Year 01
Issue 8
February 2014
TATA CHEMICALS WHALE SHARK CONSERVATION CAMPAIGN
SAVES
363
WHALE SHARKS 8
GOVT NOTIFIES RULES FOR
MANDATORY SPENDING 22
CSR
Surya Aranya Going Green
is a Symbol of Our Commitment to
25
Connecting to the
MOTHER EARTH
A campaign that began in 2004 has saved a total of 363 Whale Sharks as of March 19, 2013, of which 52 were documented by the fishermen on cameras provided to them. Going ahead, Tata Chemicals hopes to take this project to the coastal region of Maharashtra and other southern parts of the country.
Full Report on Page Nos. 10 - 15
EDITORIAL
CSR - Changing Imperatives
RUSEN KUMAR Editor & Director rusenk@indiacsr.in The organizations and their leaders should focus on adopting business best practices from many developing and developed economies where the knowledge and practice of CSR has reached professional maturity and consolidation and must sincerely endeavour to ensure that CSR is used as a strategic tool and is not abused by any of the internal stakeholders ensuring highest degree of compliance with the latest regulations and allied stipulations.
The nation is gearing towards the electoral battle which is likely to impact the regulatory environment in manifold ways. The companies in India are gearing up to align their people, processes and technologies to embrace the gradual change in the legal and regulatory framework of the country. The country and its people are eagerly looking forward to good times in the near future under the dynamic and visionary leadership of the next Indian Prime Minister. The organizations and their leaders are busy managing the people, process and technologies to align it with the organizational vision, mission, objectives and the changing regulatory environment to ensure that the organization is dynamically compliant to the CSR regulations. They are also working dynamically to ensure that CSR can be leveraged in enhancing the brand value in the heart and mind of the customers, and various internal and external stakeholders including regulatory bodies. The CSR activities deserve an enhanced focus and attention and should be seen more from the perceptual view angle of opportunity than a problem or a challenge. The CSR achievements if projected in integrated brand communications optimally can add multi dimensional impact in the brand value enhancement among the stakeholders. The organizations across the world allocate a stipulated percentage of the profit towards CSR activities. The enhanced allocation of funds towards CSR gives an indicative and decisive message to the investors about the exponential or high rate of growth of business activities. CSR is gaining an internationally accept benchmark and an index or indicator of the rate of growth or the organization. The recent step of BSE towards CSR index is in concomitance with this global trend. The organizations and their leaders should focus on adopting business best practices from many developing and developed economies where the knowledge and practice of CSR has reached professional maturity and consolidation and must sincerely endeavour to ensure that CSR is used as a strategic tool and is not abused by any of the internal stakeholders ensuring highest degree of compliance with the latest regulations and allied stipulations.
CSR & COMPETITIVENESS 03 FEBRUARY 2014
EDITORIAL
Moving Forward Dynamically with CSR
DR. RANA SINGH Executive Editor ranasingh@indiacsr.in
The companies may prefer to choose a middle path or an optimal blend of innovation and replication of the best practices within the country and rest of the globe. The structuring and modeling of the CSR programmes must not be a blind replication of any Indian or foreign model. It should rather be an output of well thought and considered output planned in the light of the intended budgetary allocation and the social requirements of the society.
The corporate world sincerely endeavors to maximize producti-vity and profits. The corporate world and the leaders are required to manage the various functions in consonance with the changing social dynamics and the regulatory environment in the area of Corporate Sustainability & Responsibility (CSR). The corporate world is redefining and reorienting its financial allocation on CSR programmes and considering all allocations on CSR programmes in the form of Corporate Social Investment (CSI). CSR is becoming increasingly important and globally acceptable performance benchmark by the corporate and financial entities across the world. The companies may prefer to choose a middle path or an optimal blend of innovation and replication of the best practices within the country and rest of the globe. The structuring and modeling of the CSR programmes must not be a blind replication of any Indian or foreign model. It should rather be an output of well thought and considered output planned in the light of the intended budgetary allocation and the social requirements of the society. The medium and large originations may consider creating ‘Centre for Responsible Business’ under the dynamic leadership of senior professional which can focus on integrating the latest models and dimensions of CSR in the strategies of the organization to ensure that CSR programmes leave an everlasting impact on the stakeholders. The Industry Associations may consider creation of CSR Innovation centre comprising top performers in the CSR domain to innovate new policies, framework, models, structures, programmes, and performance indicators to give the quantum phillip to the mission CSR across all stakeholders of the society. The government may consider creation of Think Tank of Senior Professionals from corporate, academia, policy planners and regulatory bodies to dynamically evolve new frameworks for all stakeholders to create a dynamic platform to deliver success in CSR domain. The Individuals may consider enhancing their knowledge, skills and applications in the areas of CSR by dynamically updating themselves with the latest redevelopment in the area of CSR at the national and international level. To summarise, all stakeholders are expected to consider the role and importance of continuous improvement in people, process, technologies, systems, procedures and models to achieve new benchmarks of excellence in the area of CSR.
CSR & COMPETITIVENESS 04 FEBRUARY 2014
TEAM / INDEX CONTENTS
Editorial Board Rusen Kumar Editor rusenk@indiacsr.in Dr Rana Singh Executive Editor ranasingh@indiacsr.in Anil Jaggi Executive Editor anil@indiacsr.in Dr (Prof.) Saurabh Mittal Sub-Editor, New Delhi saurabh@indiacsr.in
Pages No.
Editorial
3
Editorial
4
Index/Team
5
Dynamic New Platform to Protect Forests Worldwide
6
CSR Rules Finalised After Extensive Consultations: Sachin Pilot
7
Govt Notifies Rules for Mandatory CSR Spending
8-9
Tata Chemicals: Whale Shark Conservation Campaign
10-15
Saves 363 Whale Sharks
Triambak Sharma (Renowned Cartoonist) Editor-Cartoon
Spending 2% on CSR Won’t Help if Companies Keep
16
Damaging Environment
D.D. Mishra (Disability & Development Consultant) Associate Editor dd@indiacsr.in
Get Recognized Your Innovative CSR Projects
17
Vodafone Releases Third Annual Sustainability Report
18
Advisory Board
P&G Shiksha Impacts 1500 Children Across Gujarat
18
Is Anyone Reading Your Sustainability Reports
19
CSR of India Infrastructure Finance Company Ltd: P Chidambaram
20
Jatinder Singh Secretary- Innovation, CSR, Education & Skill Development Committee PHD Chamber of Commerce and Industry
Dedicates Toilet Complex in Schools
Rani Wemel Co-Founder & COO LTT Global Communications Sdn. Bhd., Malaysia Vijay Shekar Peesapati Country Director (India) MyMobileUni Sdn Bhd-Global Dr Sanjay Kumar Singh Associate Prof. & HOD-Humanities OP Jindal Institute of Technology
NTPC’s Coal Mine in Odisha Recommended for Green Clearance
20
Advertisement: IIM Lucknow
21
Interview: Amar Sinhji, Head Human Resources, Tata Capital Limited
22-23
Youshey Zakiduddin: Is anyone Reading your Sustainability Reports
24
Sustainable Living: Connecting to the Mother Earth
25-27
Dr Kolin Higgins: Is CSR About Being Responsible or
28
It is a Set of Things? Advertisement: National CSR Conference
Vijay Kapur Eminent CSR Consultant & Author Director – Kohana CSR Enakshi Sengupta Eminent CSR Consultant & Author Director – Kohana CSR Prof BD Singh Renowned Academician & Author
29
Book Review: Lights Out
30
Mick’s Corner: Corporate Social Responsibility in Nepal
31
24th World Congress on Total Quality and Leadership
32
Subscription Form: CSR & COMPETITIVENESS
33
Promotional Advertisement: CSR & COMPETITIVENESS
34
Dr K K Upadhyay Head CSR-Ficci Aditya Birla CSR Centre of Excellence Monaem Ben Lellahom Co-Founder & Head of Sustainability Advisory Services Sustainable Square Consultancy and Think Tank UAE Editorial Office CSR & COMPETITIVENESS 222, Krishn Vatika, Near Shalini School, Church Road, Boirdadar, RAIGARH-496001 (CG) csrcompetitiveness@gmail.com Advertisement/Circulation/Subscription enquiries 222, Krishn Vatika, Near Shalini School, Church Road, Boirdadar, RAIGARH-496001 (Chhattisgarh) P: 99810 99555, 73897 70011 E: info@csrcompetitiveness.com Northern Region Office 24/1-2 Circular Road, Dalanwala Dehradun248001, Uttarakhand, E: anil@indiacsr.in P: 94120 09273
Subscription Service To subscribe, contact at info@csrcompetitiveness.com The current rate of subscription: Each Issue : Rs.100 I 1 Year : Rs.1200 I 2 Years: Rs.2400 I 3 Years: Rs.3600 I 4 Years: Rs.4800 5 Years: Rs. 6000 I Life Time: Rs.15,000 E-Subscription International: 50$ (Yearly) E-Subscription India: Rs.1000 (Yearly) CSR & COMPETITIVENESS does not accept responsibility for returning unsolicited manuscripts and photographs. All unsolicited material should be accompanied by self-addressed envelopes and sufficient postage. Reproduction in whole or in part without written permission of the publisher is prohibited. All right reserved. The views and opinions expressed by the authors do not necessarily reflect those of the publisher or the editorial staff. Please inform us if any copyright has been inadvertently infringed. CSR INDIA CORPORATE SOCIAL SERVICES PVT LTD and CSR & COMPETITIVENESS is not responsible and liable for any comments and articles published by its contributors and will not be liable for any damages. All disputes are subject to the exclusive jurisdiction of competent courts and forums in Raigarh, India. On behalf of CSR India Corporate Social Services Pvt.Ltd. published, edited and printed by Rusen Kumar. Printed at Neha Offset, Bazi Rao Para, Near Church, Raigarh-496001, Chhattisgarh INDIA and published at 222, Krishn Vatika, Church Road, Boirdadar, Raigarh-496001, Chhattisgarh INDIA.
CSR & COMPETITIVENESS 05 FEBRUARY 2014
NEWS
Dynamic New Platform to Protect Forests Worldwide It is estimated that the world lost 2.3 million square kilometers of tree cover from 2000 to 2012— equivalent to 50 soccer fields of forest lost every minute of every day for 12 years.
CSR & COMPETITIVENESS 06 FEBRUARY 2014
NEWS
CSR Rules Finalised After Extensive Consultations: Sachin Pilot
Provision of section 135 and Schedule VII of the Company Act, 2013 shall come into force from April 1, 2014
NEW DELHI: Notifications were issued on February 27, 2014 to give effect to Section 135 and Schedule VII of the Companies Act, 2013, which relate to CSR (Corporate Social Responsibility) related spending by companies. Sachin Pilot, Minister for Corporate Affairs, has said that the concerned rules have been finalised after extensive consultations with various stakeholders. He elaborated that the Rules provide for the manner in which CSR Committee
shall formulate and monitor the CSR Policy, manner of undertaking CSR activities, role of the Board of directors therein and format of disclosure of such activities in the Board's report. After issuance, the Notifications have been sent for publication in the Official Gazette. They are available on the website of the Ministry of Corporate Affairs and would be effective from April 1, 2014. The following important new activities have been included in Schedule VII: (a) Promoting preventive health care and sanitation and making available safe drinking water; (b) Setting up homes and hostels for women and orphans; setting up old age homes, day care centres and such other facilities for senior citizens and measures for reducing inequalities faced by socially and economically backward groups; Š Ensuring ecological balance, protection of flora and fauna, animal welfare, agro-forestry, conservation of natural resources and maintaining quality of soil, air and water; (d) Livelihood enhancement projects; (e) Protection of national heritage, art and culture including restoration of buildings and sites of historical importance and works of art; setting up public libraries; promotion and development of traditional arts and handicrafts; (f) Measures for the benefit of armed forces veterans, war widows and their dependents; (g) Training to promote rural sports, nationally recognised sports, paralympic sports and Olympic sports; (h) Contributions or funds provided to technology incubators located within academic institutions which are approved by the Central Government; (i) Rural development projects.
DPE's CSR
Guidelines Encourage CPSEs to Promote
Solar Power
NEW DELHI: The Government has been encouraging the setting up of solar power plants for feeding power to grid, with fiscal/ financial incentives available under MNRE schemes (including JNNSM), backed by facilitating policies of State Governments. PSUs are also eligible to set up such plants under these schemes. As per the Guidelines on CSR & Sustainability issued by Department of Public Enterprises (DPE) to the CPSEs (effective from April 1, 2013), the discretion in the selection and implementation of CSR & Sustainability activities is that of Board of Directors of a CPSE, who can take the decision in the best interest of the organization, keeping in view the organizational capacity, resource capacity and core competence of the enterprise. However, DPE guidelines encourage CPSEs to plan and take up projects for promotion of renewable sources of energy including solar under environmental sustainability projects. This information was given by the Minister of New and Renewable Energy Dr Farooq Abdullah in a written reply in the Lok Sabha on February 21, 2014.
CSR & COMPETITIVENESS 07 FEBRUARY 2014
NEWS
The rules provide for the manner in which CSR Committee shall formulate and monitor the CSR Policy, manner of undertaking CSR activities, role of the board of directors therein and format of disclosure of such activities in the board’s report. SACHIN PILOT Corporate Affairs Minister
GOVT NOTIFIES RULES FOR
MANDATORY SPENDING The CSR activities shall be undertaken by the company, as per its stated CSR policy, as projects or programmes or activities (either new or ongoing), excluding activities undertaken in pursuance of its normal course of business.
The CSR activities will have to be within India, and the new rules will also apply to foreign companies registered in India.
CSR
N
EW DELHI: Much awaited rules for the new ‘corporate social responsibility’ regime were notified on Feb 27, 2014, under which companies with sizable businesses would need to spend minimum 2% of net profit for benefit of society. The CSR activities will have to be within India, and the new rules will also apply to foreign companies registered here. However, funds given to political parties and the money spent for the benefit of the company’s own employees (and their families) will not count as CSR. Listing out the permitted CSR activities, the government said that they need to be undertaken as per approval of the company’s board in accordance with its CSR Policy and the decision of its CSR Committee. The CSR rules will take effect from April 1, 2014 as part of the new Companies Act. They will apply to the companies with at least Rs 5 crore net profit, or Rs 1,000 crore turnover or Rs 500 crore net worth. Such companies will need to spend 2% of their three-year average annual net profit on CSR activities in each financial year, beginning the next fiscal, 2014-15. For the purpose of deciding the CSR spending eligibility of a company, profit
from overseas branches and dividend received from other companies in India will be excluded from the net profit criteria. Besides, contributions made ‘directly or indirectly’ to any political party have been excluded from CSR ambit. The CSR policy of a company should also specify that “surplus arising out of the CSR projects or programmes or activities shall not form part of the business profit of a company”. A company can also carry out CSR works through a registered trust or society or a separate company. As per the rules, a company may also collaborate with other companies for CSR activities, provided they have to separately report about spending on such projects programmes. “The CSR activities shall be undertaken by the company, as per its stated CSR policy, as projects or programmes or activities (either new or ongoing), excluding activities undertaken in pursuance of its normal course of business”, as per the notification by the Corporate Affairs Ministry. In an official release, Corporate Affairs Minister Sachin Pilot said the rules have been finalised after extensive consultations with all stakeholders. “The rules provide for the manner in which CSR Committee shall formulate and monitor the CSR
CSR & COMPETITIVENESS 08 FEBRUARY 2014
NEWS
GOVT NOTIFIES RULES FOR
MANDATORY SPENDING
CSR
The CSR rules will take effect from April 1, 2014 as part of the new Companies Act. They will apply to the companies with at least Rs 5 crore net profit, or Rs 1,000 crore turnover or Rs 500 crore net worth. Policy, manner of undertaking CSR activities, role of the board of directors therein and format of disclosure of such activities in the board’s report,” Pilot said. A wide range of activities including livelihood enhancement projects and steps for the benefit of armed forces veterans have been brought under the CSR ambit. When it comes to having manpower for CSR works, the government has said that companies can spend only up to 5% of total CSR expenditure for them in a single financial year. This would be applicable for own personnel as well as those of their implementing agencies. To ensure transparency, companies carrying out CSR activities have to display works on their respective websites. Among other activities, livelihood enhancement and rural development projects, promoting preventive health care and sanitation as well as making safe drinking water available would be considered as CSR activities. Working towards protection of national heritage, art and culture including restoration of buildings and sites of historical importance and works of art, setting up public libraries, promotion and development of traditional arts and handicrafts would also come under CSR ambit. Various activities aimed at reducing inequalities faced by socially and economically backward groups have been included. Measures for the benefit of armed forces veterans, war widows and their dependents, setting up homes and hostels for women and orphans, setting up of old age homes, day care centres and such other facilities for senior citizens would be considered as CSR work. Other CSR activities would be ensuring
ecological balance, protection of flora and fauna, animal welfare, agro- forestry, conservation of natural resources and maintaining quality of soil, air and water. Training to promote rural sports, nationally recognised sports, paralympic sports and Olympic sports, contributions or funds provided to technology incubators located within academic institutions which are approved by the central government would also be CSR. Providing clarity on CSR spending, the government has said that it would include “all expenditure including contribution to corpus, or on projects or programmes related to CSR activities approved by the board on the recommendation of its CSR committee”. However, it would exclude any expenditure on an item that is not in conformity with activities that fall within the purview of Schedule VII of the Companies Act, 2013. CSR comes under this Schedule. The Corporate Affairs Ministry had also approached the Finance Ministry for tax benefits on CSR spending by companies. However, the exact status of the proposal could not be immediately ascertained. Consultancy KPMG in India’s Technical Director (Sustainability) Santhosh Jayaram said the CSR rules have answered many questions the companies had. “The time taken for release of the rules is justified by the clarity the rules have brought out in comparison to the draft rules... The rule clearly raises the governance of CSR and brings in more transparency,” he said in a statement. Clarification of applicability to foreign companies and the clarity on what qualifies CSR expenditure are among the highlights, he added. Notifications have been issued for Section 135 and Schedule VII of the Companies Act, 2013 that relate to CSR spending by companies.
CSR to Exclude Political Funding NEW DELHI: Political funding by India Inc will not qualify as spending on corporate social responsibility (CSR), according to the CSR rules notified by the ministry of corporate affairs, about five months after draft rules in this regard were put in the public domain for consultation. The notification, effective from April 1 this year, clearly states any contribution from companies made 'directly or indirectly' to any political party won't be considered CSR activity. The notification comes merely months before general elections in the country. Last year, the government had provided a new structure for political funding by companies, under which these entities could set up 'electoral trusts' for providing funds to registered political parties. The 'electoral trust' structure also provides for a few tax benefits to these entities for funds provided to political parties. About a dozen entities, including those related to the Ambanis, Tatas, Mittals, Birlas and Vedanta, have already set up such trusts. Before finalising and notifying the rules, the ministry of corporate affairs consulted various stakeholders, including stalwarts of India Inc. The draft CSR rules were issued on September 10, 2013. The board reports for companies spending on CSR have to include an annual report on CSR activities. In the case of a foreign company, its balance sheet will have to have an annexure on CSR spend.
CSR & COMPETITIVENESS 09 FEBRUARY 2014
COVER STORY
CSR & COMPETITIVENESS RESEARCH
TATA CHEMICALS WHALE SHARK CONSERVATION CAMPAIGN
363
SAVES WHALE SHARKS 'Project Whale Shark' supported by Tata Chemicals is India's only attempt to generate baseline data on the Whale Shark to aid its long-term conservation, involving general awareness and scientific studies through photo-identification, genetic analysis and satellite tagging.
L
ocated on the north-western coast of India, Mithapur is known as the birthplace of Tata Chemicals Limited (TCL), where its first plant was created in 1939. Over the years, as anticipated the region raised a wealth of marine chemicals and went on to play a key role in turning Tata Chemicals' humble beginnings to a global chemical industry behemoth, with operations across four continents. Staying true to the company's guiding principle of 'serving society through science'; Tata Chemicals leads the market of branded iodized salt, which it pioneered to eradicate nutritional deficiencies in the country. Today the company is also the innovative force behind the launch of India's most affordable, nanotechnologybased water purifier Tata Swach, targeted to provide safe drinking water to the masses.
Tata Chemicals for the past 75 years has been applying its expertise in sciences to develop high-tech and sustainable products and to transform lives in various ways – fertilizers, industry essentials, pulses, salt, pure drinking water etc. Quite aptly, concentrating its goal of transformation, Tata Chemicals put in its efforts to preserve the bio-diversity of land along the Gujarat coastline and the nesting sites of migratory birds. And, in one such step to build sustainable ecosystems and to preserve the bio-diversity of land, Tata Chemicals along with the Wildlife Trust of India (WTI) launched Project ‘Whale Shark’ – a conservation project to create awareness and undertake research to save the endangered species of Whale Shark (rhincodontypus) that visits the coastal shores of Gujarat.
CSR & COMPETITIVENESS 10 FEBRUARY 2014
TATA CHEMICALS
COVER STORY
WHALE SHARK CONSERVATION CAMPAIGN
363
SAVES WHALE SHARKS
INTRODUCTION Whale Sharks are the largest fish in the ocean and can grow up to 45 feet in length. In India, they are found most frequently in the Arabian Sea, along the shores of Gujarat in western India. Unfortunately here it was hunted in hundreds for its liver oil to water proof boats and also for its meat, which was exported. In 20002001, over 500 Whale Sharks were estimated to have been massacred along the Gujarat coast. It was in the same time that the Whale Shark became the first fish to be listed in Schedule I of the Indian Wildlife Protection Act, 1972. Few people, other than the fishermen who hunted it, even knew that Whale Sharks existed in Gujarat waters. Whale Sharks were called 'barrel' here, as empty barrels were used as floaters to mark and capture them after harpooning. Each hunted Whale Shark brought fishermen USD 1125 – 2250, making it a lucrative catch. Legal until 2001, Whale Shark hunting was banned after it became the first fish to be listed under Schedule I of the Wildlife (Protection) Act, 1972, under sub section (1) of section 61, on May 28, 2001. This protection and ban was initiated by a documentary film, 'Shores of Silence' by Mike Pandey that brought to light the brutal slaughter of the fish in western India. The following year, persistent efforts by India and Philippines got the Whale Shark placed under Appendix II of the CITES. However, the Whale Shark remained vulnerable on these shores. A Taylor Nelson Sofres (TNS) survey was conducted in 2004 in Ahmedabad and Veraval to assess the awareness levels and attitudes towards the Whale Sharks, indicated low awareness of this hunted species and prompted the need for a campaign among the fishing community and other stakeholders to conserve these 'gentle giants' and ensure their longer term survival. The Whale Shark Campaign was jointly launched in January 2004 Tata Chemicals, Wildlife Trust of India, International Fund for Animal Welfare, Gujarat Forest Department,), the Coast Guard, the Indian Navy, the Ministry of Environment and Reefwatch to spread awareness, educate and change perceptions about the fish among specific target groups in the region. It is the collaboration and support of various stakeholders to provide financial assistance and create awareness in the fishing community. Street plays, games, posters, inflated Shark flotillas, postage stamps and
school art competitions became grist for the mill in building awareness. It led to the success of the Whale Shark Campaign and positioned the campaign for the next stage of scientific monitoring. IMPLEMENTATION Undoubtedly the gentlest and indeed the largest fish in the world, Whale Sharks come swimming all the way from the seas off the shores of Australia to the coast of Saurashtra, Gujarat, between September and May, to spawn in these waters. Official figures reveal that before 2001, over 150 Whale Sharks were poached along the Gujarat coast. Independent figures however put this number at 500. This was particularly alarming because the Whale Shark does not attain sexual maturity before the age of 30 years, and poaching at this rate would pose a serious threat to its breeding and in turn upset the fragile marine ecosystem. Spreading awareness among the locals about this fish was thus perceived as the key to protecting this species. The Whale Shark Campaign was hence, flagged off amid its widespread brutal slaughtering that happened along the Gujarat coast for export. The demographics of the area consisted of fishermen folk of the coastline, who made huge profits by way of the slaughtering of Whale Sharks for its liver oil to waterproof boats and also for its meat, which was exported. On May 28, 2001, Whale Shark hunting was banned in India, following it being listed under Schedule I of the Wildlife (Protection) Act, 1972, which was triggered by the documentary ‘Shores of Silence’ by Mike Pandey. Prior to this, few people, other than the fishermen who hunted it, ever knew that Whale Sharks existed in Gujarat waters. As the conservation programme rolled on, it was a first of its kind to pave way for voluntary conservation at this scale. The fishing community willingly agreed to sacrifice its economic gain and has displayed exemplary sense of responsibility to the marine environment in which they live. The government also came forward to provide relief for the loss of net to the extent of Rs 25,000 and WTI worked as a catalyst with Tata Chemicals actively supporting the cause. The Coast Guard too joined the programme both as motivator of community and also in keeping vigil.
CSR & COMPETITIVENESS 11 FEBRUARY 2014
The Whale Shark Campaign was jointly launched in January 2004 by Tata Chemicals, Wildlife Trust of India, International Fund for Animal Welfare, Gujarat Forest Department), the Coast Guard, the Indian Navy, the Ministry of Environment and Reefwatch to spread awareness, educate and change perceptions about the fish among specific target groups in the region.
COVER STORY
TATA CHEMICALS WHALE SHARK CONSERVATION CAMPAIGN
363
SAVES WHALE SHARKS
From profit to people and to the planet, an effective CSR policy is a vision of this triple-bottom line concept. Maintaining bio-diversity is as important as producing quality products. It is when a company can improve the quality of life of the local community and maintain the bio-diversity standards that they have delivered a worthy CSR policy. This conception helped Tata Chemicals' internationally acclaimed Project 'Whale Shark', unveiled at Mithapur, Gujarat, where the 75-year old, LIFE – Living, Industry and Farm essential solutions provider was incepted.
EMOTIONAL CONNECTION Reports of young pups in the waters of Gujarat, suggested that Whale Sharks breed here. Morari Bapu famous for his spiritual lectures ingeniously equated the Whale Shark to a daughter of Gujarat. He called it ‘Vhali’ or ‘dear one’ and likened it to a pregnant daughter who returns to her parents' home to give birth to her child; a custom practiced in many parts of India and especially in Gujarat. This drew a huge response from the people. LEVERAGING OF SOCIO-CULTURAL BELIEFS The campaign strategy also leveraged Indian traditional and cultural ethics of ‘Ahimsa’ (non-violence) and ‘Atithi Devo Bhava’ (Guest is God). This was publicized through street plays put up in fishing villages and towns. CHILDREN AND YOUTH FOR GROUNDSWELL RESPONSE Thousands of school children and young people were involved in the campaign across Gujarat. There were rallies, marches, painting competitions and exhibitions. This helped create a tremendous groundswell response. CREATION OF A FLAGSHIP ‘Project Whale Shark’ supported by Tata Chemicals is India's only attempt to generate baseline data on the whale shark to aid its longterm conservation, involving general awareness and scientific studies through photo-identification, genetic analysis and satellite tagging. The Campaign faced several challenges during the early stages, as the fisherfolk needed to be educated about the need to conserve the flora and fauna of the region. “The Tata Group has always been on the forefront, when it comes to caring for the environment. Our thrust has been to sensitise people and create awareness about these endangered species,” the then Managing Director of Tata Chemicals PR Menon commented.
CSR & COMPETITIVENESS 12 FEBRUARY 2014
COVER STORY
TATA CHEMICALS WHALE SHARK CONSERVATION CAMPAIGN
363
SAVES WHALE SHARKS
Tata Chemicals' Mithapur plant’s employees joined the campaign, got actively involved in conservation work as part of the Amateur Rangers Nature Club programme. A lot of ideas were thrown up by Tata Chemicals employees who volunteered for the project. One of the ideas was of having an inflatable model of the Whale Shark which could travel to various towns and villages as a part of the awareness campaign. This life-sized inflatable model of the Whale Shark added a touch and feel element to the campaign. True to this image, Vivek Talwar, Head-HR, Mithapur Works, and his team of enthusiastic conservationists at Tata Chemicals have provided unfailing support in financing and equipping the campaign. Their continued support for the campaign would enable WTI's message of conservation to reach the masses to generate awareness and sensitivity about this endangered fish in dire need of protection. EVENTS Marking the first step of the campaign, in 2004, a lifesized model of a Whale Shark was inflated on the premises of Tata Chemicals drawing huge crowds that watched a street play on the protection of the world's largest fish with rapt attention. “Tata Chemicals strongly believes that maintaining bio-diversity is as important as producing quality products. While improving the quality of life of the local community and maintaining bio-diversity standards at the same time, Tata Chemicals truly is a company that cares, “the then Head of Corporate HR and Communications, B Sudhakar elaborated. The first ripples appeared with the launch of a street play with a message on protecting the shark on the International Theatre Day at Mithapur, Gujarat, on March 27. The first show of the play was held on TCL's Mithapur premises. The performers traveled along the coast of Gujarat and staged 16 performances in 12 towns. The group carried the play through major fishing harbours and ports, such as Beyt Dwarka, Somnath, Veraval and Okha. The series of performances culminated at Diu on April 2. The second phase of this campaign took off at TCL Mithapur in April with the 50 ft inflatable model of the whale shark in the background. The model was an instant crowd puller. Its sheer size generated enormous excitement and awe in a community which had never seen a model of this magnitude before. Children and parents alike were drawn to the inflatable, trying to touch and feel it. The inflatable was designed to be the backdrop for a series of street plays on the species, which are a part of the campaign to give the people of Gujarat a feeling of pride for this fish. Tata Chemicals organized 'Whale Shark Mela', a fair to celebrate the successful conservation of more than 360 Whale Sharks, the world's largest fish, along the Gujarat coast in western India. Street plays were
R MUKUNDAN Managing Director Tata Chemicals
As per our mission of 'serving the society through science', improving the quality of life of the local community forms the core of our ideology, maintaining the biodiversity is simply the next step in achieving holistic environmental stewardship. The Whale Shark Project is one of the leading example of unrelenting efforts by Tata Chemicals along with partners like Gujarat Government, Coast Guard and WTI to maintain the habitat of the region and prevent any environmental abuse by generating mass awareness and continuing to support conservation in every way.
Thousands of school children and young people were involved in the campaign across Gujarat. organized and enacted by professional theatre groups within the community. The play was conceptualised to spread awareness and build sensitivity among the fishing community. The story touched popular sentiment because it carried forth the message of the immensely popular spiritual leader, Morari Bapu who formally launched the campaign in Gujarat as an ambassador for the Whale Shark. In his address at the launch of the campaign, he likened the Shark visiting the shores of Gujarat to a daughter visiting her parents and said, "It is indeed sad that fishermen hunt this gentle giant instead of protecting it and creating an environment conducive for it to breed.”
CSR & COMPETITIVENESS 13 FEBRUARY 2014
TATA CHEMICALS
COVER STORY
WHALE SHARK CONSERVATION CAMPAIGN
363
SAVES WHALE SHARKS
A multi-stakeholder approach also helped to simultaneously create awareness across all concerned – fishermen, school children, government officials, etc. Many of the coastal cities and towns in Gujarat (including Dwarka, Okha, Porbander, Veraval, Mangrol, Diu and others) adopted the Whale Shark as their mascot and the locals pledged to protect the fish. Some of these cities even have Whale Shark Day celebrations on Karthik Amawas (new moon day in November).
R NANDA Vice President Corporate HR and Corporate Communications Tata Chemicals Preserving bio-diversity forms the basis for sustainable development. Addressing this objective, Tata Chemicals has committed itself to the Whale Shark Project – our first major step in conservation efforts towards a cause of global importance. This Project has seen success in sensitising people by creating mass awareness, supporting longterm conservation goals through scientific studies and also preserving the rare species from illegal poaching. It has been a fruitful project in maintaining the ecology of the region.
IMPACT With Morari Bapu's support, the campaign acquired deep emotional overtones and impacted the fisher folk in a big way. Many of them started releasing the whale sharks caught in their nets. The Government of Gujarat reciprocated by providing cash relief to the fishermen for net damages in the process. Since then, a total of 363 Whale Sharks had been rescued and released as of March 19, 2013, of which 52 were documented by the fishermen on cameras provided to them. As many as 1,115 waterproof cameras have been given to fishermen to capture photographs of the fish and of rescue operations both as proof for availing the cash relief from the Gujarat Forest Department and also to provide greater information about the Whale Sharks that visits the Gujarat coast. Campaign In 2008, Tata Chemicals, along with WTI and the Ambassador Government of Gujarat, gave the project a fillip by undertaking scientific study of the habitats, The campaign, a rare feeding habits and migratory patterns of the joint venture between Whale Sharks. This was done through NGOs, corporate and satellite tagging –been done successfully to government, chose study the seasonal movement of the fish. Morari Bapu, a popular Tata Chemicals has also sponsored spiritual leader to several scientific studies of the Whale endorse its cause. He Shark including through collection of then appealed to the genetic samples to find out how different people to save the these Whale Sharks are from those in other Whale Shark on parts of the world. In the same year, the emotional and socioGujarat Forest Department and Wildlife Trust of India (WTI), had entered into a cultural grounds. memorandum of understanding (MoU) for a conservation research programme on whale sharks and corals. Tata Chemicals and WTI signed an MoU for a conservation project to create awareness and undertake research and to save the endangered species of Whale Sharks that visits the coastal shores of Gujarat. The MoU also undertook a study to explore Whale Shark tourism opportunities in the region which makes this project a unique and first-of-its-kind in the country. Funded by Tata Chemicals with a corpus of Rs 2 crore, the ongoing initiative is also in collaboration with Gujarat State Forest Department, the National Institute of Oceanography and other marine experts from the national and international arena. With a mission of serving society through science, Tata Chemicals took the project to a next level, commemorating the contribution made for this novel initiative with a day-long celebration aptly named as the ‘Whale Shark Day’ that is undertaken every year and the efforts have borne fruits. In 2009, on the celebration of the ‘Whale Shark Day’ Satish Anand, corporate HR and corporate affairs, chemicals business and consumer products business, Tata Chemical, noted, “Tata Chemicals has a long history of social initiatives that touch upon the lives of the people and the communities where we operate our business.
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TATA CHEMICALS
COVER STORY
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Funded by Tata Chemicals with a corpus of Rs 2 crore, the ongoing initiative is also in collaboration with Gujarat State Forest Department, the National Institute of Oceanography and other marine experts from the national and international arena. Going ahead, Tata Chemicals hopes to take this project to the coastal region of Maharashtra and other southern parts of the country. It is also looking at options for promotion of ecotourism in these coastal areas along with providing critical data to the global scientific community so as to ensure the fish's long term survival.
We strongly believe in working closely with the people and also believe that the natural surroundings should benefit from the various initiatives undertaken. Since its inception, the Whale Shark Conservation Project has grown in leaps and bounds, and people's support reflects in the 187 Whale Sharks that have been saved till date. We are proud of achieving this unique milestone. We at Tata Chemicals are committed to support the flora, fauna and the wildlife species and will take our best step forward in conserving the nature and its rare mammals in years to come.” The year 2013 has been a landmark for the 'Project Whale Shark' completed the second tagging to be done of the giant specie. The female Whale Shark tagged in December 2013, was a female, around 18 ft long. “Following the success of the Campaign since 2004, the fishing community in Gujarat began releasing back the Whale Sharks which were accidentally caught in their nets. This Whale Shark tagged was caught in fishing net and has been released post tagging. This is the second such example in the country,” said Prem Jothi, the WTI biologist who implanted the tag. Following the success of the Campaign since 2004, the fishing community in Gujarat began releasing back the Whale Sharks which were accidentally caught in their nets. As on 2013, the total number of release stands at more than 350. “Satellite tagging is a significant exercise for conservation of this endangered species. Tagging will aid in exploring new facts and data on Whale Shark habitats and provide precise information on migratory patterns, breeding and survival off the Gujarat coast,” Alka Talwar, Head of Corporate Social Responsibility at Tata Chemicals said.
Satellite tagging is a significant exercise for conservation of this endangered species. Tagging will aid in exploring new facts and data on Whale Shark habitats and provide precise information on migratory patterns, breeding and survival off the Gujarat coast.
ALKA TALWAR Head- Corporate Social Responsibility Tata Chemicals
The Whale Shark conservation campaign and the Mithapur coral reef securement project; two of the largest corporate supported ongoing conservation initiatives in India, are aimed at creating a conducive environment for the well being and breeding of marine life species in the coastal belt of the country and serve as a global role model to conserve these endangered habitats. Going ahead, Tata Chemicals hopes to take this project to the coastal region of Maharashtra and other southern parts of the country. It is also looking at options for promotion of eco- tourism in these coastal areas along with providing critical data to the global scientific community so as to ensure the fish's long term survival.
CSR & COMPETITIVENESS 15 FEBRUARY 2014
NEWS
‘Spending 2% on CSR Won't Help if Companies Keep Damaging Environment’ People's trust in both public and private institutions are declining worldwide. Business responsibility is not just about CSR but also about understanding its overall impact on communities as well as the environment.
ARUN MAIRA Member, Planning Commission
MUMBAI: Making it mandatory for corporates to spend 2% of profits on CSR will not benefit the society if they continue to adopt corrupt practices that are damaging to the environment, Planning Commission member Arun Maira said on Feb 26, 2014. "The new law where 2% of profits have to be spent on CSR activities will not benefit the society. What is necessary is that corporates should consider this as their responsibility towards the society and not wait for such a law," Maira said at a CII conference on inclusive development and sustainability here. He noted the level of people's trust in both public and private institutions are declining worldwide. Maira also said business responsibility is not just about CSR but also about understanding its overall impact on communities as well as the environment. "During the process of formulation of the 12th Plan, we realised there is tremendous mistrust in both public and private institutions. Citizens are neither believing the government nor the corporates. It is, therefore, the responsibility of the corporate sector to build this trust among the citizens by conducting their businesses in a way that will benefit the society at large," Maira said. Businesses should also work towards creating employment as well as encouraging the manufacturing sector, he said. "Corporates should not merely concentrate on increasing the GDP numbers, because in this process, they may adopt certain practices that may be harmful to the society ... Instead, they should ensure sustainability for all of its stakeholders, including the citizens, by creating employment as well as encouraging manufacturing that will lead to a healthy GDP growth," Maira added. The Planning Commission has also introduced a rating system for states to enable them improve on their business climate. The rating would be done based on key parameters, including availability of land, skilled labour and taxation issues. It would be an annual exercise, which would identify the best performing states so as to allow others to take a cue from them by possibly adopting their business practices, he said. CSR & COMPETITIVENESS 16 FEBRUARY 2014
NEWS
Vodafone Releases Third Annual Sustainability Report First Sustainability Report by an Indian Telecom Company as per latest GRI G4 guidelines MUMBAI: Vodafone India, one of India's leading telecommunications service providers, has released 'Footprints III', the third edition of its annual sustainability report. A digital version of the report was formally released in the presence of Dr. RK Pachauri, Director General, The Energy and Resources Institute (TERI). Dr. Shashi Tharoor, the Union Minister of State for Human Resource Development, complimenting this initiative said, "Telecommunications have a vital role to play in nation building. By virtue of the services telecoms provide, the sector enables inclusion and facilitates holistic growth. Better connectivity will allow us to fulfill our national priorities of educating all, greater financial inclusion and smarter distribution of government benefits to the citizens. I congratulate Vodafone India for taking the lead in this endeavour and wish them more success in empowering communities.” Vodafone India's Sustainability strategy,
Marten Pieters, Managing Director and CEO, Vodafone India, said, “At Vodafone, sustainability is an ongoing journey and engrained in the business we do. We see our customers, employees, shareholders and the community we operate in as our most important stakeholders. Contributing to society is intrinsic to our corporate mission. Our aspiration is to be the most trusted and respected telecommunications company in India and we are committed to play our due role as a conscientious corporate citizen. We will continue to partner with government and the developmental sector to make meaningful contributions for the
social and economic development of our country.” Continuing the endeavour to consistently raise the bar in reporting on sustainability, this edition of the report has been compiled referencing G4 - the most recent guidelines from Global Reporting Initiative (GRI). GRI is a world-renowned independent institution that sets benchmarks and standard frameworks for sustainability reporting. The G4 guidelines ensure up-todate disclosures on governance, ethics and integrity, supply chain management, anticorruption and Green House Gas emissions. Speaking about 'Footprints-III', Vodafone India's Sustainability Report 2013, Sunil Sood, Chief Operating Operator, Vodafone India, said, “Vodafone Cares' is our platform to integrate all the good that Vodafone India does as an organisation. The initiatives under 'Vodafone Cares' are built around 3Es – Empowerment, Education and Environment, the strategic components of sustainability at Vodafone India. This report chronicles the initiatives undertaken during the year through this 3E approach.”
P&G Shiksha Impacts 1500 Children Across Gujarat With a motto of 'Padhega India, Badhega India' - P&G Shiksha believes that the secret to a brighter India lies in the quality of education of our children. Soha Ali Khan dons a teacher's hat at a P&G Shiksha School in Ahmedabad AHMEDABAD: Having impacted the lives of over 420,000 children, P&G's flagship Corporate Social Responsibility programmme 'P&G Shiksha' continues to march forward with the motto 'Padegha India, Badhega India'. On P&G Shiksha Day, Soha Ali Khan paid a visit to teach the active young minds at the P&G Shi-ksha School in Ahmedabad on February 7, 2014. The actress turned teacher for the day and involved the children in some interactive learning by implementing several fun
tactics. She also engaged them in a rapid fire round, on a wide range of subjects and was very impressed with the confidence, intelligence, wit and exube-rance demonstrated by the P&G Shiksha children. The actress also shared her vision of empowering underprivileged children with access to education, and together with P&G Shiksha urged consumers to make the simple brand choice and join the program's drive by purchasing P&G pro-ducts such as Tide, Ariel, Whisper, Pam-pers, Olay, Head & Shoulders, Pantene, Vicks, Gillette, Oral-B &AmbiPur. These purchases enable the company to channelize part of the sales proceeds towards building and supporting schools across the country. In Ahmedabad alone, P&G Shiksha has improved the lives of nearly 1500 under-
privileged children through quality education, by building and supporting close to ten schools. With the objective of addressing low literacy and significantly high dropout rates in Gujarat, P&G Shiksha has worked extensively for the upliftment of the lesser-privileged children. P&G Shiksha has been instru-mental in the change by equipping schools with necessary amenities from building classrooms to building toilets, thereby bringing down the dropout rate and improving the overall literacy rate in Gujarat.
CSR & COMPETITIVENESS 18 FEBRUARY 2014
SUBSTAINABILITY REPORTING BY YOUSHEY ZAKIUDDIN
IS ANYONE READING YOUR
SUSTAINABILITY REPORTS
S
ustainability reports are the trending communication tool for the progressive and forward thinking organization. With the average report weighing in at 75-100 pages, these hefty publications carry within them valuable (or sometimes not so much) information on the organization's impact on the economy, the environment and society. Touted as the next most important publication after the organization's financial statements, sustainability reports still have a lot of ground to gain that will lend them the critical status of a financial report, both from an internal point-of-view, as well as from the perspective of external stakeholders. And what's important to ask is are the people you wrote the report for actually reading it? The Arab region can boast a rapid growth in the number of reports that have been published in the past few years; and with GRI trumpeting the horn for sustainability disclosure even louder, it is expected that more organization's will be joining the bandwagon of greater transparency, especially if they are implementing CSR & sustainability beyond the blood-donation drives and the beach clean-ups. But I worry that this positive enthusiasm may not always be in the right direction. Most companies still view the sustainability report as another check-box in their evolving marketing strategy. Sure, the reputational benefits are aplenty, especially when organizational credibility is sometimes still mistakenly linked to short-term financial performance, but are sustainability reports simply an end in itself? And are they just decked on your office coffee table while people skim through it for catchy phrases and attractive photographs? Let's not forget the bigger idea of having a sustainability report. (a) It helps you communicate your performance against publicly declared targets. (b) It helps you
understand your areas of strengths and opportunities. (c) It helps your customers, your employers, your investors, the government, the public and others understand that you are an organization that is working towards adapting to - and consequently better geared to addressing sustainability challenges of the future. And it is the latter two objectives that will help your organization grow in scope and strength, attract better employees, draw in bigger investments, and develop strong institutional and public relations. Effective sustainability communication requires that your reports are easy and appealing to read, are not replete with ornamental lingo, and pack solid information for your customers as well as your board of investors. So make sure the content is meaningful, the data honest, the language clear, the design interesting and the layout inviting. Also, how about posting your key highlights on Twitter, Facebook, LinkedIn (and perhaps even Instagram) on a regular and sustained basis? Maybe even organize a social event (like a Twitter party or a Google hangout) to discuss a particular sustainability topic. And while you're at it, make a short and cool video for YouTube that summarizes your performance and goals for the future, and hope that it goes viral! Today, social media presence for sustainability communication is COMPULSORY. To further spread your net, why not integrate sustainability-related information in your conventional marketing tools; so for e.g. how about using some empty real-estate on your posters, billboards and other print material with a small textbox on the side that talks about the percentage of women in your management, or your carbon emissions targets for the next 5 years? Another innovative idea could be an interactive micro-website focusing on your organization's sustainability performance.
Youshey Zakiuddin is a member of the corporate sustainability team at du, a telecom operator in the United Arab Emirates. He is a graduate of the Oxford University Centre for the Environment and has more than 7 years of experience working in the sustainable development sector. Users could make specific queries on, for e.g. your trends for employee training over the past 3 years in a specific location. This will obviously require a robust database and meaningful data with user-friendly design. You could also perhaps have a contest amongst your customers or create an online game focusing on your sustainability initiatives. Everyone loves a chance to win an iPad! The idea is to allow interactivity, which will hopefully allow users to step beyond being passive consumers of your organization's sustainability information. From a marketing perspective, this will better help your audience to associate your organization with its sustainability initiatives, and also enhance brand retention. A technical advancement that you can adopt for more effective sustainability communication is programming your online report using XBRL. This will allow for easier data navigation and extraction for services that compile and consolidate sustainability performance information. My hope is that organizations in the Arab region, in their quest for greater market coverage and a bigger bottom line profit, push the envelope to achieve a bigger impact from their sustainability reports. This will not only help them achieve surprising benefits through innovation, but also enhance their sustainability communication. After all, if you are doing good, there's no harm in effectively talking about it to your valued stakeholders.
CSR & COMPETITIVENESS 19 FEBRUARY 2014
NEWS
CSR of India Infrastructure Finance Company Ltd
Finance Minister Dedicates 28 Toilet Complexes in 15 Schools in Sivagangai NEW DELHI: P Chidambaram, Union Finance Minister has lauded the Corporate Social Responsibility (CSR) Initiatives taken by companies to further upgrade the social infrastructure facilities available in rural and semi urban areas of the country. He said that such initiatives have created significant infrastructure in socially relevant areas. The Finance Minister pointed out that the initiative, which insists on 2% of the profits earned by a company should be invested in socially relevant projects was approved by the Union Cabinet recently. Mr. Chidambaram dedicated 28 toilet complexes built in 15 schools by the India Infrastructure Finance Company Ltd in Sivagangai, Tamil Nadu on February 26, 2014. Mr. Chidambaram said that the initiative taken by the IIFCL was a laudable one because it impacts directly on the health and
sanitation of a community directly. He requested schools, parents and teachers to ensure that the toilets are maintained in good hygiene. S B Nayar, Chairman and Managing Director, IIFCL presided over the function. Smt Suman Chehar of the Sulabh International that built the complexes and P R Jaishanker, Chief General Manager, IIFCL took part in the function. Under the scheme, Sulabh International has built 28 toilet complexes in 15 schools in Sivagangai district. The com-plexes have been built in scientific, environment friendly manner and the personnel from Sulabh International will interact with the schools and the community for a few more weeks to make them fully conversant with how the toilets can be used most effectively.
NTPC's Coal Mine in Odisha Recommended for Green Clearance
“CSR Initiatives help in creating infrastructure facilities available in rural and semi urban areas of the country.� P Chidambaram Union Finance Minister
A detailed Resettlement & Rehabilitation plan in consultation with the various stakeholders should be formulated and a provision of Rs 30-40 crore shall be earmarked for CSR (Corporate Social Responsibility) for the first five years.
CSR & COMPETITIVENESS 20 FEBRUARY 2014
INTERVIEW AMAR SINHJI Head Human Resources, Tata Capital Limited
Surya Aranya Going Green
is a Symbol of Our Commitment to
MUMBAI: Tata Capital in partnership with the Centre for Environmental Research and Education (CERE) has launched the first-of-itskind solar paneled forest at their office in Thane. Tata Capital, through this initiative aims to put in practice the efficacy of solar powered energy. Based on a revolutionary Urban Lighting Concept that is widely accepted across Europe and USA, this solar forest, which consists of a set of 6 solar paneled trees, will self-illuminate and power garden and security lights on the campus from dusk to dawn producing close to 750 watts of energy. Reinforcing the ethos of the Tata group of sustainable growth and development, Tata Capital has taken this initiative as part of the group's vision to build a strong sustainability culture. For the first time in India such a project has been undertaken. This is one of Tata Capital's first steps towards increasing their 'green' quotient and the company will look forward to doing similar activities across other offices. Together Tata Capital and CERE have added an innovational dimension to the cluster of 'solar trees' to bring to light the message that 'renewable energy' saves habitats and wildlife. Amar Sinhji- Head Human Resources, Tata Capital Limited shared his vision and views towards the new initiative. Edited excerpts of an interview:
Surya Aranya the 'forest of the sun' is a first-of-its-kind initiative in India, consisting of 6 solar paneled trees that generate about 750 watts of solar energy, powering the surrounding garden lights (at i-Think Techno campus in Thane) from dusk till dawn. CSR & COMPETITIVENESS 22 FEBRUARY 2014
INTERVIEW What is Tata Capital's CSR philosophy? We are a socially committed organization and a socially responsible corporate citizen. Our focus will be on initiatives that are people-centric with active community participation at all levels. Towards this our Corporate Sustainability programme supports four main causes Livelihood and Employability, Health, Education and Environment. Out of these, we are currently focusing on Education, Employability, Financial Independence and Environment. What are the key CSR programmes? Some of our key initiatives are: The adoption of the Talawade village in interior of Maharashtra, which includes activities around Health, Learning, Habitat, Livelihood, Women Empowerment and Children's Activities. After a period of 3 years, the initiatives are being handed over to the villagers to sustain. Association with St.Jude's India Child Care Centres, an NGO which provides a clean, hygienic environment for children suffering from cancer who come to Mumbai from far-off locations, free of cost, thus aiding their recovery and ensuring follow up visits. Tata Capital is associated with them at their new centre at Kharghar, where we have sponsored the kitchens and provide starter packs and nutritional supplements to all patients. The Green Office initiative, which Tata Capital has launched in association with Centre for Environmental Research and Education (CERE) is aimed at increasing awareness about environmental issues; and through this awareness, achieve the goal of sustainable development. Besides environmental benefits, it also involves saving money and resources, improving the health and productivity of employees and giving the company a competitive edge. We have adopted the Payroll Giving program in association with Give India, since September 2010. Through this employees deduct a certain amount on a monthly basis from their salaries and can donate it to a wide range of over 250 NGOs. Over 300 emlpoyees have enlisted in this program till date. Under our Affirmative Action Initiatives, we have adopted a residential school for tribal children in Vikramgad.
The Vatsalya Adivasi Ashramshala currently has 600 students and Tata Capital provides support for infrastructure and educational initiatives. Employability training is also a thrust area for our Affirmative Action Programme, Tata Capital has partnered with Indian Hotels (the Taj Group) to sponsor candidates for job oriented training in the Hospitality and Manufacturing industries through their partners Pratham and Don Dosco, You have implemented revolutionary Urban Lighting Concept based on solar power at i-Think Techno Campus in Thane. Kindly share in detail of the project? Surya Aranya the 'forest of the sun' is a first-of-its-kind initiative in India, consisting of 6 solar paneled trees that generate about 750 watts of solar energy, powering the surrounding garden lights (at i-Think Techno campus in Thane) from dusk till dawn. The garden lights have been retrofitted with customized LED bulbs that consume less electricity as compared to conventional incandescent or CFL bulbs. Tata Capital and CERE have also added an innovational dimension to the cluster of 'solar trees' to bring to light the message that 'renewable energy' saves habitats and wildlife. What kind of technology is adopted in Solar paneled forest? The trees are of a metal-pipe structure with fiber-reinforced material around it.
Surya Aranya Going Green
is a Symbol of Our Commitment to
The leaves are of the same fiberreinforced material with filigree work. There are 14 solar panels across the 6 trees, which generate upto 750 watts of solar energy. The installation is aesthetic and designed for both ground and aerial viewing. Each of the surrounding 28 garden lights in the lawn have been retrofitted with LED bulbs which considerably reduce energy consumption when compared to the normal incandescent or CFL bulbs. Is it a sustainable product? The trees are made of eco-friendly recyclable material and have minimum maintenance requirements. Each Solar panel has upto 20 years warranty. The installation is fairly sustainable and will require minimum care & repairs. Do you have any plan for such kind of projects in other part of the country? The Surya Aranya is a symbol of our commitment to 'going green' and we hope other corporate are encouraged to use renewable energy in a similar manner. We will look at adopting this, or other similar initiatives in the other locations where Tata Capital is present.
CSR & COMPETITIVENESS 23 FEBRUARY 2014
NEWS
Stairs Launches ‘Hockey for Growth’ from Odisha NEW DELHI: Stairs, leading NGO working towards empowerment of underprivileged youth through sports, education and health, has launched its flagship program 'Hockey for Growth'. In this endeavour it has gathered support from Dr. Dilip Tirkey, Rajya Sabha MP and former captain of the Indian Hockey team. Dr. Dilip Tirkey has joined the Board of Advisors of Stairs, and will be guiding and supporting Stairs in its various sports development related programs and projects. Hockey for Growth' aims to promote the sport among the underprivileged youth across the length and breadth of the country. Stairs has started the initiative from Odisha with the distribution of 400 Hockey sticks to players from rural areas of Odisha. Stairs has joined hands with 'Hockey Gangpur', the organization established by Dr. Tirkey to promote
hockey in the tribal and rural belts of Odisha, will be the parter in this cause. As a part of 'Hockey for Growth' program, Stairs will distribute 100,000 Hockey sticks among underprivileged youth across the country. The program also envisages organization of grass-root level tournaments, selection of players for scholarship programs, facilitation of the selected players in the State and National Hockey teams. To accomplish this, individuals, corporate and other institutions are expected to come forward and extend their support towards the cause in the beat of their capacities. Minister for Revenue and Disaster Management, Surjya Narayan Patro said, “Odisha has produced some of the world's best hockey players. I am positive that hockey will soon witness resurgence with With growth program. We are all hopeful that together Stairs and Hockey Gangpur
can help develop and promote more talent in the state.” Dr. Dilip Tirkey, MP, Rajya Sabha said, “many of these children never really get to explore or nurture their talent for lack of funds, training and infrastructure. I am sure Stairs Hockey for Growth program will provide these young hockey enthusiasts proper opportunities and exposure.” Siddhartha Upadhyay, Founder and General Secretary, Stairs said, “Odisha has been a breeding ground of world-class hockey players, we found it apt to flag off the mission from here. Gangpur and its surrounding areas have produced numerous Olympians and international hockey players and now with Stairs joining hands with Dr. Dilip Tirkey, the reach is expected to extend even deeper in the rural areas.
SAP Contributes Rs 35 Lakhs to HOPE Foundation BANGALORE: SAP, market leader in enterprise application software, has announced a donation of technology and integration support to community partner HOPE Foundation India, company said. SAP Business One will enable more efficient management of its existing business management software systems, helping HOPE to run better and serve more citizens in need across India. This collaboration comes as a further commitment to SAP's longstanding partnership with HOPE Foundation across education programmes and disaster relief since 2000. The solution will be extended to enable HOPE to maintain a single source of information to effectively manage information on donors and participants in the various programs that HOPE manages. In stage 1 of the project, HOPE Foundation will utilize the core financial functionality
of the SAP Business One solution to enable them to have greater visibility in to their source and application of funding as well as streamlining their regular reporting. The Foundation will be able to better automate day-to-day processes, analyse socioeconomic data, better manage donor database, community programmes, financials and provide transparency to its stakeholders. Powered by SAPs in-memory computing platform, SAP HANA, SAP Business One will empower HOPE Foundation to analyze larger volumes of data in real-time to help the governing board of HOPE examine the financial health and effectiveness of its outreach programs. SAP has donated Rs 3,567,500 to HOPE Foundation for integrating SAP Business One technology to help the foundation. SAP will also provide customization and
training, generating benefits to volunteers, beneficiaries, partners and employees. “Sharing our technology with HOPE Foundation truly embodies our mission to empower organizations to run better and improve people's lives.”, said Anirban Dey, Managing Director, SAP Labs India. “We are fully committed to the success of our long-time partner and are proud to play a part in creating social impact and helping HOPE Foundation reach more people in need”, he added. HOPE Foundation has been a philanthropy partner of SAP India since 2000, beginning with volunteer education and computer literacy programmes for underprivileged children and youth, as well as disaster relief in Gujarat, Tamil Nadu and, most recently, Uttarakhand.
CSR & COMPETITIVENESS 24 FEBRUARY 2014
SUSTAINABLE LIVING BY A K TRIPATHI
Connecting to the
MOTHER EARTH No amount of talks on Sustainable Development and Corporate Social Responsibility will take us to any meaningful outcome if we continue to behave un-sustainably in our personal conducts, fulfilling our insatiable needs and greeds. The onus for a sustainable future lies clearly on us and connecting to five elements shows us the way forward.
WHERE TO START THE JOURNEY? These days Sustainability is the buzz word and there is a free-for-all situation. Numerous experts, managers, academicians, reporters, publications and companies are talking about it, in their own ways. The talk on sustainability is overflowing and overwhelming. It is on the coffee table, on the podium, in the class rooms, in the editorials, in the board notes and everywhere else. A humble but pertinent question is how and where do we start? Fortunately the answer is simple and lies in the famous saying - charity begins at home. Yes- sustainability also begins at us, at our homes. CONNECTING TO THE FIVE ELEMENTS : THE PANCHTATVAS How do we conduct our lives has a direct bearing on the concept of sustainability. And we all know it. Our country India, has given to the whole world, the concept of panchtantva which means that the human body and all natural creations emerge and get ultimately merged into the Panchatatva viz; Earth (Prithvi), Fire (Agni), Water (Jal), Air (Vayu) and Void (Aakash). This concept comes from the philosophy that what derives itself from nature; comes from and gets backs to these five basic elements. The human existence, including its body, habitat and workplace has a natural affinity to these elements and therefore they must connect, replicate and communicate with these five elements, in order to be
A K Tripathi is Additional General Manager & Senior Faculty (Strategy) at Power Management Institute, NTPC Ltd.
sustainable and enjoyable. This means that they should connect closely to the Panchtatvas. Unfortunately, our life today is far disconnected from these Panchatavas and therefore it creates stress, anxiety and unsustainability. In this series of articles called Sustainable Living Series, an attempt has been made to analyse what is actually meant by connecting to these five elements and how this connect would address the issue of sustainability. Each article in this series discusses about connecting to these elements taking one at a time. In this article we begin with connecting to the Earth- Prithvi. CONNECTING TO EARTH (PRITHVI) As was mentioned earlier in the article, sustainability has to start at us. We give lot of emphasis on controlling pollution in power stations, factories, vehicles etc but miss a vital point that we are at the centre of everything. We drive the crazy demand for all that we consume or what surrounds us today. In the process, we are running in total disconnect with the Earth. The irony is that ours is probably the only culture in the world which has given the status of mother to our beloved Earth. But unfortunately all of it is in words and nothing in the deeds. We need to come home to the mother Earth. Connecting to Earth has various aspects like connecting our bodies, our food, our belongings and our surroundings.
CSR & COMPETITIVENESS 25 FEBRUARY 2014
SUSTAINABLE LIVING
Connecting to the
MOTHER EARTH The sustainable cities of tomorrow should be planned in way that people walk to office or at least use efficient transport methods. The underlying sustainable theme is - we should walk, touch, feel the Earth, rather than commute mechanically, wherever feasible.
CONNECTING TO EARTH - OUR BODY It is a well known fact that the force of gravity keeps our bodies pulled towards the Earth. Principle of Potential Energy explains that a body which is in contact with Earth is considered to have zero potential energy. All elements in nature have an affinity to come to least energy state. If an object is kept at a height from the Earth level and then released, it moves towards the Earth, touches it and then comes to rest. That is the most stable state. Similarly our bodies have natural, physical affinity to Earth. Our body attains rest and peace when we stand and connect to Earth. Have you ever tried walking barefoot on soft grass? It is a feeling of pleasure and peace. It also has a therapeutic value. The point here is not to throw our shoes and start walking barefoot. The point is that it is our natural, most peaceful, most sustainable state when we are in contact with the Earth. Walking has been medically proved to be the best exercise for human beings. While physical benefits of walking are well understood, walking surpasses other forms of exercise because of its connectivity to Earth and the nature. Because of this connect, walking provides calmness and exercise for the soul as well as for the body. When we mechanically move or transport our bodies, we consume energy and create stress on our bodies as well as on the environment. Here comes the element of un-sustainability. Rampant urban transport in the form of vehicles, lifts, rails, aeroplanes etc. are countersustainability. The sustainable cities of tomorrow should be planned in way that people walk to office or at least use efficient transport methods. The underlying sustainable theme is - we should walk, touch, feel the Earth, rather than commute mechanically, wherever feasible.
CONNECTING TO EARTH - WHAT WE EAT The other aspect of connecting to the Earth is the food that we take. The food we consume also has far reaching consequence on sustainability. The rawer the food is, the more near it is to Earth. The more we process it, the more un-sustainable it becomes. Processing requires energy, unhealthy additives and sophisticated packaging. On global scale, processed food has very high carbon footprint because it consumes enormous energy and creates huge packaging waste. Whenever I visit malls in developed countries, I get amazed at the variety and vastness of processed food.
Do we really need so much variety? We find that the poor, probiotic, plain simple curd has lost battle to about hundred varieties of flavoured yoghurt and new flavours are still being added everyday. Who drives this demand? We. We all know that processed food not only requires precious energy to process them, it also requires sophisticated packing which are often created out of non eco friendly material. Disposal of the packing material is a huge problem for today's civilisation. You might have noticed the filth that is created at busy Indian eateries and even in trains and aeroplanes because of the unending variety of packaged food. Where will it all go? Will the poor mother Earth be able to handle millions of these little scars? It is important to understand that real as-grown fruits, sprouts, milk, yoghurt, salads are not only full of health, they have significantly lower carbon footprint compared to their highly processed forms like packed juices, cakes, drinks, ketchup, ice cream etc. We should therefore promote consumption of raw or partially processed foods which are healthier, tastier and are friendly to Earth. CONNECTING TO EARTH- WHAT WE WEAR There is a huge and growing demand of personal care products. We wear or use these harsh chemicals on our bodies. Most of hair dyes, lipsticks, nail polishes, creams, powders, pastes etc are not Earth friendly. This
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SUSTAINABLE LIVING
Connecting to the
MOTHER EARTH This time we discussed about connecting to Earth ( Prithvi), next time on connecting to Fire (Agni)
market is still blooming and the global personal care market is expected to reach 487 Billion Euros by 20171 (about Rs 41,39,500 crores). We wonder where the natural beauty has gone. Let's pause for a moment and think whether these things really make us more beautiful and attractive? Are there not better natural ways of getting younger and more attractive? It would make huge difference if we demand products which are derived from nature and if we remain happy with less variety. This concept has nothing to do with indigenous or multinational brands. All are in fact, sailing in the same boat and we continue to fuel all the demand. A minute of serious thinking by all of us would probably alter the way world manufactures and uses such products. CONNECTING TO EARTH- WHAT WE POSSESS Connecting to Earth is in fact a powerful, all encompassing philosophy. It applies to almost everything that we possess - our body, clothes, cars, gadgets, equipments, automobiles etc. The pertinent thing is to ask how well these products connect to Earth. Take automobile for instance. The very idea of automobile distances us from the Earth and on top of that, we have billions of energy guzzling, inefficient automobiles. The amount of oil that world's automobiles consume sucks large amount of money from the economies. This represents yet another dimension of unsustainability induced by our rampant demand for fuel. Delhi alone today has close to 77 Lakh cars and 1.6 Lakh are being added every year2. How much and how long can we buy oil and how long can we pollute our air which we desperately need for existence. This mad race must stop somewhere or at least slow down. Similar is the story of all the gadgets and IT products which are mostly made up of non recyclable products. E-waste is another big emerging challenge for the planet. The list is endless. All this has to change if we do not want to submerge ourselves and the mother Earth with garbage and plastic. CONNECTING TO THE MOTHER EARTH- OUR SURROUNDINGS Due to rapid urbanisation, millions of houses, high rise buildings, hotels, restaurants, offices, bridges and factories are springing up. Connection to Earth is extremely important in this arena also. This philosophy demands that materials used in the construction should be Earth friendly, natural, recyclable, non toxic, chemical odour free and should
have least impact on Earth. Consumption of material should also be minimal by adopting modern design technology. Some of the methods to achieve this are as follows: (a) Use of proven composite materials and structural systems which provide high strength and durability with the least amount of material used; (b) Utilise recycled material like blended concrete using fly ash, slag, recycled concrete aggregate or other admixtures. Aim for using at least 15% recycled content in building material; (c) Identify ways to reduce the amount of materials used and reduce the amount of waste generated through the implementation of a 'construction waste reduction plan'. Adopt a policy of 'waste equals food' whereby 75% or more of all construction waste is separated for recycling and used as feedstock for some future product rather than being land filled. Implement an aggressive construction waste recycling program and provide separate, clearly labelled dumpsters for each recycled material. Train all crews and subcontractors on the policy and enforce compliance; (d) Explore the use of bio-based materials such as various types of agri-board. Some structural insulated panels are now made from bio-based materials; (e) Take adequate steps to minimize the creation and spreading of construction dust and dirt; (f) Make the building complex pedestrian and bicycle friendly; (g) Minimise top soil paving, concreting and compaction. These steps will go a long way in producing, sustainable, peaceful and healthy habitats and structures around us. CONCLUSION No amount of talks on Sustainable Development and Corporate Social Responsibility will take us to any meaningful outcome if we continue to behave unsustainably in our personal conducts, fulfilling our insatiable needs and greeds. The onus for a sustainable future lies clearly on us and connecting to five elements shows us the way forward. References and gratitude 1. Cosmetics design europe.com- Michelle Yeomans, 2. Hindustan Times- Delhi: Cars, cars everywhere, just no place to park-August 8, 2013 3. epa.gov/statelocalclimate/documents/pdf/12_8_what is_green_GGGC 4. Indian Green Building Council- Green Homes Rating System Version 2.0 5. Toronto Green Standard Checklist 6. Canada Green Building Council
CSR & COMPETITIVENESS 27 FEBRUARY 2014
Views expressed in the article are author’s personal views.
OPINION BY DR COLIN HIGGINS
IS CSR ABOUT BEING RESPONSIBLE
OR IS IT A
?
SET OF THINGS T
he International Symposium on Corporate Social Responsibility (IS-CSR) jointly organised by the Centre for Sustainable and Responsible Organisations (CSaRO) on 12-13 December 2013 at Deakin University (Australia) and the Amrita School of Business at Amrita Vishwa Vidyapeetham University, Bangalore (India) laid down the gauntlet to business, Government and not-for-profit organizations about what CSR means in modern day India. Running through the various presentations, case-studies, and academic papers were two quite different conversations. The first was a sociological conversation about the fundamental role that business can (and should) play in a country, especially a developing country, in the context of sustainable development. At the heart of this conversation was a question about social change how does the very institution of business contribute to sustainable development? This involves radically rethinking the fundamental aspects of a company's operations. What sorts of products should be produced? How? Who should control companies? How do we lower organizational impacts, but continue to create wealth and meet the needs of citizens in today's society? The subtext of this conversation is that business is part of the problem of sustainability and it needs to be part of the sustainable development solution. The second conversation was much more pragmatic. It was about the new companies' legislation that requires large Indian companies to spend 2% of their profits on CSR. At the heart of this conversation were questions about projects. How should managers spend this money? What should business do for society? Is there sufficient
capacity in organisations to identify and manage appropriate projects? The concerns were around which groups to support? What issues to address? Should impacts and outcomes be measured and monitored and by whom? The subtext of this conversation was that the fundamental nature of business operations and indeed the very institutional of business is basically sound. No major change to the priorities and outcomes of business is necessary. In essence business is an enabler of social progress rather than a fundamental source of a transition to sustainable development. These two conversations reflect longstanding debates about CSR in the wider literature, and in other parts of the world. They reminded me of something I once read which posed the question of whether CSR is a verb or a noun. That is, is CSR about being responsible? Or is it a set of things? These perspectives are not mutually exclusive of course but CSR activities need to be considered in light of a broader discussion (or debate) about the obligations and duties of business. This is a philosophical, ethical discussion. Any philosophical, ethical discussion about the obligations, duties or responsibilities of business is not easy. There are a whole host of difficult problems in undertaking such an endeavour. One which struck me while I participated in the IS-CSR was one of whose views count? On the one hand, I felt a little bit illegitimate flying in from a rich, developed country and pontificating to those about what CSR is, how it is unfolding in Australia (and elsewhere) and offering a critique of the new companies legislation. Surely, the new legislation should be respected it has, after all, been enacted by a democratically
Dr Colin Higgins is a Senior Lecturer in the Deakin Graduate School of Business at Deakin University in Australia. He is Deputy Director of Deakin's Centre for Sustainable and Responsible Organisations and an Associate Editor of 'Business & Society'. His research explores how social norms and social understandings form and influence business behaviour.
elected government. It is an approach that makes sense for what are deemed to be the needs and priorities of India today. But yet, I also understand sustainability to be a global, macro level concept and any discussion of CSR must reflect the global reality of environmental problems, the inter-connected issues of globalisation and poverty, and the business reality that business takes place in a global context. Perhaps we should strive for some kind of global view of CSR? So, the IS-CSR left much to ponder. The questions raised are not easy ones and they are even more difficult to address philosophically, conceptually and practically. Deakin University and Amrita University should be congratulated for throwing down the gauntlet.
CSR & COMPETITIVENESS 28 FEBRUARY 2014
BOOK REVIEW New Book Launch
'Lights Out' A True Story of A Man's Descent into Blindness An inspirational book about one man's decent into blindness and his fight to live a normal life after it. Lights Out deals with the author's gradual, incurable, and rather debilitating process of the going blind, the impact of slow loss of vision, the total cluelessness of the situation, and how he overcomes the condition.
T h e A u t h o r s u f fe rs f ro m Re t i n i t i s Pigmentosa, a condition that affects about one in 300 in India and other developing countries. Most patients experience blindness quite suddenly and reel from its impact. The book details the difficulties of trying to live a normal life despite disability and will inspire you to turn your weakness into a source of strength. Author: L Subramani Publisher: Random House India; January 2014 Pages: 176 Price: Rs 299
CSR & COMPETITIVENESS
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magine the world around you slowly blinking out, your familiar world disappearing into darkness till you begin to doubt not only the world's existence but your own as well. In this terrifying blindness can you find the light? This is L Subramani's inspiring story of triumph. He suffers from Retinis Pigmentosa, a condition causing gradual and incurable blindness, which affects one in three hundred Indians. Lights Out shows with painful clarity the debilitating process of going blind and the agonizingly bewildering effect it had on him. In this unfamiliar and disconcerting situation he battles his disability to strive for normalcy, till he transforms his most crippling weakness into his greatest source of strength.
About the Author: L Subramani is currently Senior Sub-Editor with Deccan Herald (The Printers Mysore Ltd) in Bangalore. He was affected with Retinitis Pigmentosa aged 18 and had to experience gradual loss of vision in two years, though the drastic vision reduction happened in a six month period, leaving him totally blind in the end. He is currently involved in setting up a support system for patients having rare disease or who experience progressive or sudden vision loss. He is doing this with the help of fellow RP patients and other social workers. He has pledged a portion of the proceeds of this book to his new initiative. Publisher Information Random House Publishers India Pvt Ltd Windsor IT Park, 7 Floor, Tower-B, A-1, Sector-125, Noida 201301, UP www.randomhouse.co.in Tel: +91 120 4607500 Fax: +91 120 4607518 Email: contact@randomhouse.co.in
30 FEBRUARY 2014
MICK'S CORNER BY MICHAEL ROSENKRANTZ
CORPORATE SOCIAL RESPONSIBILITY IN NEPAL CSR also has an internal company component as discussed in Corporate Social Responsibility in Nepal: A Chance for Peace and Prosperity? Report based upon a Mission to Nepal in November 2006 by Caroline Welzel Butzbacherstr. CSR is not about how a company spends its income but rather about how it generates that income. In Nepal CSR can very much be about helping to stabilize the peace process. Ideally CSR combines both an internal, as well as, an external focus.
T
hrough my work with VSO and Community Self Reliance Centre (CSRC) (June 2012-February 2014) I have had the opportunity to explore, build and encourage further dialogue/implementation of strategic Corporate Social Responsibility (CSR) in Nepal. I have visited numerous corporate houses in trying to get a handle on people's understanding regarding their definition of CSR. What I have found is a mixed bag; some understand CSR as being about c o r p o r a t e p h i l a n t h r o p y, a p h o t o opportunity and some publicity about a monetary or in-kind donation; some are interested in developing/implementing a strategically focused CSR policy; others are trying to incorporate sustainable CSR into their corporate culture, as reflected in vision and mission statements or in business objectives. While a VSO volunteer in India from April 2009-February 2012, with the National Trust, Ministry of Social Justice and Empowerment, Government of India, I worked on a disability awareness raising campaign called Badhte Kadam. We partnered with PSU's such as EIL and ONGC in helping to fund part of the campaign. (Prior to this in the US, the NGO which I directed, Alliance for Living, had a variety of partnerships with corporates in a number of our programs, including infrastructure development, community service projects and providing grants, e.g. a food locker). To my way of thinking CSR is about building non-traditional partnerships, in which all parties can mutually benefit, i.e. all parties receive added value. It is about impact, value for money and positive change in society. CSR is not a short term activity, but is about strategic investment and has to benefit and be integrated into core business objectives in order to be
effective. CSR is about innovation and taking advantage of business opportunities in a socially responsible manner. CSR has a multitude of modalities including venture philanthropy, social entrepreneurism, corporate volunteering, etc., but the bottom line is that it is about in-depth community change in a positive manner. Strategically focused businesses have specific core objectives, typically looking to grow to maximize profits for the business and shareholders. Some businesses in Nepal are realizing how partnering with NGOs working with specific communities, can help them in furthering their core objectives. This is indicated by the types of CSR activities, i.e. inputs being made. Corporates are also realizing how much sense a triple bottom line, i.e. people, profits and planet can make for growing their business. As consumers become better educated, they want to know that businesses treat their employees well and how the manufacturing of specific products and/or services impacts the planet. CSR AS AN INVESTMENT CSR is about investing, which doesn't have to be about money, but can be conducted through the use of human resources, value chains, infrastructure and other business expertise. CSR activities do have to be well thought out as shareholders and management will want to ensure a positive Return on Investment (ROI). This means positive impact and outcomes, in which societal change is made in whatever CSR is about integrated development, not in terms of what a corporate might want, but what a community wants. Business is the driver, but must partner in order to continue to develop new markets and be sustainable.
Having 30 years of work experience in the US, India and Nepal Michael Rosenkrantz is a VSO volunteer working at both VSO Nepal and Community SelfReliance Centre, a land rights and agrarian reform NGO, in the field of Corporate Social Responsibility. He can be reached at Michael@csrcnepal.org
thematic areas fit in with core business objectives. CSR is no longer just about doing a good deed for those considered to be ‘less fortunate’, although I wouldn't discount this. CSR is about working with those who may be outside of the mainstream, to partake through opportunities provided based on partnerships between corporates, civil society and the government. CSR can take a specific or broader view, but should be about holistic development in moving society forward. This might be, e.g. developing livelihood opportunities, so that people don't have to migrate, developing programs that keep children, especially females in school, so that they can obtain, at least a School Leaving Certificate (SLC), or providing health facilities in order for women to be protected in reproductive health issues, appropriate energy, gender issues, human rights, bringing about an inclusive society and so much more. CSR is about integrated development, not in terms of what a corporate might want, but what a community wants. Business can provide the expertise in building the capacity of people to 'fish for themselves'. Business is the driver, but must partner in order to continue to develop new markets and be sustainable.
CSR & COMPETITIVENESS 31 FEBRUARY 2014
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