Evolving Approaches of CSR in India in the Post-Mandatory Regime – An Exploratory Study of Managerial Understanding

Poojaa  Gokarna; Bala  Krishnamoorthy

doi:10.21844/16202115102

Poojaa Gokarna Research Scholar, SBM, NMIMS University, Mumbai, India
Bala Krishnamoorthy Associate Dean & Professor of Strategy, SBM, NMIMS University, Mumbai, India

DOI: https://doi.org/10.21844/16202115102

Keywords: Corporate Social Responsibility, Philanthropy, Shared Value, Mandatory CSR, Business Responsibility

Abstract

Corporate Social Responsibility (CSR) has garnered worldwide attention (Jamali & Mirshak, 2007), both in the academic and corporate domains. It has predominantly gained impetus in the developing countries; with nations like India imposing legislative mandates (Subramaniam et al. 2017). India has an extensive history of CSR (Sundar, 2000) but lacks academic depth and understanding of the phenomenon (Dhanesh, 2015); particularly in the post mandatory regime. This extensive exploratory research based on the managerial perspective utilizes semi-structured interviews of 28 CSR managers responsible for implementing CSR within corporates. Thematic analysis of interview data identifies 4 unique approaches adopted by Indian companies and their resultant benefits. It is indeed one of the first researches in India done in both Public Sector Undertaking (PSUs) as well as the Private Enterprises. The study strengthens the existing knowledge base and assists corporates to build their CSR strategies and furthers understanding of companies’objectives of social
development.