Material for PGPSE participants of AFTERSCHOOOL CENTRE FOR SOCIAL ENTREPRENEURSHIP. PGPSE is an entrepreneurship oriented programme, open for all, free for all.

1. AFTERSCHOOOL'S
YELLOW BOOK
ON
CSR
DECEMBER 2009 VOL(1) ISSUE 1.
WHO ­­­ WHAT ­­­ WHEN ­­­ HOW ­­­ WHERE ­­­ ON CSR
COMPILED BY :
AFTERSCHOOOL
centre for social entrepreneurship
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send your entries ..... information .... observations to be published in this publication

2. AFTERSCHOOOL'S BOARD OF Letter from the editor :
REVIEWERS / ADVISORS :
Social Activists and Concerned Citizens : This is our humble effort to bring to light the
Sri Lalit Nahata, Delhi initiatives by the corporates in India to help the
Sri Mukesh Jain, Indore society. We believe in Gandhian ideology that
Sri Gagan Duggar, Mumbai every company must work as trustee to the
Academicians : society. We therefore believe that we must
Prof. P.K. Sharma, VMOU, Kota promote trusteeship at corporate level. We wish
Prof. Vijay Sharma, ECB, Bikaner to thank all those who have provided data and
Prof. J.P. Sharma, Rajasthan University, Jaipur information on corporate initiatives. We requrest
Prof. Ravikant Swami, HIM, Sonepat the readers to contribute to this movement and
Prof. Nityesh Bhatt, Nirma University, send their articles / papers / observations on CSR
Ahmedabad by companies / firms / business organisations /
institutions. Please send your suggestions /
It is an open network, we invite readers to join contributions to : afterschoool@in.com
our network and promote social entreprneurship,
CSR, transparency, sustainable development, Contents :
vegegarian food, positive thinking and fair
business practices. We are also working to fight Social Commitment Themes
against cruelty against animals. Corporate Snippets
Corporate Initiatives
Corporate News
Social Commitment Themes
LABOUR WELFARE :
Tata group started 8 hours work in 1912. It also
introduced free medical aid in 1915, a welfare
department in 1917, leave with pay and other
amenities. It was
SHARING PROFITS WITH THE SOCIETY :
M& M commits 1% of its profits towards social
upliftment.
SOCIAL DEVELOPMENT
Infosys Foundation runs Shalegondu Granthalaya
project under which it donates 200 books to
every school which is imparting education in
Kannad Medium in Karnataka.
Corporate Snippets
Corporate Initiatives
Corporate News
Ambuja Cements Limited
Ambuja Cements Ltd. established a foundation,
called the Ambuja Cement Foundation in 1993.
With its cement plants being situated in the rural

3. areas, the Company realised the people during Participatory Rural Appraisals
need to address the needs of the rural people. (PRAs). Imple­
These people formed direct or indirect mentation is carried out with the participation of
stakeholders of the Company and the people ­
therefore were important for the Company’s whether direct or indirect, financial or non­
sustainability. Consequently, the ACF’s focus financial. This
has been on integrated rural helps in developing a sense of belonging to the
development programmes. The Foundation programmes
works with the mission to “energise, involve and and makes the programmes sustainable.
enable communities to re­ Natural Resource Management, especially water
alise their potential”. manage­
The Foundation at present reaches out to over 1.2 ment, forms a significant part of their work in
million people in about 670 villages spread the rural sector.
across ten states in India. Programmes for water conservation are being
The large chunk of work of the Foundation is conducted in 4 states – Gujarat, Rajasthan,
carried out by a team of well­trained and Maharashtra and
experienced professionals. The Himachal Pradesh.
range of work of the Foundation is Each of these states faced specific water­ related
expansive/diverse and though there are common problems
programmes run across locations, which they have tried to address through their
regional variations due to local needs exist. scientifically
Provision of preventive and curative health grounded, economically viable and socially
services including reproductive and child health, acceptable tech­
promotion of education and niques. Case Study:
generation of alternate sources of livelihood Introduction – The Asian Tsunami that struck
coupled with capacity building are some of the India and a few
key areas of intervention of other countries on 26 December 2004 caused
the Foundation. unprecedented
Natural Resource Management (NRM) by far devastation in the coastal districts of the state of
forms the largest part of the community Tamil Nadu.
initiatives of the Company. It is estimated that over USD 14 billion was
NRM includes activities centered on contributed world­
conservation and man­ wide to various international organisations to
agement of water, land, energy and livestock. assist in the
Water being myriad humanitarian reconstruction efforts.
the prime mover in rural life and an essential Development Promotion Group (DPG), a
factor for overall Chennai­based de­
rural development, presets their work in the area velopment agency received support to the tune of
of water resource management. INR 277
In all its endeavors, ACF has since inception million to assist in the rehabilitation efforts.
made it a mandatory practice to include people’s After nearly 36
participation in its ac­ months of service, DPG feels obliged to report to
tivities. Those who are stakeholders in the social the local
setting are community, government officials and the general
consciously and regularly included in public its ef­
programmes that are forts, achievements and the lessons learnt
principally meant for them. through this expe­
They engage with their communities at all levels. rience.
Programmes are decided based on the needs Reach & Services
expressed by the DPG has provided relief and rehabilitation

4. services not only standard of the housing, which was designed in
to the affected fishermen, but also to few farmer consultation
and Dalit with the local communities.
communities. DPG, in the past three years, has The government is now providing other basic
provided sup­ amenities like
port to 1894 families across the 12 villages. internal road, water, electricity etc. The families
Livelihood Restoration are given joint
The biggest challenge during the first 6 months, ownership by government. The shelter cost,
especially depending upon
between March and June 2005 was the the locality, varies from INR 2.25 lakhs to INR
restoration of tradi­ 2.75 lakhs.
tional livelihoods of the affected families DPG has also constructed one Community Hall
especially among the at Vilun­
fisher folk community. thamavadi costing INR 26.55 lakhs and two
Eventually, the efforts of the government, NGOs small ones in
and others Mapillaioorani costing about INR 9 lakhs.
72 Lessons Learnt
resulted in fisher folk venturing into the sea from Do we, as INGOs, NGOs and Corporates need to
June wait for a
2005.In our working villages, DPG by disaster? Instead, if possible, should we not make
completely replaced all efforts to
the damaged boats in Vanavanmahadevi arrest the occurrence of these disasters?
(Nagagappitam), 73
Thomiarapuram (Tirunelveli) and in Puthur DPG in particular has realised the importance of
(Kanyakumari). anchoring
Education, Health and Vocational Training relief and rehabilitation efforts in long­term
Since 2005, every year, in May, more than 150 development
children be­ programmes, which focus on improved
tween the age of 4 to14, both boys and girls community, creating
attended a 20 an environment that supports restoration of
day summer camp. They were exposed to the art sustainable liveli­
of glass hood, gender equity in all initiative and growth.
painting fabric painting etc. According to a study “while the tsunami had
In our working villages, till date, 425 youths / given visibility to
girls / married the fishing communities, it had simultaneously
women underwent vocational training of degraded a
different kinds – tai­ highly independent and self­reliant community
loring (embroidery), making seashell products to the level of
and repairing aid­seekers”.
of outboard motors, food processing and In view of the above DPG has realised the need
domestic appliance to collabo­
mechanics. rate with corporate houses to make the
Homes – DPG has handed over 652 new homes programme more
measuring sustainable with local support.
409 – 456 sq.ft, as part of the shelter
programme. 170 more Dr Reddy’s Laboratories
homes will be handed over by Jan. 2008. Those Dr. Reddy’s purpose is to help people lead
families who healthier lives. This, combined with a clear
have already moved into their DPG homes are commitment to their values and ethical
happy with the practices, forms the foundation of sustainability

5. or CSR. tices and citizenship.
Being a pharmaceutical company they are deeply Dr Reddy’s was one of the earliest in
sensitive to establishing a zero liq­
the needs of accessibility and affordability of uid discharge facility to ensure 100 percent
medicines in de­ effluent recycling.
veloping and developed countries. They define They have significant improvements in process
their strategy development
and determine their impact. with growing emphasis on green chemistry.
In an era when increasing demands are being Energy saving ini­
made on tiatives and awareness communication on
healthcare services, generic medicines provide a Climate Change is
major bene­ being accelerated in the company
fit to society by ensuring patient access to Programmes like Sparsh, betaCare, Sarathi,
quality, safe and deliver assis­
effective medicines while reducing the cost of tance to doctors, pharmacists and patients by
healthcare. improving ac­
Generic medicines cost a fraction of the original cess to medicines and patient education. These
products, efforts
which is good news for patients and means complement our commitment to product
greater access responsibility ad­
for more people. dressing quality and safety of our products
Their active pharmaceutical ingredients (API) Dr. Reddy’s Execution Excellence Model
and generics (DREEM) has
businesses focus on affordability by providing spawned focus action in Lean Manufacturing
lower cost al­ (“doing more
ternatives. They are addressing access needs by with less”) in both finished dosage and active
investing in pharmaceuti­
innovation with emphasis on New Chemical cals. Organisational redesign of teams has
Entity (NCE) Re­ increased
search and Differentiated Product Development throughput, provided higher quality, lower cost
that address and integration
unmet and poorly met medical needs. of Intellectual Property in product development
Their product development effort with The community development efforts are evident
biosimilars is an exam­ in places
ple of innovation in making medicines affordable where we live and work, with specific focus on
and accessi­ manufacturing
ble. In addition, the triple bottom line approach locations, implemented by CSR teams in each
enables us to facility. With a
deliver sustained value with equal emphasis on combination of approaches communities in the
people, neighborhood
planet and profits through environmentally are being assisted to access healthcare, improved
friendly and so­ education
cially responsible operations. opportunities and sustainable livelihoods
They encourage employee giving in association
Their CSR efforts encompass sustainable with Naandi
business practices, foundation, an organisation co­founded by Dr
safety, health and environment (SHE) systems, Reddy’s. 6000
patient assis­ employees contribute to The Power of Ten, the
tance programmes, community development, employee giv­
people prac­ ing programme.

6. Employees are encouraged to volunteer by and innova­
forming specific tion, workplace safety, people practices,
interest groups and also join volunteering environment man­
programmes with agement, human rights to community
Dr Reddy’s Foundation. contribution.
76 Dr Reddy’s embraces the principles of
The Foundation, setup by the company, sustainability to drive
demonstrates their responsibility and to create the capacity to re­
Citizenship work in the area of poverty invent, sustain
alleviation, with spe­ and thrive through changing generations of
cific emphasis on quality in education and technology, man­
sustainable liveli­ agers, shareholders and society.
hoods. Dr. Reddy’s is the only Indian pharmaceutical
Over 100,000 sustainable livelihoods with company to
Livelihood Ad­ publish a Sustainability Report and among the
vancement Business School (LABS) programme few Indian
and out­ companies to do so. The report is prepared
reach to over 34,000 children in government run according to
schools guidelines recommended by Global Reporting
through School Community Partnerships in Initiatives.
Education ployees and their families is guided by the
(SCOPE). “volunteer policy.
Sustainability involves almost every aspect of a Employees volunteer in all community
company. It development programmes.
ranges from purpose and values, marketplace