Corporate Social Responsibility

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 ITC CSR Initiatives - Let’s Put India First
• e-Choupal
– A knowledge portal providing farmers with information on daily prices of a variety of crops in
India and abroad, weather forecasts, the latest farming techniques, crop insurance, etc. It
enables farmers bargain collectively
– ITC’s strategic intent is to develop e-Choupal as a significant two-way multidimensional
delivery channel, efficiently carrying goods and services out of and into rural India.
• Integrated agriculture development
– Facilitation to farmers to form agri-business societies, pool knowledge and resources, improve
productivity and quality of crop.
– ITC’s strategic intent is to develop captive resources of certain crops that are essential to
business such as leaf tobacco, spices, soya etc. Through this program ITC develops season
long collaboration with farmers and intervenes for desired quality crop
• Women Empowerment
– Micro credit for keeping buffer for household expenses or for income generation projects
– Self help groups to collaborate and engage in economically viable business
– ITC’s intent is to get inputs for agarbatti business etc.

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 ITC CSR Initiatives - Let’s Put India First
• Integrated watershed development
– ITC’s watershed development initiatives promote two vital objectives – water conservation
and soil enrichment, enabling farmers to extend the cultivation cycle and return to multiple
cropping.
– ITC’s strategic intent is to ensure uninterrupted supply of desired crops for its various
businesses. Since most of it grows in moisture-stressed semi-arid regions where erratic
rainfall patterns have led to large scale crop failures over successive seasons.
• Primary education
– The awareness of entitlements like education and health growth, along with a sense of the
community’s responsibility
– ITC’s strategic intent is to go one step ahead to engage its most important suppliers i.e.
farmers
• Social Farm and forestry
– ITC organizes wasteland owners into forest user groups who are trained in silviculture, land
development and plantation maintenance. Extension services support them with a package of
loans and supplies of high-yielding, disease-resistant cloned saplings developed at ITC’s
R&D Laboratory
– In an innovative move, linking these farmers’ need for income to the wood fibre needs of
its paperboards business.
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 ITC CSR Initiatives - Let’s Put India First
• Livestock development
– ITC in collaboration with NGOs focuses on small and landless farmers to engage
them in scientific practices of increasing cattle milk productivity
– It also provide support in door-to-door collection of milk by marketing co-
operatives, fostered by ITC with seed capital, channels the farm family’s domestic
milk production to large dairies, connecting farmers to the formal milk market.
– The intent behind this initiative is to create captive resources of milk that is an
important input for its confectionery business
NATIONAL HERITAGE
– ITC's hotels business actively supports the cause of Art in many forms.
– ITC Sangeet Research Academy (ITC-SRA) , an initiative for promoting
Hindustani Classical Music
– Welcomgroup hotels regularly sponsor the works of upcoming Indian artists.
– `WelcomTheatre', launched a decade ago, showcases the best of Indian theatre
productions, especially the experimental stage.

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 VIRTUE MATRIX
LOWER QUADRANT • The virtue matrix depicts the
• CIVIL FOUNDATION : CSR forces that generate corporate
practices does no more than meet social responsibility
society's baseline expectations.
• INSTRUMENTAL : It explicitly
serves the cause of maintaining or
enhancing shareholder value Frontier (Intrinsic)

UPPER QUADRANT
Structur
• FRONTIER : Corporate innovations Strategic
e
in socially responsible behavior fall
in this quadrant
• IINTRINSIC : CSR practices are
Complia
result of intrinsically motivated Choice
nce
behavior that coincidentally
advances the corporation's strategy
Civil Foundation (Instrumental)
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 ANALYSIS
Using
“The Virtue Matrix”
By
Roger L Martin

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Strategic Structure
Actions though risky are The benefits of
conscious choice of the
senior management, as part of
corporate conduct in
their profit-making strategy this quadrant accrue
e-Choupal principally to society
Integrated agriculture rather than to the
development corporation
Integrated watershed
development Women
Social Farm and forestry Empowerment
Livestock Development National Heritage

Choice
Conduct that
Compliance
corporations engage in
Responsible conduct
by choice, in
mandated by law or
accordance with norms
regulation
and custom
Primary Education

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THANK YOU 
Madhur
Priyank
Shweta
Varidhi