CSR should be about deep commitment not cheap publicity

CSR should be about deep commitment not cheap publicity

By Dr Swarup Panda

Most of the industries take up CSR activities as a compulsion of expenditure, under identified heads, bestowed by Government. Some industries even view CSR activities as a platform for marketing their brand image.

A company need not need to carry out CSR project merely for cheap publicity. Rather it should be social welfare oriented and add value to the dialogue with stakeholders. Benefit of society is concerned. Therefore, one should consult relevant beneficiaries and professionals’ consultation should be done before identifying, planning and executing any CSR activity.

Every small activity need not be highlighted in media.

I don’t mean that these communications are ultimately useless. They lack impact because they would fail to tell the story of your company and its social and environmental commitments. Some of the companies take up audit as a mere sign to show progress and that they are responsible business concerns. They probably fail to understand that audit should be done with a motive to take the outcome as a basis for future improvement.

In Odisha, Aalochana (meaning discussion) i.e., brain-storming and discussion among  NGOs and Industry should be strengthened and accordingly way ahead for social investment in Odisha state be planned. Some areas which need more focus in Odisha particularly neglected on account of it’s cultural beliefs are unethical labour practices. We need to work on zero tolerance against child labour, discrimination, forced labour and poor on and off job balance for instance). Women empowerment and primary education are two significant areas in which social investment policies may bring to essential changes, especially if carried for as a lasting concept. Every employer who is prepared to ensure diversity and equal opportunity for jobs based on merit and ability could be sure that the return of his social investment can be massive.

Speaking about return of investments in CSR, we of course mean the top purposes which are conveyed and the risks which have to be understood properly.

When it comes to creativity and customer satisfaction, we should always try to reach little beyond the expectation of our stakeholders. This is because most of our beneficiaries perceive our brand through our CSR activities undertaken. Hence company should take all care in building up high level of trust and loyalty. For better acceptance we should strive for establishing value-adding social dialogue in addition to creating loyalty and trust.

Odisha provides really large potentialities for meaningful corporate social responsibility programs in practically all categories.

In addition to ethical, legal, economic and environmental responsibilities Balasore Alloys Limited (BAL) is determined and has included „ CSR in Education“in its strategic plan. Provisionof primary education to children residing in peripheral areas of plant and mines has been one of the prime focus areas of BAL CSR. We have tried to support by providing computers and computer trainers to nearby schools. Construction of library, sports room, additional classrooms, common rooms, toilets, supply of desks & benches are some of the activities undertaken by the companyin determination to support qualitative environment for studies.

BAL has actively participated in construction of school library, sports room, additional classrooms, common rooms, toilets, supply of desks & benches etc. through CSR in order to maintain a healthy study atmosphere. Apart from this we are keeping awareness programmes to help natives imbibe the importance of education and benefits that would be reaped in long run. Parents, specifically women have grasped the essence and have given good response to our efforts by enrolling their children in the school registers.

In India people believe that government’s moral responsibility is to give all facilities eg, sanitation, clean neighbourhood etc. but they fail to understand that habits of cleanliness needs to be inculcated. It is individual responsibility to keep surrounding clean and hygienic. Awareness programmes on Littering and its hazards should be imparted to mothers. I strongly believe that if mothers know and teach children, then a whole new generation of educated and cultured people will crop up in some years and scenario will completely change.

How people will accept Awareness and will startpractising the training given are two main challenges that needs to be targeted by BAL CSR team. Small benefits on account of each CSR activity is what BAL intends to share in short term and acceptability of brand image along with sustainable development of the community is BAL’s long term CSR vision.

It of course brings us to the matter of successful planning and executing CSR program.

CSR Committee and its members in coordination with NGOs and local administration take up each CSR activity in the case of Balasore Alloys Ltd. Hence involvement in real sense is absolute. However, I am glad to mention that my team has gone beyond funding to create comprehensive programmes that would help to transform the community as a whole. By proper enforcement of educational support programmes like supply of computers with latest technology etc. it is actually seen that number of drop outs has reached the magical no. zero which means we are able to build up the required enthusiasm and awareness. Our ambitions are to keep up in this course in the new 2017.

Handicrafts, bee cultivation, 24*7 ambulance dedicated to host community, sapling distribution before rainy season, organising sport events at district level-inviting spotter-selecting talent for playing in state level are some of the identified activities for CSR 2017 apart from usual noble activities undertaken for the benefit of the society.

– The writer Dr Swarup Panda holds PhD degree in Law, PGDHRD from National Institute of HRD, Chennai with professional experience of about two decades in steering multi-functional domains with reputed business establishments in India.