1. IICA Thought BOX
Nikhil Pant & Mayuri Misra, L&D Vertical, NFCSR, IICA
CSR - An Opportunity
With the enactment of Section 135,
Companies Act 2013 on CSR, India
has taken a giant leap forward
towards providing a real opportunity
to the corporate sector for engaging in
nation-building in its truest sense. The
legislation has put to rest the debate
about what CSR for our country really
means. Compliance, responsible
governance and company culture
are no longer the substitute for CSR-
they are the benchmarks for staying
in business. CSR is beyond this- it is
about the long-term sustainability of
the business, its brand and reputation
and the perception it shares in the
market as a partner in national
development.
The process of ‘Giving Back’ to
society through CSR is now catalyzed
due to the enabling provisions
of the Act. Judicious application
of this legislation can go a long
way in promoting partnerships,
resource sharing and meaningful
collaborative work between the
Government, Corporate India,
NGOs and beneficiary communities
for meaningful social change. Non-
intrusive government facilitation
through pro-active policies has
already encouraged innovative and
path breaking corporate success in the
recent history of Indian economy. If
implemented in true letter and spirit,
the Act has the potential to play a
historic role in our country’s progress
and aspiration to become a developed
nation one day soon.
CSR - The Enabler
The country has been initiated into
an enabling environment. This would
encourage ongoing CSR initiatives in
continuing; only adding value and
alignment towards the larger purpose
through well defined shape and
structure. This will give impetus to
quality socio-economic change at scale
in double quick time. Those starting
with CSR for the first time will have
an opportunity to turn a new leaf in
their corporate journey and join hands
with all others. A national platform is
gradually becoming available where
all qualifying companies would be
able to share and showcase their
activities.
The CSR
‘Opportunity’
Compliance,
responsible
governance
and company
culture are
no longer the
substitute for
CSR-they are
the benchmarks
for staying in
business

2. environment |consumers | employees | communities | stakeholders
The objective is to inspire, engage,
motivate and support business in
continually improving its positive
impact on society and the nation
even as they comply. Being viewed
as a leader of such activities in the
national forum, with well-defined
projects, thoroughly documented
and evaluated by external agencies,
is likely to promote foreign and local
investment in companies, strengthen
the trust and faith of shareholders and
customers, and most importantly,
present the company as a responsible
business to the whole world.
CSR - Beyond Compliance
The Principle of Comply or
Explain has an inbuilt mechanism
of conformity – public scrutiny.
Adherence to law has been taken
up in a subtle manner, thereby
presenting CSR to the companies
as an opportunity rather than a
diktat or an unwelcome compulsion.
Businesses are encouraged to devise
CSR strategies so that their core work
can also grow even as they connect
directly with communities and the
environment.
The task is no doubt daunting.
Capacity building, and search for
suitable implementing agencies and
deliverable, impactful projects are a
challenge. What makes it exciting
though is that it is stimulating as
well. Board members, CEO’s and
CSR Heads have a great opportunity
to collaborate and think out of
the box to devise approaches that
simultaneously further their business
interests. New product development
is one such area.
Development Communication takes
on a critical role in brand building.
It must connect with Marketing
Communication and Corporate
Communication within companies
for effective morale boosting
of employees and their active
engagement through volunteering
and other means. All of this provides
a strategic opportunity for enhanced
HR productivity - adding to the
bottom-line of the company.
We have to move forward in a
cautious, practical and meaningful
manner, keeping in mind that CSR
interventions within stipulated time
frames should be rupee and impact
measurable. Eventually, meeting the
ever dynamic and evolving needs of
the community and the environment
must lie at the very core of any
CSR activity. Every corporate that
participates pro-actively in taking
this CSR agenda forward would
then become an active contributor to
responsible national development.
CSR - The Brand Builder
A hidden opportunity is here
for the taking - for every CSR
participating company to go far
beyond compliance and do good
in the most effective manner
possible. also It is an opportunity for
corporate India to liberate itself (as
against liberalization of the 1990’s!!)
from the stigma of being labeled as
self-centric and too capitalistic in
a country where the vast majority
is still deprived of its basic needs
– food, shelter, housing, jobs,
education, primary healthcare and
prove that it is not only responsible,
but caring and able.
Every corporate
that participates
pro-actively in
taking the CSR
agenda forward
becomes an
active contributor
to responsible
national
development.
The National Foundation for CSR,
IICA, aims to build an enabling
environment for the corporate sector
to work in partnership with the
government , non government & civil
society organisations for effective
contribution towards sustainable
growth & development