Name-Rishabh Jain

Roll No-14IB352

CSR becomes a buzz word in todays scenario; It creates

a new disruptive and quirky change in the mindset of the
people, who earlier think CSR as charity to the society.
Now after decades passed, it comes with more focused
and structured way into the company operations. After
the introduction of government mandatory policy to
invest two percent of average net profit to the CSR
activities it create a proper footsteps and path to the
corporate world to implement it. Now after the
implementation of this policy it become prerogative of
corporate to come with integration of this activity into
their operations. Now it CSR comes as traction to the
company and provide opportunity to expansion of the
business and help the society.
Now question arises how to solve the problem which
comes into implementation of CSR activities and beyond
the law, because there are plenty of problems which
organization face because of systemic bottleneck, so the
solution comes with proper channelization of money into
the system because if company wants to create
ecosystem where just cheque-writing for charity is not the
only basic premise, it is about how to develop more
sustainable and integrated model into the system and
attach it with company best practices , as earlier when
companies like HCL and Bharti foundation only believe in

writing a cheque for charity and think that they are

following a decorum of the society, but after some time
they understand the real picture behind this and come
with a more structured and integral solution of the
problem by creating primary, secondary and senior
secondary schools in villages. There are lots of example
which we can see from the corporate world where they
come more sustainable and Integrated approach for the
solution of the problem, likewise azim premji who has
leveraged his money to develop the social and public
infrastructure. So these events basically create a proper
persona to perform things.
Now here comes some dilemma whether corporation CSR
or philanthropic activities should be aligned with the
corporation's values and philosophies or they follow other
than philanthrophy, like if we take HCL Technologies for
example, CSR is one element of a wider, declared
corporate commitment to the Triple Bottom Line, the
accounting of a company's activities on social,
environmental and financial parameters.
Other Issue which corporations are basically facing is
whether they follow different suit other than core
competency or same ,now they face paradox situation
here and this create a new treason for the company, and
to solve this issue lots of companies come with CSR
activities within their core domain and give full strength
to the CSR activities .Just like if we take a example ICICI
Bank is considered a good example of a sound strategic
link between its objectives as a fast-growing bank and a

mandate to promote greater financial inclusion. HCL's

youth education and skill development programme, for
instance, focuses on promoting digital literacy for less
privileged youth. Apart from these two some other
company which also comes into the picture to provide
more than their traditional approach and if take a
example of the Britannia Nutrition Foundation (BNF),
which, among other things, provides fortified biscuits as
part of a major school mid-day meal scheme, is one
example. But In contrast Hindustan Unilever's extensive
Shakti Amma programme has attracted some criticism for
linking a CSR objective to a corporate target.
There is another very important issue which todays
organization faces is whether they perform these CSR
activities with themselves or approach some related
NGOs and partenership them to impart CSR activity.
Because some times organization doest have technical
know-how to perform these tasks in proper manner, so in
this condition it is good to have support from NGOs
,which provide a basic platform and way to the
organization.