This document discusses sustainable development and green corporate social responsibility (CSR) practices in India, using the TATA group as a case study. It begins by defining sustainability and CSR, noting that businesses are called to pursue economic growth while preserving natural resources. The document then discusses how India's rapid economic growth has led to environmental degradation, and how companies are adopting "green practices" through CSR to balance development and conservation. The TATA group is highlighted for its efforts in this area to contribute to sustainable development and environmental protection in India.

1. Sustainable development with Green CSR practices in India
A case study of the TATA group in India
Geetika Singh Ranjeet Singh Manhas
Academic Officer –JKBOSE J&K Lecturer Zoology-J&k State education Deptt
09419173496,geetika1475@gmail.com 09419108526 , ranjeet07@ymail.com
Abstract
The earth is our mother. Whatever befalls the earth befalls the sons of the earth. The earth does not belong
to man; man belongs to the earth. Man did not weave the web of life; he is merely a strand in it. We do not
inherit the earth from our ancestors; we borrow it from our children."
The environment is the common heritage of mankind and its protection is the responsibility of the citizens. All
acts by nation and people should therefore be inspired by a deep respect for the protection of the environmental
resources upon which life itself depends.Over the last decades, sustainability has become very popular term.
Sustainability refers to activities, typically considered voluntary, that demonstrate the inclusion of social and
environmental concerns in business operations and in interactions with stakeholders (van Marrewijk & Verre,
2003).
Business , being an integral part of Society at large ,is entwined in the web of sustainability. "Meeting the
needs of the present without compromising the ability of future generations to meet their own needs”, calls for
a broad-based alliance between industry and society to combat poverty, environmental degradation and
promote development. The environmental dimension of the Sustainability challenge lies in pursuing economic
growth whilst preserving and enhancing our natural resources. Organizations are being called upon to take
responsibility for the ways their operations ,business processes , outputs , technology , by products affect the
environment. According to World Business Council for Sustainable Development “Corporate Social
Responsibility is the continuing commitment by business to behave ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as of the local
community and society at large”. In recent times CSR is tilting towards Green CSR.
India‟s rapid economic growth in last several years has made us aware of two stark realities: it has lifted
millions out of poverty; and that this economic growth has been accompanied by accelerated depletion of
natural resources and rapid deterioration in environment quality. Though India is home to 18% of the world‟s
population, it only has 2.4% of the planet‟s landmass, 4% of the fresh water resources and about a percent of
the world‟s forest. India‟s ecosystems are already highly degraded. The current paradigm of rapid economic
growth along with the need of conserving the natural and ecological resources, challenges the very foundation
of the manner in which business is done today. Taking up this challenge , a large number of Indian corporate –
big and small have adopted friendly sustainable business practices which without compromising on the basic
goal of business –„to make profit”.

2. This paper showcases some of the „Green practices‟ being adopted by Indian companies towards sustainable
development of the environment focusing on the TATA Group, thus contributing their share to „save the planet‟
under the broad umbrella of Corporate social Responsibility.
Keywords : environment , sustainable development, corporate social responsibility , green business practices,
Indian companies.
INTRODUCTION
Each human generation chooses not only its place on the planet but also the state of the planet it will leave in its
place. Within the early decades of the next century , there must be a transition to a new path of human
development by shifting course to a new way of living and working that will make peoples live‘s better without
degrading the planets life support systems.world population is expected to double within the next 50 years ,
placing enormous demands on resources for food , shelter , energy and most of all the natural environment.
There is no universally acceptable definition of sustainable development , nor do all definitions of sustainable
development yield practical guidelines for policymakers. The concept is perhaps best described as development
that maximises the long term net benefits to humankind, taking into account the costs of environmental
degradation. Sustainable development attempts to make conservation the handmaiden of development while
protecting the interests of future generations. An intelligent sustainable development strategy thus permits the
providential depletion of natural resources and the intelligent utilisation of the environments waste assimilation
services. The term ‗sustainable development‘ emerged out of the United Nations Conference on Environment
and Development (UNCED) in 1987 and was quickly seized on for the various objectives of the growing
number of non-governmental organisations (NGOs).By 2002, it was estimated that there were 30,000 NGOs
working around the world for concerns directly or indirectly linked to issues of sustainable development (Shell
International 2002). The work of these NGOs is often oriented towards rebalancing the predominantly
neoliberal economic focus that international institutions such as the World Bank and the International Monetary
Fund (IMF) are viewed to have taken (J.Williamson 1998).
How can we make better choices about the environment and development to achieve the goals of sustainable
development within the fundamental goal of business –profit is a question most companies throughout the
world are pondering about.Sustainable business practices as a part of Corporate Social Responsibility is not a
fad or a passing trend, it is a business imperative that many Indian companies are either beginning to think
about or are engaging with in one way or another. Ethics, values and principles, corporate social responsibility
(csr),corporate citizenship and concepts of sustainability have been increasingly recognised by companies as

3. important in making their business acceptable to society. However, over the past few years, as a consequence of
rising globalisation and pressing ecological issues, the perception of the role of corporates in the broader
societal context within which it operates, has been altered.Stakeholders (employees, community, suppliers and
shareholders)today are redefining the role of corporates taking into account the corporates‘ broader
responsibility towards society and environment, beyond economic performance, and are evaluating whether
they are conducting their role in an ethical and socially responsible manner.As a result of this shift (from purely
economic to ‗economic with an added social dimension‘), many forums, institutions and corporates are
endorsing the term Corporate Social Responsibility (CSR).They use the term to define organisation‘s
commitment to the society and the environment within which it operates.
I. RATIONALE
LINKING SUSTAINABLE DEVELOPMENT TO CORPORATE SOCIAL RESPONSIBILITY
Traditionally , the role of corporate by and large has been understood in terms of a commercial business
paradigm of thinking that focuses purely on economic parameters of success, as corporates have been regarded
as institutions that cater to the market demand by providing products and services, and have the onus for
creating wealth and jobs, their market position has traditionally been a function of financial performance and
profitability. However , Some of the reasons for the surge of debates on the role of corporate towards
sustainable development are- as a consequence of cross-border trade, multinational enterprises and global
supply chains, there is an increased awareness on CSR concerns related to environmental protection, and
health and safety, among other things. In an increasingly fast-paced global economy, CSR initiatives enable
corporates to engage in more meaningful and regular stakeholder dialogue and thus be in a better position to
anticipate and respond to regulatory, economic, social and environmental changes that may occur.There is a
drive to create a sustainable global economy where markets, labour and communities are able to function well
together and companies have better access to capital and new markets.Financial investors are increasingly
incorporating social and environmental criteria when making decisions about where to place their money, and
are looking to maximise the social impact of the investment at local or regional levels.One of the United
Nations Millennium Development Goals calls for increased contribution of assistance from country states to
help alleviate poverty and hunger, and states in turn are advising corporates to be more aware of their impact
on society. In order to catalyze actions in support of the MDGs, initiatives such as Global Compact are being

4. put in place to instrumentalise CSR across all countries. According to World Business Council for
Sustainable Development “Corporate Social Responsibility is the continuing commitment by business to
behave ethically and contribute to economic development while improving the quality of life of the workforce
and their families as well as of the local community and society at large”.
The totality of CSR can be best understood by three words:‗corporate,‘ ‗social,‘ and responsibility.‘ In broad
terms, CSR relates to responsibilities corporations have towards society within which they are based and
operate, not denying the fact that the purview of CSR goes much beyond this. CSR is comprehended differently
by different people.Companies which are serious about using CSR as a tool to contribute towards sustainable
development are - Allocating finance for treating CSR as an investment from which returns are expected
,Optimising available resources by ensuring that efforts are not duplicated and existing services are
strengthened and supplemented, Monitoring activities and liaising closely with implementation partners such as
NGOs to ensure that initiatives really deliver the desired outcomes,• Reporting performance in an open and
transparent way so that all can celebrate progress and identify areas for further action. A long term perspective
by organisations, which encompasses their commitment to both internal and external stakeholders.
Unfortunately, these global aspirations remain far from being met in many developing countries today.
International Legal framework linking Business with Sustainable development:
There are currently over 500 international treaties and other agreements related to the environment, and an
average 300 days per year are spent in intergovernmental negotiations to further develop and enhance
implementation of environmental law. Key international legal instruments are currently being negotiated, such
as a post-2012 international regime on climate change, an international instrument on access and benefit-
sharing related to genetic resources, and a legal framework on liability related to biosecurity, to name but a few.
Environmental law draws from and is influenced by principles of environmentalism, including ecology,
conservation, stewardship, responsibility and sustainability. The majority of such conventions deal directly with
specific environmental issues. There are also some general treaties with one or two clauses referring to
environmental issues but these are rarer. There are about 1000 environmental law treaties in existence today; no
other area of law has generated such a large body of conventions on a specific topic. Protocols are subsidiary
agreements built from a primary treaty. They exist in many areas of international law but are especially useful
in the environmental field, where they may be used to regularly incorporate recent scientific knowledge. Kyoto
Protocol -This international protocol to the United Nations Framework Convention on Climate Change
(UNFCCC) requires signatories in industrialized country to meet GHG emission reduction targets relative to
1990 levels. The United Nations Climate Change Conference, Durban 2011, delivered a breakthrough on the
international community's response to climate change. In the second largest meeting of its kind, the negotiations
advanced, in a balanced fashion, the implementation of the Convention and the Kyoto Protocol, the Bali Action
Plan, and the Cancun Agreements. The outcomes included a decision by Parties to adopt a universal legal
agreement on climate change as soon as possible, and no later than 2015.The challenge for corporate social

5. responsibility (CSR) in developing countries is framed by a vision that was distilled in 2000 into the
Millennium Development Goals—‗a world with less poverty, hunger and disease, greater survival prospects for
mothers and their infants, better educated children, equal opportunities for women, and a healthier
environment‘ (UN, 2006: 3).As the world‘s largest, global corporate citizenship initiative by the UN, the Global
Compact, a voluntary initiative is concerned with building the social legitimacy of business.
CSR in India
The concept of CSR in India is not new, the term may be. The process though acclaimed recently, has been
followed since ancient times albeit informally.Philosophers like Kautilya from India and pre-Christian era
philosophers in the West preached and promoted ethical principles while doing business. The concept of
helping the poor and disadvantaged was cited in much of the ancient literature.The idea was also supported by
several religions where it has been intertwined with religious laws. ―Zakaat‖, followed by Muslims, is donation
from one‘s earnings which is specifically given to the poor and disadvantaged. Similarly Hindus follow the
principle of ―Dhramada‖ and Sikhs the ―Daashaant‖. Surging economies, including India, are coping with
issues related to poverty, child rights, community welfare etc and are a hotbed for an innovative CSR Scenario
where CSR practices contributing towards sustainable development can be benchmarked as an example for
others to follow. Corporates in India are also realising that their reputation is intrinsically connected with how
well they consider the effects of their activities on those with whom they interact.Wherever the corporates fail to
involve parties,affected by their activities, it may put at risk their ability to create wealth for themselves and
society.
II. METHODOLOGY
This paper seeks to complement empirical studies that have been done in researching the ‗business case‘ for
sustainable development. The paper is based on desktop research and case study analysis .The Case Study
quantitative analysis represents an objective overview of the corporate social responsibility trends in India
based on the desktop research and case study analysis of the corporates to discern the status of CSR and
sustainable development initiatives and trends in India. Action in CSR in India largely spans a diverse set of
thematic areas – health, education, livelihood, poverty alleviation, environment, water, housing, energy and
microfinance, women empowerment, child development and infrastructure . Our paper endeavours to focus on
the efforts towards environmental protection and focuses on presenting a broad overview of implementing the
CSR practices that focus on sustainable development towards a greener future.
The focus of this paper is to showcase the sustainable development initiatives of the TATA group(A case study
of 5 group companies) , a leader in the area of owning up environmental responsibility and setting benchmark
practices for other corporate all over the world Our paper endeavours to focus on the efforts towards
environmental protection and focuses on presenting a broad overview of implementing the CSR practices that
focus on sustainable development towards a greener future.

6. III. FINDINGS
A SHOWCASE OF GREEN CSR IN INDIA- THE TATA GROUP
In 1902, the son of group founder Jamsetji Nusserwanji Tata wrote a letter to his son about building a workers'
city around his Tata Steel works: "Be sure to lay wide streets planted with shady trees, every other of a quick-
growing variety. Be sure that there is plenty of space for lawns and gardens." After his death in 1904, the city
took his name, becoming Jamshedpur.Today Jamshedpur, with a beautiful eco system in place , free housing,
free hospitals and free schools, sports stadiums and clean streets, remains the envy of the country.
TATA GROUP ,INDIA
Tata Group is one of the largest companies in India by market capitalization and revenue. It has interests in
communications and information technology, engineering, materials, services, energy, consumer products and
chemicals. The Tata Group has operations in more than 80 countries across six continents and its companies
export products and services to 80 nations. The Tata Group comprises 114 companies and subsidiaries in eight
business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group is held in charitable
trusts. Companies which form a major part of the group include Tata Steel(including Tata Steel Europe), Tata
Motors (includingJaguar and Land Rover), Tata Consultancy Services, Tata Technologies, Tata
Tea (including Tetley), Tata Chemicals, Titan Industries, Tata Power, Tata Communications, Tata Sons, Tata
Teleservices and the Taj Hotels. The 2009, annual survey by the Reputation Institute ranked Tata Group as the
11th most reputable company in the world. The survey included 600 global companies. The Tata Group has
helped establish and finance numerous quality research, educational and cultural institutes in India. . In June
2011, based on market value Tata Group has become India's wealthiest group with $98.7 billion.
The Tata ethos places a special emphasis on environmental and Ecological issues. "Environment is a focus
area within our overall corporate social responsibility matrix," says Kishor Chaukar, chairman, Tata Council for
Community Initiatives, a centrally administered nodal agency that coordinates, among other activities, the
environmental efforts of group companies. A host of Tata companies also adhere to environmental procedures
drawn up by the Global Reporting Initiative (GRI), which operates under the aegis of the United Nations.
The Tata Council for Community Initiatives (TCCI) is a unique initiative that lends structure to the Tata group's
approach of sustainable development while driving its community engagement and improvement programmes.
It is a centrally administered agency whose purpose is to help Tata companies and employees engage in
developing the community through specific processes. TCCI was established in 1994 to bring together good
practices within the Tata group in the sphere of corporate sustainability. Its charter is extensive, embracing a
range of sustainable development initiatives such as community outreach, environmental management,
biodiversity restoration, climate change initiatives and employee volunteering.

7. The group's contribution to conservation falls into two categories: the efforts of different Tata companies, big
and small, to preserve and enrich the environment in and around their areas of operation, and the
philanthropic thrust of the Tata trusts, which support a diverse cluster of non-governmental organisations
working in areas such as the management of natural resources, community development and livelihoods. This
dual canopy accommodates and nurtures a variety of initiatives in a range that extends from watershed
programmes and land regeneration to forestry projects and the protection of endangered species
CASE STUDY I
EARTH by TATA hotels Resorts and Palaces
Taj Hotels Resorts and Palaces follows green practices that conform with Green Globe Standards and is a
responsive partner in ensuring a brighter tomorrow for future generations. The organisation has launched
EARTH (Environment Awareness and Renewal at Taj Hotels), a movement that works to minimise the impact
of its businesses on the environment. The initiatives under this umbrella include environmental training for all
employees, energy audits every three years, and a phased reduction of freshwater consumption. Earth
friendliness will be a hallmark of the Vivanta line of ―eco friendly hotels‖ launched recently , just as it is at all
Taj hotels and resorts. Vivanta by Taj, like all Taj properties, will adopt the green best practices monitored by
Green Globe, a leading worldwide certifier for the travel and tourism industry. Green Globe‘s benchmarking
and certification program is based on the standards for sustainable development endorsed by 182 heads of state
at the United Nations Rio Earth Summit in 1992.The brand now includes landmark city hotels like Vivanta
by Taj-President, Mumbai, and Vivanta by Taj-Connemara, as well as resorts like Vivanta by Taj-Fort Aguada,
Goa, and Vivanta by Taj-Holiday Village, Goa as well as Vivanta by Taj -Srinagar.Taj says its Vivanta hotels
are ―intended to appeal to the cosmopolitan global traveler who appreciates new experiences and pleasant
surprises, rather than the typical hotel stay.‖ The Vivanta brand is positioned to be ―stylish and sophisticated,
contemporary, vivid and creative and to afford a cool avatar of luxury. At the same time, Vivanta shares a
strong connection with the Taj warmth and friendliness.‖
At Lake Palace, Udaipur, which stands in the middle of the famous Pichola Lake, the Taj takes care to avoid
spoiling the lake water and harming its marine life. The hotel uses battery-operated boats instead of those
powered by gasoline, and wastewater is recycled and used for irrigation.The Taj Garden Retreat at Kumarakom,
is located near the Vembanad Lake and the Kumarakom Bird Sanctuary that is a favourite haunt of several

8. species of migratory birds. The hotel uses special lighting to reduce the glare so as not to disturb animal life,
and wastewater is treated before being discharged.
Located in a sensitive ecological zone, the Taj Exotica, Maldives, focuses on waste management. The use of
plastic bags is restricted and hazardous substances such as lead acid batteries are sent to Thilafushi Island, a
landfill area allocated for refuse. The Taj Coral Reef, located on a tropical atoll, takes great care to protect the
delicate ecosystem of the coral reefs. Trees are planted near the beach and extraction of sand from the beach is
not permitted. Organic wastes are processed and converted to fish food. Non bio-degradable waste products are
either incinerated or routed to Thilafushi Island.
Taj hotels use CFL lights, which consume 78 per cent less energy; Taj Coromandel, Chennai, generates energy
from windmills; solar water heating systems at the Taj West End, Bangalore, have saved over 51,000 litres of
fuel over the last three years; a biogas plant at Rambagh Palace, Jaipur, helps in cutting energy cost.In hotels
where land is available, kitchen waste and dry leaves are converted into compost; waste paper from printing is
reused as writing pads; pipe steel waste is used as safety railings or in barricades; and old bed sheets are used to
make linen bags and cotton napkins.
CASE STUDY II
TATA CHEMICALS
Tata Chemicals is committed to a sustainable way of doing business. With its vision of serving society through
science, the company has initiated several programmes on climate change, environment protection and ecology
conservation. In a company-wide initiative, Tata Chemicals has assessed the carbon footprint of all its
operations and has embarked on a programme to reduce its carbon footprint by 20 per cent by 2020.With the
growing need for climate change mitigation, Tata Chemicals has developed a range of products that help reduce
environmental impact. It has invested in developing biofuels such as biodiesal and bioethanol; it offers Briskarb
- a sodium bicarbonate-based product for flue gas treatment; the latest products in its farm portfolio are
customised fertilisers that minimise the chemical load on the soil while optimising yields. The company's
Innovation Centre is working on arange of advanced nanotechnology-based solutions that help reduce raw
material consumption.

9. Tata Chemicals has a clear policy of `avoid, reduce and reuse' that governs its business practices, with a strong
emphasis on resource optimisation. Initiatives to control and limit effluents and waste from the chemical
complex at Mithapur, Indiahave led to the setting up of a cement plant on the site that converts waste material
into high quality cement. A water management initiative for the Mithapur plant and township led to the
conversion of the waste product - salt - being processed, enhanced and marketed as a high grade table salt -
today Tata Salt is India's leading branded salt. In Kenya and the US, Tata Chemicals'plantsproduce high grade
soda ash from natural deposits of trona; these operations are far more environment-friendly and have a smaller
carbon footprint.
At Mithapur, where TCL's Indian soda ash plant is located, vast acres of salt pans are nurtured as a nesting
habitat for thousands of migratory birds. The waters of the Gulf of Kutchch are an acknowledged marine
sanctuary where the company funds conservation projects focused on the endangered whale shark, marine
turtles, mangrove habitats and the coral reefs of the Gujarat coastline. The whale shark project is a very
successful programme under the joint efforts of Tata Chemicals, Wildlife Trust of India and the government of
Gujarat.
Instead of depleting the scarce ground water resources of the drought-prone region of Mithapur, Tata Chemicals
has opted for reverse osmosis technology at its Mithapur plant. The Babrala plant is a benchmark in low water
consumption figures. Haldia has put up a condensate recovery system. All three plants have instituted measures
to recycle and reuse waste water, harvest rain water, and reduce consumption. In the UK, British Salt, produces
high grade salts in an operation that has reduced the impact on local water resources and ecology to a
minimum.Tata Chemicals ensures that all its plants strive to minimise the discharge of effluents and go beyond
meeting statutory norms for the quality of the discharge. Stringent solid and hazardous waste management
processes are also followed at all plants.Tata Chemicals' plants are certified for the Environmental Management
System standard ISO 1400.
CASE STUDY III
TATA POWER
Companies like Tata Power and Tata Chemicals believe in catching ‗em young. Channelling the earnestness
and idealism of youth as a power for good, they invite youngsters to take an interest in, and have a greater

10. awareness of the natural world and what the environmental issues involved are, that could impact our planet
adversely.
Tata Power‘s Energy Club has Mr Ener-ji as its mascot. Being a power company, it encourages school children
to become energy champions, committed to sustaining and expanding the cause of energy conservation. Today,
the club has over 10,000 students as members, who have brought energy conservation awareness to another
38,000 people and hopes to exponentially increase its membership in the coming year. It also sensitises teachers
and heads of schools to energy conservation and environmental impact issues.To enter the world of Tata Power
is to understand that it is not enough to create a sustainable industry without the consensus of the people that
live in its environs, or indeed without nursing the eco system itself.
The man monitoring this closely is Vivek Vishwasrao. Horticulturist by passion and education, the assistant
manager at Tata Power sits in his 20x20 foot office at Lonavala, Walwhan Dam garden, where he receives a
few dozen visitors a day. But, the one visitor he really looks forward to is the whistling schoolboy that trills
outside his window unrelentingly. ―Can you hear him?‖ he asks, as he looks out the window to the 12 acres of
garden outside. It‘s not just the Malabar whistling thrush that sings, but a variety of birds that chirp in this
haven.
The garden with an undulating landscape, trimmed with hedges, lined with indigenous trees and seasonal
flowers, was once a scrubland. Now it is a riot of colours and home to beautiful indigenous trees with
unpronounceable Latin names such as the saraca asoka, delonix regia, peltophorum pterocarpum, butea
monosperma, erythrina variegate, pongamia pinnata, dalbergia sisoo, thespesia populnea, mangefera indica
and syzygium cumini.But the Walwhan gardens are not just a verdant showpiece. It serves a variety of useful
purposes to the community around the area. Environmental studies are today part of the Indian school
curriculum and it is to the gardens at Walwhan that around 2,500 children come on field trips annually from
schools in the neighbouring towns and cities, to study firsthand the balance of nature and plant life.
Teachers are encouraged to conduct field trips to the Tata Power gardens, play ‗edutainment‘ games with the
children that widen their knowledge of the environment — games like the Web of Life, where children are
taught about the fragile eco balance and the threats of climate change and deforestation.Mr Vishwasrao is
happy to note the enthusiasm of the youngsters who visit the Walwhan gardens. He sees their excitement at
identifying a flower that for them till then had only been a picture in a textbook. He notices the effect gardens
have on them. He particularly recalls a differently-abled girl, part of a recent school group: ―The sight of the
flowers and plants moved her so much, that she got up from her wheelchair to touch the flowers. We
underestimate the positive energy of greenery.‖ To further sustain the interest in horticulture at the school level,
Tata Power has partnered with Bharati Vidyapeeth, a university in Pune, that runs educational programmes for
the teachers. One teacher from each of the 56 schools in the catchment area (covering about 107 villages) is
trained in environmental studies

11. CASE STUDY IV
TATA MOTORS
The surroundings are sylvan. This could be a scenic spot anywhere in the world. Within the 1,160-acre Pimpri
Works of Tata Motors are 245 acres of lush wetlands including six water bodies, the largest of them being over
40 acres. So, when you stand at the spot, watching a family of ducks waddle past, a bird diving in to snag a fish,
a frog plop around in the slush, you could be forgiven for thinking that here is unspoilt beauty. Yet, you would
need to credit this patch of greenery to the efforts of Tata Motors — India‘s largest automobile company. It is
also the world‘s fourth largest truck manufacturer and second largest bus manufacturer. It entered the passenger
vehicles segment in 1991 and is now amongst the top three in India in this market.
When Tata Motors (established in 1945) first set up shop in 1965 in this area geologically described as the
Deccan Trap, the land was typical of a Deccan habitat: basalt rock with monsoon-fed scrubland and a low water
table.While it is true that Tata Motors had very ambitious plans for growth of the automobile industry it was
equally aware that effluents and solid waste would come as part and parcel of these ambitions.Nonetheless, as
Tata companies do, this one too had an environmental conscience. Under the visionary eye of the late chairman
of Tata Motors, Sumant Moolgaokar, environmental targets and challenges were established as a necessary
precondition for setting up the manufacturing plant.
Their first step was to create a perennial source of water by constructing a 350-metre-long stone dam to contain
rainwater that came in through the natural watercourses within the perimeter. The height of the dam was
subsequently raised to 10 metres, thus forming storage with a capacity for 60 million gallons of water. Today,
the calm, placid waters of the largest water body here, is named ‗Sumant Sarovar‘ after the late chairman.With
the manmade lake providing enough water for horticultural purposes, the next step was to plant saplings that
would grow into a forest. A tree nursery was created, and simultaneously several fast-growing trees were
planted to create a green area as quickly as possible.This was not as easy as it appears, because the basalt rock
needed to be blasted to create pits of varying sizes depending on the type of tree to be planted. Nurturing soil
had to be carted in from fertile land.It took a while before the trees themselves became water retaining agents
and contributed to topsoil formation. Today 150,000 trees thrive where once there were none.

12. Sustaining a green oasis is a continuous effort as the team involved will tell you. Building just one lake was not
enough. The second one, Lake Sharma, came up in 1984, this one dedicated to the late BD Sharma, then the
company‘s chief horticultural officer, (with many horticultural innovations to his credit — including the ‗pole
planting method‘, wherein 10-foot branches are planted into deep pits as ‗cuttings‘) to receive the overflow
from Sumant Sarovar.
Today, the six ponds and lakes are fed by rainwater and also by treated effluence of the factory. These lakes
have become an extension of the effluent treatment plants (ETP), with the treated wastewater being retained by
two ponds and two lakes, while allowing the excess to overflow from one water body to the next. As a result of
this progressive biological oxidation, the quality of the treated effluence is far superior to the quality of the
receiving water body into which it flows. The lake discharge is regularly monitored, and tests show the quality
to be well below the permissible norms stipulated by the Maharashtra Pollution Control Board. Peter D‘Souza,
senior manager, environment management division, is quick to point out that the aquatic life the lakes support
is indirect but a tangible proof of the quality of the water.
The once arid scrubland with cupfuls of quickly evaporating rainwater has now become home to broods of
birds and aquatic creatures. Mr D‘Souza points out the nesting area of the herons, as well as the juvenile
painted storks roosting in the trees that border Sumant Sarovar. Fish swim and proliferate, a testimony to the
clean waters that they live in. Again, these architects of biodiversity had to put in a great deal of thought and
effort.To make the lakes and ponds an attractive proposition for migratory and residing birds to home in, they
had to create several micro-habitats. Swampy areas were deliberately developed along the fringes of the water
to attract waders and cranes. Bulrushes were planted, so that these reed beds became home to molluscs (snails,
bivalves, etc), crustaceans (shrimp, crabs, etc) and amphibians (frogs). The marshy grounds are interspersed
with trees so that they provide perches for aquatic birds. Even the landscaped garden areas adjoining Sumant
Sarovar attract birds like quails, partridges, drongos and orioles. Of late, even peacocks have been sighted in
full glory.To complement the project, about 165 acres have been developed as dense tree plantation, with
considerable pockets of wild trees bearing fruits and berries. In season, it is quite possible that the fragrance of
mangoes fills the air, or you could walk on a carpet of wild figs and jamuns, or find succulent jackfruits
hanging weightily from the trunks of trees. Mr D‘Souza explains that these fruits are for the birds and animals.
Another reason why the biodiversity here only gets richer is because of a policy of ‗deliberate negligence as
maintenance‘, where a tree is allowed to fall and rot of its own accord. What also nourishes the biodiversity is
the zero tolerance to tourism.Tata Motors takes great pains to ensure that this remains an almost ‗zero direct-
human-impact zone‘. Access is prohibited except to the staff working on the project.Only students of
environmental science and a local bird watcher‘s club are allowed here with special permission, always
accompanied by a project officer. Cattle and other grazing strays are strictly kept off the property.At a time
when natural habitats and wetlands are being destroyed by industrialisation and the urban sprawl, these
wetlands and afforested areas provide a safe haven to indigenous and migratory birds. In recognition of the

13. work done for conservation and rejuvenation here, Tata Motors, Pune, has been awarded the Bombay Natural
History Society (BNHS) Green Governance Award 2006 in the Conservation and Restoration of Habitat
category.
As one takes in the pure oxygen that the environment provides, in the cool of the trees, it is very difficult to
imagine a time when this place was just a barren scrubland.
CASE STUDY V
TATA TEA
At Tata Tea, every day is ‗environment day‘.Through a process of assimilation and tradition, come to embrace
the concept of environmental protection and regeneration. The company has been at the forefront of
safeguarding the incredibly rich flora and fauna in and around Munnar, Kerala, the hub of its huge planting
operations and a region that has been classified as one of the world‘s biodiversity hotspots.Tata Tea has, over
the years, initiated a number of innovative, extra-statutory practices aimed at limiting the damage being done to
the environment and to conserve and restore the biodiversity of the mountainous expanse that is home to the
company‘s operations. The centrepiece of this breathtakingly beautiful spread, from the environmental as well
as aesthetic viewpoint, is the Eravikulam National Park. Etymologically, Eravikulam denotes streams and
pools.
Situated along the crest of the Western Ghats in the high ranges (called the Kanan Devan Hills) of the Idukki
district of Kerala, and bordering three of Tata Tea‘s estates, the park measures 97 sq km and consists of a shola
grassland ecosystem that is perched at an average elevation of 2,000 metres above sea level. The sholas are
evergreen forests characterised by stunted trees with dense crowns, a thick canopy and small coriaceous leaves.
Most of the surrounding knolls and peaks rise 100 to 300 metres higher, and some mountains climb to 2,500
metres. One of these mountains is Anaimudi which at 2,690 metres is the highest peak in India outside the
Himalayas.
The ecosystem of the shola grassland has a mixture of tropical and temperate climates. The unusual
combination of high altitude and low latitude has blessed the area with a profusion of orchids and balsams. The
spectacular mass flowering of the shrub Neelakurinji takes place every 12 years.

14. The Eravikulam National Park houses a large number of endemic and endangered life forms, including the
largest population of the Nilgiri tahr, around 700 of which graze here. Apart from the tahr, the park is the abode
of other little known fauna such as the Nilgiri Marten, ruddy mongoose, small clawed otter, dusky stripped
squirrel and of large mammals such as elephant, gaur (Indian bison), deer, tiger, panther, wild dogs, etc. It also
harbours about 120 species of birds. Elephants, gaurs and species of the deer family frequently wander off into
neighbouring estates, sanctuaries and reserved forests as they prefer the proximity of the sholas, which provide
forest cover. The tahr, on the other hand, prefers open grasslands and rock faced cliffs.The Eravikulam National
Park is jointly managed by Kerala‘s Department of Forests and Wildlife, and the High Range Wildlife and
Environment Preservation Association (HRWEPA). This association started as a game preservation association
in 1928 with the main objective of controlling the indiscriminate killing of animals and preserving the fauna of
the area. In 1978, when Tata Tea owned and managed the estates, the game association redefined its objectives
to become HRWEPA, and joined hands with the forest department in managing the park. Today this area, along
with the neighbouring protected areas and natural forests, is one of the largest conservation areas in the Western
Ghats, offering unprecedented opportunities for studying the biodiversity of montane vegetation and the
ecological riddles of such ecosystems.
The HRWEPA has executives of Tata Tea, the wildlife warden of Eravikulam National Park and the divisional
forest officer, Munnar, as honorary members, and eminent environmentalists as its trustees. Since its formation,
HRWEPA has received the full support of Tata Tea.
A number of ecological challenges have come up in areas close to Tata Tea‘s plantations. A study undertaken
by the French Institute of Pondicherry revealed that the ecosystem of the Kanan Devan Hills is extremely
fragile. Any disturbance or change could damage its delicate ecological and economic balance. Approximately
2,200 hectares of the company‘s holdings is shola jungle and interspersed grasslands. These areas form a part of
Tata Tea‘s holdings as granted land, but they have been retained and form part of the company‘s protected
areas.In the early 1980s, HRWEPA took the initiative of regenerating the degraded shola forests in the
company‘s estates. This undid much of the damage wreaked by forest fires and the disturbance caused by
human habitation in this region.
Tata Tea ensured that all its estate nurseries raised shola species and planted them in identified areas.
Thereafter, a central nursery, established at Madupatty under the supervision of the company‘s research and
development department, undertook centralised planting at these locations. To safeguard the area and to enable
its regeneration efforts, Tata Tea engaged security staff in all the estates to report any suspicious activity in the
protected private forests and the estates. It also appointed Muduvans, local tribals known for their tracking
skills, as watchers in the fringe areas to control poaching and encroachment, monitor forest fires and report
animal sightings. These watchers report to their respective estate managers, who are designated as honorary
HRWEPA wardens. This information is forwarded by each estate to the chairman of HRWEPA, who in turn
sends a report to the forest and wildlife department.
Another concern is cattle grazing in the fringe estates adjoining the Eravikulam National Park. If not managed
well, this can result in the outbreak of disease among wildlife. To mitigate this threat, the veterinary department

15. of Tata Tea monitors the health of the cattle and ensures timely vaccinations. In addition, Tata Tea issues fuel
wood, raised in its specially grown plantations, to its employees. This, along with education and vigilance, has
resulted in reduced dependence on the forests for fuel wood needs. Further, the company assists the park
management in fighting wildfires, which the grasslands are vulnerable to.
Visitors to Eravikulam are fascinated by its beauty and serenity, but very few realise how much effort is
required to safeguard this haven. The forest and park officials have a hard time containing the menace of
marijuana cultivation in the region, which involves both poaching and tree felling. The largest sholas on the
western side of the park have been particularly affected. Small-time poaching by setting snares is common
along the estate fringes.
Sandalwood smuggling in the Anchanand valley means that gangs tend to use parts of the park as a transit
route. Unplanned fires during the dry months are also a source of concern and constant vigilance is required to
prevent accidents. The sudden tourist inflow has become another major problem. To manage the park more
easily, Tata Tea has licensed an area to HRWEPA and the wildlife department for setting up an information and
ticketing centre with parking facility. The department now runs its own buses and undertakes guided tours to
facilitate planned visits into the park.
Tata Tea also funds and supports the High Range Angling Association, which maintains a hatchery for raising
rainbow trout fish. The fingerlings raised are released in the streams that flow within the company‘s holdings.
Since trout die in contaminated water, their survival in the streams serves as an ecological indicator of clean
water bodies.Tata Tea has also assumed responsibility for the conservation of swamps and streams inside and
near its estates. The company maintains about 1,100 hectares under swamps and streams in south India as a
protected habitat. This plays a crucial role in the availability of water for groundwater recharging and water
harvesting. Tata Tea has intensified the planting of vetiver in all its estates, because the vetiver plant recharges
ground water, is a good soil binder and is renowned for its eco-friendliness.The pesticides used in tea
cultivation are registered under the Insecticides Act, 1968. Use of such registered pesticides prevents hazards to
animals, human beings and the environment. In addition, the company has committed itself to using approved
agrochemicals in order to minimise the impact on the environment. This affirms that none of its products and
services have any significant adverse impact on the ecology of the region.
The challenges have not fazed Tata Tea. It has gone beyond the call of mere duty and transcended the
prescriptions of environment statutes to introduce and encourage innovative ways to preserve the biodiversity
of the region.
IV. CONCLUSION
Management of environmental issues has reached relative maturity compared to other CSR issues as many
organisations have been reporting on environmental performance for some 10 years and in some sectors
compliance to environmental standards is mandatory. Good progress has also been achieved by the growth of
green markets .
The World Business Council for Sustainable Development has noted that a coherent CSR strategy based on
integrity,sound values and a long-term approach offers clear business benefits to companies and contributes to

16. the well-being of society. People always make better decisions when they understand the relationship between
the cause and effect of their actions However, if we want our evolution to continue to be a success story we
need to fundamentally transform the dynamics of supply and demand globally and create systems that will work
and scale for a planet projected, by the UN, to have 10 billion human inhabitants by 2050. The main challenge
is to create strong positive dynamics in creating a global participative network that raises the standards and
monitors and responds to environmental priorities.
The crucial goal is the development of responsiveness capabilities and adaptive capacity to reduce
vulnerability from climate change and other environmental risks in the high risk sectors and regions.
The initiatives taken by the TATA group in India send a message , loud and clear to companies in India and all
over the world – “ DO IT TODAY” -Because sustainability matters ,for profits, for people, and most of all for the planet.
References :
Websites :
www.tata.com
www.tataglobalbeverages.com
www.tatapower.com
www.tajhotels.com/
www.tatachemicals.com
www.tatamotors.com
1. Corporate Social Responsibility –Towards a Sustainable Future ,A White Paper by KPMG IN INDIA
2. Alessia D‘Amato Sybil Henderson Sue Florence C Daniela Ebner: CORPORATE SOCIAL
RESPONSIBILITY AND SUSTAINABLE BUSINESS A Guide to Leadership Tasks and Functions The
relationship between Sustainable Development and Corporate Social Responsibility
3. Baumgartner, R. J. (2004). Sustainable Business Management: Conceptual Framework and Application. In:
IAMOT (International Conference on Management of Technology). Ed: Y.
4. Bazin, D. and Ballet, J. (2004). Corporate social responsibility: the natural environment as a stakeholder?
In: International Journal of Sustainable Development, Vol. 7, 1, pp. 59-75.
5. Badhani, K.N. (1992). Corporate social accounting in public enterprises in India. Ph.D. Thesis,
Department of Commerce, Kumaun University Campus.
6. Chakravarty, M. (2004). Corporate social responsibility in India: A study. Department of Social Work,
University of Delhi, Delhi.
7. Ranganathan Nalini: HOLISTIC DEVELOPMENT AND CSR: THE INDIAN MODEL
8. Sunyoung Lee : Corporate Social Responsibility iin India
9. Wilkinson, A. et al. (2001): The sustainability debate
10. Whitehouse, L. : Corporate Social Responsibility: Views from the Frontline. In: Journal of
Business Ethics, Vol. 63, 3, pp. 279-296.