CORPORATE SOCIAL RESPONSIBILITY PROJECT ON –C.S.R ACTIVITIES OF TWO COMPANIES MAHINDRA AND MAHINDRA ADITYA BIRLA GROUP MADE BY – HARJIT SINGH JASWAL Y.M.T COLLEGE OF MANAGEMENT SECOND SHIFT
OVERVIEWFounded in 1945 as a steel trading company, we enteredautomotive manufacturing in 1947 to bring the iconic wily jeepinto Indian roads. Over the years we have diversified into muchnew business in order to better meet the needs of our customer.We follow a unique business model of creating empoweredcompanies that enjoy the best of entrepreneurial independenceand group wide synergies. This principle led our growth into a US $ 15.9 billion multinational group with more than 144,000employees in 100 countries across the globe.Today our operation span 18 key industries that form thefoundation of every modern economy such as aerospaceaftermarket , automotive , construction equipment , servicesfinance equipments , insurance , information technology , retailtwo wheelers and many more.In this way the diversity of our expertise follows us to bring ourcustomers the best in many fields.
MAHINDRA FARM EQUIPMENT SECTORS NAGPUR CSR ACTIVITIESNagpur: Mahindra’s Farm Equipment Sector’s (FES) Nagpur plantrecently undertook a series of Corporate Social Responsibility(CSR) activities in Nagpur focusing on health, education andenvironment. These activities were conducted by Employee SocialOptions (ESOPs) volunteers from its Nagpur plant.Employee Social Options programme from Mahindra was initiatedwith goal of having a Mahindra employee contributing to societyevery day of the year, somewhere in the world.ESOPs provide each employee with an option to contribute to asocially relevant activity in a focused way.Employees can select from a wide range of activities includingvolunteering at schools, functioning as visiting faculty ateducational institutions, etc.
The activities conducted by Mahindra Nagpur plant were asfollows –EducationAs part of the first initiative, ESOPs volunteers gave awayscholarships to six meritorious students pursuing the Bachelors ofEngineering (BE) course. The ESOPs volunteers also spend timewith these students on a regular basis and motivate them.In another education related initiative, ESOPs volunteers from theNagpur plant came together to sponsor the education of 4 NanhiKalis. Nanhi Kali is an education programme run by the KCMahindra Education Trust to help educate underprivileged girlchildren who would otherwise be bereft of education. As part of the first initiative, ESOPs volunteers gave awayscholarships to six meritorious students pursuing the Bachelors ofEngineering (BE) course. The ESOPs volunteers also spend timewith these students on a regular basis and motivate them. In another education related initiative, ESOPs volunteers from theNagpur plant came together to sponsor the education of 4 NanhiKalis. Nanhi Kali is an education programme run by the KCMahindra Education Trust to help educate underprivileged girlchildren who would otherwise be bereft of education.
EnvironmentNagpur plant organized a plantation drive in coordination with theState Reserve Police Force (SRPF) camp, Amravati to plant 1 lakhsaplings. Based on the planning, 10 Esops volunteers and 5volunteers from the community gathered on 19th June to take partin plantation drive. In another environment related activity, ESOPs volunteersdistributed uniforms to nature friends during the WorldEnvironment Week. The Green Champs from FES, Nagpuridentified a team of 40 people who are working for nature atNagzira village and forest. Esops volunteers met the DivisionalForest Officer and discussed the idea with him after which thesepeople who are working to protect the environment wereidentified. This team is working on plantation, educating societyon environmental concerns and also protecting the animals of theNagzira forest. A small function was organized at Nagzira villagewhere the uniforms were distributed to these nature friends.
HealthThe Nagpur plant has been running a mobile dispensary sinceMarch 2008. Six locations near the factory have been identified.The mobile dispensary travels 5 days a week where one doctor, amale nurse and an Esops volunteer travel in the vehicleThe medicines are procured by the team and given free of cost tothese patients who are mainly children and senior citizens.22 Esops volunteers have worked hard and have reached to 712patients in June 2010.
FoundationsAt Mahindra, we believe that real change comes about whenpeople give not just their money, but their time as well. We’refortunate to be able to give both. Our many foundations andinitiatives harness thousands of employee volunteer hours and putmillions of our own dollars to work expanding opportunities fordisadvantaged groups.We create outreach programs that draw from our corecompetencies and partner with NGOs to support key initiatives inareas outside our in-house expertise. Our efforts are broadlyorganized around education, health, and the environment. In allour initiatives, we seek partnerships with the people we serve andthe other stakeholders who contribute to solutions, from localgovernments to NGOs. Our foundations support hard and carefulwork over the long term; so that we can create lastingtransformations in the communities we belong to and serve.We created the Tech Mahindra Foundation in 2007 as a majorinitiative to help the economically disadvantaged build betterlives. Launched with a corpus of Rs 250 million (about US $5.45million), Tech Mahindra contributes 1.5 percent of its profit aftertax every year. Thanks to generous contributions from thecompany and employees alike, the Foundation is able to spendmore than Rs 60 million (about US $1.3 million) each year onsocial programs.The Tech Mahindra Foundation partners with 55 NGOs to buildrelationships with local communities. These organizationspromote vocational, technical, and professional educationalprograms which empower women, children, the disabled, and theeconomically disadvantaged to rise according to their ownpotential. As part of our education building initiative, we donatecomputers to education programs.
The Mahindra Satyam Foundation is the largest corporatevolunteering program in the country with 16,000 registeredvolunteers who have contributed 850,000 volunteer hours in 2009-10. We use our core competencies—technology, process, andmanagement—as change agents to create the greatest impact onpeople’s lives.We approach our volunteering projects with the same highstandards that we apply to our corporate work, engaging the full-cycle leadership concept to improve efficiency and delivery. AMagnificent Seven (M7) team of seven or more volunteers takeownership of a project within a program. The teamconceptualizes, organizes, and implements the project from start tofinish, creating ownership and responsibility for each initiative.There are 570 M7 teams at work today across our chapters inHyderabad, Pune, Bangalore, Chennai and Bhubaneswar.Our work focuses in four core areas: education, livelihood,empowering persons with disability, and health. We work withstudents in government schools to improve the quality of theireducation, providing school supplies, infrastructure support,summer camps, and regular mentoring in English, mathematics,science, and basic computer skills. Similarly, our livelihoodprograms are based on developing skill sets and practicalknowledge to equip people for success in the job market. Ourinitiatives to empower persons with disabilities focus onintegration with broader society through employment and training,workshops, fundraising events, and awareness days. Finally, weconduct regular blood donation drives across all Mahindra Satyamlocations—in fact, we are the largest corporate blood donor to theRed Cross in India.In 2005, our commitment to our communities was recognized withthe Corporate Citizen Award for Corporate Social Responsibilityfrom Business World and the Federation of Indian Chambers ofCommerce (FICCI) and Industry’s Socio-Economic DevelopmentFoundation (SEDF).
In 2008, we initiated the Shikshak Samman Award in collaborationwith the Municipal Corporation of Delhi in order to celebrateexcellent teachers. Each year, we honour thirty outstandingteachers working in municipal schools with scholarships forprofessional development, cash awards, and Teaching LearningMaterial (TLM) kits with materials for planned activities. Publicrecognition helps disseminate best practices, encourage innovationand effort to galvanize teachers to be the best they can be.
Mahindra foundationTo secure a better tomorrow, we believe in taking action today.We set up the Mahindra Foundation to provide medical relief tothe poor and underprivileged. We’ve ensured that patientssuffering from cancer, heart problems, burns, and other healthproblems receive proper medical treatment through our financialaid. During national calamities, we contribute and mobilizeresources to help rebuild our country. We were there withvehicles, materials, and manpower after the tsunami in 2004, theGujarat earthquake in 2001, and the Kargil war in 1999.Our most recent relief mobilization addressed the tremendous lossof life and damage caused by the 2008 floods in Bihar. We put ourresources to work in the region through a Memorandum ofUnderstanding (MOU) with Mahindra Consulting Engineers(MACE) and the Collector of the Madhepura District of Bihar.With support from the Mahindra Foundation, MACE rebuilt thesocial infrastructure in Pattori Gram Panchayat, includingpermanent houses with water and sanitation infrastructure.From pledging our support to rehabilitate disaster-struck regions todonating cochlear implants to 60 hearing impaired children on ouranniversary, we are there whenever the nation needs help.
QUESTIONS1) Explain the strategic C.S.R activities of the company As Mahindra and Mahindra they mainly focused on the C.S.R activities like education giving scholarship to students who are pursuing for B.E they educated under privileged students which is run by Mahindra education trust. Various environmental functions were organised in many villages. Various foundations are there which helped many people across the country. They also focus on health treatment. Strategic C.S.R activities of this company is that it is an Indian company and they had mainly focused on rural areas and there they done their advertising that we the company is looking for you. Their strategy is was to build a brand image in rural areas that Mahindra is the company pursuing in everything’s. Their strategy was to attraction of new customers and positive brand building.
2) Classify the C.S.R initiatives of the company under different initiatives proposed by kotlar and lee The C.S.R initiatives of the company under different initiatives proposed by kotlar and lee are Cause relating marketing where the company total revenue from that revenue they invested some on CSR activities like health , education. Community voluntary as they had voluntarily worked on such activities. Company have also done corporate social marketing as it is intended to improve public health and environmental well being.
OVERVIEWA US $40 billion corporation, the Aditya Birla Group is in theLeague of Fortune 500. It is anchored by an extraordinary force ofover 136,000 employees, belonging to 42 differentnationalities. The Group has been ranked Number 4 in the GlobalTop Companies for Leaders survey and ranked Number 1 in AsiaPacific for 2011. Top Companies for Leaders is the mostcomprehensive study of organisational leadership in the worldconducted by Aon Hewitt, Fortune Magazine and RBL (a strategicHR and Leadership Advisory firm).Over 53 per cent of its revenues flow from its overseas operations.The Group operates in 36 countries – Australia, Austria,Bangladesh, Brazil, Canada, China, Egypt, France, Germany,Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Korea, Laos,Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia,Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland,Tanzania, Thailand, Turkey, UAE, UK, USA and Vietnam.Globally, the Aditya Birla Group is: A metals powerhouse, among the world’s most cost-efficient aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest producers of primary aluminium in Asia, with the largest single location copper smelter. No.1 in viscose staple fibre No.1 in carbon black The fourth-largest producer of insulators The fifth-largest producer of acrylic fibre Among the top 10 cement producers Among the best energy-efficient fertiliser plants The largest Indian MNC with manufacturing operations in the USA
In India: A top fashion (branded apparel) and lifestyle player The second-largest player in viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business Among the top 10 BPO companiesRock solid in fundamentals, the Aditya Birla Group nurtures aculture where success does not come in the way of the need tokeep learning afresh, to keep experimenting.Beyond business - The Aditya Birla Group: Works in 3,000 villages. Reaches out to seven million people, annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla. Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing social reform in India, Asia, Egypt, Philippines, Thailand, Laos, Indonesia, Korea and Brazil. In India: Our Group runs 42 schools, which provide quality education to 45,000 children. Of these, over 18,000 children receive free education. .
C.S.R activities by Aditya Birla groupOur vision"To actively contribute to the social and economic developmentof the communities in which we operate. In so doing, build abetter, sustainable way of life for the weaker sections of societyand raise the countrys human development index."Making a differenceBefore Corporate Social Responsibility found a place incorporate lexicon, it was already textured into our Groupsvalue systems. As early as the 1940s, our founding father ShriG.D Birla espoused the trusteeship concept of management.Simply stated, this entails that the wealth that one generates andholds is to be held as in a trust for our multiple stakeholders.With regard to CSR, this means investing part of our profitsbeyond business, for the larger good of society.While carrying forward this philosophy, our legendary leader,Mr. Aditya Birla, weaved in the concept of sustainablelivelihood, which transcended cheque book philanthropy. Inhis view, it was unwise to keep on giving endlessly. Instead, hefelt that channelizing resources to ensure that people have thewherewithal to make both ends meet would be moreproductive. He would say, "Give a hungry man fish for a day,he will eat it and the next day, he would be hungry again.Instead if you taught him how to fish, he would be able to feedhimself and his family for a lifetime."Taking these practices forward, our chairman Mr. KumarMangalam Birla institutionalised the concept of triple bottomline accountability represented by economic success,environmental responsibility and social commitment. In aholistic way thus, the interests of all the stakeholders have beentextured into our Groups fabric.
Our community work is a way of telling the people amongwhom we operate that We Care.Our strategyour projects are carried out under the aegis of the "Aditya BirlaCentre for Community Initiatives and Rural Development", ledby Mrs. Rajashree Birla. The Centre provides the strategicdirection, and the thrust areas for our work ensuringperformance management as well.Our focus is on the all-round development of the communitiesaround our plants located mostly in distant rural areas and tribalbelts. All our Group companies —- Grasim, Hindalco, AdityaBirla Nuvo and UltraTech have Rural Development Cells,which are the implementation bodies.Our partners in development are government bodies, districtauthorities, village panchayats and the end beneficiaries — thevillagers. The Government has, in their 5-year plans, specialfunds earmarked for human development and we recourse tomany of these. At the same time, we network and collaboratewith like-minded bilateral and unilateral agencies to shareideas, draw from each others experiences, and ensure thatefforts are not duplicated. At another level, this provides aplatform for advocacy.Project identification mechanismAll projects are planned in a participatory manner, inconsultation with the community, literally sitting with them,and gauging their basic needs. We take recourse to"participatory rural appraisal", which is a mapping process.Subsequently, based on a consensus and in discussion with thevillage panchayats, we prioritise requirements. And thus aproject is born. Implementation is the responsibility of thecommunity and our team, as is the monitoring of milestonesand the other aspects. Monitoring entails physical verificationof the progress and the actual output of the project.
Village meetings are held periodically to elicit feedback on thebenefits of our community programmes and the areas wherethese need to be beefed up. We try and ensure that while in theshort term we have to do enormous hand-holding, the projectsbecome sustainable by the beneficiaries over the long haul.Once this stage is reached, we withdraw. In this way we do notbuild a culture of dependence, instead we make the villagersself-reliant.Model villagesone of our unique initiatives is to develop model villages, soeach of our major companies is working towards the totaltransformation of a number of villages in proximity to ourplants. Making of a model village entails ensuring self-reliancein all aspects viz., education, health care and family welfare,infrastructure, agriculture and watershed management, andworking towards sustainable livelihood patterns.Fundamentally, ensuring that their development reaches a stagewherein village committees take over the completeresponsibility and our teams become dispensable.Of the 3,000 villages that we are engaged in, we have zeroed inon 300 villages that we hope to morph into model villages.Over a period of time, we expect to see a changed face of thesevillages. More than 80 villages in the hinterland have alreadybecome model villages. From abject poverty to fulfilling thenecessities of life. From dependence to freedom. Frombackwardness to progress — in more ways than one.Our project operationsthe geographic reach, annual spendsthe footprint of our community work straddles 3,000 villagesacross the length and breadth of our country. We reach out tomore than 7 million people annually. Over 60 per cent of theselive below the poverty line and belong to scheduled castes andtribes. The Group spends in excess of Rs.130 crore annually,inclusive of the running of 18 hospitals and 42 schools.
The Group transcends the conventional barriers of business andreaches out to the marginalised as a matter of duty and to bringin a more equitable society.Our focus areasour rural development activities span five key areas and oursingle-minded goal here is to help build model villages that canstand on their own feet. Our focus areas are healthcare,education, sustainable livelihood, infrastructure and espousingsocial causes.
EducationFormal and non formal education and adult educationScholarship for girls, technical education for boysDistance education and girl child education and computereducation.
Health care and family welfarePulse polio program, mobile clinics doctor visits, medicalcamps, safe drinking water sanitation household toiletscommunity hospitals.
Infrastructure developmentCommunity centres, schools in villages, health care centres andhospitals, roads, homes for homeless, rural electrification.
Social causesWidow RemarriageSocial securityCulture and sportsWomen empowerment
QUESTIONS1) Explain the strategic C.S.R activities of the company The strategic CSR activities of the company was building reputation and goodwill of the company as they had mainly focused on education and health and infrastructure development and many more. Building an brand image in rural areas.
2) Classify the C.S.R initiatives of the company under different C.S.R initiatives proposed by kotlar and lee The CSR initiatives of the company under different CSR initiatives proposed by kotlar and lee are corporate philanthropy like direct contributions of funds as a charity as Birla group build temples hospitals and roads they were also into infrastructure development. Cause related marketing is also there as they donated a specific percentage of revenue to a specific cause.