KB 44 Corporate Social Responsibility

KNOWLEDGE BEANS a human resource newsletter

issue no 44 | Mar 2012

continued from previous page | CSR – A STEP TOWARDS EMPOWERING SOCIETY THROUGH CORPORATE ENGAGEMENT : Deepa Menon

Measuring CSR footprints CSR scorecard gives a tangible measurement of the CSR initiatives undertaken by the organizations. It is a good measure to calculate industry space in CSR activities It helps to calculate ‘where’, ‘what’ and ‘how much’ has the organization achieved It is a benchmarking tool for long term strategies Deepa concludes saying that CSR is a focused journey heading towards joining hands with each other to anchor a positive change within the society.

join in. Websites are one of the best platforms to add value to the knowledge of CSR. It helps in enhancing inter industry networking while carrying forums of varied bandwidths.

ORGANIZATIONS INVOLVED IN CSR

ORGANIZATIONS NOT INVOLVED IN CSR

They have an in-depth passion and vision to improve the society They initiate, develop and provide services to varied communities over a period of time These organizations wisely relate to the social profiling of communities

They showmore concern towards developing and improving their own organization They initiate, develop and provide services for their own business motives These organizations may indulge in CSR activities for mere PR reasons

Measuring CSR footprints

APPROPRIATE HANDLING OF HUMAN RIGHTS

FOCUSSING ON EMPLOYEE SATISFACTION

EQUAL GENDER OPPORTUNITIES

DEVELOPING THE TRIPLE BOTTOM LINE

CREATION OF A STRONG BASE FOR SOCIAL RESPONSIBILITY

ODCONNOISSEUR’SORATE

TapanChowdhury

CHANGING CORPORATE MANTRA-“FROM PROFIT ORIENTATIONTOGROWTHWITHSOCIALRESPONSIBILITY”

Tapan Chowdhury has over 20 years of experience in the field of CSR. He currently heads the CSR of Zuari Industries Limited. His expertise lies in resource mobilization, institutional building including setting up of micro-enterprises, communication, IEC development, mediaanddisseminationof informationpermeatingtothe beneficiaries.He has a high degree of field compatibility in rural areas,tribal belts and remote locations.

India is emerging as one of the fastest growing economies in the world. But is this rise in economic growth solely based on successful business operations and profitability of organizations? As far as the upliftment of communities, generation of employment opportunities and economic growth is concerned, the government alone cannot attain success. It is the joint responsibility of business organizations to take up social and environmental causes as well as make a difference to the society. This is where the importance of corporate social responsibility steps in. The last few years have witnessed increased awareness and sensitisation among Indian organizations, of their responsibilities toward the communities, they impact. Organizations are currently exploring engagement mechanisms with communities on cross-sectored partnerships by involving a spectrum of stakeholders. A number of organizations have initiated intervention programmes for the society and stakeholders. The corporate mantra has now been changed to - “from profit orientation to growth with social responsibility” The Government of India has enacted a CSR bill for the PSUs including the navratna organizations. As per this CSR bill it is a mandate to spend 2% of the gross profit on CSR activities. There are on-going debates on slow acceptance of CSR in the organizations due to non-availability of accurate information, resources and trained personnel. But today this situation seems to be changing as many organizations are accepting CSR beyond philanthropy or charity. From ‘social good’ to ‘business necessity’, the CSR trend in India is changing. Organizations are now stepping towards setting up Foundations and dedicating a professional team to carry out the CSR initiatives.

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