On a recent Saturday morning at 9 am, Wipro Chairman Azim Premji walked into the JN Tata Auditorium at the Indian Institute of Science in Bangalore to hand out the Earthian awards to students from around the country. For over a decade Wipro has been advocating quality education in schools. Four years ago it added ecology to its social agenda. The Earthian awards, given to students for writing a paper on sustainability, is one way in which Wipro has been trying to build awareness about tackling environmental issues among the youth of this country.
SHAREHOLDER PLUS CAPITALISM
Many other companies are following a similar approach, that is, look for a distinct fit with their core business. For instance, Tata Motors started a safe driving programme. ITC went in and realigned its supply chain to help farmers. HUL works with children in schools and mothers through health clinics to educate them about hygiene behaviour. Their aim is to change the hygiene behaviour of 1 billion consumers in Asia, Africa and Latin America by educating them about the benefits of hand washing at key times. Wipro has chosen education as its area of focus.
For instance, the firm has helped build an MIS platform for an NGO that managed remand homes across seven states. This helps the NGO capture data on the condition of every home while presenting the findings to the state, rather than rely on anecdotal evidence. It took two executives from Edelweiss’ in-house business solutions a year to build this low-cost platform.
(This story appears in the 22 March, 2013 issue of Forbes India. To visit our Archives, click here.)
AN EXCELLENT ARTICLE; COMPREHENSIVE, WELL ILLUSTRATED AND THOROUGHLY PROFESSIONAL ...
on Jul 6, 2013I agree with your point of view. Today all companies need to start exercising their social responsiblities. Yet another brilliant insight is given by Nita Kapoor of Godfrey Philips India. Its a worth read. http://causeitworks.wordpress.com/
on Apr 17, 2013without corporate sector participation in Indian primary school system in rural India, Sarva Shiksha ABHIYAN cannot be completed. New technology of virtual classroom and high speed broadband connectivity can reach distant villages.
on Apr 2, 2013This story, hopefully, will open a debate, which, ultimately will redefine CSR. The government'€™s and Corporates'€™ hesitant approach to CSR can turn out to be harmful to the country and in the process to corporates also, in the long run. Spending for supporting social causes, by and large, has remained at the bottom end of the priorities for government and corporates so far. Those rich individuals from certain corporate empires who have started recognizing CSR as part of their way of life have done so either late in life or because of '€˜certain compelling circumstances in life'€™ which they had not bargained for. Without struggling to put together a legal definition for CSR, those who are lucky to govern and manage resources which ultimately belong to the society should take on themselves the responsibility to eradicate hunger and poverty, provide shelter and potable water, promote literacy at least to the school level, ensure reasonably affordable healthcare for those in the '€˜command area'€™ of their governance or business/industry. Fixing a percentage or routing money through PM'€™s Relief Fund are all niceties which may cover shame but will hardly ensure acceptable quick results. M G Warrier, Thiruvananthapuram
on Mar 26, 2013This can't be done by Bill rather than needed strong WILL....apart from that age old Indian Philosophy and Socialisim... "A person who passes his days without donations and enjoyments is like a blacksmith's bellows, he breathes but does not live."
on Mar 20, 2013Excellent article on CSR. More and more Industries are realising their CSR. It is a healthy sign. Dr.A.Jagadeesh Nellore(AP),India
on Mar 18, 2013CSR has evolved from being a philanthropic activity to a concept which has pro active engagement with serious pressing issues like environment sustainability, human rights, social ills, etc. because of the country'€™s monetary wealth in the private sector and the belief that resources to develop real world solutions lie in the private sector. CSR in India is still at a stage where deliberate efforts are required to be made on a large scale in terms of CSR policy, planning, awareness and training, research and execution teams, etc Great read !
on Mar 18, 2013