Corporate Social Responsibility CSR Plan

For

InpartialfulfillmentoftheTermIVcourse UndertheguidanceofProf.S.K.Tapasvi Submitted by: Group 10, Section D Abhinav Singhvi 09P182 Nikhil Pai 09P215 Utkersh Sagreiya 09P227 Sameer Kakar 09P228 Saurabh Jain 09P229 Shadab Mallick 09P231

Acknowledgement

We would, first and foremost, like to extend our heartfelt gratitude to our mentor Professor S.K. Tapasvi for guiding us on the project choice and thereafter at every stage of the progress. We would like to thank our group-mates and room-mates for putting up with inordinate intrusions.. It would be heartless for us not to acknowledge the support we received from various ends in trying to make the plan a successful endeavor. We hope this CSR plan does justice to the efforts put in by all individuals into making it what it is. Last but not the least Mr. Page and Mr. Brin and the accessibility to the World Wide Web, without which this well-meaning effort would have been severely compromised.

Abhinav Singhvi Nikhil Pai Utkersh Sagreiya Sameer Kakar Saurabh Jain Shadab Mallick


TableofContents
ACKNOWLEDGEMENT................................................................................................................................2 CSRISSUESFACESBYHTMEDIA ............................................................................................................4 MEDIAANDCSR.............................................................................................................................................................. 4 ISSUEIDENTIFIED ............................................................................................................................................................ 5 WHYHEALTHISSUE? ..................................................................................................................................................... 5 CRITICALITYOFTHEISSUE ............................................................................................................................................ 6 BUSINESSIMPORTANCE ................................................................................................................................................. 6 STAKEHOLDERANALYSIS ........................................................................................................................6 STAKEHOLDERPRIORITIZATION .................................................................................................................................. 7 HEALTHYHINDUSTAN.............................................................................................................................8 POSSIBLEALTERNATIVES .............................................................................................................................................. 8 HEALTHYHINDUSTANOTHERISSUES ..................................................................................................................... 9 IMPLEMENTATIONOFHEALTHYHINDUSTAN..................................................................................9 SHORTTERM .................................................................................................................................................................... 9 LONGTERM ...................................................................................................................................................................... 9 STAKEHOLDERIMPACT ................................................................................................................................................10 FINANCIALCOMMITMENT ...........................................................................................................................................10 PROSANDCONS .............................................................................................................................................................11 HURDLESINIMPLEMENTATION ......................................................................................................... 11 OPERATIONALISSUES ...................................................................................................................................................11 UNINTENDEDCONSEQUENCES ............................................................................................................ 11 APPENDIXI................................................................................................................................................. 13

HTMediaAnIntroduction
HT Media Limited is a major player in the print media in India. It has a leadership position in the English newspaper market in North India and the second position in the Hindi newspaper market in the North and East. The company has following businesses: Hindustan Times, the flagship publication from the group, has a circulation of over 1.2 million and is the fastest growing mainline English newspaper in terms of readership. Hindustan Times, Delhi, is Indias largest single-edition daily. Hindustan, the Hindi daily from HT Media, is one of the leading Hindi dailies in the country with a readership in excess of 10 million. This makes it the fourth largest read daily in India. The group's news portal HindustanTimes.com Fever 104, FM radio channel in key Indian cities through a consulting partnership with Virgin Radio. Business newspaper Mint, in February 2007 with an exclusive agreement with Wall Street Journal to publish Journal-branded news and information in India. Firefly e-ventures, recognising the importance of Internet as the most important media vehicle of the future. Recently HT Media has acquired a social networking site Desimartini.com to establish its presence in the social networking space.

CSRIssuesfacesbyHTMedia
MediaandCSR
HT, being a media company has a crucial role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self-image of society. It is the biggest tool to bring awareness in the society, either it be political, social or economical. They let us know about the whole word while we are sitting in our dining rooms having a cup of coffee, so they definitely play a huge role. Thus following are some points that must always be in a media companys philosophy: 1. Creative independence: It should encourage artistic, production and journalistic

independence whilst upholding relevant values and standards, without undue influence from media owners. 2. 3. 4. Diversity of output: They should ensure that the output of organization should reflect, Freedom of expression: It permits the unrestricted and uncensored inclusion of views Impartial and balanced output: Company should insure that Media output should be
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and benefit, our multicultural and diverse society. and opinions in media output.

fair, neutral, diverse and unbiased and reflect and inform public opinion and dialogue, supported by editorial policies independent from ownership. 5. 6. 7. 8. 9. Media literacy: Company should promote ability to access, critically understand and Transparent and responsible editorial policies: Editorial policies, standards or Valuing creativity: It should invest in and nurture a wide range of talent at living Citizenship: It should promote individual and group participation and involvement in Compliance: It should adhere to all laws and regulations wherever it operates. create media in its varying forms. codes to which HT media conform should include accuracy, impartiality and influence. wages. It should encourage staff innovation and entrepreneurship. society. 10. Data protection: It should ensure customers confidential and personal information is held/utilized in a secure and legally compliant manner. 11. Digital divide: It should promote broad access and use of media through new and emerging platforms. 12. Education: It should foster learning and skills. 13. Health, safety and security: It should provide a secure, safe and healthy environment for their employees, which meet legislative and regulatory requirements where it operates. 14. Information integrity: It should ensure that any information does not mislead, is accurate, protects the vulnerable, and does not incite intolerance and/or conflict. 15. Promotion of Causes: It should raise awareness of major issues, encouraging learning and understanding of the same.

IssueIdentified
HT media has been a responsible media house committed to societal development. They have inculcated all the things that have been listed above. Currently, India grapples with many issues like Illiteracy, Health, Poverty, Corruption etc..In order to develop a CSR, we will focus on promoting one of the issues/social causes Health.

WhyHealthIssue?
If we look at our nearest competitor, the Times of India, they had come out with Teach India campaign that addressed the illiteracy issue in India. On the other hand, Jaagore campaign addressed educating people on the voting process and profile of various candidates. Thus in order to develop a CSR plan, it would be more effective if we address some other issue. Apart from the two issues Public Health is the most critical issue (see below section) and hence our CSR plan seeks to address this issue.

CriticalityoftheIssue
India suffers from high levels of diseases including Malaria, and Tuberculosis where one third of the worlds tuberculosis cases are in India. In addition, India along with Nigeria, Pakistan and Afghanistan is one of the four countries worldwide where polio has not as yet been eradicated. Ongoing government of India education about HIV has led to decreases in the spread of HIV in recent years. The number of people living with AIDS in India is estimated to be between 2 and 3 million. However in terms of the total population this is a small number.

Pollution
According to the World Health Organization 900,000 Indians die each year from drinking contaminated water and breathing in polluted air. As India grapples with these basic issues, new challenges are emerging for example there is a rise in chronic adult diseases such as cardiovascular illnesses and diabetes as a consequence of changing lifestyles.

Water and sanitation

Water supply and sanitation in India is a matter of concern. it is estimated that only 40% of India's wastewater was being treated, with the remainder flowing into rivers or groundwater. The lack of toilet facilities in many areas also presents a major health risk; open defecation is widespread even in urban areas of India, and it was estimated in 2007 by the World Health Organisation that around 500,000 Indians die each year from diarrhoea. No city in India has full-day water supply. Most cities supply water only a few hours a day.

BusinessImportance
Nowadays companies are doing a lot of Social cause marketing. The reasons for this is that companies have an obligation / duty to give back to the society. Also there is an increasing demand for the same from all the stakeholders. The CSR issue focusing on Health would increase Brand Awareness, Brand Image and Brand Equity. An increase in these would translate into increased readership for the company, which will lure more and more advertisers. Moreover, by promoting health care HT Media will be bringing about a positive change in the life of people and hence living up to the vision they have for them.

StakeholderAnalysis
The various stakeholders for HT Media have been shown in the diagram below. They have further been divided as Internal and External stakeholders.

In order to have an understanding of the stakeholders reaction on our CSR project, we have prioritized the stakeholders on a 2 dimensional scale Power/Interest grid

StakeholderPrioritization

Using the attributes of Power, Legitimacy and Urgency they can further be categorized as:

We name the CSR initiative as

HEALTHYHINDUSTAN
PossibleAlternatives
1. Do Nothing The company can chose to do nothing about the health issue. However, it will continue to increase awareness through its newspapers in the way it is doing currently with no focus. 2. Media Channels It can use the newspapers Hindustan Times, Hindustan and Mint, FM Channel Fever 104, Web portals www.hindustantimes.com and www.desimartini.com to spread awareness of various health programs 3. Partner with NGOs It can partner with NGOs in different states where HT operates and with their help increase health awareness in various regions. This will also be done by partnering with pharmaceutical companies like Cipla, Glaxo, Dr.
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Reddys etc. The health issue chosen will depend on the severity of the issue in that geography. For example If Bihar has more cases of tuberculosis; HT in Bihar will mainly focus on increasing awareness on TB.

HealthyHindustanOtherIssues
1. Shortage of Blood - India needs around nine million units of blood every year to tackle several health related problems but faces a shortage of at least 33 percent (as per Indian Society of Blood Transfusion and Immunohematology) 2. Tobacco Control - The need for collaboration between public health workers and media representatives is particularly urgent in India as the prevalence of tobacco use is increasing. The dissemination of information through the media can assist in the development of educational and legislative measures to prevent and control tobacco use and may help reduce the success of aggressive marketing campaigns by transnational tobacco companies.

ImplementationofHealthyHindustan
Shortterm
HT will increase awareness of various health diseases like TB, Polio, AIDS etc. This will be done through Editorials and Special Feature Articles in the newspapers and informative articles on their website and same piece through FM channel. Target Audience: Urban (FM, Website, Newspapers) Rural (Mainly Newspapers) The focus would be how to prevent oneself from these diseases. It would include educating on sanitation, balanced diet etc. It would also educate rural people about NHRM (National Rural Health Mission)

LongTerm
In the long-term, HT will partner with NGOs and along with the editorial support, it will build a network across states. This then will be utilized to increase awareness among children in schools (specially in backward areas), slums in urban areas, rural areas. NGOs can organize a daylong health seminar in any of the above said places. The role of HT would be to provide resources to NGOs for doing so. Apart from this, as discussed before Shortage of Blood in India is a serious problem. Millions of lives are lost because of shortage of blood. HT Media, in partnership with blood banks (ex. Rotary Blood Bank, Red Cross etc), can make people aware of blood donation and how they can contribute in saving lives. HT media can be very effective in organizing this because it has a large readership of around 12.7 million readers. It can use the results
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of this directly to build the brand. A statement like 1000 of Hindustan Times readers in Delhi donated blood and saved lives, if used in Ads will induce other readers to donate leading to a cumulative effect.

StakeholderImpact

Stakeholder Interest/Stake
Government Ensure proper and effective health care facilities Educate people about health related problems Eradicate diseases and ensure healthy living Polio, TB, AIDS Many people suffer from these diseases Blood Shortage Incorporate CSR because of increased expectation of society at large Like to work for someone who care for society

Resource
Provide funds to companys Grant taxexemption to people donating for social service

Impact
Higher standard of living of people Increased awareness Healthy Lifestyle Productivity increase Improved standard of living Lesser no. of people suffering from diseases Brand equity increases Leads to higher revenues Able to attract talented people Individuals who have paucity of time are able to contribute to the society Social esteem increases Converts a customer easily

Society

Shareholders

Withdraws all resources End user of products Provide funds Take part in running the company Provide their knowledge and skills

Employees

Customers Love to be a customer of a company who cares for society Proud feeling when it associates itself to a company which has CSR plan Source of revenue to the company Influence our brand through Word of Mouth Provides inputs/raw material required

Suppliers

Association with a socially concerned brand

FinancialCommitment
Current Scenario 1. As per the balance sheet, HT currently is spending 0.50 lakhs against donations (Appendix I) 2. No alternative fund raising mechanism
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Issues 1. Opportunity cost in terms of Ads lost for publishing articles related to health (due to space constraints in the paper) Desired Future Course of Action 1. Increase CSR budget to 1-2 % of PAT 2. Whenever there are less no. of Ads to be published, the free space can be used for publishing CSR related information

ProsandCons
1. Provides businesses with the opportunity to show their human face; 2. Improve the lives of the poor 3. Make India healthy 4. If not eradicate, bring down the % of people suffering from various diseases It might have the following negative implications 1. Possibility of reduced profits might frown the investors 2. Companies not involved in CSR activities might face a tough time

HurdlesinImplementation
OperationalIssues
1. Few shareholders guided solely by profit motives may oppose 2. Employees in-charge may not like the increased responsibility 3. Effective communication expenses to leverage the opportunity to enhance corporate image

UnintendedConsequences
Though the cause that we have chosen is such that there will be no unintended consequences, there might be some like 1. Employees and NGOs responsible may resort to illegal activities to fill their own pockets 2. There could be difference in the opinion of HT and NGOs leading to slow place of the project. A coherent CSR strategy, based on integrity, sound values and a long- term approach, offers clear business benefits to companies and helps a firm make a positive contribution to
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society; Such a strategy requires engagement in open dialogue and constructive partnerships with governments at various levels, intergovernmental organizations, nongovernmental organizations, other elements of civil society and, in particular, local communities When implementing a CSR strategy, the company should recognize and respect local and cultural differences, while maintaining high and consistent global standards and policies; and being responsive to local differences means taking specific initiatives. The people benefitting from our Healthy Hindustan campaign will be huge and it is difficult to give a number for the same.

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AppendixI
HT Financials

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