CSR in India: Matching brand strategy with consumer needs
Kartikeya Kompella
Damned if you do and damned if you don't – that's the unfortunate situation of companies when it comes to corporate social responsibility (CSR) in India.
Should corporates risk annoying investors by reducing their ROI by committing part of their profits to CSR? Or should they deliver to shareholders every paisa due to them and appear indifferent to social responsibility? A tricky question. No wonder that corporates often veer towards shareholders and turn a blind eye to society. After all, they are answerable to investors.
In India, while many...