Historical Route Of Corporate Social Responsibility And Development: An Anthropological Perspective

Abstract

Corporate Social Responsibility is a concept that has blossomed over the years, rather than just focusing on making profits, the establishments that are practicing CSR should at least behave responsibly while profit making and should take into consideration their economic, social and environmental impact on society.

This paper tries to examine the CSR activities undertaken by different sports brands and 2 shopping Mall groups and their overall impact on society

For the present research work, purposive sampling, interview schedule and convenient sampling methods were used to carry out the research work. qualitative and quantitative indicators were employed to analyse the data.  The researcher conducted in-depth interviews of 191 retailers  from different malls to analyse  the difficulties faced by retailers with regard to facilities and services provided by Malls. and later selected 4 sports brands – Adidas, Nike, Puma and Reebok and 2 Malls- Elante mall and North Country Mall to know the CSR activities undertaken by them.

It was analysed that BOKS is  an CSR  initiative undertaken by Reebok and Reebok Foundation,it is a free before school physical activity that aims to improve kids academic performance, they also gets an opportunity to get involved in physical activities and socialise. BOKS hope that these tools available would help to create healthy life long habits among children. Nike on the other hand initiated many programs like- ‘Reuse –a- shoe’, ‘100% recycled content box’, ‘Zero Discharge of hazardous Program’ and many measures were adopted to manage the overall environmental and social  impact  of their products. Adidas has partnered with the ‘Parley for Oceans’ for making first footwear made  from up-cycled ocean waste. Puma also highlighted reduction in carbon dioxide, water and waste.  Moreover, Elante Mall has contributed significantly towards the health of the underprivileged children by donating a baby warmer, medicines and blankets at the P.G.I . The mall also donated over 500 blankets during December-January 2014, to the slum areas in and around Chandigarh.VR Group initiated ‘Tree plantation Drive’ and ‘Cloth collection drive and health check ups with Max hospitals. So overall it is analysed  that corporate groups have started undertaking CSR activities and have started thinking about the welfare of the society and this corporate responsibility has become a central part of their governing system.