Companies, bitten by the gloal economic slowdown bug, are increasingly seeking brand-building and other strategic benefits from their corporate social responsibility (CSR) initiatives rather than straight philanthropy and charity work.
Philanthropy activities are said to have taken a big hit and India is no exception, but CSR initiatives are expected to continue with some modifications here and there, experts believe.
“We feel they (CSR initiatives) would not be delayed, rather they will be modified and made more strategic according to the company’s core values,” said Parul Soni, associate director (Aid and Development Services), KPMG India. However, philanthropy and charity-based CSR activities are likely to take a hit whereas sustainability-driven CSR initiatives would make more headway and emerge. Companies might try to use least resources for maximum branding and competitive advantage, Soni added.
Non-profit organisation SOS Children’s Villages of India, which gets contributions from corporate houses for the well-being of children, also said there has been no impact of slowdown on the companies’ social benefit initiatives.
“Surprisingly, we have seen no decline in the interest of companies for CSR activities... What has been affected is the due diligence process in NGO selection,” SOS Children’s Villages of India Dy National Director (PFR) Joygopal Podder said. Companies are now more cautious and selective and shortlist only NGOs with high credibility, transparency in accounting procedures and a long track record of high quality social work, Podder said.
From the corporate perspective, companies maintain that their socially-inclined activities has not be impacted by the credit crunch and they are continuing as before. Global science products and services firm Dupont, which is a strong supporter of socially beneficial initiatives, has funded various programmes in India, which focus on improving village infrastructure, improving school and education standards for the under-privileged children.
Asked whether Dupont India would be initiating some new CSR activities this year in the midst of a global slowdown, a company spokesperson said, “our community projects are ongoing. We cannot comment on any new initiatives at this point of time.”
