Prof. K.S.Chandrasekar
Corporate Social Responsibility is a company voluntary consideration of its social and environmental dimensions which spans within the company activities and also within relationship with all stakeholders. This later by European commission brought out Corporate Social Responsibility as a concept where firms decide voluntarily to contribute to ensure a better society and a cleaner environment. There were researchers across the globe who ventured to find whether a consumer is ready to pay higher prices for products made from socially responsible companies and the findings have shown that indeed they are ready and consider such companies ethically right. In a study conducted at Mexico among 270 socially responsible agro food companies, people were willing to pay more. In a Spanish study, 89% of the total sample is willing to substitute an ethical product for another one only if it has the same or more features and the price continues to remain same. If the company is involved in corporate social responsibilities, it is capable of building trust bonds and commitment with the customers by shaping desirable behaviors on the customers. India is the first country to make corporate social responsibility mandatory through the Companies Act, 2013. This has mandated companies with turnover or net worth basis to contribute a percentage to the corporate social responsibility activities.
Internationally there are many companies which have contributed to the corporate social responsibility as in the case of Ugmonk which ear marks certain portion of the profits for feeding kids in Honduras and Nicaragua. Taylor Switch shoe manufacturers insist the customers endorsing fund now than buy now through their online site. Another company mentions that every bottle purchased provided families in India with at least 100 litres of clear water for drinking purposes. Carbon neutrality is one way of corporate social responsibility which can help the environment. Instead of cool confines of air conditioning, companies are resorting to a greener environment. In India, Tata group has been pioneers in this area. Community improvements, poverty alleviations are part and parcel of the corporate social responsibility programmes. Adopting villages is another one which the company involves. Ultratech Cement Company has adopted 407 villages across the country and makes them self-reliant. They train them on welfare measures, education, environment etc. Mahindra and Mahindra contribute in a way of enriching education, livelihood training, and healthcare and water conservation activities. ITC group created e-choupal which provided the farmers with the right price for their produces and making them transparent. This has covered 40000 villages across India. Listed companies in India spent in education, skill development, social welfare, health care and environmental conservation as CSR initiatives. Reliance spent the most followed by NTPC and ONGC. Most of the companies spent in Swachh Bharath and Digital India.
In the case of the tourism sector, there is a need to create awareness about tourism prospects. In fact CBSE has included hospitality and tourism education in about 70 schools across the country. Through the Corporate social responsibility activities, tourism has not been given due weightage. It would be ideal if companies came forth to adopt tourism sites for maintaining them under PPP arrangement. Companies could as well organize cultural events. There is a need for educating graduates in rural areas to be tourism entrepreneurs where it would become a revenue generation for them. Rural tourism must be promoted across the country. Not only foreign tourists will flock but there will be more domestic tourists who will evince interest. ONGC on its part has adopted Taj Mahal, Ellora Caves, Elephanta caves, Red fort and Mahabalipuram for cleanliness activities. Similarly, ITDC has adopted Quitab Minar. Sulabh international has adopted 12 Ghats in Varanasi for cleanliness drive. To ensure tourists reach sanctuaries, companies have been advised to promote “Support the Tiger” initiative as the wholesome care could be given to each Tiger which is fast reducing in number. Indian companies could learn from European counterparts where they created 19 destinations across Europe for the elderly and people with special needs through corporate sponsorships.
After the Pahalgam tragedy, there is reluctance on the part of majority of the tourists visit J&K and instead they are moving towards Himachal. In order to regain confidence, there is a need for promoting J& K as a safe destination and nature’s beauty, corporates have to support the government in reaching out to markets where more tourists flow earlier to J&K. Travel Agents Association of India (TAAI) have coined the “Let’s Visit J&K” or “Chalo Kashmir” initiative which seeks to restore traveller confidence and support the local economy severely impacted by the incident. Corporates can join hand in the campaign through their CSR initiative. Recently, The Eco Tourism Society of Kashmir has signed a Memorandum of Understanding (MOU) with the Bharat CSR Network to promote responsible tourism and generate employment opportunities in Jammu & Kashmir. As part of the agreement, the two organizations will collaborate on initiatives aimed at reviving the region’s tourism sector through sustainable practices. The partnership includes hosting conferences, events, and campaigns that bring together influencers, celebrities, and stakeholders to encourage tourism in the Valley. The Kashmir Marathon, skiing, River rafting, Car Show in Kashmir, Sunburn Music Festival in Jammu could get CSR funding from those who consider the tourism potential of J&K. Pilgrimage tourism is really taking off in J&K and companies can sponsor stalls for drinking water and snacks, langar facilities for the pilgrims. The transit facilities for Amarnathji yatra, Sree Vaishnodevi Matha temple trekking can be considered in this aspect. Revamping the pilgrimage spots can provide more indirect employment for many in this region. J&K Bank donated five buses recently under its corporate social responsibility program to the Government Degree Colleges (GDCs) located in rural areas of Kashmir Division. J&K Bank is providing ambulances to various medical colleges and these can be extended to the tourism corporations at vantage points where other vehicles will find it difficult to reach.
For promoting safety protocols for the tourists and the guides, awareness campaigns can be arranged and that can be sponsored by companies through CSR initiatives with JKTDC. “Plastic free area” boards can be established at all tourist locations and the CSR funds can be tapped for the purpose. Corporate social responsibility in India was based on corporate philosophy and Gandhian trusteeship model. That has undergone sea change after 1991. This has changed the landscape and made Indian companies focus attention on stake holders. It is important to note that consumers like socially responsible companies and those who have partnerships with bonafide charities and organizations. One should always remember to be genuine, which will automatically attract customers towards companies. CSR initiatives on the part of the institutions in J&K only will help foster growth and overall development as envisaged in “Vikasit J&K, Vikasit Bharat”.
(The author is Vice Chancellor, Cluster University of Jammu)