Authors

1. Dr. Poonam Madan
2. Ms. Himani Sharma

Affiliation

• Associate Professor, Dept. of Management Studies, IIS deemed to be University, Jaipur
• Research Scholar, IIS deemed to be University, Jaipur

Abstract

Sustainability is the ability to maintain, to continue a practice which is environmentally & socially
desirable. Corporate Social Responsibility (CSR) is the commitment of a company to practice
environmental & social sustainability, there is no single or universal method of practicing
sustainability, and different organizations practice it through different means according to their
competence. CSR is becoming increasingly important as this helps the business to make a positive
impact on the society from which it gets all its resources. This paper aims to explore the conceptual
framework of the meaning and importance of CSR practices, along with that the paper examines the
CSR initiatives taken by ITC, a diversified conglomerate, which began its journey as a tobacco
company and now enjoying the status of a consumer-oriented and socially responsible company with
a diversified business. ITC has marked its presence in FMCG market; Lifestyle Retailing; Paper &
packaging business; Hotels etc. This paper is an attempt to develop an understanding of the concept
of CSR by taking the case study of ITC. The study is descriptive in nature & is based on secondary
data. The data related to CSR practices of the company has been collected from the official website of
the company; the recent annual report has been thoroughly reviewed to gather useful information.
The CSR initiatives of ITC are centered at social, economic and environmental growth. ITC intends to
create a global exemplar in sustainability; the aim of the company is to achieve balanced growth, i.e.
the expansion of business as well as the development of community and society. The case discusses
the CSR practices of the company which are contributing in the sustainable development and details
the initiatives undertaken by ITC for the betterment of the environment and the community, along with
that some of the criticism against the company's CSR initiatives are also mentioned to depict an
overall picture.

Keywords

Corporate Social Responsibility (CSR), Development, Sustainability

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