CORPORATE SOCIAL

RESPONSIBILITY
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 national or 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." The aim is to increase long-term profits through positive public relations, high
ethical standards to reduce business and legal risk, and shareholder trust by taking
responsibility for corporate actions. CSR strategies encourage the company to make a
positive impact on the environment and stakeholders including consumers, employees,
investors, communities, and others.
Proponents argue that corporations increase long-term profits by operating with a CSR
perspective, while critics argue that CSR distracts from businesses' economic role. A
2000 study compared existing econometric studies of the relationship between social and
financial performance, concluding that the contradictory results of previous studies
reporting positive, negative, and neutral financial impact, were due to flawed empirical
analysis and claimed when the study is properly specified, CSR has a neutral impact on
financial outcomes
Critics questioned the "lofty" and sometimes "unrealistic expectations" in CSR. or that
CSR is merely window-dressing, or an attempt to pre-empt the role of governments as a
watchdog over powerful multinational corporations.

Political sociologists became interested in CSR in the context of theories

of globalization, neoliberalism and late capitalism. Some sociologists viewed CSR as a
form of capitalist legitimacy and in particular point out that what began as a social
movement against uninhibited corporate power was transformed by corporations into a
'business model' and a 'risk management' device, often with questionable results.
CSR is titled to aid an organization's mission as well as a guide to what the company
stands for its consumers. Business ethics is the part of applied ethics that examines
ethical principles and moral or ethical problems that can arise in a business
environment. ISO 26000 is the recognized international standard for CSR. Public sector
organizations (the United Nations for example) adhere to the triple bottom line (TBL). It
is widely accepted that CSR adheres to similar principles, but with no formal act of
legislation. The term "corporate social responsibility" became popular in the 1960s and
has remained a term used indiscriminately by many to cover legal and moral
responsibility more narrowly construed.
Business Dictionary defines CSR as "A companys sense of responsibility towards the
community and environment (both ecological and social) in which it operates. Companies
express this citizenship (1) through their waste and pollution reduction processes, (2) by
contributing educational and social programs and (3) by earning adequate returns on the
employed resources.
A broader definition expands from a focus on stakeholders to
include philanthropy and volunteering.

RESEARCH METHODOLOGY

The research methodology adoped is mainly Non-doctrinal and descriptive .

The sources of data include secondary sources like articles, books and journals.

LIMITATIONS OF THE RESEARCH

The research papers suffers from certain limitations , for e.g. The limited access to
sources of data.

BOOKS

strategic management (m.com-1)

Approaches

Some commentators have identified a difference between the Canadian (Montreal school
of CSR), theContinental European and the Anglo-Saxon approaches to CSR.]It is said
that for Chinese consumers, a socially responsible company makes safe, high-quality
products; for Germans it provides secure employment; in South Africa it makes a positive
contribution to social needs such as health care and education. And even within Europe
the discussion about CSR is very heterogeneous.
A more common approach to CSR is corporate philanthropy. This includes monetary
donations and aid given to nonprofit organizations and communities. Donations are made
in areas such as the arts, education, housing, health, social welfare and the environment,
among others, but excluding political contributions and commercial event sponsorship.[24]

CSR Approaches

Another approach to CSR is to incorporate the CSR strategy directly into operations. For
instance, procurement of Fair Trade tea and coffee.

Creating Shared Value, or CSV is based on the idea that corporate success and social
welfare are interdependent. A business needs a healthy, educated workforce, sustainable
resources and adept government to compete effectively. For society to thrive, profitable
and competitive businesses must be developed and supported to create income, wealth,
tax revenues and philanthropy. The Harvard Business Review article Strategy & Society:
The Link between Competitive Advantage and Corporate Social Responsibility provided
examples of companies that have developed deep linkages between their business
strategies and CSR. CSV acknowledges trade-offs between short-term profitability and
social or environmental goals, but emphasizes the opportunities for competitive
advantage from building a social value proposition into corporate strategy. CSV gives the
impression that only two stakeholders are important - shareholders and consumers. Many
companies employ benchmarking to assess their CSR policy, implementation and
effectiveness. Benchmarking involves reviewing competitor initiatives, as well as
measuring and evaluating the impact that those policies have on society and the
environment, and how others perceive competitor CSR strategy.

Cost-benefit analysis
In competitive markets cost-benefit analysis of CSR initiatives, can be examined using
a resource-based view (RBV). According to Barney (1990) "formulation of the RBV,
sustainable competitive advantage requires that resources be valuable (V), rare (R),
inimitable (I) and non-substitutable (S)." A firm introducing a CSR-based strategy might
only sustain high returns on their investment if their CSR-based strategy could not be
copied (I). However, should competitors imitate such a strategy, that might increase
overall social benefits. Firms that choose CSR for strategic financial gain are also acting
responsibly.
RBV presumes that firms are bundles of heterogeneous resources and capabilities that are
imperfectly mobile across firms. This imperfect mobility can produce competitive

advantages for firms that acquire immobile resources. McWilliams and Siegel (2001)
examined CSR activities and attributes as a differentiation strategy. They concluded that
managers can determine the appropriate level of investment in CSR by conducting cost
benefit analysis in the same way that they analyze other investments.
Reinhardt (1998) found that a firm engaging in a CSR-based strategy could only sustain
an abnormal return if it could prevent competitors from imitating its strategy.

Types of corporate social responsibility

CSR can encompass a wide variety of tactics, from giving nonprofit organizations a
portion of a company's proceeds, to giving away a product or service to a worthy
recipient for every sale made. Here are a few of the broad categories of social
responsibility that businesses are practicing:
Philanthropic Responsibilities: As a company meets its economic, legal and
ethical responsibilities, it can consider taking on philanthropic responsibilities.
Environment: One primary focus of corporate social responsibility is
the environment. Businesses, both large and small, have a large carbon footprint.
Any steps they can take to reduce those footprints are considered both good for the
company and society as a whole.
Philanthropy: Businesses also practice social responsibility by donating to
national and local charities. Whether it involves giving money or time, businesses
have a lot of resources that can benefit charities and local community programs.
Ethical labor practices: By treating employees fairly and ethically, companies
can also demonstrate their corporate social responsibility. This is especially true of

businesses that operate in international locations with labor laws that differ from
those in the United States.
Economic Responsibilities: A business exists to make a profit for shareholders. If
it fails to do so, it likely wont be able to pay its employees, taxes and other
obligations. A corporate social responsibility program (CSR program) cannot be
implemented until a business is profitable.
Legal Responsibilities: Following the law is the foundation of corporate
responsibility. A company cannot benefit society if it does not adhere to labor and
tax laws or applicable industry regulations.
Ethical Responsibilities: Once a company is profitable and meets its legal
responsibilities, it can move up the ladder to ethical responsibilities, which might
include paying higher wages, offering employees better benefits, avoiding trade
with unscrupulous companies or providing jobs to those who would otherwise
have difficulty finding work.
Corporate philanthropy ranges in size and scope, and can include everything from
donating time to a local charity to building a childrens hospital.

Examples of corporate social responsibility

While many companies now practice some form of social responsibility, some are making
it a core of their operations. Ben and Jerry's, for instance, uses only fair trade ingredients
and has developed a dairy farm sustainability program in its home state of Vermont.
Starbucks has created its C.A.F.E. Practices guidelines, which are designed to ensure the
company sources sustainably grown and processed coffee by evaluating the economic,
social and environmental aspects of coffee production. Tom's Shoes, another notable
example of a company with CSR at its core, donates one pair of shoes to a child in need
for every pair a customer purchases.

Undertaking socially responsible initiatives is truly a win-win situation. Not only will
your company appeal to socially conscious consumers and employees, but you'll also
make a real difference in the world. Keep in mind that in CSR, transparency and honesty
about what you're doing are paramount to earning the public's trust.
"If decisions [about social responsibility] are made behind closed doors, people will
wonder if there are strings attached, and if the donations are really going where they say,"
Cooney said. "Engage your employees [and consumers] in giving back. Let them feel like
they have a voice."

Why is corporate social responsibility

important today?
A strategic approach to CSR is increasingly important to a company's competitiveness. It
can bring benefits in terms of risk management, cost savings, access to capital, customer
relationships, human resource management, and innovation capacity. It also encourages
more social and environmental responsibility from the corporate sector at a time when the
crisis has damaged consumer confidence and the levels of trust in business.
Through CSR, enterprises can significantly contribute to the European Unions
treaty objectives of sustainable development and a highly competitive social
market economy. CSR underpins the objectives of the Europe 2020 strategy for
smart, sustainable and inclusive growth, including the 75% employment target.
Responsible business conduct is especially important when private sector
operators provide public services.

 CSR requires engagement with internal and external stakeholders so it enables

enterprises to anticipate better and take advantage of fast-changing expectations in
society as well as operating conditions. This means it can also act as a driver for
the development of new markets and create real opportunities for growth.
By addressing their social responsibility, enterprises can build long-term
employee, consumer and citizen trustas a basis for sustainable business models.
This in turn helps to create an environment in which enterprises can innovate and
grow. The economic crisis and its social consequences have to some extent
damaged levels of trust in business, and have focused public attention on the social
and ethical performance of enterprises, including on issues such as bonuses and
executive pay.
Helping to mitigate the social effects of the crisis, including job losses, is part of
the social responsibility of enterprises. In the longer term, CSR offers a set of
values on which to build a more cohesive society and on which to base the
transition to a sustainable economic system.
By renewing efforts to promote CSR now, the Commission aims to create
conditions favourable to sustainable growth, responsible business behaviour and
lasting job creation for the medium and long-term.
. Social responsibility is important to a business because it demonstrates to both
consumers and the media that the company takes an interest in wider social issues
that have no direct impact on profit margins. These issues may be local, national or
global, but a concern for the health and wellness of others that does not involve
sales can be seen as commendable if done well.
For this reason, evidence of a healthy social responsibility policy can impact
buying decisions where customers seek to make an ethical purchase. This, in turn,
can lead to greater profits for a business. However, building a highly regarded and
trustworthy reputation is more valuable in this instance, and observers appreciate
that social responsibility initiatives take time to establish and manage.

 Furthermore, being part of a scheme that helps disadvantaged people or those

otherwise in need can help boost morale for employees within the responsible
company. Along with other methods of morale boosting, this can lead to greater
productivity among the workforce. Knowledge that a product and service has a
great influence on social causes can be a genuine delight to employees, customers
and business owners alike. Over time, the business contribution to a charity, cause
or community can be a significant amount of charitable funds, product donations
or other ventures.
When the importance of social responsibility is recognized as part of a business's
foundation, the impact of such endeavors can have life-changing consequences for
recipients of aid and, equally, instill a sense of pride in the people who support and
work toward its growth. A business can grow with or without social responsibility,
but doing good for others allows a business to reap rewards in many ways .
For many, social responsibility is a way to give meaning to their work. Through
corporate social responsibility, individuals can realize their personal values
through their business. They feel greater levels of achievement and are confident
that their work is important for their community and the world. They experience
fewer regrets. They feel excited going to work each day and would never
characterize it as tedious and unrewarding. Corporate social responsibility can
be a source of personal pride, and a way to make work interesting and
important.
Most business leaders are acutely aware of the problems and challenges our
societies face. Having built a successful company, many seek to give back to their
communities. They volunteer, donate, and fundraise. They strive, through their
personal actions, to make the world a better place.
More and more, leaders recognize the opportunity to involve their company in
changing the world. By involving employees, customers, and other stakeholders,
much more is achievable. And in the process, the company can become stronger
and more sustainable than ever.

 Companies that effectively engage in corporate social responsibility experience

many benefits. They enjoy a positive effect on staff retention, recruitment, and
motivation. They experience increased customer satisfaction and loyalty,
particularly when customers buy based on relationships, trust, reputation or brand.
Socially responsible companies, large and small, have better reputations, can better
detect and respond to risk, and can anticipate the needs of their stakeholders with
greater certainty. When things go wrong, they are more quickly forgiven for
mistakes.
As a side effect of their efforts, these companies can experience operational
efficiencies and cost savings. They also have an improved ability to innovate,
develop new products to meet customer needs, and leverage the creativity of their
stakeholders.
Loyal customers make repeat purchases, make bigger purchases, and become
product advocates. Loyal employees exert greater effort and commitment towards
corporate goals in which they strongly believe. Top performers are less likely to go
to competitors. This means lower turnover and training costs, and intellectual
capital stays within the company.
Many traditional business processes are aimed at making important stakeholders
(namely shareholders, customers, and employees) more satisfied. But satisfaction
alone is not enough to keep customers coming back and to encourage employees
to give their best effort. Loyalty - whether someone is committed to you for the
long-term - depends on much more than just satisfaction. Social responsibility is
powerful because it can drive loyalty directly.

Benefits of corporate social

responsibility
The ability to have positive impact in the community
Keeping social responsibility front of mind encourages businesses to act ethically
and to consider the social and environmental impacts of their business. In doing
so, organisations can avoid or mitigate detrimental impacts of their business on the
community. In some cases, organisations will find ways to make changes in their
services or value chain that actually delivers benefits for the community, where
they once didnt.
It supports public value outcomes
Put simply, public value is about the value that an organisation contributes to
society. A sound, robust corporate social responsibility framework and
organisational mindset can genuinely help organisations deliver public value
outcomes by focussing on how their services can make a difference in the

community. This might happen indirectly, where an organisations services enable

others to contribute to the community, or directly through the organisations own
activities, such as volunteerism and philanthropy.
It supports being an employer of choice
Being an employer of choice typically translates into the companys ability to
attract and retain high calibre staff. There are ways to approach being an employer
of choice, including offering work life balance, positive working conditions and
work place flexibility. Studies have shown that a robust corporate social
responsibility framework can also help a company become more attractive to
potential future employees who are looking for workplaces with socially
responsible practices, community mindedness and sound ethics.
It encourages both professional and personal development
Providing employees with the opportunity to be involved in a companys socially
responsible activities can have the benefit of teaching new skills to staff, which
can in turn be applied in the workplace. By undertaking activities outside of their
usual work responsibilities, employees have the chance to contribute to work and
causes that they might feel passionate about, or learn something entirely new
which can help enrich their own perspectives. By supporting these activities,
organisations encourage growth and support for employees.
It enhances relationships with clients
A strong corporate social responsibility framework is essential to building and
maintaining trust between the company and clients. It can strengthen ties, build
alliances and foster strong working relationships with both existing and new
clients. One way this can be achieved is by offering pro-bono or similar services

where a company can partner with not-for-profit organisations to support their

public value outcomes, where funds or resources may be limited. In turn, this
helps deliver public value outcomes that may not have been delivered otherwise.
.Benefits

to organsition

The Benefits of Corporate Social Responsibility

88% of consumers said they were more likely to buy from a company that supports and
engages in activities to improve society.
Why do we need CSR?
Consumers increasingly don't accept unethical business practices or organisations who
act irresponsibly. Advances in social media (giving everyone a voice) mean that negative
or destructive practices quickly fuel conversations online. Organisations are accountable
for their actions like never before.
The Business Benefits of CSR
CSR should not be viewed as a drain on resources, because carefully implemented CSR
policies can help your oragnisation:

Win new business

Increase customer retention

Develop and enhance relationships with customers,SUPPLIERS and networks

Attract, retain and maintain a happy workforce and be an Employer of Choice

Save money on energy and operating costs and manage risk

Differentiate yourself from your competitors

Generate innovation and learning and enhance your influence

Improve your business reputation and standing

Provide access to investment and funding opportunities

Generate positive publicity and media opportunities due to media interest in

ethical business activities
Corporate Social Responsibility (CSR) is at the forefront of business as it has
increasingly received global recognition. Although it cannot be clearly defined because
of its variations from company to company, CSR can be described as the management of
improving and mitigating a companys social, environmental and financial impact
through sustainable actions and methods. CSR is often associated with the terms
philanthropy, non-profit, NGOs and good-doers. However, although applicable, these
terms alone do not encompass CSR functions entirely, especially when considering how
CSR creates value for a corporation. As CSRs recognition continues to grow, people are
becoming aware of the lasting benefits it can bring not only to a company but also to
society. So how does CSR benefit companies?
The value created through CSR activities is not solely tangible in the form of revenue.
For simplicity, the value created can be broken down into three categories:
environmental, social and financial value, each supporting growth, improvements on
capital, management quality and the reputation for a company.

Environmental benefits:
A major trend for CSR is implementing environmentally friendly models of operation in
which a company carefully facilitates its production and services. This focus produces
benefits for the environment using methods that are eco-friendly, while for the company,
reducing costs and increasing sales as the drivers. For example, Coca Colas innovative
environmental practices have significantly increased sales and delivered a sustainable

precedent to society. The company introduced new eKOfreshment coolers, vending

machines and soda fountains in addition to their PlantBottle packaged drinks. These new
devices eliminate greenhouse gases and also are equipped with an energy-management
device developed by Coca-Cola that reduces the energy consumed by machines. A
company that implements a CSR strategy and focuses on managing sustainable projects
also boosts the morale of its employees so they can see the true impact of the companys
core values and their own contributions. CSR projects directed at environmental causes
can produce numerous benefits for firms from higher income to growth in customer base.

Social benefits:
Community outreach is a huge aspect of CSR which engages in philanthropic activities
and promotes NGOs and education, while it simply develops core values to guide the
behavior of a company. The core values that CSR helps emphasize lead firms to be more
organized and beneficial for society as well as more appealing to work with. The
incorporation of CSR into a business can benefit the ways that a company operates and
how it interacts with the community, other organizations including its customers, and the
society in general. Microsoft is listed as the leading company with the best CSR
reputation on Forbes and shows that what a company stands for is more valuable than
their product. In 2012, Microsoft engaged in a new social initiative called Microsoft
YouthSpark that created a connection for millions of students with education,
employment and entrepreneurship opportunities. The goal was to help young people
secure their futures and in return benefit the global economy. Microsoft was able to make
an impact in the lives of millions of young members of society and in 2012 the company
experienced an increase of $3.76 billion in revenue from the previous year. Dan Bross,
Microsofts Senior Director of Citizenship and Public Affairs claims, Our CSR efforts
have a direct and positive impact on people in our own backyard and around the world,
and in turn, their ongoing engagement with us contributes to Microsofts business

success. CSR proves to be a social investment that yields long term benefits because of
the positive impact it makes on society.

Financial benefits:
CSR projects lead to company growth resulting in more customers, higher revenue, and a
greater capacity to be more innovative. Employees and customers prefer to work with a
firm that they respect, thus leading to create a more stabilized staff and limiting the costs
of finding new employees. Among the benefits created by CSR activities, financial
returns are produced both directly and indirectly. Companies receive more recognition,
create new products, or simply become involved in new ways of both helping others and
making revenue. Investing in CSR can produce many benefits for the environment,
society and a companys well-being.
The benefits from CSR vary from company to company as each may focus on different
areas of improvement. As CSR continues to have a higher prevalence in China, more and
more companies are noting the benefits and positive outcomes of its value.
Improved financial performance: A recent longitudinal Harvard University
study has found that stakeholder balanced companies showed four times the
growth rate and eight times employment growth when compared to companies
that focused only on shareholders and profit maximization.
Enhanced brand image & reputation: A company considered socially
responsible can benefit -both by its enhanced reputation with the public, as well
as its reputation within the business community, increasing a companys ability
to attract capital and trading partners. For example, a 1997 study by two Boston
College management professors found that excellent employee, customer and
community relations are more important than strong shareholder returns in

earning corporations a place an Fortune magazines annual Most Admired

Companies list.
Increased sales and customer loyalty:A number of studies have suggested a
large and growing market for the products and services of companies perceived
to be socially responsible. While businesses must first satisfy customers key
buying criteria such as price, quality, appearance, taste, availability, safety
and convenience. Studies also show a growing desire to buy based on other
value-based criteria, such as sweatshop-free and child labor-free clothing,
products with smaller environmental impact, and absence of genetically
modified materials or ingredients.
Increased ability to attract and retain employees: Companies perceived to
have strong CSR commitments often find it easier to recruit employees,
particularly in tight labor markets. Retention levels may be higher too, resulting
in a reduction in turnover and associated recruitment and training costs. Tight
labor markets as well the trend toward multiple jobs for shorter periods of time
are challenging
Reduced regulatory oversight: Companies that demonstrate that they are
engaging in practices that satisfy and go beyond regulatory compliance
requirements are being given less scrutiny and freer reign by both national and

CORPORATE SOCIAL
RESPONSIBILITY OF RELIANCE
Introduction
Reliance Industries Limited (RIL) is India's largest private sector enterprise with
businesses across the energy and materials value chain and a strong presence in the

rapidly expanding retail, telecommunications and media sectors. RIL's diverse

projects and operations touch lives of people in many ways and create value by
helping in overall and holistic development of communities across multiple
geographies. Through its various initiatives, the group endeavors to play a relevant
role by serving communities and projects that address gaps in basic societal
requirements.

Scope And Exclusion

Enabling lives, living and livelihood for a stronger and inclusive India This policy is
applicable to RIL in India. The following are the key elements of the policy: Vision and
framework of Corporate Social Responsibility and its approach towards the same.

Key focus areas of inclusive development

Overview of the implementation strategy of various CSR initiatives
Methodology of measuring and reporting outcomes and impact
2Governance Structure

As a responsible corporate citizen, RIL has embarked on several initiatives of scale in the
education, healthcare and livelihood domains. RIL endeavors to continuously learn from
its experiences and adapt its policies and implementation strategy on an ongoing basis

Policy
Policy At Reliance, business priorities co-exist with social commitments and our
activities support inclusive growth. Mukesh D. Ambani Chairman and Managing
Director
3.1.1 Conscious business decisions by the group have directly and indirectly created
value for multiple stakeholders and helped in improving lives of the people. RIL has
always believed in creating societal value by providing affordable products and services

which have assisted in the growth of relevant industries. Across all its areas of operations,
there are inherent linkages and interconnections with the immediate and long term
societal impact.
3.1.2 In addition, RIL impacts lives particularly of several hundreds of thousand
underprivileged people through our CSR activities.
3.1.3 RIL seeks to continue its contribution to the society through its distinct value
proposition that meets the needs of millions of people, enhancing their lives through
healthcare, improving quality of living by providing education and enabling livelihoods
by creating employment opportunities-through the following: a) For the Business- value
created for the society through business (including employment generation, market
growth, creating opportunities etc.) b) By the Business- value created through CSR
initiatives across different
operatingfacilitieswithappropriatelinkagestolocalcommunitiesinwhichtheyoperate. c)
Beyond Business- value created through interventions for the communities in diverse
geographies across India.
3.1.4 RIL has been involved in various Social Responsibility initiatives over the last
many years. These efforts have substantially improved the quality of lives of people
through health care, education, livelihoods and community development initiatives,
making their living experience dramatically better. These activities are spread across
India and reach well beyond our business locations impacting the lives of marginalized
communities.
3.1.5 To provide impetus to various Social Responsibility activities across the group,
Reliance Foundation (RF) was set up in 2010. Led by Smt. Nita M Ambani, RF has a
comprehensive approach towards development with an overall aim to create and support
meaningful and innovative activities that address some of India's most pressing
development challenges, with the aim of enabling lives, living and livelihood for a

stronger and inclusive India. Most CSR activities within RIL are carried out under the
umbrella of Reliance Foundation.
3.1.6 The key philosophy of all CSR initiatives of RIL is guided by three core
commitments of SIS: a) S- SCALE b) I-IMPACT c) S- SUSTAINABILITY
3.1.7 An endeavor is made to ensure that all initiatives undertaken by the group have an
impact on the beneficiaries in improving their lives. The initiatives also should be
replicable, scalable and sustainable on a long term basis.
3.1.8 RIL aims to continue its efforts to build on its tradition of Social Responsibility to
empower people and deepen its engagement with a view to improve lives, living and
livelihood of millions on a sustainable basis.

Focus Areas Of Engagement

For a company with diversified businesses like RIL, there are several opportunities to
increase and deepen social impact at scale and generate value for all. RIL seeks to
strategically consolidate the company's CSR initiatives to focus on discrete social
problems, all aimed at enabling lives, living and livelihoods. Owing to its long tradition
of social responsibility, the value of sustainable social impact at scale is instilled across
the conglomerate.
Rural Transformation Health Education Environment Arts, Heritage and Culture Disaster
Response Creating sustainable livelihood solutions, addressing poverty,hunger
andmalnutrition Affordable solutions for healthcare through imp r o v e d a c c e ss, awa r
e n e ss a n d healthseeking behaviour Access to quality education, training and skill
enhancement Environmental sustainability, ecological balance, conservation of natural
resources Protection and promotion of Indias art, culture and heritage Managing and
responding to disaster

RIL aims to continue its work in the above mentioned areas and scale up further for better
reach, deeper engagement and impact. Key areas where RIL has been working and seeks
to continue its efforts are as under:
Rural Transformation
To work towards bridging the developmental gap between rural 'Bharat' and urban India
by improving livelihood, addressing poverty, hunger and malnutrition. Key initiatives
include:
a) Supporting Farm and non-farm livelihoods
b) Improving water conservation and rain-water harvesting
c) Developing community based initiatives like VFAs and producer companies towards
building capacity of the community and ensuring sustainability.
d) Using technology towards delivering need based information for improving quality of
life.
e) Improving food security and enhancing nutrition
f) Developing Community infrastructure

Healthcare
To address issues around affordability and accessibility of quality healthcare and bring
about improvement in awareness and health seeking behavior in various parts of India,
enabling a better living, through initiatives such as:
a) Primary, secondary and tertiary care facilities

b) Conducting need based health camps and providing consultation, medicines etc.
c) Working on maternal and child health
d) Behavioral change for improved mother and child health
e) Improving healthcare delivery through innovative outreach programmes
f) Working for the visually impaired
g) Working in the areas of Communicable and non-communicable diseases
h) Using technology for training, competency evaluation and clinical decision support for
medical professionals with a view to improve quality of healthcare
Education
To work on several educational initiatives to provide quality education, training, skill
enhancement for improving the quality of living and livelihood. Initiatives are aimed at:
a) Promoting primary and secondary education
b) Enabling higher education through merit cum means scholarships, including for
differently abled across the country.
c) Using sports as a tool for development of students in both urban and rural settings
d) Promoting higher education including setting up and supporting universities
e) Skill development and vocational training
Environment
To enable enhanced livelihood and quality of life, promote environment
sustainability through various initiatives for:
a) Ecological sustainability

b) Promoting biodiversity
c) Conservation of natural resources
d) Maintaining quality of soil, air and water
e) Promoting renewable energy
f) Developing gardens and river fronts

Protection Of National Heritage, Art And Culture

To work towards preserving the rich heritage, arts and culture of India for its future
generation and make conscious efforts to ensure its continuity and enhance avenues for
livelihoods of traditional artisans and craftsmen. Key initiatives include:
a) Working towards protecting and promoting India's art, culture and heritage through
various promotional and developmental projects and programmes.
b) Support and promotion of artists and craftsman
c) Promotion and preservation of traditional art and handicraft
d) Documenting India's rich heritage for the benefit of future generations
Disaster Response
RIL has a track record of organizing timely relief and rehabilitation of communities
affected by natural calamities. To strengthen efforts in the area of Disaster Response
towards establishing RIL as one of the leading organizations with the capacity to respond
in a timely and impactful manner in the affected areas. Key initiatives include:
a) Building capacities of local communities to respond to disasters
b) Developing expertise and resources to respond to disaster
The Social Responsibility Initiatives Of RIL To Be Implemented:

a) Directly or through Reliance Foundation, or a registered trust, society or company

established by RIL or its holding, subsidiary or associate company under section 8 of the
Act, or
b) Any other foundations, trusts, or a section 8 company (or erstwhile Section 25
company) or any other form of entity with a track record of at least three years in
carrying out activities in related areas. While engaging with partners, RIL to evaluate the
credentials of the implementing entity and seek relevant documents, information and
details as per Annexure 1.
c) RIL may also collaborate with other companies or institutions for undertaking projects
or programs for CSR activities.
Measuring and Reporting Outcomes and Impact
Reliance's Monitoring & Evaluation (M&E) framework aim to focus on outcome and
impact measurement in multiple ways by measuring change in the lives of the
communities that it engages with. The M&E team, comprising in-house team of experts,
to continue to play a critical role in routine monitoring and analysis of the different
parameters that represent the programmes through
a) Impact assessment studies
b) Routine program monitoring to track key operational strategies
c) Focus on beneficiary acceptance and course correction
d) Efficient information systems towards developing solutions for collecting, collating,
storing, processing and transmitting information
The knowledge generated from different studies to be used for supporting the advocacy
cause of development issues to positively influence the evidence based decision making
process in development sector.

RIL to continuously strengthen its existing systems and processes to capture the impact
(social/economic and developmental) through its various initiatives across multiple
mediums. Periodic reports of CSR initiatives to be presented before the Corporate Social
Responsibility and Governance Committee (CSR&G) and Board of Directors of the
company.
Governance
Corporate Social Responsibility and Governance Committee (CSR & G
Committee)
a) RIL's Board of Directors have formed a CSR&G Committee. This committee, along
with the CSR team, to be responsible for the decision making with respect to RIL CSR
policy.
b) CSR&G Committee recommended the policy to RIL's Board of Directors and the
Board of Directors have approved this policy.
c) The Board level Committee to meet at least twice a year to review the implementation
mof CSR projects/ programs and give suitable direction
Budget
a) The Board of RIL to ensure that minimum of 2% of average net profit of the last 3
years is spent on CSR initiatives undertaken by RIL
b) All expenditure towards the programs to be diligently documented
c) In case at least 2% of average net profit of the last 3 years is not spent in a financial
year, reasons for the same to be specified in the CSR report
d) Any surplus generated out of the CSR activities not to be added to the normal business
profits of RIL.

Case study
Developing Trained Safety Professionals at Hazira
RIL Hazira recognized the need for trained safety professionals early on. In August 1996,
a Postgraduate Diploma Course in Industrial Safety was initiated in Surat by Reliance
Industries Limited in co-ordination with the Factory Inspection Office, Surat. This is a
two year part-time course with an intake capacity of 25 students. The course content is
designed to cover theoretical as well as practical aspects. Project work in a selected
industry and site visits to ten companies to study and analyse their Health, Safety and
Environment systems are integrated into the course curriculum. Examinations are
conducted every year and certificates awarded to successful candidates. The certificate is
awarded by the Technical Education Board, Gandhinagar, Government of Gujarat and
approved by the All India Committee for Technical Education (AICTE) New Delhi. This
course is intended for working professionals who want to make a career and enhance
their knowledge in the field of safety management. In a span of 8 years, Reliance has
created nearly 200 trained safety professionals.
Extended Learning Programme
The Extended Learning Programme offered at RIL also goes a long way in boosting
employees' morale, enhancing employability, and providing growth opportunities to the
employees. Keeping this in mind, the following courses/programmes are
offeredEmployees engaged in technical jobs with no formal educational qualifications
undergo a specially developed engineering degree programme designed and conducted by
RIL in association with the Indian Institute of Technology (IIT-Mumbai and Sardar
Vallabhbhai National Institute of Technology (SVNIT), Surat. Employees who
successfully complete these programmes are given further responsibility and growth
opportunities within the organization. Selected engineers undergo specially designed
management development programmes such as Management Programme for Reliance

Engineers (MPRE), Manufacturing Management Programme for Reliance Engineers

(MMPRE) and Advanced Management Programme for Reliance Engineers (AMPRE) in
association with IIM-Bangalore. The objective of these programmes is to retain bright
engineers and give them an opportunity to explore other areas like manufacturing
management, supply chain management, marketing management, commercial, etc.
Reliance Rural Development Trust (RRDT)
The RRDT, a unique Corporate NGO, set up in FY 2001-02 for implementing the Gokul
Gram Yojana of the Government of Gujarat completed the prestigious assignment
successfully. The RRDT also completed construction of 33 anganwadi buildings during
the year at a cost of ` 0.73 crore. It has been a matter of great honour for RRDT to have
been chosen to carry out the government mission to face-lift the rural scene of Gujarat.
Cumulatively, from November 2001 till the closure date of Gokul Gram Yojana scheme,
i.e. 20th September, 2013, the RRDT created 7,902 village facilities in around 5,894
villages of Gujarat, across 25 districts and 218 talukas. The facilities constructed includes
1,603 cement concrete roads, 3,804 anganwadi buildings, 158 drinking water facilities,
741 panchayat office buildings, 1,507 community halls, 39 check-dams and 50 other
facilities of village-needs. The RRDT has been the most gratifying experience in the CSR
work of RIL, Jamnagar
RIL constructed a comprehensive water supply infrastructure at a cost of ` 8 crore and
handed over to the Rural Water Supply Department for providing drinking water to
nearby villages at Gadimoga. Though the infrastructure has been taken over by the
Government, RIL continues to extend technical help in smooth functioning of the facility
for urgent purchase of spare parts, rectification of leakages, and so on.

Livelihood Support
A one-day training programme was organised on 21st May 2013 for local womenfolk on
post harvesting and marketing practices of fish products. 39 women from Gadimoga,
Laxmipathipuram and Chinavalasala villages were trained in making fish and prawn
pickle. Technical support was provided by the Central Institute of Fisheries Technology,
Visakhapatnam.
Employment of Local People
About 250 community members from Gadimoga and Bhairavapalem habitations are
being engaged in various maintenance works in the KG-D6 plant. The individuals work
in skilled, semi-skilled and unskilled categories.
Health Programmes
The Health for all initiative focuses on the provision of good quality primary care
through its mobile and static medical units and caters to the needs of the lower income
group families in the area. It also aims at establishing an effective referral system to
streamline the flow of patients to the higher centres of care. More than 350,000
individuals have enrolled for the services and nearly 52,600 patients have benefitted from
the services within one and half years of initiating the programme. Similar mobile
medical units are operating in Uttarakhand and Madhya Pradesh. More than 14,300
patients from nearly 150 villages in Madhya Pradesh and Uttarakhand have benefitted
from the services of the mobile medical units in this year.

CONCULSION
Organizations are coming to realize the bottom-line benefits of incorporating
sustainability into their DNA. Its beneficial for attraction and retention and its the right
thing to do. HR is a key organizational leader and can take the lead or partner with other
executives to work cross-functionally to integrate CSR objectives into how business gets
conducted. HR practitioners can act as translators of the organizations CSR commitment
vertically and horizontally across departments. Most will find upon reading this report
that they have many good practices underway. Many will find they have a new structure
for their thinking they can apply practically in the workplace. Some will believe the
current economic downturn will put these ideas on the backburner until the economy
rebounds, while others think that organizations which abandon their CSR integration in
the downturn will lose ground and breed cynicism in brighter times. Regardless of the
point of view, all agree that effective HR leadership on CSR integration requires
Board, CEOand executive commitment to be successful. Indeed, the roadmap is
predicated on the assumption of this top level commitment. However, more and more
organizations are committing to sustainability and to embedding CSR into all that we
do, so it is hoped the 11 steps provide some guidance as to how to go about doing this.
The firm of the future is expected to have undergone significant transformation such that
CSR no longer becomes managed as a separate deliverable, but is part of the experience
of being an employee in an organization that lives its values. For human resource
professionals embarking on CSR or deepening their CSR experience, this roadmap can
help them understand their role in sustainability and CSR and how they can foster an
environment that embeds a CSR ethic in the way we do business around here.

The industrialised countries of the world benefit from the lower costs of labour in countries such as

Bangladesh and India. However, more consumers are now asking if this is ethical and
questioning its sustainability.
Some trade-offs between stakeholder needs are inevitable. CSR does not come free. It
involves a real commitment of resources, management time and energy. On the other
hand, as studies of the HERproject in other countries have shown, each dollar invested in
the health of female employees can yield more than three dollars in business benefits. In
addition, the improvements in human well-being are incomparable. Despite criticism of
globalisation, business and trade can be a force for good. This is increasingly recognised
in the ways that consumers assign values to brands. Primark is making progress in taking
on wider responsibilities and devising relevant projects that work on the ground. It has
done this with help from NGOs and organisations such as BSR. Its approach with the
HERproject is not purely about business benefits, but focused on making a difference to
the lives of its supplier workers.
To date, 4,500 women in Primarks factories have been trained under the HERproject in
Bangladesh. The project results have shown such benefit that the project is being rolled
out to Primarks and India. Primarks ongoing involvement with the women workers in
Bangladesh and other supplier countries will help to provide it with a sustainable and
ethical business model.

References
. http://www.rilfra.com
http://www.reliancepower.co.in
. http://en.wikipedia.org/.wiki/evolution_corporate_social_responsibillity_in_india
. www.mallenbanker.net
. http://en.wikipedia.org/wiki/Reliance_Retail 10. http://home.redfame .com/csr/