Table Of ContentImplementing Corporate Social Responsibility
Subhasis Ray • S. Siva Raju
Editors
Implementing Corporate
Social Responsibility
Indian Perspectives
1 3
Editors
Subhasis Ray S. Siva Raju
Xavier Institute of Management School of Development Studies,
Bhubaneswar (XIMB), Tata Institute of Social Sciences,
Bhubaneswar, Odisha, Deonar, Mumbai,
India India
ISBN 978-81-322-1652-0 ISBN 978-81-322-1653-7 (eBook)
DOI 10.1007/978-81-322-1653-7
Springer New Delhi Heidelberg New York Dordrecht London
Library of Congress Control Number: 2013955068
© Springer India 2014
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recita-
tion, broadcasting, reproduction on microfilms or in any other physical way, and transmission or infor-
mation storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar meth-
odology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in
connection with reviews or scholarly analysis or material supplied specifically for the purpose of being
entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplica-
tion of this publication or parts thereof is permitted only under the provisions of the Copyright Law of
the Publisher’s location, in its current version, and permission for use must always be obtained from
Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Centre.
Violations are liable to prosecution under the respective Copyright Law.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publica-
tion does not imply, even in the absence of a specific statement, that such names are exempt from the
relevant protective laws and regulations and therefore free for general use.
While the advice and information in this book are believed to be true and accurate at the date of publica-
tion, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors
or omissions that may be made. The publisher makes no warranty, express or implied, with respect to
the material contained herein.
Printed on acid-free paper
Springer is part of Springer Science+Business Media (www.springer.com)
Preface and Acknowledgements
India’s emergence as an economic power began with the onset of liberalization,
which was followed soon after by the concept of Corporate Social Responsibility
(CSR). Since then, the role of the corporate sector is to merge economic growth
with social consciousness. This has been accorded a crucial place in the agendas of
both, private and public sector companies. Private sector companies have been pro-
vided with guidelines to ensure that they implement CSR activities for social devel-
opment in their areas of operation. There has, thus been an increase in concerted
efforts on the part of the corporates towards interacting with building community
relations, create channels of communication with various stakeholders and monitor
and assess the impact of their CSR activities in communities. In addition, the private
sector is also seeking opportunities to partner with other governmental and non-
governmental entities for a well-rounded development of the community. Given the
multiplicity of activities, projects and stakeholders in the field of development, it
has become important to identify, map and analyze the extent of the impact of vari-
ous CSR activities and the means adopted to implement them.
In this respect, realizing the need to assimilate different CSR approaches and
provide a common platform to implement CSR activities in a better way, the first
National Conference on Corporate Social Responsibility: Issues in Implementation,
was organized jointly by Xavier Institute of Management Bhubaneshwar (XIMB),
India and Tata Institute of Social Sciences (TISS), Mumbai, India at XIMB in Feb-
ruary, 2012. The major objective of the conference was to bring out and analyze
various aspects of CSR in general, with special emphasis on mapping its territory
in the development of our society in the Indian context. Issues, such as upcoming
trends, new practices, innovative partnership arrangements, problems and challeng-
es in the functioning and evaluation of public and private projects, were discussed at
great length. Given the high quality of these discussions, an edited volume of select
conference papers was conceived.
The present volume consists of 14 papers authored by researchers and practitio-
ners who are closely associated with CSR in India. The edited volume presents ex-
periences from theory and practice of CSR to provide the readers with an enhanced
understanding of its trends, best practices and some key learning issues. We hope
v
vi Preface and Acknowledgements
the readers will find this volume useful for CSR research, formulation of policies
and their sound implementation in the country.
We are grateful to all those who have contributed to the successful organization
of the conference. We would like to thank Prof. S Parasuraman, Director, TISS
and Fr. P.T. Joseph, SJ, Director, XIMB for their continual guidance and support.
Thanks also to Ms. Sushila Nayak, Centre for Resettlement, Rehabilitation and Cor-
porate Social Responsibility, XIMB, for helping to organize the conference. Our
thanks are due to Ms. Sudha Ganpathi and Mr. Venkat for their efficient copyediting
of the papers. Our sincere thanks to Ms. Priyanka Bhosale for her continual assis-
tance and coordination in finalizing the volume.
Subhasis Ray
S. Siva Raju
Contents
1 Measuring Performance of Corporate Social Initiatives:
Some Methodological Issues.................................................................. 1
S. Siva Raju
2 Implementing Corporate Social Responsibility in India:
Issues and the Beyond ............................................................................ 19
Ananda Das Gupta
3 Analyzing Capacity Development Approaches in CSR
Implementation and Their Societal Impact: A Case Study of
ITC’s E-Choupal .................................................................................... 31
Sumita Sindhi, Upendra K. Maurya and Mahendra K. Shukla
4 “Good Business Versus Being Good In Business”—
Relationship Between Financial Performance and
Corporate Social Responsibility in India ............................................. 45
Neeti Sanan, Namita Rajput and Sangeeta Yadav
5 Communication of Corporate Social Responsibility on the
Internet: a Study of Selected Private Sector Companies in India ..... 63
Sumona Ghosh
6 Corporate Social Responsibility (CSR)
and Entrepreneurship in India: Exploring the Landscape of
Possibilities.............................................................................................. 85
Manoj K. Dash
7 Shopping for CSR: An Indian Perspective of Implementing
CSR in Retail .......................................................................................... 101
Vijay Pereira and Shilpa Patel
vii
viii Contents
8 Corporate Social Responsibility in Indian Banking Sector:
A Critical Analysis.................................................................................. 111
Anjali Kulkarni
9 Social Responsibility and the Indian Entrepreneur ............................ 129
Satish Nair and C. Gopalkrishnan
10 Integrating CSR and its Sustainability into Management
Education: The GITAM-SIFE Model .................................................. 139
M.V. Rama Prasad and Sankar Mukherjee
11 Issues in Implementing CSR: An Indian Perspective ......................... 151
Archana Shukla and Laura Donovan
12 Measuring Effectiveness of CSR Program: A Case Study of
Tata Power Co. Ltd ................................................................................ 167
Sanjaya Pradhan and Ravi Puranik
13 Corporate Social Responsibility and Community
Development in Assam: A Case Study of Oil India Limited .............. 185
Pulak Dhar
14 Shilpa Gurukula: A Novel CSR Initiative ............................................ 199
Kalpana Gopalan
Contributors
Manoj K. Dash ESSAR Group Foundation, ESSAR Steel India Ltd.,
Bhubaneswar, Odisha, India
Pulak Dhar Assam University, Silchar, Assam, India
Laura Donovan CSR and Microfinance, Partners in Change (Independent
consultant in Costa Rica now), New Delhi, India
Ananda Das Gupta Indian Institute of Plantation Management, Bangalore, India
Kalpana Gopalan Senior Research Fellow, National Institute of Urban Affairs,
New Delhi, India
C. Gopalkrishnan Strategic Management & Entrepreneurship Area, Institute of
Management, Nirma University, Ahmedabad, India
Sumona Ghosh Department of Commerce and Business Administration, St.
Xavier’s College, Kolkata, India
Anjali Kulkarni School of Rural Development, Tata Institute of Social Sciences,
Tuljapur, India
Upendra K. Maurya Xavier Institute of Management, Bhubaneswar, Odisha,
India
Sankar Mukherjee Bengaluru School of Management Studies, GITAM
University, Bengaluru, India
Satish Nair Strategic Management & Entrepreneurship Area, Institute of
Management, Nirma University, Ahmedabad, India
Shilpa Patel Portsmouth Business School, University of Portsmouth, UK
Vijay Pereira Organization Studies and HRM group, Portsmouth Business
School, University of Portsmouth, UK
Sanjaya Pradhan Community Relations at Tata Power Ltd., Mumbai, India
ix
x Contributors
M. V. Rama Prasad Bengaluru School of Management Studies, GITAM
University, Bengaluru, India
Ravi Puranik Tata Power Ltd., Mumbai, India
Namita Rajput Department of Commerce, University of Delhi, New Delhi, India
S. Siva Raju School of Development Studies, Tata Institute of Social Sciences,
Deonar, Mumbai, India
Archana Shukla CSR and Supply Chain Management–Research and Programme
(Chief Operating Officer), Prakruthi (now), previously Partners in Change, New
Delhi, India
Mahendra K. Shukla Xavier Institute of Management, Bhubaneswar, Odisha,
India
Neeti Sanan Accounting & Finance, Indian Institute of Management, Udaipur,
India
Sumita Sindhi Xavier Institute of Management, Bhubaneswar, Odisha, India
Sangeeta Yadav Business Schools in New Delhi, New Delhi, India
Description:This book is a compilation of Corporate Social Responsibility (CSR) theory and practices, with special reference to the Indian context. Over the last few decades, which have seen the onset of globalization, emergence of the industrial sector and an increased focus on community development, much atte
