ABSTRACT

Corporate Social Responsibility is a term each and every

individual of this era is aware of. The evolution of CSR in India refers to
changes over time in India of the cultural norms of corporations’
engagements of CSR. Among other countries, India has one of the
richest traditions of CSR. In recent years, Indian Entrepreneurs are
aware of their responsibilities towards society. The study is about the
CSR activities of Tata Steel, which believes in society development
since its’ inception. Leaders of Tata Group like Jamshedji Tata, JRD
Tata, Ratan Tata have contributed hugely towards CSR, which helps in
sustainable development and good corporate governance.CSR has
always been taken care of by Tatas. In this study, we have focused on
CSR activities of Tata Steel in and around Jamshedpur. Data is collected
through primary and secondary sources up to 2013,as the study was
done before two and half years. The study shows how Tata Steel
contributes in the areas of Education, Health, Tribal and Sports. This is a
thorough study which may be carried forward for future study when data
would be available for 2014,2015 and 2016.

1
CHAPTER:-1

 INTRODUCTION
 CSR ACTIVITIES: SHARING WEALTH TO DIMINISH
DISPARITIES
 EDUCATION
 ONGOING PROGRAMMES

2
CHAPTER:-1

INTRODUCTION

CSR activities: Sharing Wealth to Diminish Disparities

For Jamsetji Tata, the progress of enterprise, welfare of people and

the health of the enterprise were inextricably linked. Wealth and the
generation of wealth have never "been ends in themselves, but a means
to an end, for the increased prosperity of India," The Times of India said
in 1912 of the Tatas.

Successive generations of Tata Group leaders have always held the

belief that no success in material terms is worthwhile unless it serves the
interest of the nation and is achieved by fair and honest means.

Conscious that the task of social progress, especially in a country

as diverse as India, cannot be undertaken by the Government alone, J R
D Tata the Chairman of the Tata Group from 1938 to 1991, believed
that, "to create good working conditions, to pay the best wages to its
employees and provide decent housing to its employees are not enough
for the industry, the aim of an industry should be to discharge its overall
social responsibilities to the community and the society at large, where
industry is located."

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 At the vanguard of social commitment Guided by this mandate,
Tata Steel has for decades used its skills and resources, to the extent it
can reasonably afford, to give back to the community a fair share of the
product of its efforts.

It was the first to establish labour welfare practices, even before

these were made statutory laws across the world. In 1912 it invited
Sidney and Beatrice Webb, the Founders of the London School of
Economics, to prepare a Memorandum of Health for the Steel City. The
Company also instituted an eight-hour workday in 1912, free medical
aid in 1915, a Welfare Department in 1917, leave with pay, Workers
Provident Fund and Workmen’s Compensation in 1920 and Maternity
Benefit for ladies in 1928.

With the understanding that the hunger for employment can never
be satisfied despite its best efforts, the Company took an enlightened
decision to address the needs of those who migrated to its vicinity in
search for employment. It first stimulated entrepreneurship and
economic development in the Steel City and then reached out to the rural
poor, empowering them with the means to create better livelihoods
within their own villages.

At the same time, Tata Steel also fulfilled their basic need for
health care, food security, education and income generation through the

4
development of rural infrastructure, empowerment and community
outreach programmes.

By virtue of the extent of its demonstrated commitment for

decades, through the beliefs and values it has acted upon, the resources it
has deployed, the wealth it has shared as well as the many "firsts" it has
achieved through socio-economic programmes, Tata Steel is India’s
acknowledged Corporate Social Responsibility leader and is recognised
as a most humane organisation. Every lesson learned, every piece of
knowledge gathered, the Company offers to all those who wish to work
alongside it to "improve the quality of life of the communities it serves."

Education

Tata Steel has influenced the integration of tribals in the economy

in a less obvious and immediate way by propping up the education of
tribal children and youth of various ages and at various stages of their
academic career.

Infants and toddlers are prepared for formal schooling in the

informally run balwadis (crèches/nurseries). The drop out rate of tribal
students in schools and colleges has been checked with financial
assistance and sponsorships.

The TCS bears the entire expense of two tribal students who secure
admissions for management education at the Tata Institute of Social
5
Sciences. It also coaches students for entrance into administrative,
technical and the public services.

An unusual project called Sahyog, implemented in five schools,

helps tribal students to develop self-esteem and plan their future.

The Xavier Institute for Tribal Education near Jamshedpur has also
been supported by Tata Steel to produce professionally trained
personnel.

"Thank you Tata Steel and Tribal Cultural Society..."

Had it not been for this fellowship from Tribal Cultural Society, I
was bound to be like many others, recycled into the family's earning
process at an age when I needed to be at school”, says Sunita Murmu.
And then came the announcement of Jyoti Fellowships. Sunita won
the award not just for the year, but, for the next seven consecutive years
as well. The fellowship saw her through matriculation and Intermediate.
Relieved of the pressure, Sunita was able to concentrate and secure first
division all through. At an award ceremony, when asked what she had to
say about this assistance, “Thank you, Tata Steel and Tribal Cultural
Society” were the words she uttered with extreme gratitude.
Tribals –culture :Efforts to support tribals may well leave them at
the doorstep of development without a sense of belongings and their
cultural heritage.

6
 With a view to helping the tribal population preserve its rich
inheritance, Tata Steel has set up the Tribal Culture Centre (TCC) at a
cost of Rs 35,00,000. This Centre showcases the tribal legacy of four
major and five minor tribes of Jharkhand and Orissa and evokes a lot of
interest amidst scholars, researchers and even laypersons. TCC not only
documents relevant research but also enables the continuation of the
tradition by sharing it with the youth and non-tribals.

Additionally, a Santhali Language Laboratory has also been

initiated in the Centre since 2002-03.

The centre was instrumental in reviving the now almost forgotten

'Kati' - a game played between two teams that attempt to score points by
hitting the opponent's Kati - a semicircular piece of wood by a long
wooden stick using their feet. Known to be a game that used to be
played by youths in non agricultural season, it tests the team spirit,
physical strength and concentration levels of the players.

"Hundreds of people joined..."

Adim Dastoor, a three day programme, was organized at Bari

Maidan, Jamshedpur. This cultural extravaganza showcased the heritage
and lifestyle of the indigenous people in Jharkhand. Lecture
demonstration sessions on tribal heritage, exhibitions on historical
advent of tribal movements, various forms of tribal dance and music,
7
their relevance and specifics were dwelled upon at great length followed
by actual performance by the experts.

The event also showcased a day-night Kati tournament between 25

teams from all over Jharkhand and tribal Orissa.

Tribal belief has it that within the 'Akhara' (common meeting place
for men within the village), no one is an audience. Every step taken is
dance, every word that is uttered is a song. The climax of the three-day
event resounded this belief as hundreds of people in the ground joined in
the performance accompanied by 25 drum beaters who lent a sparkling
end to the festival.

Income generation for tribals :In order to help tribals address

their basic needs in a self-reliant and sustainable way, Tata Steel has
long been involved with increasing the agricultural productivity for them
in the rural areas through assured irrigation.

Tata Steel, holding the belief that the tribals know best for
themselves, has assisted in the formation of many Self Help Groups
(SHGs).

These SHGs enable the tribals to arrange for credit and engage in
micro-enterprises like making Dokra items, carpet weaving, terracotta,
paper bag making, mat making, food processing, poultry, mushroom
farming, piggery, pisciculture and floriculture. Tata Steel provides these
8
groups with training, networking and assistance in marketing.
For making a long term impact on the prospects of the tribals, the
Company has given them vocational training in areas like basic
computer operation, software management, shorthand, typing, motor
driving and handling pregnancies as birth attendants.

"There was will and that was what saw us through..."

Opportunity from TCS came like a ray of hope. Not knowing what
to expect from the workshop, I still dragged myself to participate in it.
Simple techniques on packaging the candles we made, helped improve
the presentation of the product... Deepawali, Christmas and Gram Shree
Mela provided us with huge business prospects, which we were able to
encash upon. Next we received an order from Tata Steel to supply 5000
candles in a week's time. But there was will and that was what saw us
through. My future plans are to improve our business extensively and
also to enter the metropolitan market. And with TCS behind us, we will
make it. If I have found meaning in my life, it is because of TCS.
Without them, my desire to do something substantial would have
remained intangible forever.

Health care :Among the most active sponsors of the Lifeline

Express – a hospital on wheels- Tata Steel has endeavored to take
medical care far beyond those connected with its operations. This unique

9
train travels at the behest of its sponsors to those parts of rural India, left
untouched by modern medicine.

At Jamshedpur, the Company runs a 850-bed general hospital with

a specialised Burn Centre, Dispensaries and Super Dispensaries to reach
out to its employees as well as a large number of citizens across the steel
city. The network of specialised medical care units it has created also
fulfills the need for low cost, high quality medical care for the
economically less privileged. It established the Jamshedpur Blood Bank
to provide safe blood to those in need and has very successfully
promoted a culture of voluntary blood donations. At its outlocations the
Company has set up hospitals, which cater to the healthcare needs of
people from the surrounding rural areas.

The doctors and para medical staff of its hospitals as well as the
dedicated staff of its social welfare arms have also taken health care
awareness including eye care, tuberculosis treatment, general health
awareness, HIV/AIDS Awareness and Mother and Child survival
programmes to a large number of villages and communities.

Through the efforts of the Tata Steel Rural Development Society

(TSRDS) and the Tata Steel Family Initiatives Foundation (TSFIF), the
Company covers the rural and peri-urban population through basic
health care amenities. Both these social welfare arms of the Company

10
have been building capacity through training programmes to create
community based health care partners as well as grass-root volunteers.

The Company has successfully changed notions of millions of

villagers on water and sanitation, created a demand for better health
facilities, ensured immunisation for tens of thousands and been
instrumental in bringing down infant mortality rates.

Ongoing Programmes

Mother and Infant Survival Programme Population Stabilisation

Operation Muskaan for cleft lips and palates "YARS" - Youth and
Adolescent Reproductive Services Specifically targeted programmes on
HIV and AIDS. Project "WATSAN" for Water and Sanitation Free
Health Checkups for Women at Surya Clinics Pioneer in Family
Initiatives and HIV/AIDS Awareness Ringing the first alarm bell for
Population Control The first corporation in the country to launch a
family welfare programme, Tata Steel has been promoting controlled
family planning since the 1950s. Through the innovative use of
communication media, motivational programmes have extremely
successfully broken the barriers of prejudice and myths to bring about
the participation of communities, in even those which do not readily
accept family planning.

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Jamshedpur today is a leader in demographic indices in the country. For
the past 16 years, Tata Steel Family Initiatives Foundation (TSFIF) -
formerly the Family Planning Department - has been reaching out to the
Community in Jamshedpur with Family Planning and Reproductive
Health Services. It covers a heterogenous population of over 10,00,000
including adolescents and youth, industrial workers, bustee dwellers and
those from the indigenous tribes of the area. Now it is in the process of
reauthoring its role, so as to extend both its capability and services into
emerging sectors of need.

Health and AIDS AwarenessThe health and safety of the

employees and the community is critically interlocked with productivity
and is enshrined in Tata Steel’s Vision. The Company has thus taken
proactive steps in AIDS prevention by spreading awareness not only
amongst its employees, but also the community at large so that the
inhabitants of Jamshedpur and at other locations, remain safe.

Tata Steel has evolved a corporate sector model to prevent the

spread of STD/HIV/AIDS, globally and nationally. This model is being
shared through forums like ILO, Global Business Coalition on
HIV/AIDS, Global Compact Initiatives, WHO-SE Asia Regional Office,
NACO (National AIDS Control Organisation) and JAPC (Jharkhand
AIDS Prevention Consortium) and more recently through Global

12
Reporting Initiatives. This programme extends to the rural and urban
populace residing in and around Jamshedpur.

The Global Business Coalition, which is an alliance of over a

hundred major international companies who are expected to lead by
example, is dedicated to combating this disease. Tata Steel is one of its
founding members. The prestigious "Global Business Coalition Award
(GBC) for 2003 for Business Excellence" was conferred on Tata Steel
for its response to the epidemic and its outstanding HIV/AIDS
Awareness work in Jamshedpur. The award is conferred on companies
who have evolved best practices on HIV/AIDS prevention, especially to
reduce the stigma and discrimination. This award places Tata Steel’s
initiatives at par with the best in the world, to be showcased globally.

Environment Tata Steel believes that environment management is

integral to sustainable business. The company's commitment in this area
can be further gauged from the fact, that Tata Steel is the first company
in the country to be conferred ISO-14001 Certification for its main steel
works and utility services in Jamshedpur. All its mines and collieries are
also ISO-14001 Certified for environmental management.Tata Steel's
collieries and mines which support the 'Save Forests' campaign are a
benchmark in environment management, Further augmenting its
commitment in this field, Tata Steel, has planted 1.5 million surviving
trees as a part of the “Green Millennium” campaign. It may be worth
mentioning that Jamshedpur has the best tree cover in the country.

13
CHAPTER:-2

 REVIEW OF LITERATURE
 ECONOMIC:
 SOCIAL:
 VARIOUS POLICIES OF TATA STEEL:
 AWARDS:
 SPECIAL INITIATIVES/ CAMPAIGNS /
COLLABORATIONS:
 TECHNOLOGY:
 MAJOR RELIEF OPERATIONS (1990-2002)

14
CHAPTER:-2

REVIEW OF LITERATURE

The concept of CSR originated in the 1950‘s in the USA but it

became prevalent in early 1970s . At that time US had lots of social
problems like poverty, unemployment and pollution. Consequently a
huge fall in the prices of Dollar was witnessed. Corporate Social
Responsibility became a matter of utmost importance for diverse groups
demanding change in the business. During the 1980‘s to 2000,
corporations recognized and started accepting a responsibility towards
society. Corporate social responsibility (CSR) focuses on the wealth
creation for the optimal benefit of all stakeholders – including
shareholders, employees, customers, environment and society. The term
stakeholder, means all those on whom an organization's performance
and activities have some impact either directly or indirectly. This term
was used to describe corporate owners beyond shareholders as a result of
a book titled Strategic management: a stakeholder approach by R.
Edward Freeman in the year 1984.

1 According to Bowen, ―CSR refers to the obligations of

businessmen to pursue those policies to make those decisions or to
follow those lines of relations which are desirable in terms of the
objectives and values of our society.

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 2 Frederick (1960) stated ‗Social responsibility means that
businessmen should oversee the operation of an economic system that
fulfills the expectations of the people.‘ .

3 Davis (1960) argued that social responsibility is a nebulous idea

but should be seen in a managerial context. He asserted that some
socially responsible business decisions can be justified by a long,
complicated process of reasoning as having a good chance of bringing
long-run economic gain to the firm, thus paying it back for its socially
responsible outlook (p. 70).

4 An ideal CSR has both ethical and philosophical dimensions,

particularly in India where there exists a wide gap between sections of
people in terms of income and standards as well as socio-economic
status (Bajpai, 2001)

5. Goyder(2003) argues: ―Industry in the 20th century can no

longer be regarded as a private arrangement for enriching shareholders.
It has become a joint enterprise in which workers, management,
consumers, the locality, govt. and trade union officials all play a part. If
the system which we know by the name private enterprise is to continue,
some way must be found to embrace many interests whom we go to
make up industry in a common purpose.‖ ).

6 CSR implies some sort of commitment, through corporate

policies and action. This operational view of CSR is reflected in a firm‘s

16
social performance, which can be assessed by how a firm manages its
societal relationships, its social impact and the outcomes of its CSR
policies and actions (Wood, 1991).

1.2 Purpose To understand the concept and scope of corporate social

responsibility and getting an insight in CSR practices in the light of the
case study of the TATA Group.

In the 1920s and 1930s, when it was still called Tata Iron and Steel
Company, TISCO's largely tribal workers fought pitched battles with the
European or Parsi management. Work conditions and the right to
organize were important rallying issues, and over the years, the company
developed a reputation for union-busting, often by violent means.

The value of Dorabji’s Expansion Programme came to be

appreciated only during the phase when world was reeling under the
pressure of the Great Depression. The Tatas survived the depression and
supplied nearly ¾ of the country’s steel requirements. By the Second
World War, Tatas’ production capacities had expanded enough to make
their prices lower than those of steel produced in England raising them
to an authoritarian position.

By the 1980s, the government was clearly in control of what had

come to be called the commanding heights of economy. More than 45%
of output in organized industry came from the public sector as well as
bank and other long-lending institution.

17
 In 1981-82, eight of the largest firms in India were in the public
sector, as were 24 out of the top 30 in terms of total capital employee. In
this sense it could be said that Nehru’s goals when he had began the
planning process had been achieved. But this success has to be seen in
the context of the fact that industrial growth rates had lagged at about
4% per annum between 1964-65 and 1975-76.This rate was in sharp
contrast to what was happening in the Asian economies and in Southeast
Asia. These countries had achieved consistent high growth by opening
up their markets and by abandoning policies of import substitution.

Indira Gandhi in her second stint as prime minister was not willing
to inaugurate a new industrial policy that departed from the socialist
pattern put in place by her father. Yet she was far too astute not to
recognize the signs of crises that were waiting in the wings. She made
the gesture that her government supports the expansion and
modernization of the private sector. The basic elements of the new
policy began to emerge against the background of the India Special
Drawing Rights billion-dollar loan agreement with the International
Monetary Fund to cope with the balance of payment deficits.

Rajiv Gandhi- Both internal & external finance shortages were

worsening. Trade deficit increased from 10 billion in 1983-84 to Rs. 34
billion in 1985-86 so it became difficult to repay loan.

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Economic:

TATA Steel, formerly Tata Iron and Steel Company Ltd (Tisco),
the company around which the entire township of Jamshedpur was built,
was registered in Bombay (now Mumbai) on August 26, 1907. It had an
initial capacity of 160,000 tones of pig iron, 100,000 tones of ingot steel,
70,000 tones of rails, beams and shapes and 20,000 tones of bars, hoops
and rods. It also had a powerhouse, auxiliary facilities and a laboratory.
It was in 1955 that Tata Steel began its two million-tone expansion
programme, the largest project in the private sector at that time. The
project was completed in December 1958. Beginning in the 1980s, the
company undertook in various phases an ambitious modernization
programme. The first phase, between 1981 and 1985, involved a total
project cost of Rs.223 crores. This phase, among other things, saw the
installation of two 130 tone LD converters, two 250 tone a day oxygen
plants, a bar forging machine, two vertical twin-shaft lime kilns and a
tar-dolo brick plant. Significantly, a six-strand billet caster and a 130-
tone vacuum arc refining unit were installed, that too in the integrated
steel plant.

The second phase (1985-1992), involving a project cost of Rs.780

crores, saw for the first time in India coal injection in blast furnaces and
coke oven battery with 54 ovens using stamp-charging technology.
Apart from this, a 0.3 mtpa (million tone per annum) wire rod mill, a 2.5

19
mtpa sinter plant, a bedding and blending plant and a waste recycling
plant of 1 mtpa were installed.

The cost of the third phase (1992-1996) of the project was a

whopping Rs.3,600 crores, and that of the fourth phase (1996-2000)
Rs.1,300 crores. The company recently commissioned its 1.2 mt (million
tone) capacity Cold Rolling Mill Complex at a project cost of Rs.1,600
crores. This four-phase modernization programme has enabled Tata
Steel to be equipped with the most modern steel-making facilities in the
world. As of today, the Tata Steel facility has a hot metal capacity of 3.8
mtpa and a crude steel capacity of 3.5 mtpa, corresponding to a salable
steel capacity of 3.4 mtpa. Tata Steel has been in the forefront of India's
industrialization and an engine of growth. It is part of Tata Group, a
prestigious, family-owned Indian multinational with 2005 revenues of
$17.8 billion, the equivalent of about 2.8 % of India's GDP. Tata Steel's
acquisition of Corus was a marriage made in heaven.

Tata acquired Corus, which is 4 times larger than its size and the
largest steel producer in U.K. The deal, which creates the worlds fifth
largest steelmaker, is India’s largest ever foreign takeover and follow
Mittal steel’s $31 billion acquisition of rival Arcelor in same year.

Tata acquires corus on the 2nd of April 2007 for a price of $12
billion. The price per share was 608 pence, which is 33.6% higher the
first offer which was 455 pence.

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 For the fiscal year ended March 2006, the company generated
revenues of $3,693.6million (IR17,144.22 Crores), an increase of 0.1%
over the previous fiscal year. The company saw a net income of $755.4
million (IR3,506.38 Crores), an increase of 8%over fiscal 2005 months.

Social:

Social responsiveness became integral to organizational objectives

of Tata Steel, even before the company was established in 1907. In
1970, however, Tata Steel formally incorporated its commitment to the
stakeholder concerns, including those of the nation, and environment, in
its Articles of Association. ‘The Company shall have among its
objectives the promotion and growth of the national economy through
increased productivity, effective utilization of materials and manpower
resources and continued application of modern scientific and managerial
techniques in keeping with the national aspirations, and the Company
shall be mindful of its social and moral responsibilities to the consumers,
employees, shareholders, society and the local community.

For Jamsetji Tata, the progress of enterprise, welfare of people and

the health of the enterprise were inextricably linked. Wealth and the
generation of wealth have never "been ends in themselves, but a means
to an end, for the increased prosperity of India.

Tata Steel’s efforts at environment management are well

recognized. It’s Steel Works in Jamshedpur, all its mines, collieries and
21
manufacturing divisions in its out locations are certified to ISO-14001.
Jamshedpur is the only town in the country which has an ISO-14001
certified service provider. Significant achievements by the Company
include an improvement in environment and resource conservation,
including a reduction in green house erosion, raw materials and water
consumption. The Company has increased waste reuse and recycling.

The heritage of returning to society what they earn evokes trust among
consumers, employees, shareholders and the community. This heritage
will be continuously enriched by formalizing the high standards of
behaviour expected from employees and companies.

The TATA name is a unique asset representing Leadership with

Trust. Leveraging this asset to enhance group synergy and become
globally competitive is the route to sustained growth and long term
success. Values Trusteeship Integrity Respect for Individual Credibility
Excellence.

Various Policies of Tata Steel:

 Quality Policy

 Safety Occupational Health and Environmental Policy

 Human Resource Policy

 Social Accountability Policy

 Corporate Social Responsibility Policy

22
 Drug & Alcohol Policy

 HIV+ & AIDS Control Policy

 Energy Policy

 Towards organization: Tata was the 1st company to amend its

articles of association including the clause of social welfare.
 Towards shareholders: Equal participation, straight forward
business policy.
 Towards employees: Pioneer of P.F. scheme, free medical and
workmen’s corporation fund.
 Towards Society: India should not be an economic super power,
but a happy country.
 Towards government: Suggestions of economic reforms and high
tax payer company.
 Towards consumers: Consumer is the king of market. Quality
products & services timely solutions of problems

Tata Steel is a signatory to the United Nations Global Compact,

and abides by its 9 principles that address issues on Human Rights,
Labor Rights and Environment, etc. It has also endorsed the CORE
(Corporate Round Table on Environment and Sustainable Development)
Charter initiated by Tata Energy Research Institute (TERI), New Delhi,
based on the guidelines provided by the International Chamber of
Commerce Charter on Sustainable Development.

23
Organizations/ NGOs Area of Partnership

The global business council Preventive & promotional

HIV/AIDS London activities curative &
rehabilitative activities
conducting AIDS awareness.

The global compact of the United Best corporate practices in

Nations human rights, labour and
environment

IISI Brussels, Ministry of Env. & Life Cycle Assessment for Steel
Forest New Delhi Sector

UNIDO, Confederation of Indian Water pricing for resources

Industry conservation

FPIA, USA Adolescent Reproductive Health

project called SAHAS.

Care International, USA Safe motherhood and infancy to

reduce IMR and child mortality
rate to less than 5 years of ago

UNICEF WATSAN (Water and

24
 Sanitation)

Sir Ratan Tata Trust Rehabilitation and

reconstruction work for the
Orissa Cyclone victims

The Calcutta Samaritans Running of De-Addiction

Center

CII/CIDA Implementation of Corporate

sustainability management
system

Tata Steel seeks to provide several platforms targeted at different

stakeholder segments in order to effectively connect with and address
their respective basic needs and related concerns. Some of them are as
follows:

 Tata Steel Rural Development Society

 Tata Relief Committee

 ‘Basera’ – Domestic Management

 Tata Steel Family Initiatives Foundation

 Tribal Culture Society

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 Shavak Nanavati Technical Institute

 Tata Football Academy

 Tata Archery Academy

 Tata Steel Adventure Foundation

 Tata Main Hospital

 HIV/AIDs Cell

Awards:

 Tata Steel gets the Best Establishment Award by the President of

India, Mrs. Patibha Devi Singh Patil Jamshedpur, November 18, 2008

 Dr. Jamshed J Irani received the Lifetime Achievement Award by

Government of India Jamshedpur, November 18, 2008

 Tata Steel India Receives Deming Application Prize-2008

Jamshedpur, Nov. 17, 2008

 Tata Steel wins Make Asia Award for the fifth time Jamshedpur,
October 22, 2008

 Sanjeeva Singh from Tata Steel receives the Dronacharya Award

from The President of India New Delhi, August 29, 2008

 Prime Minister’s Shram Awards (2006) for Tata Steel employees

Jamshedpur, August 28, 2008

26
 Tata Steel Wins Think Odisha Leadership Award for 100 years of
Service to the Nation
Bhubaneswar, August 14, 2008

 Dr T Mukherjee honoured with fellowship by the Royal Academy of

Engineering, UK Jamshedpur, July 18, 2008

 Tata Steel wins TERI Corporate Award for its HIV / AIDS initiative
Jamshedpur, June 1, 2008

 National safety awards for Tata Steel’s West Bokaro and Jharia
division Jamshedpur, May 07, 2008

 Tata Steel’s Dr. T Mukherjee awarded the IOM3 Bessemer Gold

Medal Jamshedpur, April 23, 2008

 Tata Steel wins Amity Corporate Excellence Award Jamshedpur,

February 22, 2008

Special Initiatives/ Campaigns / Collaborations:

Tata Steel’s special initiatives for issues concerning society at

large, beyond the ‘local communities’ around its major operations,
include the following:

 Tree Plantation Drive

 Financial Contributions in Building Social Infrastructure

 Special Health Care Initiatives, etc.

 Some of its contributions are as follows:

27
 50 lakhs for establishing the Pathani Samanta Planetarium in
Bhubaneswar

 50 lakhs to the Xavier Institute of Management in Bhubaneswar for

constructing hostel buildings

 5 lakhs to the Regional Engineering College in Rourkela

 Plantation of 1 lakh trees in and around Mumbai in collaboration with

the National Society of the

 Friends of the Trees

 Special project with M/s NEERI, in order to assess the carrying

capacity of the region and to ensure

 sustainable development in the region

Technology:

 Tata Steel has been fortunate to have leaders and a rich reservoir of
committed people who could see clearly through the future and
transformed the plant into a modern technological giant with the
power of their meticulous envisioning, strategy and planning,
through several modernization programmes having spent more
than Rs. 70000 millions on environment-friendly technologies
since 1980. Installation of a modern Cold Rolling Mill Complex,
built at global speed and cost, is not only the epitome of Tata
Steel’s modernization programme, but also remains a global
benchmark in project management of its kind. It is also worthwhile
28
 to mention that the Company lost dearly for their decision on the
installation of EOF (Energy Optimizing Furnace) at Jamshedpur
Works, and CRM (Cold Rolling Mill) at Gopalpur in Orrisa.
 The Tatas made a great contribution in manpower development
field too. From the very beginning the Tatas invested substantial
time, money and resources in training schemes. In 1921, the
Jamshedpur Technical Institute was set up with a purpose to
replace foreign technical experts with their Indian counterparts.
Furnished with super-sophisticated labs, advanced training aids
and other infrastructural facilities, the Technical Training Institutes
in Jamshedpur is today one of the best in the country. Recently, a
new Management Development Centre has been built at Dimna to
impart advanced management training to middle and senior level
managers in the Company.
 Modernization Programme
 Installation of a modern Cold Rolling Mill Complex, built at global
speed and cost, is not only the highlight of Tata Steel’s
modernization programme, but also remains a global benchmark in
project management of its kind. Besides, the Company has also
completely revamped its information technology infrastructure to
suit its modernized plant. It spent close to Rs. 40 crores on SAP
implementation alone. Tata Steel’s modernization programmers

29
 are detailed in the section, ‘Technology at its Best’ of the chapter,
‘Imperatives of Change Management’.
 Disaster Management & Relief
 Tata Steel has a long history of providing relief during natural
calamities. Social consciousness runs deep down to the last
employee of the Company. Every employee contributes to such
causes, complemented by an equal, or more, amount from the
Company. Besides, employees also volunteer to administer relief
operations and provide disaster management services to other
agencies involved.
 Relief Operations
 Tata Steel’s relief and rehabilitation programme, largely executed
by the Tata Relief committee, is carefully planned and time-tested
to counter unforeseen devastation caused by floods, drought and
other natural calamities, serving both immediate and long-term
needs of those affected, by offering them food, medical aid,
rehabilitation, etc. It has even designed and constructed buildings
that can withstand natural calamities such as earthquakes.

30
 Major Relief Operations (1990-2002)

Year Nature of disaster Work done by tata steel Costs

(In
Lacs)

1990 Flood in Ganjam Distribution of Blankets & clothing 1.00

District, Orrisa etc.

Construction of 332 houses & 2 100.00

schools-cum community centres

1991 Riot in Bhagalpur Construction of 200 houses at 120.00

District, Bihar village Tamani, Barbara &
Chanderi

1991 Riot in Jammu Medical relief and distribution of 10.00

Kashmir books and sewing machines

1992 Fire at Sitamarhi Distribution of dry ration, utensils, 40.00

District, Bihar blankets, tarpaulin & Clothing

1992 Flood In Kakatpur Construction of 50 houses and one 37.00

Block in Puri school-cum community centre
District, Orrisa

31
1992 Earthquake in Uttar construction of 207 houses 90.00
Kashi District, Uttar
Pradesh

1993 Riot in West Bengal Distribution of clothing ration & 5.00

Shelter materials

Construction of 104 houses 15.00

1993 Drought in Palamau Distribution of dry ration 2.50

& Carhwa District,
Bihar

Drilling of 91 deep tube well for 32.00

drinking water

1993 Fire in Baragora Distribution of building material 2.00

Block,Bihar

1994 Flood in Chandil, Medical relief & distribution of 17.00

Bihar Shelters, dry ration, clothing etc.

1995 Flood in Jagat Distribution of cooked food, dry 3.50

Singhpur District, ration etc.\
Orrisa

32
 Construction of 225 houses and one 95.00
school-cum-shelter

1996 Fire in Sukinda Distribution of building materials 3.00

Block Jaipur for construction of houses
Disctrict, Orrisa

1996 Fire at Vaishali Distribution of Utensils, dry ration, 7.00

District, Bihar polythene sheets, blanket etc.

1996 Fire at Ragopur, Distribution of Utensils, dry ration, 1.00

Bihar polythene sheets, blanket etc.

1997 Tornado at Distribution of Utensils, dry ration, 3.20

Midanapur District, polythene sheets, blanket etc.
West Bengal

1997 Drought in Ganjam Drilling of 49 numbers of deep tube 15.00

District, Orrisa. wells for drinking water

1997 Fire at Golabanda Distribution of Utensils, dry ration, 3.50

Villlage in Ganjam polythene sheets, blanket etc.
District, Orrisa.

1997 Fire at Jaipur Distribution of rooting materials for 4.50

33
 District, Orrisa. reconstruction of houses

1997 Flood in Bihar Distribution of dry ration 23.00

1997 Cyclone in East Construction of 21 school-cum- 190.00

Godawari District, cyclone shelter
Andra Pradesh

1998 Earthquake in Construction of 154 houses and two 120.00

jabalpur District, school-cum-shelters
Madhya Pradesh

1999 Cyclone in Ganjam Distribution of Utensils, dry ration, 15.00

District, Orrisa polythene sheets, blanket etc.

Distribution of 3 schools-cum- 30.00

cyclone shelter.

1999 Super cyclone in Distribution of blankets, tarpaulins, 170.00

coastal District of utensils, dry rations along with
Orrisa medical help

construction of 435 houses and 10 400.00

schools-cum-community centres

2001 Earthquake in Distribution of blankets, tarpaulins, 60.00

34
 Gujarat utensils, dry rations along with
medical help

Construction of 607 houses and 20 315.00

schools-cum-community centres

2001 Flood in Coastal Distribution of blankets,tarpaulins, 65.00

District of Orrisa. utensils, dry rations along with
medical help

2002 Riot in Gujarat Distribution of medicines 7.50

Forecast of the sector:

India is a developing country and its economy is growing very fast.
Instead of this economical growth there is need for infrastructure to
sustain this growth. The Government envisions India becoming a
developed nation by 2020 with a per capita GDP of $154010. For a
nation that is economically strong, free of the problems of
underdevelopment and plays a meaningful role in the world as befits a
nation of over one billion people, the groundwork would have to begin
right now. The Indian steel industry will be required and is willing to
play a critical role in achieving this target.

35
If the steel industry gears up in about 3 to 4 years, Indian steel can be
both in Indian and foreign markets. Steel industry has seen a sunrise
after a bad and cloudy night. Worries of financial institutions are over
and have taken an exposure in this sector. Indian government has
planned for pumping in a lot of money in infrastructure in coming years,
hence steel consumption will go up manifold.

 GDP per capita to increase from USD 2500 and USD 5000 in 2020.

 Population growth rate of 1.3 - 1.5%

 Continuously improving macro economic factors

 A strong demographic profile : with a large consumer base

 Growing urbanization

 Stable social and political environment

36
CHAPTER:-3

 RESEARCH METHODOLOGY
 CONCENTRIC CIRCLE & CSR
 CLASSIFICATION OF SOCIAL RESPONSIBILITY
 CSR AT TATA STEEL
 OBJECTIVE OF THE STUDY

37
CHAPTER:-3

RESEARCH METHODOLOGY

Exhaustive literature survey regarding the topic and related

concepts has been done. Secondary data inclusive of quantitative and
qualitative data as well collected from various sources including books,
research papers, newspapers, magazines, and websites is used for the
purpose of study.

Concentric Circle & CSR

In 1971, the Committee for Economic Development issued a report
throwing light on different dimensions of responsibilities to be fulfilled
by the corporate. The responsibilities of corporations are described
consisting of three concentric circles.

(a) Inner Circle: Clear cut, basic responsibilities for the efficient
execution of the economic function, products, jobs and economic
growth.

(b) Intermediate Circle: Encompasses responsibility to exercise this

economic function with a sensitive awareness of changing social values
and priorities. Eg. With respect to environmental conservation, hiring
and relations with employees, expectation of customers for information,
safety factors, etc.

38
(c) The Outer Circle: Newly emerging and still amorphous
responsibilities that business should assume to become more broadly
involved in actively improving the social environment.

Classification of Social Responsibility

3.1 Responsibility towards itself It is the responsibility of each
corporate entity run business and to work towards growth, expansion
and stability and thus earn profits. If the corporation is to achieve social
and economic ends, organizational efficiency should be boosted up.
3.2 Responsibility towards Employees Employees are the most
important part of an organization. Following are some of the
responsibilities which a business entity has towards its employees-
 Timely payment
 Hygienic environment
 Good and impartial behavior
 Health care through yoga
 Recreational activities
 Encouraging them to take part in managerial decisions

3.3 Responsibility towards shareholders It is the responsibility

of corporate entity to safeguard the shareholders‘ investment and make
efforts to provide a reasonable return on their investment.

3.4 Responsibility towards state Out of the profit available, the

state is entitled to a certain share as per the income tax laws. Utmost
39
transparency has to be exerted regarding the profit &loss account and the
balance sheet.

3.5 Responsibility towards consumers The Company should

maintain high quality standards at reasonable prices. It should not resort
to malpractices such as hoarding and blackmarketing.

3.6 Responsibility towards environment It is the responsibility of

the organization to contribute to the protection of environment. It should
produce eco -friendly products. Moreover, industrial waste management
must be taken care of.

Social Responsibility Models

There are some models which describe the evolution and scope of
social orientation of companies. Notable ones include Carroll‘s model, 8
Halal‘s model 9 and Ackerman‘s model 10.
(a) Carroll’s Model
Archie B. Carroll has defined CSR as the complete range of duties
business has towards the society. He has proposed a 3-d conceptual
model of corporate performance. According to Carroll, a firm has the
following four categories of obligations of corporate performance.-

Economic: The firm being an economic entity, its primary

responsibility is to satisfy economic needs of the society and generation
of surplus for rewarding the investors and further expansion and
diversification.

40
 Legal: The laws of the land and international laws of trade and
commerce has to be followed and complied with.
Ethical: Ethical responsibilities are norms which the society
expects the business to observe like not resorting to hoarding and other
malpractices.
Discretionary: Discretionary responsibilities refer to the
voluntary contribution of the business to the social cause like
involvement in community development or other social projects
pertaining to health and awareness of the masses.
(b) Halal’s model Halal‘s return on resource model of corporate
performance recognizes the fact that the corporate social responsiveness
is a quite difficult task as no corporate posture is value free. A firm can
only attempt to form a workable coaliation among groups having diverse
interests, engaged in creating value for distribution among members of
coalition. The social issues may become conflicting beyond a certain
level of economic activity. The coordination between economic and
ethical decisions is necessary so that the future of the firm and
shareholders may be safeguarded.

(c)Ackerman’s model This model defines CSR in three different phases

First phase - Top management recognizes social problem Second phase
– The company appoints staff specialists to look into the issue and find
measures to tackle it Third phase - Implementation of the strategy
derived by the specialists.

41
 Corporate Social Responsibility in now accepted as a means to
achieve sustainable development of an organization. CSR is about
integrating economic, environmental and social objective with a
company’s operations and growth. CSR impacts governance and ethics,
employee welfare, society welfare, environment protection etc. and
many more. The Companies Bill, 2012 intends to inculcate the
philosophy of CSR among Indian companies. There are different types
of CSR like Environmental CSR, Community based CSR, HR based
CSR and Philanthropy. The functions of CSR are Ethical, Legal,
Societal and Ecological functions. The ethical functions of CSR help to
present conflicts of interest between earning corporate profits and
maintaining the integrity of the company. The legal function of CSR
helps to encourage transparency in a company’s business practices and
financial reporting. The societal functions of CSR helps to respect and
invest in the communities in which the company operation. The
ecological functions of CSR helps not only to respect the immediate
environment in which the company operates but also to respect the
company’s effect on the global environment. This study on CSR at Tata
Steel has sufficient reasons to be established. Many such studies have
been done at Tata Steel on CSR initiatives in the past. But, the recent
study will throw lights on the perseverance and continuous efforts of
Tata Steel for CSR activation. Here few quotations of the great leaders
are justified to be given. “I do believe that we, in the Tata group, have

42
held a view and sense of purpose that our companies are not in existence
just to run our business and to make profits but that we are responsible
and good corporate citizens over and above our normal operations”.
Ratan N. Tata, Chairman Tata Group, 1993-2012 “Let the industry
established in the countryside ‘adopt’ the villages in its’ neighbourhood,
it is also clearly in the interests of industry that surrounding areas should
be healthy, prosperous and peaceful. JRD Tata,Chairman Tata Group,
1938-1993 “In a free enterprise, the community is not just another
stakeholder in business but is in fact the very purpose of its existence." -
Jamsetji Nusserwanji , Tata Founder, Tata Group.

CSR AT TATA STEEL

Tata Steel for the last 100 years has focused on responsible
business practices with communitycentric interventions. Sustainable
development and inclusive growth is facilitated by CSR department
through the Tata Steel Rural Development Society (TSRDS), the Tata
Steel Family Initiative Foundation (TSFIF), the Tribal Cultural Society
(TCI), the Tata Steel Skill Development Society (TSSDS) and the Urban
Services, which contribute to health, drinking water, education,
sustainable livelihood, renewable energy, employability Training and
Tribal ethnicity. More than 700 SHGs (Self Help Groups) accounting for
9000 plus members function with the support of Tata Steel. SHGs are
adopted by Tata Steel to promote enterprise development. Engagements

43
with SHGs includes: Empowerment of women to give then a greater say
in decision making within the family.

 Income generation and entrepreneurship development.

 Facilitating credit linkages and marketing of products.

 Trained to adopt a more professional approach and improving the

quality packaging and branding of their production.

Competitions to encourage creativity & leadership.

Key Interventions in CSR at Tata Steel:

1. Sustainability Initiatives

2. Rehabilitation and Resettlement Initiatives

3. Skill Development

4. Tribal Initiatives

5. Urban Services

6. Empower women self help groups

7. Training programme Initiatives.

Corporate Social Responsibility has always been taken care of by

the Tata group. The founder Mr. Jamshedji Tata used to grant
scholarships for further studies abroad in 1892. He also supported

44
Gandhiji‘s campaign for racial equality in South Africa. Tata group has
given country its first science center and atomic research center . "The
wealth gathered by Jamsetji Tata and his sons in half a century of
industrial pioneering formed but a minute fraction of the amount by
which they enriched the nation. Jamshed Irani, Director, Tata Sons Ltd,
says, "The Tata credo is that 'give back to the people what you have
earned from them'. So from the very inception, Jamshetji Tata and his
family have been following this principle." (a statement on the Tata
group's website www.tata.com) . In July 2004, B. Muthuraman,
Managing Director, Tata Steel Limited (TISCO) announced that in
future TISCO would not deal with companies, which do not conform to
the company's Corporate Social Responsibility(CSR) standards.
Speaking at the annual general meeting of the Madras Chamber of
Commerce and Industry, He stated, "We will not either buy from or sell
to companies that do not measure up to Tata Steel's social responsibility
standards." Through different companies and societies Tata group keeps
on heading towards the fulfillment of corporate social responsibility.
Tata Steel has adopted the Corporate Citizenship Index, Tata Business
Excellence Model and the Tata Index for Sustainable Development. Tata
Steel spends 5-7 per cent of its profit after tax on several CSR initiatives.
For the last 100 years, Tata Steel has focused on responsible business
practices with community centric interventions. In the initial years, Tata
Steel’s CSR interventions were more as a ‘provider’ to society where the

45
community was given support for its overall needs, both for sustenance
and development e.g. distribution of medicines, free distribution of
seeds/fertilizers, farm equipments, etc.

Objective of the study:

To find out the current CSR initiatives taken by Tata Steel. Scope
of the Study: Tata Steel, Jamshedpur Research Methodology:
Methodology consists of interviewing the different SHGs and persons
associated with CSR under various heads such as Education, Health,
Tribal, Sportsetc. Secondary data is collected from websites, company
magazines and records.

The linkage between strategy and CSR is quite noticeable. As

strategy implies choice there exists many opportunities to not only
generate multiple options but also the choice between different modes of
action, in a manner to attain corporate objectives more effectively. The
question of trade-off rests between a body corporate defining a path of
action that is governed by the need and desire for profits and social
responsibility as well . A managerial decision- making grid can be
thought of to help corporate generate multiple options. Corporate Social
Responsibility becomes strategic when it fetches substantial economic
benefits to the firm, in particular, supporting the core business activities
and thereby contributing to the accomplishment of its mission in the
optimal manner enriching the firm and the society as well.

46
CHAPTER:-4

 BACKGROUND OF THE STUDY

 TATA MOTORS :
 TITAN
 DEDICATIONS TO THE NATION AT A GLANCE
6.6.1 TATA HEALTH INFRASTRUCTURE

47
CHAPTER:-4

BACKGROUND OF THE STUDY

Ranging from steel, automobiles and software to consumer goods

and telecommunications the Tata Group operates more than 80
companies . It has around 200,000 employees across India and thus has
the pride to be nation‘s largest private employer. Mr. Ratan N. Tata has
led the eminent Tata Group successfully. He was trained as an architect
at New York's Cornell University but he chose to enter the family
business .He assumed the Chairmanship of the Group in 1991. Named
Business Man of the Year for Asia by Forbes in 2004, Mr. Ratan Tata
serves on the board of the Ford Foundation and the program board of the
Bill & Melinda Gates Foundation's India AIDS initiative. Tata Group
chairman Ratan Naval Tata has stepped down to pass on the entire
responsibility to Cyrus Mistry . Under Tata, the group went through
major organisational phases — rationalisation, globalisation, and now
innovation, as it attempts to reach a reported $500 billion in revenues by
2020-21, roughly the size of what Walmart is today. Approximately two
third of the equity of the parent firm, Tata Sons Ltd., is held by
philanthropic trusts endowed by Sir Dorabji Tata and Sir Ratan Tata,
sons of Jamsetji Tata, the founder of todays Tata empire in the 1860s.
Through these trusts, Tata Sons Ltd. utilizes on average between 8 to 14
percent of its net profit every year for various social causes. Even when

48
economic conditions were adverse, as in the late 1990s, the financial
commitment of the group towards social activities kept on increasing,
from Rs 670 million in 1997-98 to Rs 1.36 billion in 1999-2000. In the
fiscal year 2004 Tata Steel alone spent Rs 45 crore on social services.
Tata is accredited to initiate various labor welfare laws. For example-
the establishment of Welfare Department was introduced in 1917 and
enforced by law in 1948; Maternity Benefit was introduced in 1928 and
enforced by law in 1946. A pioneer in several areas, the Tata group has
got the credit of pioneering India's steel industry, civil aviation and
starting the country's first power plant. It had the world's largest
integrated tea operation. It is world's sixth largest manufacturer of
watches (Titan).

Recognition of CSR ―In a free enterprise, the community is not

just another stakeholder in business but is in fact the very purpose of its
existence." - Jamsetji Nusserwanji , Tata Founder, Tata Group.
"Corporate Social Responsibility should be in the DNA of every
organization. Our processes should be aligned so as to benefit the
society. If society prospers, so shall the organization..." - Manoj
Chakravarti, G M - Corporate Affairs & Corporate Head - Social
Responsibility, Titan Industries Limited in 2004.
Corporate Social Responsibility has always been taken care of by
the Tata group. The founder Mr. Jamshedji Tata used to grant
scholarships for further studies abroad in 1892 . He also supported

49
Gandhiji‘s campaign for racial equality in South Africa . Tata group has
given country its first science center and atomic research center . "The
wealth gathered by Jamsetji Tata and his sons in half a century of
industrial pioneering formed but a minute fraction of the amount by
which they enriched the nation. Jamshed Irani, Director, Tata Sons Ltd,
says, "The Tata credo is that 'give back to the people what you have
earned from them'. So from the very inception, Jamshetji Tata and his
family have been following this principle." (a statement on the Tata
group's website www.tata.com) . In July 2004, B. Muthuraman,
Managing Director, Tata Steel Limited (TISCO) announced that in
future TISCO would not deal with companies, which do not conform to
the company's Corporate Social Responsibility (CSR) standards.
Speaking at the annual general meeting of the Madras Chamber of
Commerce and Industry, He stated, "We will not either buy from or sell
to companies that do not measure up to Tata Steel's social responsibility
standards."

Introducing Changes in the Company’s Article and Rules for

Sustaining CSR Clause No. 10 of Tata Group ―A Tata Company
shall be committed to be a good corporate citizen not only in compliance
with all relevant laws and regulations but also by actively assisting in the
improvement of the quality of life of the people in the communities in
which it operates with the objective of making them self reliant. Such
social responsibility would comprise, to initiate and support community

50
initiatives in the field of community health and family welfare, water
management, vocational training, education and literacy and encourage
application of modern scientific and managerial techniques and
expertise. This will be reviewed periodically in consonance with
national and regional priorities. The company would also not treat these
activities as optional ones but would strive to incorporate them as
integral part of its business plan. The company would also encourage
volunteering amongst its employees and help them to work in the
communities. Tata companies are encouraged to develop social
accounting systems and to carry out social audit of their operations.‖
Amendments were made to the Articles of Association of the major Tata
group companies in the 1970s. Newly included was an article stating
that the "company shall be mindful of its social and moral
responsibilities to consumers, employees, shareholders, society and the
local community. To institutionalize the CSR charter, a clause on this
was put into the group's 'Code of Conduct.' This clause states that group
companies had to actively assist in improving quality of life in the
communities in which they operated. All the group companies were
signatories to this code. CSR was included as one of the key business
processes in TISCO. It was one of the eight key business processes
identified by TISCO's management and considered critical to the success
of the company.

51
 CSR Activities of Tata Companies & Societies Through the
following companies and societies Tata group keeps on heading towards
the fulfillment of corporate social responsibility –
6.4. 1. Tata Steel Tata Steel has adopted the Corporate Citizenship
Index, Tata Business Excellence Model and the Tata Index for
Sustainable Development. Tata Steel spends 5-7 per cent of its profit
after tax on several CSR initiatives.

(a) Self-Help Groups (SHG’s)

Over 500 self-help groups are currently operating under various poverty
alleviation programs; out of which over 200 are engaged in activities of
income generation thorough micro enterprises. Women empowerment
programs through Self-Help Groups have been extended to 700 villages.
From the year 2003 to 2006, the maternal and infant survival project had
a coverage area of 42 villages in Gamharia block in Seraikela Kharsawa
and a replication project was taken up in Rajnagar block. For providing
portable water to rural communities 2,600 tube wells have been installed
for the benefit of over four Lakh people.

(b) Supports Social Welfare Organizations

Tata Steel supports various social welfare organizations. They include;
Tata Steel Rural Development Society
Tribal Cultural Society

52
 Tata Steel Foundation for Family Initiatives
National Association for the Blind
Shishu Niketan School of Hope
Centre for Hearing Impaired Children
Indian Red Cross Society, East Singhbhum

Healthcare Projects In its 100th year, the Tata Steel Centenary

Project has just been announced. The healthcare projects of Tata Steel
include facilitation of child education, immunization and childcare,
plantation activities, creation of awareness of AIDS and other healthcare
projects.

Economic Empowerment A program aiming at economic

empowerment through improvised agriculture has been taken up in three
backward tribal blocks in Jharkhand, Orissa and Chhattisgarh. An
expenditure of Rs 100 crore has been estimated for the purpose and this
program is expected to benefit 40,000 tribal living in over 400 villages
in these three States.

Assistance to government Tata Steel has hosted 12 Lifeline

Expresses in association with the Ministry of Railways, Impact India
Foundation and the Government of Jharkhand. It has served over 50,000
people. Five thousand people have got surgical facilities and over 1,000
people received aids and appliances. Over seven lac rural and another

53
seven Lac urban population have been benefited by the CSR activities of
Tata Steel. The National Horticulture Mission program that has been
taken up in collaboration with the Government of Jharkhand has
benefited more than a thousand households. In collaboration with the
Ministry of Non Conventional Energy and the Confederation of Indian
Industry, focus is laid on renewable energy aiming at enhancing rural
livelihood.
Tata Motors :
(a) Pollution Control
Tata Motors is the first Indian Company to introduce vehicles with
Euro norms. Tata Motors' joint venture with Cummins Engine
Company, USA, in 1992, was a major effort to introduce emission
control technology in India. To make environment friendly engines it
has taken the help of world-renowned engine consultants like Ricardo
and AVL. It has manufactured CNG version of buses and also launched
a CNG version of its passenger car, the Indica. Over the years, Tata
Motors has also made investments in the establishment of an advanced
emission-testing laboratory.
(b) Restoring Ecological Balance
Tata Motors has planted 80,000 trees in the works and the
township and more than 2.4 million trees have been planted in
Jamshedpur region. Over half a million trees have been planted in the
Poona region. The company has directed all its suppliers to package

54
their products in alternate material instead of wood. In Pune, the treated
water is conserved in lakes attracting various species of birds from
around the world.

(c) Employment Generation

Relatives the employees at Pune have been encouraged to make
various industrial co-operatives engaged in productive activities like re-
cycling of scrap wood into furniture, welding, steel scrap baling, battery
cable assembly etc. The Tata Motors Grihini Social Welfare Society
assists employees' women dependents; they make a variety of products,
ranging from pickles to electrical cable harnesses etc ; thereby making
them financially secure.
(d) Economic Capital
In Lucknow, two Societies - Samaj Vikas Kendra & Jan Parivar
Kalyan Santhan have been formed for rural development & for
providing healthcare to the rural areas. These societies have made great
efforts for health, education and women empowerment in rural areas.
(e) Human Capital
Tata motors has introduced many scholarship programs for the
higher education of the children. Through a scholarship program
Vidyadhanam, the company supports 211 students. Out of these students
132 students are from the marginalized sections of the society. These
students get books, copies and other study materials. They also undergo
different kinds of workshops, creative & outdoor sessions and residential

55
camps as well. The company has entered into Public-Private Partnership
(PPP) for upgrading 10 Industrial Technical Institutes (ITI) across the
country.
(f) Natural Capital
On the World Environment Day, Tata Motors has launched a tree
plantation drive across India and countries in the SAARC region, Middle
East Russia and Africa. As many as 25,000 trees were planted on the
day. Apart from this more than 100,000 saplings were planted
throughout the monsoon.

Tata Chemicals Ltd (TCL)

Tata Chemicals is making an effort for sustainability.
Sustainability for the group means honesty and transparency towards
stakeholders, environmental protection , generating economic value,
promoting human rights and creating social capital. Tata Chemicals
supports the UN Global Compact and is committed to reporting its
sustainability performance in accordance with GRI (Global Reporting
Initiatives) guidelines. Its main operations for environment protection
include optimal use of resource, finding and/or generating alternative
sources of fuel and raw materials, and maximizing reuse and recycling .
All in all they have the policy of ‗avoid, reduce and reuse‘. The
company runs a rural development program at Okhamandal and Babrala.
Tata Chemicals Limited was one of the first organizations to hold an
Impact camp, which was held at Mithapur in the year 1982, providing

56
eye care to hundreds of patients at the Mithapur Hospital. Tata
Chemicals Limited was also the first organization to run world's first
hospital on wheels - the Life Line Express, through Jamnagar district for
the first time between November 21, 2004 and December 21, 2004.

Tata Tea Tata Tea has been working hard since the 1980s to fulfill
the needs of specially-abled people. It has set up the Srishti Welfare
Centre at Munnar, Kerala; its various programs provide education,
training and rehabilitation of children and young adults with special
needs. Srishti has four projects: a. The DARE School b. The DARE
strawberry preserve unit c. Athulya d. Aranya. Tata Tea‘s welfare
officers help identify and encourage relatives or children of employees
who are handicapped to join the Welfare Centre for special education
and rehabilitation.
a.The DARE It provides the students with training in basic
academics, self-help skills and skills like gardening, cooking, weaving
etc. Children are taught to paint and some of the paintings are printed
and sold as greeting cards. The sales proceeds of which are used back
into the units.
b.The DARE strawberry It preserves unit trains youngsters to
make natural strawberry preserve. The trainees are paid for the work;
they receive social cover, free medical aid and other benefits.

57
 c.Athulya It has two units - (i) A vocational training center that
imparts training in stationery-making (ii) A handmade paper-making
unit which trains physically challenged persons in the art of making
recycled paper Aranya This project was started to nurture the lives of
the disabled and also to revive the ancient art of natural dye. Individuals
are given training in various natural dyeing techniques including block
printing, tie and dye, batik work, etc. Their products are sold in and
outside the country .
Tata Tea’s Jaago Re! Campaign exemplifies the Social-Cause
Marketing Initiatives .
Titan
Corporate social responsibility is a basic element of TITAN
Group‘s governing objective and one of its corporate values. In its
corporate philosophy CSR is defined as doing less harm and more good
by adopting the following practices :
Respecting and supporting local communities
Caring for the employees
Being an active member of society
Committed to sustainable development
Putting safety(at work) first

Titan has employed 169 disabled people in blue collar workforce at

Hosur. 6.4.6 TISCO TISCO was awarded The Energy Research

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Institute (TERI) award for Corporate Social Responsibility (CSR) for the
fiscal year 2002-03 in recognition of its corporate citizenship and
sustainability initiatives. As the only Indian company trying to put into
practice the Global Compact principles on human rights, labor and
environment, TISCO was also conferred the Global Business Coalition
Award in 2003 for its efforts in spreading awareness about HIV/AIDS.
TELCO TELCO, Puna has started community development
activities for the benefit of TELCO families and local residents in 1973
with the following objectives:

1. To create social awareness in all the employees and their

families, to promote congenial mutual relations amongst them, to
improve personal and environmental hygiene and health
2. To help the families of employees develop better living
standards by organizing extension education programs, training in
various trades/skills and providing opportunities to earn additional
income.
TELCO is fighting against Leprosy at Jamshedpur. 6.4.8 Tata
Consultancy Services (TCS) TCS aims at the Tata group‘s philosophy
of building strong sustainable businesses community .The elements that
make for strong corporate sustainability at TCS include the following: A
fair, transparent corporate governance , a strong strategy for long-term
growth ,Best-in-class HR processes , initiatives for community
betterment and welfare. In 2010-11, TCS supported its local

59
communities in the United States: supported the victims of the 2010
Chilean earthquake, conducted IT educational programs for high school
students in Cincinnati , raised support and awareness for diabetes
prevention through a series of marathon sponsorships Tata Consultancy
Services runs an adult literacy program. Indian government launched
Saakshar Bharat, an adult education programe in 2009 and the programe
will now go online via TCS‘ partnership. The scheme, aimed at female
literacy aims to make literate 70 million people, of which at least 85
percent are women literate and the program has already been rolled out
in 167 districts across 19 states.

Tata Archery Academy The Tata Archery Academy was

established in Jamshedpur in 1996 . The academy has all the training
facilities like highly efficient coaches, archery grounds, equipment from
India and abroad. It also provides hostel and multi gymnasium facilities
for its cadets. After a rigorous selection process being carried all over
India, the Academy selects boys and girls between the age group of 13
to 18 years for the four years course and it provides the training during
which the cadets are also imparted with formal education. Some of the
major championships where the of the Tata Archery Academy cadets
have participated and have won several medals are Junior world Archery
Championship, Senior World Archery Championship, Asian Archery
Championship, Commonwealth Games and Asian Games.

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 TQMS Tata Quality Management Services (TQMS - a division of
Tata Sons) had been entrusted with the task of institutionalizing the Tata
Business Excellence Model (TBEM). The TBEM provides each
company with a wide outline to help it improve business performance
and attain higher levels of efficiency and productivity. It aims to
facilitate the understanding of business dynamics and organizational
learning. TBEM is a ‗customized-to-Tata‘ adaptation of the globally
renowned Malcolm Baldrige model. TBEM model focuses on seven
core aspects of operations: leadership, strategic planning, customer and
market focus, measurement, analysis and knowledge management,
human resource focus, process management and business results.
Performance is measured in absolute points; companies have to achieve
a minimum of 500 points (out of 1,000) within four years of signing the
BEBP agreement.. TQMS helps Tata companies use the model to gain
insights on their business strengths and opportunities for improvement.
This is managed through an annual process of assessment and assurance.
The model, through its regular and calibrated updates, is used by Tata
companies to stay in step with the ever-changing business environment.
TBEM based performance excellence goals: Basically TBEM
Criteria is designed to help organizations use an integrated approach to
performance management that results in delivery of ever-improving
value to customers and stakeholders, contributing to organizational

61
sustainability improvement of overall organizational effectiveness
organizational and personal learning .

TCSRD Tata Chemicals Limited (TCL) set up the Tata Chemicals

Society for Rural Development (TCSRD) in 1980 to promote its social
objectives for the communities in and around Mithapur, where its
facility is located. This service was further extended to the communities
in and around its Babrala and Haldia facilities. Through Tata Chemicals
Society for Rural Development (TCSRD) Tata Chemicals works to
improve the quality of life of the people and communities. It also aims at
supporting sustainable development, which is the central theme of the
company's corporate philosophy. It works to protect and nurture the
rural populations in and around TCL's facilities, and assists people in
attaining self-sufficiency in natural resource management, livelihood
support. It also aims at the building of health and education
infrastructure i.e. schools and hospitals, maternity centers etc.

The initiatives that TCSRD is involved in include:

a) Agricultural development
b) Animal husbandry
c) Watershed development
d) Education
e) Rural energy
f) Women's programs
g) Relief work
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 Tata Relief Committee Tata Relief Committee (TRC) works to
provide relief at disaster affected areas. During natural calamities there
are two phases of assistance - (a) relief measures and (b) rehabilitation
program. After the Gujarat earthquake the group built 200 schools in
two years and they rendered help during the Orissa floods when people
lost cattles. Even after the Tsunami disaster members of TRC
immediately reached the places and supplied the things required.
Tata Council for Community Initiatives (TCCI) TCCI was
established in 1994 . TCCI's mission states: "We will work together to
be, and to be seen as, a group which strives to serve our communities
and the society at large". TCCI is also involved in assisting Tata
companies maintain sustainability reporting the guidelines of Global
Reporting Initiative (GRI). It is the focal point for the UN Global
Compact in India, which has 42 Tata companies as signatories, the
highest in the world from a single business group.
In collaboration with the United Nations Development Programme
(India), TCCI has crafted the Tata Index for Sustainable Human
Development , aiming at directing, measuring and enhancing the
community work that Tata enterprises is undertaking for the upliftment
and welfare of the people.

Tata Corporate Sustainability Policy "No success or

achievement in material terms is worthwhile unless it serves the
needs or interests of the country and its people. - J R D Tata The

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corporate policy of the group encompasses the sustainable development
of all the stakeholders. The major points included in the corporate policy
are following :
Demonstrate responsibility and sensitivity to biodiversity and
the environment
Comply with rules and regulations relating to environment
constantly upgrade technology and apply state-of-the-art
processes and practices with institutional arrangements that will combat
larger issues like climate change and global warming
Create sustainable livelihoods and build community through
social program pertaining to health, education, empowerment of women
and youth, employee volunteering,
Find ways to enhance economic human, social and natural
capital for bringing and maintaining a balance among business, society
and environment.

Dedications to the Nation at a Glance 6.6.1 Tata Health

Infrastructure
Tata main hospital at Jamshedpur
ICU in Joda and Balangpur
CHC in Bari and Kuhika
Hospitals in Gobarghati,sukinda, joda, belpahar, belipada and
bamnipal

64
 ―Lifeline Express‖- the hospital on wheels
Mobile health clinics
Centre for hearing impaired children
Tata Educational Infrastructure
Institute of mathematics Sukinda college Joda college centenary
Learning centre at XIMB J N Tata Technical Education centre School
of hope Shishu Niketan
Tata Sports Infrastructure
Tata athletics academy
Tata archery academy
Tata Football academy
Tata steel adventure foundation
Sports feeder centres
Stadium at keonjhar
Preservation of culture & Heritage
Contribution to setting up national Center for performing arts
Mumbai
Tribal cultural centers showcases legacy of nine tribes
Jharkhand and Orissa
Gramshree mela activities

65
CHAPTER:-5

 ANALYSIS
 TRIBALS
 INTERPRETATION

66
CHAPTER:-5

ANALYSIS

How many SC/ST students have registered for competitive

examination coaching and how many of them have been selected?

INTERPRETATION
From the graph we can interpret that out of total candidates i.e. 71
who have registered themselves in the coaching classes for competitive
examinations 39 have been selected which is more than 50% success.
Previously it was just 26%. So these centres are successful in giving
good results for the SC/ST children.
3) How many girls are there in the camp schools over last few years?

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INTERPRETATION
It is seen from the graph that during the year 2008-09 the number
of girls in the camp schools were 200. In the year 2009-10 there was a
decrease in the number which was 192. Again next year it raised to 200.
But in the year 2011-12 the number has further decreased to 100.
Surprisingly in the year 2012-13 the number has increased to 1142. This
is a huge success for the CSR team of Tata Steel.
4) How many adult learners are there over last few years?

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INTERPRETATION
From the graph we can interpret that during the year 2009-10 the
number of adult learners were 2295. The next year the number increased
to 2565. During the year 2011-12 the number has further increased to
5600. Now the number has reached to 10000. If this trend continues
there will be maximum literacy in our country.
TRIBALS
1. What is the number of students learning tribal scripts (youth )?

INTERPRETATION
From the graph it can be interpreted that during the year 2011-12 the
number of students learning tribal scripts were 900. During the year
2012-13 it has increased to a great extend i.e. 8000. This indicates that
more tribal youths are learning their tribal scripts.
2. What is the change in the number of players in the tribal sports meet?

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CHAPTER:-6
 CONCLUSIONS
 REFERENCES

70
CHAPTER:-6
CONCLUSIONS
The above study has four parts, 1. Education 2. Tribal 3.
Environment and 4. Health. Education section involves SC/ST , girls
and adult education. Tribal section includes training, coaching,
placement of Tribal Children in sports. Environment includes solar
lights provided by Tata Steel. Health includes health services provided
to the society by Tata Steel. The study includes data upto financial year
2013-2014 in some cases and upto 2012-2013 in other cases as per the
availability of data.
After analyzing both primary and secondary data, we can visualize
the active involvement of Tata Steel in CSR activities. Apart from the
above activities, there are various other activities like community
centres, coaching centres and training centres which constantly work for
the upliftment of the society in and around Jamshedpur, Jharkhand.
Every organization has some responsibility towards the society and
ultimately towards the nation, social involvement of the organization
would enhance a healthy relationship between society and organization
for mutual growth. Tata group has gone a long way in fulfilling its duty
and responsibility towards the society. Tata group has spent Rs. 660
crores on CSR in 2013-14. Tata Steel employees feel proud to be a part
the company for these CSR activities. This is the first company
including the government sector to start the CSR initiatives. The

71
company believes in ‘inclusive growth’ and sustainable growth.’ The
study prepares a strong base for the future study of the said topic.

REFERENCES
1. Annual Report of Tata Steel of the year 2011-12
2. Annual Report of Tata Steel of the year 2012-13
3. Sustainability Livelihood Options for Primitive Tribal Group in
Jharkhand: CSR initiatives by Tata Steel
4. Tribal Cultural Society Annual Report 2012-13
5. 13th Corporate Sustainability Report 2012-13
6. Tata Steel Family Initiatives Foundation Annual Report 2012-13
7. Bowen , H.R; Social responsibilities of the businessman ( New York :
Harper & Row , 1953)
8. S.K Bhatia, Business Ethics and Global Values , Deep & Deep
Publications Pvt. Ltd., New Delhi , 2008.
9. Fredcrick, W.C . , The growing concern over business responsibility (
California Management Review , vol. 2 , 1960) , pp. 54-61.
10. Wood, D.J. towards improving corporate social performance
(Business Horizons, Vol. 34 No.4).

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