India - CSR
Manager in the
An action plan
The Customer Experience Company
The new Companies Bill has mandated that
organisations of a certain financial strength spend
2% of their net profit on corporate social
What does it mean for the
CSR manager of today?
Can the move towards higher value, volume and profit be
made while giving back to society and the environment?
India is home to the largest number of poor and illiterate
3 out of 10 people need to be taught how to read
By 2020 India will be the 3rd largest
economy in the world
This will put extraordinary pressure on our natural
resources and our infrastructure.
Water. Waste. Energy.
are just some of the several challenges we face
Going by the government’s 2% norm Rs 63
billion is expected to flow in from India’s top
500 listed companies.
If we expand this list to the top 1,000 corporations, add MNCs,
co-operative banks and SMEs, then we are talking about at least
Rs 120 billion.
Each of India’s 660 districts could get over Rs 18 crore of this
What should be spent, where and on whom? Can you
help your company achieve its strategic goals?
But the corporate landscape is challenging......
Challenges CSR in many companies is either part of
HR or Corporate Communications.
Need for a separate
department with specific
Challenges CSR budgets are expected to double,
this will also lead to increased scrutiny
Need for re-skilling of
existing teams and
establishment of processes.
Challenges Many CSR initiatives have been ad hoc
and not necessarily linked to
Need for a strategic focus +
Study of stakeholders needs and
aspirations, + an action plan that
can run for several years
Challenges CSR initiatives in the past may not have
formed part of standard corporate
Need to assess, monitor
and report initiatives and
Then, ask some tough questions?
WHO - is your core audience, for which CSR initiatives need to be designed?
WHAT - is your value proposition and is this in synch with your core business?
WHEN - did your competition launch their CSR initiatives, do you want to be
distinct from them?
WHERE - is the sweet spot, through which you can benefit both the
community and the company?
WHY - are you investing in CSR if you cannot deliver what you are promising?
Define your core intent
Do you want to......
Run a good
Give Some thing
Be a good
Be a beacon to
Take a close
look at the
after defining the broad
areas you want to look at as
part of CSR.
Ask yourself how your CSR will scale
from year to year? And develop an
approach that is sustainable...
Philanthropic Transactional Integrative
While developing your CSR strategy it might
be useful to look at a Macro view too
For Example: The starting point of the Indian Planning Commission’s
consultations with stakeholders for the 12th plan were these challenges.....
SOURCE - Scenarios shaping India’s growth
+ growth of