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A case study of the TATA group in India



Business , being an integral part of Society at large ,is entwined in the web of

sustainability..

According to World Business Council for Sustainable Development “Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local

community and society at large.

Though India is home to 18% of the world‟s population, it only has 2.4% of

the planet‟s landmass, 4% of the fresh water resources and about a percent

of the world‟s forest. India‟s ecosystems are already highly degraded.

Action in CSR in India largely spans a diverse set of thematic areas – health,education, livelihood, poverty alleviation, environment, water, housing,energy and microfinance, women empowerment, child development andinfrastructure .



Mainly confined to global companies especially in the manufacturing sector that

engage in manufacturing tangible goods (consumer and industrial) .

Hardly any research done to study the sustainability in service industry espaciallyin the hospitality sector.

A lot of global research is done on global oil companies like BP & shell and itsimpact worldwide.

Some research is being done in areas of Rural marketing, green marketing asdeterminant for sustainable business growth In India.

Most CSR activities in India are focussing on community development , education ,rural management , education with now a trend towards Environmentalism.

Recently KPMG in collaboration with CII has done a comprehensive CSR survey in

India.

Trend towards research on Sustainable business came after the Kyoto protocol &UN conventions on climate change



There are currently over 500 international treaties andother agreements related to the environment.

An average 300 days per year are spent inintergovernmental negotiations to further develop andenhance implementation of environmental law.

Kyoto Protocol -This international protocol to the UnitedNations Framework Convention on Climate Change(UNFCCC) requires signatories in industrialized country tomeet GHG emission reduction targets relative to 1990levels.

THE UN- Global Compact, a voluntary initiative isconcerned with building the social legitimacy of businessalongwith , Global Reporting Initiative (GRI), whichoperates under the aegis of the United Nations.



The paper is based on desktop research and case

study analysis which represents corporate social responsibility trends in India based on the to discern the status of CSR and sustainable development initiatives and trends in India.

The focus of this paper is to showcase the sustainable development initiatives of the TATAgroup(A case study of 5 group companies) , a

leader in the area of owning up environmental responsibility and setting benchmark practices for other corporate all over the world



Tata Group is one of the largest companies in

India by market capitalization and revenue.

The Tata Group has operations in more than 80countries and Tata Group comprises 114companies and subsidiaries in eight business

sectors, 27 of which are publicly listed.

In June 2011, based on market value Tata Grouphas become India's wealthiest group with$98.7 billion.

The Tata Council for Community Initiatives (TCCI)is a unique initiative that lends structure to theTata group's approach of sustainabledevelopment while driving its community

engagement and improvement programmes

http://en.wikipedia.org/wiki/Market_capitalization





“Let industry established in the countryside „adopt‟ thevillages in its neighbourhood; ...it is also clearly in theinterests of industry that surrounding areas should behealthy, prosperous and peaceful.”

J R D Tata, Chairman, Tata Group 1938- 1993

“I do believe that we, in the Tata Group, have held a viewand sense of purpose that our companies are not in

existence just to run our business and to make profit butthat we are responsible and good corporate citizens overand above our normal operations”

Ratan N Tata, Chairman, Tata Group



The organisation has launched EARTH (Environment Awareness and Renewal at TajHotels), a movement that works to minimise the impact of its businesses on theenvironment.

At Lake Palace, Udaipur, which stands in the middle of the famous Pichola Lake, the Taj

hotel uses battery-operated boats powered by gasoline, and wastewater is recycled andused for irrigation.

The Taj Garden Retreat at Kumarakom,The hotel uses special lighting to reduce the glareso as not to disturb animal life, and wastewater is treated before being discharged.

the Taj Exotica, Maldives the use of plastic bags is restricted and hazardous substancessuch as lead acid batteries are sent to Thilafushi Island, a landfill area allocated forrefuse.

The Taj Coral Reef, located on a tropical atoll, takes great care to protect the delicateecosystem of the coral reefs. Trees are planted near the beach and extraction of sandfrom the beach is not permitted. Organic wastes are processed and converted to fishfood.

Taj hotels use CFL lights, which consume 78 per cent less energy; Taj Coromandel,Chennai, generates energy from windmills; solar water heating systems at the Taj WestEnd, Bangalore, have saved over 51,000 litres of fuel over the last three years;



Tata Chemicals has assessed the carbon footprint of all its operations and has embarked on a programme

to reduce its carbon footprint by 20 per cent by2020.

It has invested in developing biofuels such asbiodiesal and bioethanol; it offers Briskarb - a

sodium bicarbonate-based product for flue gastreatment.

At Mithapur, where TCL's Indian soda ash plant islocated, vast acres of salt pans are nurtured as anesting habitat for thousands of migratory birds.

The whale shark project is a very successfulprogramme under the joint efforts of Tata Chemicals,

Wildlife Trust of India and the government of Gujarat.

http://www.tatachemicals.com/products/biofuels.htm

http://www.tatachemicals.com/products/sodium_bicarbonate.htm



http://www.tatachemicals.com/media/events/200405may/200405_project.htm




http://www.tatachemicals.com/products/biofuels.htm



The company has been at the forefront of safeguarding the incredibly richflora and fauna in and around Munnar, Kerala, the hub of its huge plantingoperations and a region that has been classified as one of the world‟sbiodiversity hotspots.

The company maintains about 1,100 hectares under swamps and streams insouth India as a protected habitat. This plays a crucial role in the availabilityof water for groundwater recharging and water harvesting.

The Eravikulam National Park is jointly managed by Kerala‟s Department of

Forests and Wildlife, and the High Range Wildlife and EnvironmentPreservation Association (HRWEPA) and TATA tea .The Eravikulam NationalPark houses a large number of endemic and endangered life forms, includingthe largest population of the Nilgiri tahr, around 700 of which graze here.,Nilgiri Marten, ruddy mongoose, small clawed otter, dusky stripped squirreland of large mammals such as elephant, gaur (Indian bison), deer, tiger,panther, wild dogs, etc. It also harbours about 120 species of birds.

Tata Tea also funds and supports the High Range Angling Association, whichmaintains a hatchery for raising rainbow trout fish. The fingerlings raised arereleased in the streams that flow within the company‟s holdings.



Has created a lake district in a once arid area of maharashtra with 6

water bodies , a green habitat for flora and fauna , in short asustainable biosphere.

Their first step was to create a perennial source of water by constructinga 350-metre-long stone dam to contain rainwater that came in throughthe natural watercourses within the perimeter.

Today, the six ponds and lakes are fed by rainwater and also by treatedeffluence of the factory. These lakes have become an extension of the

effluent treatment plants (ETP), with the treated wastewater beingretained by two ponds and two lakes, while allowing the excess tooverflow from one water body to the next.

The once arid scrubland with cupfuls of quickly evaporating rainwaterhas now become home to broods of birds and aquatic creatures. Theyhave created a “lake district” in Maharashtra where once there was

wetlands and wastelands.

In recognition of the work done for conservation and rejuvenation here,Tata Motors, Pune, has been awarded the Bombay Natural HistorySociety (BNHS) Green Governance Award 2006 in the Conservation andRestoration of Habitat category.



Tata Power‟s Energy Club has Mr Ener-ji as its mascot.

Being a power company, it encourages school children tobecome energy champions, committed to sustaining andexpanding the cause of energy conservation. Today, theclub has over 10,000 students as members, who havebrought energy conservation awareness to another 38,000people and hopes to exponentially increase itsmembership in the coming year.

Teachers are encouraged to conduct field trips to the TataPower gardens, play „edutainment‟ games with thechildren that widen their knowledge of the environment .

Tata Power has partnered with Bharati Vidyapeeth, auniversity in Pune, that runs educational programmes forthe teachers



The earth is our mother…. Whatever befalls the earth befalls

the sons of the earth.

The earth does not belong to man; man belongs to theearth….

Man did not weave the web of life; he is merely a strand in

it….

“We do not inherit the earth from our ancestors…..

we borrow it from our children."

RANJEET SINGH MANHAS

GEETIKA SINGH

“We generate wealth for the people. What comesfrom the people must, to the extent possible,therefore get back to the people.”

- Bharat Ratna, J R D Tata

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