Csr Initiative by Mahindra

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Innovative strategic CSR initiative by Mahindra & Mahindra Ltd., India

Business Ethics - Final Project

ABSTRACT:

“Corporate Social Responsibility (CSR), is defined broadly as a company’s status and activities with respect to its perceived societal or, at least stakeholder obligations”[1].

With the rising competition, CSR has become mandatory for the companies. But the prevailing approaches to CSR are so disconnected from business, that they do not put greatest impact on society and do not help businesses to grow. If corporations analyse prospects of using the same frameworks that guide their core businesses, CSR can be more than a cost, a constraint or a charitable deed – it can be a source of opportunity, innovation and competitive advantage.

This project discusses the societal orientation of Mahindra & Mahindra Ltd., India by taking the case of “Mahindra Kisan Mitra”- a CSR initiative for the Indian farmers, which improved lives of farmers and at the same time created business for the company.

INTRODUCTION:

In Past, Social responsibility was considered more as Government’s or NGO‟s baby. But today, it is widely established that No business should flourish at the cost of the society, and that businesses have responsibility to give back to society. Organizations are being ranked on the performance of their corporate social responsibility. Obviously good ranking attracts considerable publicity making CSR an inescapable priority for businesses all over the world.

In this project, we are discussing an Innovative CSR Initiative by an Indian company named Mahindra &Mahindra, which not only created wealth for farmers, but increased company revenues and its brand Image significantly. Before going ahead with this CSR initiative, it becomes prevalent to discuss CSR relevance in Indian market and society.

Initially in developing economies like India, CSR was more of a corporate Philanthropy, However...