In a free enterprise, the community is not just another stake holder in the business but in fact the very

purpose of its existence - Jamshetji Tata, Founder of Tata Group.

The concept of Corporate Social Responsibility is not alien to India. Working for the welfare of the society, the underprivileged has been part of the ancient Indian culture, Sarva Loka Hitam which means well being of all stakeholders. It emphasizes practices and actions should always be done in a legitimate and honest manner. Excellence and Quality are of most importance in any business or other practices we undertake. Indian business society, after the economic liberalization in the 90s is witnessing a market in rapid transition, the focus is shifting towards the social challenges within the society. Most businesses have accepted the need for CSR and have initiated programs for the wellness of all stakeholders involved. This essay will highlight some the CSR initiatives taken by one of the oldest business house of India The Aditya Birla Group and Coca Cola India. Mrs. Rajashree Birla, the mother of groups chairperson and the wife of late Aditya Birla and the chairperson of Aditya Birla Centre for Community Initiatives and Rural Development says Our CSR vision is to make a qualitative difference to the lives of the poor who live in proximity to our plants first and then elsewhere. We endeavor to raise the Human Development Index of our nation, which today stands at a lowly 134," Mrs. Rajashree Birla, Chairperson, Aditya Birla Centre for Community Initiatives and Rural Development). The group has collaborative partnerships with the governments, local authorities, village leadership NGOs and other stakeholders with similar beliefs. This helps widen the Companys reach and leverage upon the collective expertise and wisdom. In collaboration with FICCI, we have set up Aditya Birla CSR Centre for Excellence to make CSR an integral part of corporate culture. The Identification of necessary projects is done a participatory manner. They literally sit with the community and consult to gauge their basic needs. With the consensus after discussions with the village heads project are prioritized and implemented. Some of the key focus areas that have emerged from years of discussions with the local communities are Education, Healthcare, Sustainable Livelihood and Infrastructure development and espousing social causes.

Some of their initiatives are building Model villages, Education Healthcare etc. The company has undertaken a projects and initiatives to develop model villages around the Birla industries and plants. The Idea of a model village conceptualizes a village, which is self reliant in all aspects education, health care and family welfare, infrastructure, agriculture and watershed management, and working towards sustainable livelihood patterns. Of the 3,000 villages that we are engaged in More than 80 villages in the hinterland have already become model villages. From abject poverty to fulfilling the necessities of life. From dependence to freedom. From backwardness to progress in more ways than one.

Education Aditya Birla group has always believed in enabling the people and the society they work with. There is no better way to do this, other than by providing quality education and enabling the people. Aditya Birla Centre for Community 1

Initiatives and Rural Development which has CSR initiatives with 42 schools in rural areas that provide education and other amenities at minimal cost to around 45,000 children, of which about 18,000 receive this at no cost at all. Apart from these schools The ABG also provides scholarships to some if the smartest minds from around the country under the Aditya Birla Scholarship programs.

The company, which has had a CSR disaster, is the famous soft drink company Coca-Cola India. In 2005 the company was accused for alleged indiscriminate mining of groundwater that had contributed to the drying up or contamination of local wells in the Indian state of Kerala. The locals were demanding to pay for restoring damaged groundwater and for long-term water supply for all the affected parts. Instead of trying to tackle the situation and try to resolve the scenario at hand, Coca Cola accused the state government of not having the authority to slap a statewide ban, and argued that only the National Government of India had the authority had the right to do so. It also blamed the agency of not being qualified enough to submit the reports. The actions of Coca Cola in this case affected the local farmers and there insensitive behavior for the starting and refusal to cooperate represented them in a very bad light.

The Aditya Birla Group is a $32B India conglomerate and has been involved in CSR activities for years. The company has a long tradition of serving the community. The values of CSR and helping the community are imbedded with in the groups DNA. G.D, Birla the founder of Aditya Birla Group was a close associate and heavily influenced by the teachings of Mohandas Gandhi (Mahatma Gandhi). Where as Coca Cola the parent company has had several CSR issues in the past and Coca Cola in India has never established goodwill in terms of business practices. The company decided to walk out of the Indian market in the late 70s. The walkout was a result of Coca Cola unwillingness to follow the local laws and regulations. In recent times coke has been blamed around the world to cause shortage of water in areas it operates in due to over exploitation of Ground water. The pesticide controversy and Coca Colas lack of actions did not present them in the brightest manner to the Indian consumers.

Indian Prime Minister Manmohan Singh was quoted as saying Corporate social responsibility must not be defined by tax planning strategies alone. Rather, it should be defined within the framework of a corporate philosophy, which factors the needs of the community and the regions in which a corporate entity functions. Rapidly changing India and the evolving expectations of its citizens is inclined towards reducing unemployment, reducing/eradicating poverty, fighting racialism and so on. The two examples above are two sides of the coin of corporate India. It also verifies the claims that if the CSR is part of broader stronger corporate culture it is easier to implement and monitor. Companies are paying attention to CSR issues in India; it can be due to a broader corporate strategy or just a way of creating brand image.

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