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This paper uses the examples of a range of Indian brands to argue the value and importance of authentic corporate social responsibility. Amul is a co-operative of small scale dairy farmers, many of them women: it enjoys a strong association with the empowerment of women and of paying a fair price for materials. The example of Fabinda, a high-end clothing brand that employs traditional handloom workers, is also given. Larger companies can also maintain a socially responsible positioning: Tata, a conglomerate with business in many industries, enjoys a strong reputation with consumers for being socially responsible. In each case the brand/company is successful because social responsibility has been incorporated into the business from its start. Making social responsibility a core part of the brand's identity helps it to be consistent and authentic.