
organizations consider the interests of society by taking responsibility
for the impact of their activities on
customers, suppliers, employees, shareholders,
communities and other stakeholders, as well as the environment. This
obligation is seen to extend beyond the statutory obligation to comply
with legislation and sees organizations
voluntarily taking further steps to improve the quality
of life for employees and their families as well as for the local
community and society at large.
The practice of CSR is subject to
much debate and criticism.
Proponents argue that there is a strong business case
for CSR, in that corporations benefit in multiple ways by operating with
a perspective broader and longer than their own immediate, short-term
profits. Critics argue that CSR
distracts from the fundamental economic role of
businesses; others argue that it is nothing more than superficial
window-dressing; still others argue that it is an attempt to preempt the
role of governments as a watchdog over
powerful multinational corporations. OBJECTIVE:
The
objective
of this paper is to examine the nature and extent of
corporate social responsibility (CSR) initiatives under taken by Indian
companies and to study its relevance in business.
Overview
Corporate
social responsibility is necessarily an evolving term that does not
have a standard
definition or a fully recognized set of specific
criteria. With the understanding that businesses play a key role on job
and wealth creation in society, CSR is generally understood to be the
way a company achieves a balance or
integration of economic, environmental ,and social
imperatives while at the same time addressing shareholder and
stakeholder expectations. CSR is generally accepted as applying to firms
wherever they operate in the domestic and
global economy. The way businesses engage/involve the
shareholders, employees, customers, suppliers, governments,
non-governmental organizations, international organizations, and other
stakeholders is usually a key feature of the
concept. While business compliance with laws and
regulations on social, environmental and economic objectives set the
official level of CSR performance, CSR is often understood as involving
the private sector commitments and
activities that extend beyond this foundation of
compliance with laws.
From
a progressive business perspective, CSR usually involves focusing on
new opportunities as a way to respond to interrelated economic,
societal and environmental demands in the marketplace.
Many firms believe that this focus provides a clear competitive
advantage and stimulates corporate innovation.
CSR
is generally seen as the business
contribution to sustainable development which has been
defined as "development that meets the needs of the present without
compromising the ability of future generations to meet their own needs",
and is generally
understood as focusing on how to achieve the integration
of economic, environmental, and social imperatives. CSR also overlaps
and often is synonymous with many features of other related concepts
such as corporate sustainability,
corporate accountability, corporate responsibility,
corporate citizenship, corporate stewardship, etc..
CSR
commitments and activities typically address aspects of a firm's
behaviour (including its policies and
practices) with respect to such key elements as; health
and safety, environmental protection, human rights, human resource
management practices, corporate governance, community development, and
consumer protection, labour
protection, supplier relations, business ethics, and
stakeholder rights.
Corporations
are motivated to involve stakeholders in their decision-making and to
address societal challenges because today's stakeholders
are increasingly aware of the importance and impact of
corporate decisions upon society and the environment. The stakeholders
can reward or punish corporations. Corporations can be motivated to
change their corporate behaviour in
response to the business case which a CSR approach
potentially promises. This includes:
1. stronger financial performance and profitability (e.g. through eco-efficiency),
2. improved accountability to and assessments from the investment community,
3. enhanced employee commitment,
4. decreased vulnerability through stronger relationships with communities, and
5. improved reputation and branding.
Criticisms and concerns
Critics
of CSR as well as proponents debate a number of concerns related to it.
These include CSR's relationship to the fundamental purpose and nature
of business and questionable motives for
engaging in CSR, including concerns about insincerity
and hypocrisy.
Critics
concerned with corporate hypocrisy and insincerity generally suggest
that better governmental and international regulation and
enforcement, rather than voluntary measures, are
necessary to ensure that companies behave in a socially responsible
manner. CSR could prove to be a valuable asset in an age of Mergers
& Acquisitions, as it helps firms spread
their brand name
INDIAN SCENARIO
Even
much before the issue became
a global concern, India was aware of corporate social
responsibility (CSR), due to the efforts of organisations such as the
Tata Group. (Around 66 per cent of Tata Sons, the holding group of the
Tata Group, is today owned by a
trust).
Corporate
companies like ITC have made farmer development a vital part of its
business strategy, and made major efforts to improve the livelihood
standards of rural communities. Unilever is using micro enterprises to
strategically augment the penetration of consumer
products in rural markets. IT companies like TCS and Wipro have
developed software to help teachers and children in schools across India
to further the cause of education. The adult
literacy software has been a significant factor in
reducing illiteracy in remote communities. Banks and insurance companies
are targeting migrant labourers and street vendors to help them through
micro-credits and related schemes.
In
June 2008, a survey was carried out by TNS India (a research
organization) and the Times Foundation with the aim of providing an
understanding of the role of corporations in CSR. The findings revealed
that over 90 per cent of
all major Indian organizations surveyed were involved in
CSR initiatives. In fact, the private sector was more involved in CSR
activities than the public and government sectors. The leading areas
that corporations were involved in
were livelihood promotion, education, health,
environment, and women's empowerment. Most of CSR ventures were done as
internal projects while a small proportion were as direct financial
support to voluntary organizations or
communities.
In
a survey carried out by the Asian Governance Association, which ranks
the top 10 Asian countries on corporate governance parameters, India has
consistently ranked among the top three along with
Singapore and Hong Kong, for the last eight years.
In
another study undertaken by automotive research company, TNS
Automotive, India has been ranked second in global corporate social
responsibility. State-owned
Bharat Petroleum and Maruti Udyog were ranked as the
best companies in India. Bharat Petroleum and Maruti Udyog came on top
with 134 points each, followed by Tata Motors (133) and Hero Honda
(131). The study was based
on a public goodwill index and India received 119 points
in the index against a global average of 100. Thailand was at the top
slot with 124 points.
Several
foundations run by corporate houses plan to devise a
common strategy to ensure transparency in their social and community
development operations, such as tracking spending in and progress of
such projects in their annual reports.
The
effort is significant because it brings together a wide range of Indian
companies to share ideas on innovating sustainable programmes. Among
them are Multi Commodity Exchange of India Ltd, Anil Dhirubhai Ambani
Group and media company Bennett, Coleman and Co. Ltd,
Audit
firm KPMG will partner with them to offer guidance on evaluating
corporate social responsibility or CSR programmes—a trend companies are
slowly embracing as India's
expanding economy contrasts sharply with growing local
protests over land for future industrial projects.
The network alliance stems from the first sustainability summit that was organized in January by the
Associated Chambers of Commerce and Industry of India.
CSR
could prove to be a valuable asset in an age of mergers and
acquisitions, especially as it helps companies spread their brand name,
The new network will also serve as a
common ground to lobby with the government for tax
exemptions and safeguard other interests in the future.
Indian
companies have made little progress in reporting development projects.
And only 48 companies have so far given
their commitment to support the United Nations Global
Compact, a charter for improving the global business environment through
standards, such as labour rights and fighting corruption.
Addressing
business leaders in May last
year, Prime Minister Manmohan Singh said "Corporate
social responsibility must not be defined by tax planning strategies
alone. Rather, it should be defined within the framework of a corporate
philosophy, which factors the needs of
the community and the regions in which a corporate
entity functions."
Some
say companies have an inherent "mental block" in reporting development
programmes. A recent KPMG study among 27 Indian companies showed that a
mere 8%
mentioned their social expenditures in their annual
reports, and only 25% filed CSR reports at all. But a quarter of them
are also signatories of the Global Reporting Initiative, a 10-year-old
movement started by an NGO called
Coalition for Environmentally Responsible Economies
(CERES) and the United Nations Environment Programme. This encourages
companies to make voluntary disclosures and lays down framework on
improving reporting principles.
"Most
companies tend to give to charities than make long-term development
commitments. When a company voluntarily opens up for self-evaluation, it
creates value for shareholders when competing with other companies,"
said Parul Soni, associate director of KPMG's Aid and
Development Services.
An
estimated 100 corporate foundations and 25 foreign firms are involved
in CSR activities in India, but statistics on input and output
are elusive.
According
to Times' Pandey, the Indian corporate sector spent Rs30,000 crore on
social expenditure during the last financial year, up from Rs17,500
crore the previous year. Quoting from a government
report, he said, companies drew a total exemptions of
Rs5,500 crore under income-tax laws last year. These figures, an analyst
said, sound improbable as Indian companies still do not distinguish
between philanthropy and internal
practices to benefit stakeholders such as employees and
community.
Companies,
too, continue to rely on different models to earmark its social
expenditure, making it difficult to measure the overall impact.
For
instance, the Steel Authority of India Ltd (SAIL), the country's
largest steel company, spent Rs100 crore on CSR last year; this was 2%
of its profit after tax, exclusive of dividend tax, according to SAIL
spokesperson N.K. Singhal. Yet others, such as Tata
Steel Ltd, which runs a 850-bed hospital and rural projects in 800
villages around Jamshedpur, spends an average of Rs150 crore as part of
its annual revenue expenditure.
What
eventually makes up for CSR of a company ultimately
depends on leadership; as part of company decision, about 66% of Tata
Sons, the holding group of the Tata group, is today owned by a trust.
Pharmaceuticals
company Jubilant
Organosys Ltd, already runs an anti-tuberculosis
programme with the government of Uttar Pradesh. Apart from schools and
hospitals that are run by trusts and societies, the government, too, is
exploring to widen the scope of
public-private partnerships to build and maintain
schools and hospitals in return for a fixed annuity payment.
CONCLUSION
The
concept of corporate social responsibility has gained prominence from
all avenues. Organizations must realize that government alone will not
be able to get success in its
endeavor to uplift the downtrodden of society. The
present societal marketing concept of companies is constantly evolving
and has given rise to a new concept-Corporate Social Responsibility.
Many of the leading corporations across
the world had realized the importance of being
associated with socially relevant causes as a means of promoting their
brands. It stems from the desire to do good and get self satisfaction in
return as well as societal obligation of
business.
The
Indian corporate sector spent US$ 6.31 billion on social expenditure
during 2007-08, up from US$ 3.68 billion spent
during the previous fiscal. The Steel Authority of India
Ltd (SAIL), the country's largest steel company, spent US$ 21.05
million on CSR last year; Tata Steel Ltd, (which runs a 850-bed hospital
and rural projects in 800 villages
around Jamshedpur), spends about US$ 31.58 million as
part of its annual revenue expenditure. Now there are plans to also
introduce CSR in the small and medium enterprises (SME) sector to
increase its reach in remote areas.
REFERENCES:
1. Corporate Social Responsibility in India - An Empirical Research
By Bernadette Dsilva
2. CSR could prove to be a valuable asset in an age of M&As, as it helps firms spread their brand name - Maitreyee Handique
3.
Corporate Social Responsibility is no longer just an addition, it is a key differentiator." Prasad Chandra, CMD, BASF South Asia
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