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CORPORATE SOCIAL RESPONSIBILITY (CSR): A CASE STUDY OF ADITHYA BIRLA
GROUP
Devaraja Nayaka & Dr. Nanjunda
Centre for the study of Social Exclusion and Inclusive Policy, University of Mysore, Karnataka
Abstract
This paper attempts to make an attempt to reveal conceptual approaches and practical function
of Corporate Social Responsibility (CSR) in Adithya Birla Group-india. From the initial days of
barter system to the recent trend of plastic money, the humankind has treaded a long way.
Certainly, profitability has constantly been the strong force behind running a business; however
as each coin has two faces, rising cutthroat competition and company’s rivalries is taking a huge
toll on the society, environment and quality of products in general, imperiling the diplomatic coexistence of society and corporate business. The corporate houses have started realized and
recognized that they would have to look beyond the profitability aspect and take care of all the
stakeholders those who connected with their endurance directly or else indirectly in the society.
This resulted into the concept of Corporate Social Responsibility (CSR). This study move about
rising a considering about the CSR investigating into its idea and finding out its extent taking the
case study of the Adithya Birla Group about their social responsibility focusing social
development, environmental protection etc This study is based on the secondary sources of
information collected from various journals, sustainable reports of the company, website of the
company.
Keywords: Aditya Birla Group, Corporate Social Responsibility,
Introduction
The term CSR is based upon Anglo-American philosophy . Initially it started at United States of
America (USA) in 1953. Howard Bowen (1953) the USA economist noticed in his book ‘Social
Responsibilities of the Businessmen’ those entrepreneurs had the responsibility to familiarize
on values, aims and expectations of a society. The perception is divided within corporate ethics
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a subzone of realistic and practical ethics. Consequently, the corporate ethics be there to
questions of a ethically-morally management (Katrin, 2007). Still in the past, entrepreneurs in
Germanys like Bosch, Robert and USAs Ford, Henry took corporate social responsibility for their
entrepreneurial background previously at the ending of the 19th century among at the starting
of the 20th century by safety of social systems for employees. The center of the concept is
foundation on social mechanism of corporate responsibility in a historical background.
However, the meaning of CSR has a better term of responsibility nowadays.
The European Commission (EC) which describes the concept of CSR and which is the foundation
for companies to integrate economical and social requirements in their company’s initiatives
and the inter-relation by the stakeholders is more popular. Josef et. al. (2007) examined the
firms make a decision to go beyond the lawful minimum responsibilities and requirements
based on combined bargaining‘s to permit for the social need. The main objective of a company
to gain natural profit, in this meaning is comprehensive by the duty to contribute to the society
welfare (Hempel, 2008). Corporate social responsibility (CSR) looks towards wealth formation
for the best possible benefit of all the stakeholders including employees, customers,
shareholders, internal and external environment and society. According to Freeman (1984), the
word stakeholder means everyone those on whom a firm’s performance, actions and activities
has some impact also directly or indirectly.
In corporate practices the CSR concept has become more familiar and customers expects today
companies to be socially responsible. The firms businesses of the 21st century have no choice
but to CSR implementation. Companies have the capacity to make a considerable difference in
the society by taking extensive initiatives. The Inclusive growth helps in development of
economy and rising employment productive opportunities. During the current situation, it is
complicated for a single body to bring transformation as the scale is huge. Successful
partnership among Government, NGO’s and Corporates will place a faster track in India.
Corporate Social Responsibility (CSR) is referred to as the business responsibility and an
organization’s actions on environmental, social, ethical and economic issues of its surroundings.
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It is usually described in terms of a company allowing for, organizing and harmonizing the
various social, environmental more important is economic impacts of its activities. A business
organization cannot work in isolation and the extent to which a business organization should
consider the environmental, ethical and social issues in its working foregoing a part of its profit
for the betterment of the society as a whole, the constituents of which are its employees,
environment, moral and ethical issues etc Singh(2010). A company which fails to do so is
jeopardizing its commercial future. In India, the ethical and moral model initiated by Mahatma
Gandhi during 1930s is well known which affirmed the responsibility of family-run-businesses
conducting social and economic activities. Corporate social responsibility has no standard
definition. However, we can generally define that it is a type of contribution/s from the
corporate houses out of their hug profit to the various aspect of social development of the
society.
Whatsoever business houses functions in the domestic and global economy. They
have to respond the local social needs in which they are working. On other hand they have to
also address the needs of the share holders demands on time ( Ramakrishnan & Reshma ,2010).
Some of the big Indian corporate like Infosys, WIPRO, TATA, have become a kind of role model
in CSR activities in India. Some of them have really done wonders in the selected social sectors.
Also some reputed companies are spending more than 15-20% of their profit for social service!.
All though various Indian corporate sector involved in CSR activities; it is not enough when
compare to their actual financial capacity. In addition companies have institutional and other
problems in having CSR policies. Further, some Companies’ social involvement also helps for
inclusive growth and eradicates social exclusion in the country. Companies’ social presence will
help the company in increasing stronger financial performance, social accountability, reputation
and branding etc.
This is the time to think to involve small and medium scale industries to
enter into CSR also. They can take-up small projects at local level using their business presence
and network. Also they can share their human and technical skills with the local NGO’s . Even
they can train the NGO’s also. Still it is a dearth need of CSR in some untouched sectors
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including human rights, poverty eradication, rehabilitation, training, tribal development, etc
which need more money and time.
Objectives of the study
(i) To highlight the CSR initiatives of Adithya Birla Group and its subsidiary companies
Methodology
This article is mainly based on the secondary sources of information collected from
various journals, sustainable reports of the company, website of the company.
1.Adithya Birla Group-A Profile
The Aditya Birla Group is an multi-national conglomerate company (MNCs) in India named
after Aditya Vikram Birla head quartered in Aditya Birla Centre at Worli, Mumbai, Maharashtra,
India. It functions in 33 different countries with worldwide more than 1,36,000 employees are
working. The group was established in 1857 by Seth Shiv Narayan Birla. The group interested in
sectors such as cement (Ultratech Cement), metals (Hindalco Industries), Diversified(Grasim
Industries), telecom (Idea Cellular ), viscose staple fiber, financial services, insulators, fertilizers,
branded apparel, carbon black, viscose filament yarn, retail (Aditya Birla Retail Ltd, Pantaloons,)
chemicals (Aditya Birla (India) Chemicals,), IT and BPO services. The Aditya Birla group is a
diversify company with total profits in the year 2012 of approximately US$ 40 billion and with
gross profit of US 40$ billion it is the third biggest Indian private sector conglomerate company
behind Tata Group with profit of just over US$ 100 Billion and RIL with revenue of US$ 74
Billion.
CSR initiatives of Adithya Birla Group
Adithya Birla Group gave importance to rural development activities extent five main key areas
and our single-minded objective here was to help build good model villages that preserve stand
on their own interest. Focus areas are education, healthcare and family welfare, social causes,
infrastructure development and sustainable livelihood
Process of implementation: Project Identification
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All projects are recognized in meeting with the community in a participatory mode, literally
meeting with them and measuring their essential needs. It recourses to the participatory
appraisal for rural planning process. Consequently, foundation on a consensus and in
conversation with the stakeholder’s and village Panchayats and projects are prioritized.
Beginning this the focus areas that have emerged are education, health care and family welfare,
espousing social causes, Infrastructure development and Sustainable livelihood. All of their
community programmes are carry out under the sponsorship of the Aditya Birla centre for
community initiatives and rural development.
(a) Education
To carry about Education, endeavor is to glow the wish for learning and information at every
phase throughout Group runs 45 schools, the company is doing work in Adult education, formal
and non-formal education, Scholarships for girl students, technical education for boys and merit
scholarships, Distance education, Girl student education, Computer education facility and
Digital literacy awareness program sector.
(b) Health care and family welfare
Health care and family welfare goal is to cause to be fineness health care facilities to people
living in the rural community and everywhere throughout our Hospitals. Group runs 18
hospitals, pulse polio programs, mobile clinic’s -doctor's office visits, cleft lips, multi-specialty
and general medical camps, child health care and reproductive, mid-day meal projects,
supplementary nutrition, Sanitation, Safe drinking water, community hospitals, household
toilets, TB awareness, HIV / AIDS, cancer and prevention camps, Blood donation camps
Responsible parenting.
(c) Social causes
In Social Change, the company is enthusiast and support, Dowry-less mass marriages, Widow
re-marriage, Social security and insurance, Sports and culture, Women empowerment etc.
(d)Infrastructure development
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In the Infrastructure Development, the company is endeavord to situate necessary services
that form the foundation of sustainable growth throughout Community centers, Village
Schools, Hospitals and health care centers, Roads, Home for the homeless, Rural electrification
facility, Modern irrigation facility and water storage tanks etc.
(e) Sustainable livelihood
Adithya Birla Group programmes are aim at provided that livelihood in a close by appropriate
and eco-sustainable manner through Self-Help Groups (SHGs)-Micro-finance to the farmers
and women, Incorporated agriculture development, Integrated livestock activity, Watershed
management, Micro-enterprise development, Vocational training and Skill development
throughout Aditya Birla Technology Park for included training programs and VT centers at the
majority in association of our industrial plants.
CSR activities of subsidiary companies of Adithya Birla Group
(2) Hindalco Industries Limited
Established in the year 1958, Hindalco specially made its aluminium facility at Renukoot in1962
Uttahar Pradesh east. Later, acquirement and mergers with Indal, Birla Copper, the Nifty and
Australia’s Mt. Gordon copper mines, make stronger the company's point in value-added
alumina, copper products and aluminum with vertical combination throughout access to
captive copper consider. In
the year 2007, the acquisition of Novelis Inc., a leading
manufacturer international level in can recycling and aluminum rolling, marked a important
landmark in the history of the aluminum company in India. Among, Novelis under its fold up,
Hindalco ranks amongst the international top five aluminum major manufactures, as an
included producer with low cost alumina and aluminum amenities joint with high end
progressing facilities and a global marks in 13 countries. Its consolidated earnings for the year
Financial Year 2013 was US$14.8 billion (Rs.80,193 crore).
(1) Health care
(i) Medical camps: Taking mobile medical camps and ambulance service to rural remote areas;
(ii) Health facilities: Setting up well equipped hospital and professionally managed health
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centers at so many locations;(ii) Regular health camps: the company is focusing on Mother and
child care, providing family planning, and specialized medical camps for eye care and for
cataract, coordinating regular pulse polio immunization drives and promoting the awareness,
prevention and treatment of water-borne diseases, malaria, HIV/AIDS, TB etc.
(2) Education
The company is working in
1.Balwadis: Providing for the primary education facilities to underprivileged children
2Adult literacy: Given that formal, informal classes and active sustainable support to the
government's mission to improve literacy levels of rural
3.Merit scholarships Schemes: Support to poor female students for educational endeavor
(4.Educational support: Contributing textbooks, uniforms, classroom equipment and
undertaking school building construction with maintenance.
(3) Skills training and capacity building
(i) The Aditya Birla Rural Technology Park (Muirpur, Uttar Pradesh, India): Runs training
programmes in diesel over 70 centers, hand pump repair, electrical repair, tailoring, beekeeping, agriculture-related programmes, knitting and encouraging own employment
throughout projects of income generating; (ii) The Yashogami Skills Training Centre
(Radhanagari, Tarale, Maharashtra, India): Trains women in skills such as fashion design,
tailoring, rexine handicraft, food processing, lamination, electronics assembly, pottery, zardozi,
papier mache, rangoli, fabric design and jewellery design.
(4) Women's empowerment
(i) Self-Help Groups (SHG): These programmes engage over 11,000 rural women around
Hindalco units; (ii) SHG activities: Micro finance and micro credit schemes, oil-processing units,
entrepreneurship building, horticulture, tailoring centres, nutrition gardens, diesel hand pump
repair, mushroom cultivation, vermi compost production, food processing, etc; (iii) Awareness
building: Health and sanitation, literacy drives, family planning and micro finance facilitating
government loans for small-scale enterprise(SSEs) and rural insurance schemes;
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(e) Social causes: Widow re-marriages and promoting dowerless marriages.
(5) Agricultural support
The company is stressing on
(i) Irrigation schemes: Land brought under irrigation with improved yield and multi-cropping
methods
(ii) Watershed development: Hydel towers, wells, drainage canals, check-dams, harvest tanks
and pedal pumps
(iii) Training: Train local farmers in advanced agricultural techniques for good crop yield,
introducing lac farming, post- crop harvest technology with safe grain storage space throughout
an included systematic pest-management system, horticulture and kitchen gardens,
floriculture, changing from mono to multi cropping patterns and giving out of high-yield seeds.
(B) CSR Initiatives of Grasim Industries Limited
(1) Health Care
More than 41,112 villagers were medically checked and those troubled treated for their illness.
From 26 schools 2,359 students benefited from health check up units. At eye camps conducted
2,414 cataract performed operations and 1,179 people were supplied with spectacles for better
eye sight. Aditya Cement (Chittor) is honoured to be first Industry in that area to successfully
completed each year 4,065 surgery at Mega Eye Surgery Camps oranged by company. 176
patients detected with tuberculosis were taken treatment and cured. To gave free ECG facility
for rural areas from more than 100 patients. These camps put the happiness back in the life of
260 children throughout cleft-lip surgery. On the artificial limb fitment medical Camp 170
physically harmed persons were supplied with artificial limbs fitment.
Indian Red Cross Society in collaboration with the camps of blood donation were organized 241
donors participated at the a range of plants. Oral health care was provided with 457 persons.
An MOU has been signed among Jan Kalyan Tryst and Gujarat State AIDS Control Society,
Kharach to start off a Counselling integrated and testing Centre at Jan Kalyan Hospital for AIDS/
HIV testing and counselling. Provided of safe drinking water in the course of water filter plants
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and In 16 villages water storage tanks was constructed. On the hospitals runs by Company at its
various industrial plants, more than 2.7 lacs of people are given medical treatment at very
subsidized rates.
(2) Mother and baby Care
Vaccinated 48,754 kids against to polio, 3,464 kids against other diseases including Hepatitis,
BP. Family planning awareness programme campaigns with free distribution of condom was
issued and undertaken in 25 slums in Nagda. 2,268 have go for for family planning operations.
Special care intended for lactating was provided for pregnant women, covering 26,000 women.
Prenatal and post natal care and nutrition programs were accorded by 776 women.
(3) Education
Due to the companies effort , the dropout rate has been reduced drastically from 40per cent to
15 per cent in Nagda area. More than 575 children were joined at Balwadis. 1,845 children are
presently learning in Balwadis run by the company. Kasturba Gandhi Balika Vidyalaya, hold by
Kagina Jan Seva Trust at Udgi, Selam is given that quality of education and shaping the life of
100 girl children’s from rural areas. 560 children from various schools participated in ‘Pratibha
Karanji’, a programme that identifies and supports talent of the rural school girl children.
On Kagina Industrial Training Centre, recognized by Government of Karnataka, department of
employment and Training, this year 102 students have been skilled in a variety of trades such as
electronic, electrical, fitter and Mechanic and were successfully located. At the Rural
Development Centre of Aditya Cement, imparted basic training in computers to strengthen
computer literacy by 72 girls. Capacity building and training was taken on up for 104 literacy
adult trainers. The Bal Sanskar Kendras at Birla Cellulosic are rising in number every year and
presently has 340 children enrolled. Midday meals are being given to all the school children’s in
the locale work by the Government with corporate active participation.
(4) Sustainable livelihood
Agriculture programmes keep up a two way force reducing and enhancing productivity of the
monsoon dependency. Through company initiatives over 6,000 farmers gained. Organic farming
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and sustainable living is appropriate a way of life with the building and taking up of biogas 100
units were created in the present year. Vaccinated 19,282 in animal husbandry camps and
treated 320 animals. Dairy at Nagda, 18 milk collection centres are maintained supplemented
and providing additional income to thousand rural families. Water harvesting structures were 8
created and the existing ones were maintained and repaired to sustain more than 50,000
individuals. 1,885 persons attended a variety development of skill and occupational training
courses to improve employment opportunities.
(5) Women Self-Help Groups
Tailoring training centres particularly catering to single mothers, scheduled castes physically
challenged and weaker sections women from the society has allowed over 1,535 women a
livelihood for themselves. Subsidized rates of has been provided several stitching machines.
Company formed 211 SHGs formed and empowered 2,550 women throughout savings, income
generation and skills training. On Ansuya Mahila Atma Gaurav Kendra, operations at Kharach,
210 women have been trained in the year 2012-13 in embroidery, tailoring and knitting skills.
(7) Infrastructure development
Company has supported infrastructure development throughout the repair and construction of
easy approach roads situation up drinking water, troughs structures, health centres and
amenities for the underserved community, as well as construction of less cost toilets. Further
43% of water stored in the 4 dams build by the company at Nagda, that was used for forming
and other social purpose for the township and rural community development. Under the 12th
finance commission company born 20% of the total cost was to create 3 village infrastructures
around Kharach. In joint venture with district administration and Company build 1,023 toilets
for BPL families for Arneeyapant Panchayat, Chittor. A bus stand to provide support and service
to more than 2,500 villagers around Khor was build. The Jal Nirmal venture, carried by the
World Bank was completed for around Malkhed with 2 Gram Panchayats covering 10 villages.
(C) CSR Initiatives of Aditya Birla Nuvo Group
(1) Health Care
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Rural medical camps ranged for general health checkups 42,382 rural people were
checkup. The company’s hospitals treatment extends to those who suffering with serious
disease. Intra-ocular lens surgery benefited by 1,488 cataract enduring at Renukoot, Veraval,
and Jagdishpur. 9,000 patients attended the Companies skin care centre at Jagdishpur. Over
5,000 lorry drivers, migrant workers and helpers were sensitized to the dangers of AIDS/ HIV.
(2) Mother and Child Care
Company was administered 3.9 lakh polio doses of vaccination to children at Hi-Tech Carbon,
Gummidipoondi; JayashreeTextiles, Rishra; Indo Gulf Fertilizers, Jagdishpur; Renukoot; Aditya
Birla Insulators, Halol and Indian Rayon, Veraval. Over 885 couples have been opted for family
planning and socially responsible parenting at Veraval. More than 5.3 lakh hopeful mothers
were given pre and post biological care at Indo Gulf Fertilizers, Jagdishpur. Almost 3 lakh
children were immunized against tuberculosis, tetanus, diphtheria and measles.
(3) Education
Company encourages to the education of the girl child. In the year 2012-13 were able to
influence the 725 girl’s parents who had dropped out from village schools to get back to their
education. These girls have been enlisted at the 8 Kasturba Gandhi Balika Vidyalaya supported
by corporate. On the Aditya Birla primary school (Renukoot), 160 tribal children getting free
education. Books, uniforms, and bags have been issued to 3,641 kids in the rural villages in
nearness to our plants. At Gummidipoondi and Veraval, 200 students were trained in Office
applications software (MS Office and Tally). Adult education centers at Gummidipoondi, Veraval
and Jagdishpur carry on providing informal education training to 217 adult women.
(4) Safe drinking water and sanitation
The good drinking water project implemented throughout the fitting of the reverse osmosis
plant in 14 government primary schools and high schools in Tamil Nadu, 9,547 children have
access to clean drinking water.
Over 244 hand-pumps were installed at plants of the
Companies. The Nirmal Gram Puraskar 2009-10 taken a prestigious award. Nationwide award
has been conferring upon S. R. Khangittai, Tamil Nadu our model village. More than 200
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individual household toilets were build in Papamkuppam and S. R. Khangittai, Tamil Nadu.
Vending sanitary machines in 6 government secondary schools installed by us at
Gummidipoondi, have been resulted in increased attendance of girls at schools.
(5) Infrastructure
To support agriculture and conserve water, check dams, 67 ponds, and bore-wells were build.
At Jagdishpur, the reformation of 110 primary schools and helping the setting up of the mid day
meal kitchen at Veraval has involved more children to schools. The setting up of 59 lamps of
solar at schools in Renukoot has been a boon to students. A community hall was constructed at
Gummidipoondi, community health centers at Rishra and Renukoot and a 75,000 liter storage
tank at Veraval with sufficient pipelines to the villages have been provided a welcome break in
these critical rural areas.
(6) Sustainable livelihood
At Jagdishpur, 43 students trained at the Birla Shaktiman professional education Centre, More
than 30 leprosy healed patients have been reformed. They have been included into the normal.
All of them have taken to dissimilar trades to a sustainable livelihood. Somewhere else in
Gummidipoondi and Jagdishpur, Bangalore, over 110 women skilled by company had set up
zardosi, tailoring, embroidery and provision stores. To support sustainable forming at Veraval,
17 farmer attention groups covering 160 farmers have been formed throughout a robust
connection with the forming technology management Agency (ATMA). On Renukoot, 150
farmers have been educated in advanced agricultural practices. Company connected 7,500
women throughout 500 SHGs 2012-13 in their efforts towards women empowerment. This
program has been take on at all the units of companies.
Conclusion
For carrying back and continuing the general balance in the economic development and social
field it is evidenced to think intensely and act sensibly about CSR. All corporate houses be
indebted social responsibility towards the society, national and international in common which
give it with all material, natural resources and human. In view of the long term sustainable
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growth and following the CSR norms, planning new policies and implementation effectively is
UN predictable to bring out and sustain a equilibrium among society, corporate world, current
generation, future generation and nature. As much as the Adithya Birla Group is concerned, it
has a long way in fulfilling its responsibility and duty towards the nation and the society. It has
achieved the masses to raise their lives, to take care for their dreams and to sharpen their skills
mitigating the declaration of the founder .We do not state to be more generous, unselfish and
more charitable. Although, we ongoing to work on straightforward business philosophy.
References
1. Bassen, Alexander, Jastram, Sarah, Meyer, Katrin (2005), Corporate Social Responsibility.
A definition, in: zfwu 6/2, Hamburg, page 231-236, here page 231 and 232.
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3. Freeman, R. Edward (1984). Strategic management: A stakeholder approach, pp.1.
4. Hempel, Martin, (2008), Corporal Social Responsibility, Landshut, pages 12f; cp.
5. Josef, Wieland, Jürgen,Volkert and Michael, Schramm, (2007). Corporate Social
Responsibility (CSR) and governance of network, Constance, pages 3f.
6. Katrin, Kubica (2007). The responsibility of transnational companies – The split between
moral and return, Potsdam, pages 2f; cp.
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