Você está na página 1de 16



Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship
or responsible business) is a form of corporate self-regulation integrated into a business
model. CSR policy functions as a self-regulatory mechanism whereby a business monitors
and ensures its active compliance with the spirit of the law, ethical standards and international
norms. With some models, a firm's implementation of CSR goes beyond compliance and
engages in "actions that appear to further some social good, beyond the interests of the firm
and that which is required by law."
CSR aims to embrace responsibility for corporate actions and to encourage a positive impact
on the environment and stakeholders including consumers, employees, investors,
communities, and others.
Under my study I have taken telecommunication sector:

At Aircel, CSR framework is called 3Es Framework' to include the most pressing issues Employability, Education and Environment. The attempt is to not only address the
requirements of the neediest but also ensure a sustainable future for them, their families and
the environment.
Employability: India today has a notable skill gap in the white collared bracket. We are
witnessing ever swelling population growth in our cities coupled with large scale migrations
from small towns and rural India. A majority of these people are youth and their aspirations
are not met due to the lack of skill sets required. As a result, most of these youth get
marginalized early and end up leading a life of exploitation, acute poverty and hopelessness.
Vocational skilling to create employability opportunities has been one of Aircel's key
intervention areas. We have created sustainable opportunities for underprivileged youth, by
skilling them in skill sets best suited to the markets they live in. Some of the skills taught are
basic Sales techniques, Customer Relationships, Hospitality, etc. Post skilling, youth are able
to secure for themselves sustainable livelihood opportunities which not only induce
confidence amongst them but also help in uplifting their families and communities in the long
Education: The digital divide in India is prominent. To bridge this digital divide we
conceptualized Aircel a+. In this project, we run computer learning centers for children from
underprivileged backgrounds, who would otherwise have no access to basic computer
literacy. The project is run in partnership with various NGOs in government schools for the
underprivileged or in NGO shelters. Children and youth are taught the Microsoft ULIP
curriculum that encompasses both basic as well as an intermediate curriculum. This
empowers them with a good knowledge in computer operations that helps not only instilling
confidence in the children but also goes a long way in preparing them for the journey ahead.
Environment: The Tiger is our national animal and one that has been a part of our folklore
and history for millennia. Yet this magnificent beast is on the brink of extinction. The Tiger
can easily be called as the metaphor for nature, as it is a top predator and its existence ensures
a healthy and a sustainable ecological balance. The year 2008 revealed the shocking number
that there were just 1411' tigers left in India. Save Our Tigers' is a cause related campaign

started by Aircel during the latter part of 2008 with an aim to create mass awareness on the
plight of this magnificent beast and rally efforts to save it.

At Tata Teleservices Ltd. (TTL) the CSR initiatives are focused on empowering communities
by educating and giving them means of livelihood and feeling of self-respect.
Our initiatives and outreach activities are aligned to the Tata way of doing things for the
community. What comes from the people goes back to the people many times over.
An important component of TTL's outreach program is training and providing employment
opportunities for the differently-abled and supporting educational needs reaching out to the
underprivileged segments of society and using our core capabilities wherever possible.
TTL's CSR activities are based on three broad indicators of development namely:
Human Capital
Social Capital
Economic Capital
Projects under these three core areas focus on education geared towards employability,
employee volunteering and employment generation.
Human Capital:
This refers to the individuals innate abilities, talents, knowledge, skills and experience that
make them economically productive and applies to our employees as well as the communities
we work with.
Sponsor education of children from underprivileged communities studying in various
government schools.
Teacher Training programs to enhance the quality of education being imparted to students
studying in Government schools. These programs are conducted by TTL's SSRT team,
focused on upgrading communication skills for teachers and making them learn modern and
innovative methods of teaching.

TTL has tie-ups with NGOs like NIIT Foundation, Etasha Society and Sarthak Educational
Trust who provide vocational training to candidates from underpriviledged communities.TTL
shortlists candidates from these NGOs who are inducted through an in-house training
program supported by Retail, Training and HR departments of TTL and placed in the Retail
Employees are encouraged to volunteer for various CSR activities undertaken across the
organization like tree plantation drives, car pooling, blood donation and 'Joy of Giving' week.
Social Capital:
This indicator focuses on creating social wealth for the communities that we partner with.
Healthcare: Our efforts are aimed at ensuring good health and well being of the employees
and the communities we operate in.
Empowerment: TTL uses its core competence to disseminate need based information to
communities that empowers them to take initiatives and decisions to solve problems and
improve their well being.
Community Development: TTL in its role as a facilitator works in partnership with likeminded NGOs/ CBOs to meet identified needs of the community.
Economic Capital:
There is a huge focus on creation of livelihood opportunities for the people which is directly
related to the economic development of the country. TTL undertakes initiatives and projects
which are geared towards livelihood creation, employability and entrepreneurship to
empower communities.

Corporate Social Responsibility is embedded in, and built upon, the stated values of Bharti
the institution. These values guide all our activities and each employee is encouraged to
take decisions and design business-linked processes that are sensitive to communities and

We have an obligation to fulfil to society and the communities in which we operate, and help
improve the quality of life for everyone, today and in the future.Based on the basic
guidelines and direction provided in the Code of Conduct, Bharti Airtel has undertaken many
community programs.
Bharti Airtel contribution to society is structured through two channels, namely,
Bharti Airtel has a nation-wide presence that has grown at an exponential rate in the recent
years. Each local office undertakes special programs for the local community, thereby
reaching out to people. Many projects like material collection drive and blood donation
camps are organized for the welfare of the underprivileged community. Bharti constantly
searches for new, innovative ways of reducing the consumption of resources, with the aim of
leaving a better and greener earth for future generations.
Bharti Airtels response to Tsunami Disaster:
Bharti Airtel undertook the following initiatives for immediate relief and rehabilitation to
Tsunami victims:
Built a mobile network in Andaman & Nicobar islands in less than 3 months to aid rapid
rehabilitation of the island Donated Rs. 1 Crore to the Prime Ministers Relief Fund, in
addition to contributions from employees Created 29 Airtel Crisis Communications centres in
Tamil Nadu Raised resources for Tsunami victims by initiatives such as a Benefit Cricket
Bharti Airtel during Mumbai Floods:
Bharti Airtel employees climbed up thetowers to restore the networks so that our customers
could conveniently reach its employees.
Other initiatives of Bharti Airtel
Bharti Airtel employees have undertaken varies initiatives to reach out to the
localcommunity. Some of such initiatives are Airtel Ashiana for underprivileged children at
the Mohali office of Airtel BIL North tied up with an NGO to distribute daily surplus food to
needy childrenAirtel Experience Centre by Access MP for the benefit of the benefit of
visually impaired people as well as people from deprived section of society

Vodafone India Limited, through its CSR supports programmes/projects and activities in the
following domains:
1. Empowerment
a) Programmes/projects that promote gender equality, support creation of opportunities and
facilitate employment for women, the differently abled and other weaker sections of the
b) Facilitate financial support and provide educational materials, information and tools such
as books, periodicals, computer equipment to female customers with a view to make them
more educated and thus socially and economically empowered
2. Healthcare
a) Programmes/projects that help in reducing child mortality, improving maternal health,
combat and prevent diseases, facilitate hygiene and sanitation etc.
b) Utilize mobile technology solutions to promote healthcare education, raise awareness
about road safety, radiation etc. and share information and best practices in the area of health,
safety and well-being
3. Education
a) Promote access and quality of education and foster research and development through
creating infrastructure, promote scholarships, research grants among others in schools,
colleges and universities
b) Programmes/projects on vocational training for specially-abled people, socially and
economically backward, and other weaker sections of the society
4. Environment
Supporting programmes/projects that focus on conservation of the environment, encourage
use of renewable energy, ensure environmental sustainability, proper waste management,
reducing the carbon footprint and preserve the balance of ecology.
5. Disaster Relief

a) Engage with not-for-profits to deliver programmes/projects that organize relief work in

times of natural calamities. Support use of mobile technology for reaching out to the
communities with news, updates, and warnings about the calamities.
b) Programmes/projects which contribute towards disaster preparedness and humanitarian
6. Eradication of Poverty
a) Programmes/projects and initiatives to impart financial literacy to facilitate financial
b) Programmes/projects that help income generation, skill trainings, and information
dissemination programs related to farming, agricultural practices and animal husbandry to
support farmers with an aim to encourage rural development and reduce poverty and hunger
7. Technology Incubators
Support a technology incubator with an objective of institutionalizing employment generation
activities as well as encourage development of innovative technologies, products, services
and application in the digital and telecommunication space. These innovations will help in
extending the CSR agenda of the Company.
The environmental, social and economic impact that CSR has, coupled with the local nature
and power of the medium, the social initiatives are carefully crafted to ensure empowerment
and partnership, which ensure 'inclusive growth' of the local populace. Today the Company
has diversified to various businesses in the space of out of home with BIG Street, experiential
marketing with BIG Live and online and mobile solutions with BG Digital in addition to the
radio business. The businesses amalgamate to own issues that are relevant to the society at
Some of the key initiatives undertaken are...
Natural Calamity Relief: Whether the Mumbai or Andhra Pradesh floods, the Aila cyclone or
any other natural calamity, Reliance Media World has used BIG 92.7 FM, its radio arm
responsibly to provide updates to the public, while being very careful not to fuel rumors or
spread panic. The Stations have hosted collection drives for the affected victims, collecting

food and clothes. RJ's and the employees at large have come together to volunteer help for
those affected.
Terror attacks: The terror attacks in Mumbai saw the conceptualization of a campaign called
Halla Bol which brought the entire city together to raise their voices and stand up against
terrorism, allowing people to use the media platform to share their views. The attacks in
Delhi saw BIG FM hosting a candle-light march to stand together united against terrorism.
The radio platform was used to allow people an opportunity to raise their voices against
Environment Conservation: With the crises of global warming looming large over us, the
Company uses its media platform to create awareness and encourage the local populace to act
on an issue. In Udaipur, for instance, the radio jockey took up the cause to clean up the Fateh
Sagar Lake. The RJ took on the cause so passionately that he actually went atop a boat and
anchored the show mid water, until such time as the local authorities and people didn't come
forward to mend their ways and GET RESPONSIBLE. Similarly, Stations have taken up
causes for environment conservation which range from sapling plantation drives, to 'say no to
plastic' drives, all with the employees coming forward in full support and being led by the
Health Campaigns: SR initiatives which range from blood donation drives to creation of
awareness for World Aids Day e.g. a 'Be Positive' drive in Delhi, urging people to come
forward, get tested and stay safe have worked excellently.
Similarly, initiatives have also been hosted on health days e.g. World No Tobacco Day which ranged from entertainment events among cancer affected kids to RJ's and volunteers
going around the city, masked and wearing a horror look defining what people would look
like if they continue to smoke and stand the risk of the deadly disease. People were urged to
stub the cancer butt in exchange for a lollypop.
CSR during festivals and special days: Making the festival celebrations truly special,
employees take time out to celebrate the festival with the less fortunate, ranging the old,
street kids, NGO's etc. Celebration of festivities happen, which bring a smile to faces.
Anti Eve-teasing: In using radio to curb the menace called eve-teasing, the Delhi Station
hosted a spike called De Taali - an anti eve-teasing campaign. This involved the RJ's and
volunteers from the city catching eve teasers red-handed and then clapping hands to ridicule

them and making them feel ashamed of what they were doing. A successful campaign, it was
kicked off by Delhi's only lady auto-rickshaw driver and its ended with a self-defense
workshop by specialists Krav Maga for women
Children's Welfare: A multitude of initiatives are hosted for child welfare. These range from
sponsoring girl child education with the association with NGO Nanhi Kali, to helping
underprivileged kids with books, food etc.
With global warming looming large, increasing concerns about climate change and 'being
green' becoming the hot topic, the Company is committed to enhancing 'green' awareness
both internally and externally. The company undertakes several internal communication
initiatives, involving employees and providing direction for participation in addition to the
office environment. For its external audiences, the Company uses its media communication
platforms effectively for public interest messages, innovative entertainment properties /
programs through its radio network which not just entertains but also educates audiences,
alliances with local authorities and NGO's who work in the green space and much more. The
Company understands the power of its mediums and uses it optimally to highlight the
seriousness of the issue and orchestrate easy participation.

Ideas Sustainability Initiatives
Telecom services are recognized world-over as an important tool for the socio-economic
development of a nation. It is one of the prime support services essential for rapid growth and
modernization of various sectors of the economy. In India too, the telecommunication sector
has revolutionized the way we communicate and share information, thereby helping over 800
million Indians stay connected, over the last two decades.
The telecom industry globally is cognizant of the fact that it needs to lighten its carbon
footprint. And, in the Indian telecom sector, Idea is leading the search for green energy
Idea Cellular, part of the Aditya Birla Group which is Indias first truly global conglomerate,
is one of the oldest players in the Indian telecom industry and has played a key role in the
development of mobile telephony, particularly in rural India. As part of a socially responsible

corporate group, Idea has and continues to adopt policies, and business strategies to
effectively integrate emerging environmental, social and economic considerations.
Whether its through conserving energy, recycling, or finding innovative solutions to
environmental and social challenges, Idea is committed to being a respectful, responsible and
positive influence on the environment and the society in which we operate. Efficient power
management, infrastructure sharing, use of eco-friendly renewable energy sources, leveraging
the latest in technology to reach out to a large audience in most energy efficient manner such
as video and teleconferencing, smart logistics, etc. are some of the best practices in our
network infrastructure and day-to-day business operations, to ensure a clean and green
Network Infrastructure Initiatives
In our effort to give back to the environment and reduce the collective carbon foot print of the
telecom sector in India, Idea pioneered the concept of Shared Telecom Infrastructure
services, along with a few other industry leaders in the wireless space. This initiative is
committed towards continuous innovation endeavors; optimization of future tower rollouts;
and enhanced operational efficiencies leading to a substantial reduction of carbon foot print.
The Indian telecom industrys first collaborative, cross-industry consortium to encourage the
development of environmentally sustainable mobile networks was also led by Idea, and
supported by the GSMA. The pilot, aimed at developing biofuels as a source of power for
wireless networks in rural India which are located beyond the reach of the national electricity
grid, was conducted in parts of Andhra Pradesh and Maharashtra. The learnings of the
research were later handed to the infrastructure company which owns the towers, to explore
broad basing of the program.
In a bid to reduce energy consumption by our BTS, Idea chose OD BTS (outdoor BTS) as our
preferred BTS type in 2007. Currently, over 40% our total BTS portfolio comprises of OD
BTS, which has resulted in reducing our conventional energy consumption by about 25% as
compared to the ID BTS (indoor BTS). Efforts are also on to re-deploy ID BTS to OD BTS
sites, in some locations, which will further reduce energy consumption at these sites by 25%.
Idea has explored a Solar Hybrid Solution for running our BTS in parts of rural Bihar. We
plan to install Solar Hybrid sets at 200 sites by end of FY 12. This will reduce the fuel

consumption of power generator from running for 15-16 hours to less than 5 hours a day in
these locations.
Idea is also part of the Fuel Cell project, initiated by our Group. The project aims at exploring
the usage of Hydrogen as an alternate energy source to power mobile base stations. Currently,
a trial project, if successful, this program has the potential of reducing the usage of a regular
power generator to Zero.
Additionally, we are working on a range of other projects all of which are aimed at
experimenting alternate energy sources to fuel base stations and reduce operating expenditure
for the company.
Communication Initiatives
With a subscriber base of nearly 10 crore, we have an opportunity to influence a large mass of
people by promoting green initiatives through our various communication programs and
customer service initiatives.
It was Idea which germinated the thought of Use Mobile, Save Paper in the minds of
millions of mobile users in India, with its aggressive yet thought provoking campaign. Idea
designed the campaign to highlight numerous ways of saving paper, and thereby saving the
green cover necessary for the health of the planet, by using a range of mobile based value
added services in day-to-day activities to replace paper.
Idea was amongst the first mobile operators in India to promote v-Top up recharges for
prepaid users, in a major way. Soon, this led to the virtual phasing out of paper-based
recharge vouchers, which has ultimately resulted in saving tonnes of paper which would have
otherwise been used in making recharges available to millions of mobile users across the
Another recent and ongoing initiative is e-Bill which is being consistently promoted by Idea
to ensure that more and more users opt for this service, and contribute towards saving paper.
Breaking all conventions, Idea has now conceived another innovative program which is
aimed at reducing plastic consumption on a large scale. In a major overhaul of its logistics
management, Idea has now introduced the PICO card, which is a half-size plastic card that
bears the SIM card, in a new connection kit. For decades, new mobile users have been
handed out welcome kits by operators which carry a large size plastic piece with the SIM

card inserted in the box. Idea has now become one of the first operators, globally, to
introduce the new PICO card which is expected to save over 90% of plastic used in
manufacturing regular cards. Considering that Idea adds about 2 million new connections
every month, this initiative would result in substantial reduction of plastic usage.
As a company listed on BSE and NSE, Idea has a base of over 360,000 shareholders who we
communicate with, on a regular basis. All company communication to our shareholders and
INVESTORS, such as Notices, Annual Reports etc. are sent through e-mail rather than
printed copies through post, thus dramatically reducing our printing and mailing costs while
making a positive impact on the environment.
Employee Based Initiatives
Ideas HR operations have all been enabled online for its over 7,000 employees, to ensure
that there is minimal paper documentation. This has again helped us save tonnes of paper that
would have been used in day-to-day HR related transactions and communication.
We use smart ICT solutions such as teleconferencing, videoconferencing, web chats etc. for
internal communication amongst employees to minimize travel.
We believe that Idea employees are the flag bearers of the organization. They enable the
organization to realize its mission and goals, and meet commitments. Idea employees have
played a key role in keeping our pledge to do our bit for the environment. Bus Karo is an
initiative centred on a large group of Idea employees who commute to office, daily in their
own cars. Through the program these employees use a pooled bus service for office
commuting in peak hours, everyday. One such bus potentially lessens 30 cars from everyday
traffic jams, saving over 1200 tonnes of Carbon emissions per annum.
Driven by its socially conscious parent Group, Idea stays committed to the cause of giving
back to the environment. We will continue to drive our efforts towards environment
sustainability by reducing carbon foot print and energy consumption.

Matrix introduced the concept of local connectivity, by offering country-specific mobile
connections and are the largest company providing complete telecommunication solutions for
Indian customers travelling abroad with convenient, cost-effective mobile, data and FOREX
services and our relentless pursuit of our goals have enabled us to emerge as the market

leader and we are growing exponentially. Being a customer oriented company, we understand
the need of reaching out to underprivileged, marginalised and poor section of the Society.The
Matrixs CSR Policy This policy encompasses the companys philosophy for delineating its
responsibility as a corporate citizen and lays down the guidelines and mechanism for
undertaking socially useful activities for welfare & sustainable development of the
community at large, is titled as the CSR Policy (hereafter called the policy). This policy has
been developed in consonance with Section 135, Companies Act 2013 (referred to as the
Act in this Policy) and in accordance with the CSR Rules (referred to as Rules in this
Policy) notified thereof by the Ministry of Corporate Affairs, Government of India on 27th
February 2014; Shall apply to all CSR activities undertaken in by Matrix as per Schedule VII
of the Act, for the benefit of marginalized, disadvantaged, poor or deprived sections of the
community and the environment.

BSNL carryout the CSR work in accordance with a written policy namely, BSNL CSR
Policy as well as Government of Indias Guidelines on CSR for CPSEs (March 2010),
issued by Department of Public Enterprises. CSR activities in BSNL shall be guided,
controlled and maintained by a Board Known as BSNL CSR Board, at BSNL Circle (State)
Executive committees are also functioning under the aforesaid Boards, for executing the CSR
work at their respective territories.
Ordinarily, BSNL undertakes the CSR activities on the following areas: 1. Natural disasters
and calamities. 2. Provision of ambulances. 3. Provision of Broadband connections. 4.
Provision of GSM Mobile PCOs. 5. Provision of WLL data connections. N. Employees
Welfare Activities Commitment towards the principles of corporate social responsibilities is
inbuilt within the corporate philosophy of BSNL. A very wide range of welfare programmes,
with a focus on the employees welfare is continuously implemented by the Staff Welfare
Board of the Company.

Inclusive growth of society, with special attention to the development of weaker sections of
society and the backward districts of the country, and ii) Environment sustainability.

Hence, it will be mandatory for all CPSEs to select one project in each of the two categories
of CSR and sustainability activities mentioned above.
Promoting education, including special education and employment enhancing vocation
skills especially among children, women, elderly, and the differently abled and livelihood
enhancement projects. Ensuring environmental sustainability, ecological balance,
protection of flora and fauna, animal welfare, agro forestry, conservation of natural resources
and maintaining quality of soil, air and water, MTNL can also take up projects for water,
waste or energy management, promotion of renewable sources of energy, biodiversity
conservation, etc. Projects for reduction re-use and recycle of waste materials, rain-water
harvesting and replenishing the ground water supply, protection, conservation and restoration
of eco-system, reduction of carbon emissions through energy efficient and renewable energy
technologies, greening the supply chain, and innovation in products and services which have
a clear and tangible impact on environmental sustainability.

Protection of national heritage, art and culture including restoration of buildings

and cities of historical importance and work of art.

Measures for the benefits of armed forces veterans, war widows and their

Training to promote rural sports, nationally recognized sports, paralympic sports

and Olympic sports.

Contribution to the Prime Ministers National Relief Fund or any other fund set up
by the Central Government for socio-economic development and relief and welfare of
the Scheduled Castes, the Scheduled Tribes, other backward classes, minorities and

Contribution or funds provided to technology incubators located within academic

institutions which are approved by the Central Government.

Rural development projects. Inclusive growth of society, with special attention to
the development of weaker sections of society and the backward districts of the