india - the 2% csr allocation - implications for the csr manager
DESCRIPTION
The Indian Parliament (Lok Sabha) has voted in favour of the Companies Bill 2011 which says that corporates ought to spend 2% of net profits on CSR activities. Can the move towards higher value, volume and profit be made while giving back to society and the environment? Can the newly available CSR budgets change the face of India by eradicating hunger, poverty, and building a better India? While it is still early days, much is being said about the implications of this mandate and many in the corporate world are examining what the bill means for them. The presentation examines some of these issues.TRANSCRIPT
The Customer Experience Company
The 2% CSR AllocationImplications for the CSR ManagerNamrata Rana
India
The new Companies Bill has mandated that organisations of a certain financial strength spend 2% of their net profit on corporate social responsibility (CSR),
What does it mean for the CSR manager of today?
Can the move towards higher value, volume and profit be made while giving back to society and the
environment?
India is home to the largest number of poor and illiterate
3 out of 10 people need to be taught how to read
4 out of 10 people need to be given food
Every year a million children need to be saved before they are a month old and another million before they are 5
years old.
Every year 15000 farmers need to be given hope
A quarter of the population needs to be taken out of the dark
Over 49% of urban areas and 65% of rural areas need to be given toilets
Are you ready for the challenge?
By 2020 India will be the 3rd largest economy in the world
This will put extraordinary pressure on our natural resources and our infrastructure.
Water. Waste. Energy. Urbanization. Livelihood....
are just some of the several challenges we face
Going by the government’s 2% norm Rs 63 billion is expected to flow in from India’s top 500 listed companies.
If we expand this list to the top 1,000 corporations, add MNCs, co-operative banks and SMEs, then we are talking about at least Rs 120 billion.
Each of India’s 660 districts could get over Rs 18 crore of this investment.
What should be spent, where and on whom? Can you help your company achieve its strategic goals?
But the corporate landscape is challenging......
Challenges CSR in many companies is either part of HR or Corporate Communications.
Need for a separate department with specific deliverables.
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Challenges CSR budgets are expected to double, this will also lead to increased scrutiny by stakeholders.
Need for re-skilling of existing teams and establishment of processes.
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Challenges Many CSR initiatives have been ad hoc and not necessarily linked to requirements.
Need for a strategic focus + Study of stakeholders needs and aspirations, + an action plan that can run for several years
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Challenges CSR initiatives in the past may not have formed part of standard corporate reporting
Need to assess, monitor and report initiatives and judge efficacy
Then, ask some tough questions?
WHO - is your core audience, for which CSR initiatives need to be designed?
WHAT - is your value proposition and is this in synch with your core business?
WHEN - did your competition launch their CSR initiatives, do you want to be distinct from them?
WHERE - is the sweet spot, through which you can benefit both the community and the company?
WHY - are you investing in CSR if you cannot deliver what you are promising?
Define your core intent
Run a good business
Give Some thing Back
Do you want to......
Be a good neighbour
Be a beacon to others
Transform an industry or industries
Take a close look at the implementation,after defining the broad areas you want to look at as part of CSR.
Strong partnerships
Fundamental Impact
Improves competitive
context
Events sponsorships
Cause marketing
Employee volunteerism
Mitigate value chain impacts
Donations
Grants
Ask yourself how your CSR will scale from year to year? And develop an approach that is sustainable...
Philanthropic Transactional Integrative
Actions
While developing your CSR strategy it might be useful to look at a Macro view too
Enhancing capacity for
growth
SOURCE - Scenarios shaping India’s growth
For Example: The starting point of the Indian Planning Commission’s consultations with stakeholders for the 12th plan were these challenges.....
Enhancing skills and faster
generation of employment
Managing the environment
Markets for efficiency and
Inclusion
DecentralizationEmpowerment and Information
Technology and Innovation
Securing the energy future
of India
Accelerated development of transport
infrastructure
Rural transformation
+ growth of agriculture
Managing Urbanization
Improved access to quality of education
Preventive and curative
healthcare
Are you ready?
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