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Chapter .1.

1.1Executive Summery
The concept of CSR is very essential for todays environment . as a result of it an elective subject CSR is included in the Master of Studies and management syllabus by Mumbai University . For this subject I got a project with PARAPLEGIC Foundation (sion , Mumbai ).

The project given to me by Praja foundation was to work for the total rehabilitation of differently abled children and youth . From this project we got the first hand information about the corporate social responsibility . we came to know the various CSR activities done by the PARAPLEGIC Foundation working towards the total rehabilitation of differently abled children and youth . We seen that programs arranged by the NGO was useful not only for me or my group but for the society .They work as per their focus area for the development of the society.

I learnt about the Cultural & Recreational Activities also training & awareness programs this are the essential activity of the management that is Team Work

From this we got the real knowhow of the society , simultaneously we were working on their ongoing community based events from that we also understand how to handle the Programmes .


Corporate- means organized business Social- meaning everything dealing with the people Responsibility- means accountability between two

Corporate social responsibility is operating a business in a manner which meets or
excels the ethical, legal, commercial and public expectation that society has the business

Corporate, social and Responsibility. In broad terms, CSR relates to responsibility corporation have towards society within they are based and operate, not denying the fact that the purview of CSR goes much beyond this is comprehended differently by different people.

Philip kilter and Nancy lee (2005):

A commitment to improve community well-being through discretionary business practice and contributions of corporate resources

A way companies manage the business processes to produce an overall positive impact on society

2.1.1 WHY CSR ?

Most business compete either on price, level of quality or service as their competitive advantage. Non profit organization often use efficiency ,values of service or societal benefit to generate their competitive advantage .Can your organization or direct competitor tap on additional economic ,environmental or social advantage that can be used for competitive purpose such as community support ,better brand identity reduce waste disposal costs or better employee working condition?

Today consumers, investors, governments and even employees have become more sophisticated and more aware of good corporate behavior or lack thereof .In this new business environment, a companys reputation has become one of its most valuable assets, and CSR has become one of the key components of corporate reputation.

CSR is an important business strategy because, wherever possible, consumers want to buy products from companies they trust, suppliers want to form business partnerships with companies they can rely on, employees want to work for companies they respect, and NGOs increasingly, want to work together with companies seeking feasible solutions and innovations in areas of common concern. Satisfying each of these stakeholder groups allows companies to maximize their commitment to another important stakeholder group their investors, who benefit most when the needs of these other stakeholder groups are being met. Positive CSR experiences build confidence and goodwill with stakeholder. Many organizations have developed clear CSR efforts as strategic branding and management approach in achieving a win-win outcome.

Value, purpose, impact and Benefit of CSR


Goren Milovanovic, Nada Barak, Aleksandra andJelkovic

Faculty of Economics, University of Nish, 18000 Nish, Serbia Abstract. The authors of this paper point out that the implementation of the concept of Corporate Social Responsibility (CSR) allows companies to position their brands Stronger, to strengthen their image, increase market share and increase their ability to Attract and retain employees. An important argument for increased social responsibility of Serbian companies is that they can thus achieve the benefits of globalization, privatization and deregulation, as well as to relieve the negative impact of international trade flows and international investment. In general, the paper consists of three parts. First, the authors are going to examine the Drivers for complex CSR phenomenon. Further, in the second part, they will take an in-depth look at some global companies, which have been under fire for some of their Corporate, social, and environmental practices. Finally, the authors will provide an Overview of CSR's impact on social development with special emphasis on Serbia. Key Words: Corporate social responsibility. (CRS); Drivers for CRS; Criticism of CSR.


The rise in anti-corporate activism over environmental and human rights issues made a Shift in corporate attitudes towards social and environmental aspects essential. The 70s And 80s saw major international boycotts of companies investing in South Africa, notably The Nestle boycott over the company's aggressive milk formula marketing strategies in the Global South. The 1992 Earth Summit in Rio was a key moment in the evolution of CSR As corporate involvement succeeded in impeding the Summit's ambitious task to find Ways to halt the destruction of irreplaceable natural resources and pollution of the planet.' Proposals put forward by Sweden and Norway for regulation of multinationals were Crushed in favor of voluntary corporate environmentalism. Companies are recognizing that every customer is part of the community and it

The key drivers for CSR are:

Ethical consumerism - over the last two decades can be linked to the rise of CSR Industrialization in many developing countries is booming as a result of technology and globalization. Consumers are becoming more aware of the environ92 G. MILOVANOVI, N. BARAC, A. ANDJELKOVIC mental and social implications of their day-to-day consumer decisions and are beginning to make purchasing decisions related to their environmental and ethical concerns. Transparency and trust - business has low ratings of trust in public perception. There is increasing expectation that companies will be more open, more accountable and be prepared to report publicly on their performance in social and environmental arenas. Increased public expectations of business - globally companies are expected to do more than merely provide jobs and contribute to the economy through taxes and employment. As corporations pursue growth through globalization, they have encountered new challenges that impose limits to their growth and potential profits. Global competition forces multinational corporations to examine not only their own labor practices, but those of their entire supply chain, from a CSR perspective. A KPMG survey of 1600 of the world's largest companies across 16 industrialized countries, including Australia, examined why they are committed to corporate responsibility and what influenced the content of the reports. By the survey almost half of the world's largest companies believe employee motivation is a key driver when it comes to corporate social responsibility. Laws and regulation independent mediators, particularly the government, ensuring that corporations are prevented from harming the broader social good, including people and the environment. Governments should set the agenda for social responsibility by the way of laws and regulation that will allow a business to conduct them responsibly. Crises and their consequences. Often it takes a crisis to precipitate attention to CSR. One of the most active stands against environmental management is the CERES Principles that resulted after the Exxon Valdez incident in Alaska in 1989 Other examples include the lead poisoning paint used by toy giant Mattel, which required a recall of millions of toys globally and caused the company to initiate new risk management. Stakeholder priorities. Increasingly, corporations are motivated to become more socially responsible because their key stakeholders expect them to understand and address the social and community issues that are important to them. Companies have their own ideas about corporate social responsibility.


The evolution of corporate social responsibility in India refers to changes over time in India of the cultural norms of corporations' engagement of corporate social responsibility (CSR), with CSR referring to way that businesses are managed to bring about an overall positive impact on the communities, cultures, societies and environments in which they operate The fundamentals of CSR rest on the fact that not only public policy but even corporates should be responsible enough to address social issues. Thus companies should deal with the challenges and issues looked after to a certain extent by the states. Among other countries India has one of the most richest traditions of CSR.Much has been done in recent years to make Indian Entrepreneurs aware of social responsibility as an important segment of their business activity but CSR in India has yet to receive widespread recognition. If this goal has to be realised then the CSR approach of coroporates has to be in line with their attitudes towards mainstream business- companies setting clear objectives, undertaking potential investments, measuring and reporting performance publicly.

The Four Phases of CSR Development in India

The history of CSR in India has its four phases which run parallel to India's historical development and has resulted in different approaches towards CSR. However the phases are not static and the features of each phase may overlap other phases.

The First Phase

In the first phase charity and philanthropy were the main drivers of CSR. Culture, religion, family values and tradition and industrialization had an influential effect on CSR. In the pre-industrialization period which lasted till 1850, wealthy merchants shared a part of their wealth with the wider society by way of setting up temples for a religious cause. Morover these merchants helped the society in getting over phases of famine and epidemics by providing food from their godowns and money and thus securing an integral position in the society.

The Second Phase

In the second phase, during the independence movement, there was increased stress on Indian Industrialists to demonstrate their dedication towards the progress of the society. This was when Mahatma Gandhi introduced the notion of "trusteeship", according to which the industry leaders had to manage their wealth so as to benefit the common man. "I desire to end capitalism almost, if not quite, as much as the most advanced socialist. But our methods differ. My theory of trusteeship is no make-shift, certainly no camouflage. I am confident that it will survive all other theories." This was Gandhi's words which highlights his argument towards his concept of "trusteeship". Gandhi's influence put pressure on various Industrialists to act towards building the nation and its socio-economic development.

The Third Phase

The third phase of CSR (196080) had its relation to the element of "mixed economy", emergence of Public Sector Undertakings (PSUs) and laws relating labour and environmental standards. During this period the private sector was forced to take a backseat. The public sector was seen as the prime mover of development. Because of the stringent legal rules and regulations surrounding the activities of the private sector, the period was described as an "era of command and control". The policy of industrial licensing, high taxes and restrictions on the private sector led to corporate malpractices.This led to enactment of legislation regarding corporate governance, labour and environmental issues.

The Fourth Phase

In the fourth phase (1980 until the present) Indian companies started abandoning their traditional engagement with CSR and integrated it into a sustainable business strategy. In 1990s the first initiation towards globalization and economic liberalization were undertaken. Controls and licensing system were partly done away with which gave a boost to the economy the signs of which are very evident today. Increased growth momentum of the economy helped Indian companies grow rapidly and this made them more willingand able to contribute towards social cause.

Current State of CSR in India

As discussed above, CSR is not a new concept in India. Ever since their inception, corporates like the Tata Group, the Aditya Birla Group, and Indian Oil Corporation, to name a few, have been involved in serving the community.Through donations and charity events, many other organizations have been doing their part for the society. The basic objective of CSR in these days is to maximize the company's overall impact on the society and stakeholders. CSR policies, practices and programs are being comprehensively integrated by an increasing number of companies throughout their business operations and processes. A growing number of corporates feel that CSR is not just another form of indirect expense but is important for protecting the goodwill and reputation, defending attacks and increasing business competitor




The PARAPLEGIC FOUNDATION was started in 1968 by a group of social workers and doctors, in the barracks of LTMG Municipal Hospital located at Sion , Mumbai, India, to rehabilitate, and provide total health care facilities for paraplegics and the severely orthopedically disabled.

Who is a Paraplegic? A PARAPLEGIC is a person whose lower extremities are affected and has usually no control over his bladder and bowel movements and little or no sensation in his lower extremities. This usually occurs due to a fall, injury or infection of the spinal cord.

The Mission The aim & mission of the foundation is to work for the paraplegics, to provide facilities in total health care, to encourage & motivate them to be selfconfident, self-reliant and self-sufficient.

Paraplegic Foundation Today. The foundation has expanded the scope of its activities by also working towards the total rehabilitation of differently abled children and youth at its Sanjeevan Deep Centre established in the year 1996.

The Motto: I CAN, I WILL!



Total Awareness Program

At Schools, Colleges, Institutes, Health Centres Service oriented organisation Government, Semi-government & Public Sector Problems about the prevention of Spinal Injury & Abilities of Spinal Injury Patients.

Total Rehabilitation
Physical Social Economic Psycho-social Economic Spiritual

Spinal Injured Person & Severely Orthopeadically Challenged Person Families of the Spinal Injury Person Rehabilitation Personnel of various disciplines at various levels.


Suruchi: If you can't feed a hundred people, then feed just one. ~Mother Teresa More than 130 beneficiaries are provided with free meals here every day which includeMorning - Milk, Tea, Proteins. Afternoon - Lunch - one full vegetarian meal with rotis, vegetable, dal & rice Evening tea. Dinner - One Full Vegetarian meal.

Sweekar: They have a 25 bed dormitory type accommodation for the orthopedically disabled patients. It is a Half-way-home. Building Self -Confidence is the mantra here.The patients are attended to with personalized services of care & affection which gives them a feel of acceptance. Professionals like doctors, physiotherapists, social workers, counsellors, and free treatment facilities like acupressure, acupuncture, free medicines, sports activities, yoga, bhajans and spiritual talks and the recently started Tai Chi practice help the patients to accept their disability and cope with it in body, mind and spirit.Average Stay for a Patient is about SIX months.

Shramsafalya: Self -Reliance through. Training and Job work is undertaken in the workshop for production of various items like sanitary napkins, liquid soap & phenyl, gift items for festive season like diary sets, photo frames glass painting, diyas & rangolis, block printed items like cocktail & table napkins, table mats, candles and eco-friendly cloth bags . Wheels of Self-employment Provides self-sufficiencyto rehabilitated beneficiaries of the Centre. The disabled sell products of Paraplegic Foundation through 22 stalls of sanitary napkins at maternity wards at municipal hospitals thus providing self-employment to them .


Art Workshop & Block Printing section. Glass painting,& paper bags ,batwas, saree bags &for festive season items like diyas ,rangolis, & seasonal gifts like candles ,decorative trays & ecofriendly cloth bags .Block printed section include items like cocktail & table napkins, table mats, coasters & candles. Job work is undertaken in the workshops for customized gift items.

Sahayya: Wheels of Self Help.aids to rehabilitation Aids &appliances such as tricycles, wheelchairs, walkers,mattress,medicines,are provided free for their rehabilitation process .Help &guidance is given to provide for disabled friendly rehabilitation in housing.Financial assistance for paraplegics & children for education/vocational training.Medical aid is provided.

Jigar: Strength through Sports .. Sports activities are conducted. Sports like Throw Ball, Cricket are played by the Beneficiaries. These team games give them great joy, confidence and in still a team spirit amongst them. Annual Sports meets are conducted at Local and National Levels every alternate year.The meet provides opportunities to the challenged participants to share and learn from each other.

Future Plans & Vision: Our ambiton is to make the paraplegic foundation an exclusive centre with 'state of art facilities' for paraplegics by modernizing the various departments to suit the need for total rehabilitation and provide for the latest facilities & equipments, modern skills & technological training to suit the demands of industry and society.




To Motivate & Entertain them which helps to reduce their depression & stress.

To encourage them where they are able to & do things, despite to their disability to not do things.



The foundation is to work for the paraplegics, to provide facilities in total health care, to encourage & motivate them to be self-confident, self-reliant and self-sufficient. Mentor Krutika

Description The aim & mission of the foundation is to work for the paraplegics, to provide facilities in total health care, to encourage & motivate them to be selfconfident, self-reliant and self-sufficient.Today the Paraplegic Foundationhas expanded the scope of its activities by also working towards the total rehabilitation of differently abled children and youth at its Sanjeevan Deep Centre.

Location: T-1,Old Barracks Of LTMG Hospital, Sion, Mumbai, Maharashtra 400022

Plans for the Future/ Vision: Ambiton is to make the paraplegic foundation an exclusive centre with 'state of art facilities' for paraplegics by modernizing the various departments to suit the need for total rehabilitation and provide for the latest facilities & equipments, modern skills & technological training to suit the demands of industry and society.


Centre for health care and education of Differently Abled children and youth. The Training cum Sheltered Workshop.Job work is undertaken in the workshops.

Residential and outpatient health care.The patients are attended to with personalized services of care & affection which gives them a feel of acceptance. Free meals is provided here which is Home cooked

Rehabilitation Aids & Appliances.

Sports activities.

Cultural & Recreational Activities.

Training & Awareness Programmes.


A volunteer shares:

I started volunteering at Paraplegic foundation on Augest 2012 .Initially tried to make my relationship with them smooth going so that they make themselves comfortable with me then I started sharing some good and bad events that dismounted in their life. I tried to make my relationship with them smooth going so that they make themselves comfortable with me .Slowly I ended up playing games and entertaining them. Some of them need to be coaxed but most of them were enthusiastic to play. The foundation staff was very active and co-operative. They evaluate patients with regular tests. Along with the tests they also take care of extracurricular activities of those people. They conduct sports like Throw Ball, Cricket. They celebrate all the festivals like Diwali, Dahi handi etc. The foundation is with difference. Here the paralyzed are not given only treatments, they are not treated like patients. Since it is shadowed by a trust so underprivileged and poor people are not suffering from any financial animosity, and people get lot of personal attention. I am very happy to do my voluntary job at this foundation. At the end of my days in the foundation I sold some of their products in markets, society, and in the college campus. And since it was done during Ganesh Charturthi the sales done was quite good. The marketing done was of Rs.1000/approx.




The limitations were as follows:

The day allotted to us was Wednesday and the timing was from 2 to 4, the problem was that since it was afternoon most of them would go to sleep. Since majority of people there were illiterate it took us longer time for making them comfortable with us.

We were restricting many things so that we do not hurt their emotions. This left us with minimum entertainment. While carrying the things for marketing we needed to be very careful since the products were fragile.

We had to put lot more effort to sell the products since they were bit more costly then the same products available in the market.


Some showcase of the products


Paraplegic Foundation on Social Foundation





This Program helps to understand the life of paraplegic foundation who are away from their family.

1) 2) 3) 4) 5) 6) 7) 8)

Help from All family member Proper care taken in respect to Food & Medicines. Refreshment program in every week. Celebration of religious festivals & Birthdays. 1 Day Outdoor trips in every 2 months. Supports from many NGOs & Schools. Many People come randomly to celebrate their Happiness . Proper Hygiene facility with respect to Rest room, Kitchen, & Surrounding Environment. 9) Proper Infrastructure Keeping in mind for elderly women suffering from leg weakness.


CHAPTER 4 4.1 RECOMMENDATIONS Mobilization of Domestic Resources

To mobilize & rationalize domestic resources (human, natural & financial) TO improve maternal health care services through breastfeeding programs. TO adapt interest rates to small-scale business, in order to increase the efficiency of micro-finance projects.

Mobilization of External Resources

To target stakeholders in order to enhance the effectiveness of fundraising. To improve overall public safety by establishing a penal system that adheres to international standerds.



From the above study it can be concluded that PARAPLEGIC FOUNDATION is a very helpful organization towards the the total rehabilitation of differently abted children and youth .And it can be studied that proper care was taken for the man in respect to their food as well as medications. The organization is active in celebrating birthdays, festivals and many other timely events.



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