1.1  About ITC

ITC employs over 26,000 people at more than 60 locations across India. The Company continuously endeavors to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3, 39,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement:

 "Enduring Value. For the nation. For the Shareholder."

1.2  Research Methodology

Data Source: The data is purely secondary in nature and the knowledge has been obtained only through various articles available on various websites.

Research Objectives: The objective of this dissertation is to find out how corporate social responsibility is serving as a determinant of corporate success

1.3  Case Study-ITC e-Choupal

Introduction: Inconsistent quality and uncompetitive prices, making it difficult for the farmers to sell his produce in the world market. ITC’s trail-blazing answer to these problem is the - e-Choupal initiative; the single largest information technology-based intervention by a corporate entity in rural India that is transforming the Indian farmer into progressive knowledge-seeking citizens.

E-Choupal: E-Choupal is a Hindi word which means – “Village meeting place”. E-Choupal, the Web-based initiative of ITC’s IBD, offers the farmer all information about products and services they need to enhance farm productivity improve farm-gate price realization and cut transaction costs. Farmers can access the latest local and global information on weather, scientific farming practices and market prices at the village itself through the web portal in Indian languages – Hindi, Marathi, Kannada and Telegu.

E-Choupal and the traditional model: The main hurdle of traditional market is that information asymmetry is inherent in the market where as e-Choupal provides for transparent transaction.

The e-Choupal business model: e-Choupal serves as Choupal (gathering place) and an e-commerce hub. A local farmer acting as a Sanchalak (coordinator) runs the e-Choupal and the computer usually is located in the sanchalak’s home. ITC also incorporated a local commission agent known as the Samyojak (collaborator), into the system as the provider of logistical support.

Benefits of e-choupal: e-Choupal delivers real-time information and customized knowledge to farmer’s decision making ability, securing better quality & price. The e-Choupal initiative also creates a direct marketing channel, eliminating wasteful intermediation and multiple handling, thus reducing transaction cost and making logistics efficient.

1.4  Other CSR Initiatives by ITC

ITC: One of India’s most valuable companies continuously strives to be a ‘Citizen First’ entity. ITC has always attached critical importance to its responsibility to contribute to preserving and enriching the environment.

ITC’s contribution to sustainable development extends beyond Environment, Health and Safety considerations. Through its philosophy of ‘Transforming Lives and Landscapes’, ITC is empowering farmers, greening wastelands, irrigating dry lands, creating women entrepreneurs and educating rural children. Through these initiatives ITC has touched the lives of over 2 million villagers across the country.

1.5  Some Other CSR Initiative by other Companies Globally:

AARTI DRUGS LTD.

As Contribution towards community development to fulfill company’s obligations towards the society, company organizes many activities on regular basis including Blood donation, Eye Checkups, Health Check up Camps, Career guidance workshops for young students.

CADBURY

The company is working on a project targeting women's empowerment and female infanticide. The initiative is known as the ' Gurikha Project'. The projects key focus is on various aspects of women's inequality, female infanticide and rights of the girl child.

CAVINKARE

The CavinKare ABILITY Awards, a total of three awards, are given annually to salute personal triumphs, the extraordinary spirit of achievement and a looking beyond one's own self and physical limitations.

1.6  ITC Performance since Inception of e-Choupal

The gross income of company is rising since 2000 (e-choupal initaition). The profit before tax of company is rising continously from 2000 onwards (i.e  since

the e-choupal inititaive) with no deflection from the ordinary trend. Profit after tax (PAT) of the company is rising from 2000-09.

1.7  Interpretations & Recommendations

CSR initiatives practiced by the companies contribute to the profit and success of the company. As an example in the success of ITC ,CSR initiative e- Choupal has an important role to play as it is one of the success factors of ITC.

1. The companies practicing CSR should provide information about the after effects of their CSR initiative. This would help the stakeholders to understand the initiative better.

2. Companies should focus more on CSR initiatives as it leads to the growing profits for the company.

Click on the link below to download full project report

http://freembaprojects.com/dissertation-report-on-corporate-social-responsibility/