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Corporate Social Responsibility programs have become a priority for Human Resources.
As business markets change due to change in technology & economy initiatives,
companies need to spend more time and money on Corporate Social Responsibility. In
today’s business climate is Corporate Social Responsibility critical to corporate success
and organizations are investing more so as not only to get Government initiatives like tax
savings, but also to build an image of a socially responsible Corporate citizen & build a
long term and sustainable future.

In business profit earnings and overall growth of business get the highest priority and are
certainly creditable, but ultimate credibility of business enterprise, particularly of larger
ones is in the utilisation of profit, be it for best possible upliftment of its workforce and
for espousing Social, National Development causes or for rendering services to mankind
as a whole. Fulfilling the Qualitative aspect of utilisation of profit, the world's largest
family ‘Sahara India Pariwar' is proud to have reached today new horizons of growth and

On the basis of Sahara’s philosophy of Collective Materialism Sahara have always given
importance to the fact that profit earning is the Quantitative aspect whereas the proper
utilisation of profit is the Qualitative aspect. Ironically, Sahara only recognise and get
recognised by the Quantitative aspect.

Subroto Roy, therefore earnestly appeal to one and all in Politics, Media, Business etc.
that every action, reaction, selection, appreciation or criticism should be oriented strictly
towards the Qualitative aspect. He appeals to anybody and everybody to accord top
priority to Qualitative aspect in anything and everything for peaceful, prosperous and
progressive co-existence of mankind anywhere and everywhere.

OBJECTIVES of the Study

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1. Corporate Social Responsibility of an Organisation.(Indian Organisation)

2 . Various Aspects of Corporate Social Responsibility of an Organisation with special

2. To study the Corporate Social Responsibility performed by Sahara India Pariwar in
and around Ambey Valley.


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Businesses today have realised that, in order to continue thriving, they have to
adopt a more holistic and inclusive business model which has a direct correlation with
business performance. This includes a system of triple bottom-line reporting - economic,
social and environmental - and a focus on transparency and accountability. Companies
are now expected to discharge their stakeholder responsibilities and societal obligations,
along with their shareholder-wealth maximisation goal. In June 2008, a survey was
carried out by TNS India (a research organization) and the Times Foundation with the
aim of providing an understanding of the role of corporations in CSR. The findings
revealed that over 90 per cent of all major Indian organizations surveyed were involved
in CSR initiatives. In fact, the private sector was more involved in CSR activities than the
public and government sectors. The leading areas that corporations were involved in
were livelihood promotion, education, health, environment, and women's empowerment.
Most of CSR ventures were done as internal projects while a small proportion were as
direct financial support to voluntary organizations or communities.

In a survey carried out by the Asian Governance Association, which ranks the top 10
Asian countries on corporate governance parameters, India has consistently ranked
among the top three along with Singapore and Hong Kong, for the last eight years.

India Inc has joined hands to fine-tune all its activities falling under CSR. For this, it has
set up a global platform to showcase all the work done by Indian firms. Confederation of
Indian Industry (CII) and the TVS Group have collaborated to form the CII-TVS Centre
of Excellence for Responsive Corporate Citizenship. The outfit, based in Chennai, will
provide consultancy services and technical assistance on social development and CSR.

CII's 'Mission on Sustainable Growth' has set up a code which was formulated in 2006. It
provides consultancy services and technical assistance on social development and CSR.
The mission's aims are to promote the reduction of excessive consumption of natural
resources and emission of greenhouse gases. The code had started with 23 new
signatories and the total number of code signatories had gone up to 102, by September

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Many large corporate houses are taking up projects — along with the help of the
government — which are 'green' to promote the cause of sustainable development.

• Coca-Cola India has started with a corpus of US$ 10 million for its CSR activities
in 2008. It has undertaken US$ 25–30 million a year project on water
conservation, and the project "Elixir of life" to provide drinking water to nearly
30,000 school children. Coca-Cola India won the 'Golden Peacock Global Award
for Corporate Social Responsibility – 2008' for these initiatives.
• ArcelorMittal will spend about US$ 500 million as part of its CSR initiatives in
Jharkhand and Orissa.
• BHEL has joined hands with a UN body 'Global Compact' (The United Nation's
Global Compact is a partnership between the UN, the business community,
international labour bodies and non-government organisations (NGOs) to partner
with global corporate houses for greater focus on corporate social responsibility.
• Global Compact, in association with FICCI, is also organising the first ever
national convention on 'Excellence in Corporate Citizenship and Global
• Tata Motors and space agency ISRO are likely to launch the prototype of the
world's cleanest vehicle that will run on hydrogen and leave behind nothing more
than a trail of water vapour.
• Bajaj Auto, Ashok Leyland, Tata Motors, Mahindra & Mahindra and Eicher
Motors have come together to develop hydrogen-blended compressed natural gas
(HCNG)-run vehicles to tackle the problem of rising pollution.
• Pepsico India has signed the CII-Code for Ecologically Sustainable Business
Growth recently, and in so doing it has committed to decrease the consumption of
natural resources and promote ecologically sustainable growth in the group. Its
water conservation initiative has resulted in saving over 2.4 billion litres of water
annually, bringing down the consumption by 40 per cent since 2005. The effluent
discharge has also decreased by 60 per cent. Likewise, the company has brought
down the generation of sludge in effluent treatment plants (with over 25 per cent
reduction in one year alone) through the use of bio-enzymes. At the community
level, the waste-to-wealth initiative has developed zero solid waste centres that
helps more than 2, 00,000 community members all over the country.
• Reliance Power (R-Power) is planning an investment of over US$ 12.63 billion
for renewable and alternative energy resources such as hydroelectric, wind, solar
and fuel cell-based power. The company is planning to generate about 5,000 MW
from hydroelectric energy and most of the projects would come up in water-
abundant north-eastern states.
• The Indian paints industry too is making its products more environmentally
friendly by opting for water-based paints and making it carcinogen-free.
• The heating, ventilation, air-conditioning and refrigeration (HVAC) industry is
working to get rid of its 'global warmer' stigma through greater use of gases with
zero ozone depletion potential (zero ODP).

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• Sustainable Technologies and Environmental Projects Ltd (STEPS) is planning to
start a project to change plastic, organic and electronic waste into petroleum
without the usual harmful residue.
• Pharmaceuticals Company Jubilant Organosys Ltd runs an anti-tuberculosis
programme with the government of Uttar Pradesh.

Rural Development

Rural development is attracting major CSR initiatives from various corporates.

• Airtel has tied up with Indian Farmers Fertiliser Cooperative Limited (IFFCO) to
reach farmers directly. Farmers will receive free voice messages twice daily on
farming techniques, weather forecasts, dairy farming, rural health initiatives,
fertilizer availability, loan information and market rates. Additionally, farmers
can also call a dedicated helpline, manned by experts from various fields, to get
answers to their queries.
• Reliance Communications has introduced low tariff initiative like the Grameen
Programme for rural subscribers.
• SREI Sahaj e-Village Ltd will set up 25,000 IT kiosks to be known as common
service centres (CSC) across West Bengal, Bihar, Orissa, Assam, Uttar Pradesh
and Tamil Nadu, by 2010.
• ITC's e-Chapual has been a great developmental initiative which has also added
value to its own agricultural products. It comprises improving the lives of farmers
and villagers.
• HDFC has started a 'village adoption' scheme to improve the investment climate
in Indian villages.
• Mahindra Shubhlabh, the agricultural business arm of Mahindra & Mahindra,
aims to use especially cultured seeds to improve contract-farming productivity.
• DCM Shriram provides information services through its chain of Krishi Vikas
Kendras, which have now evolved into Hariyali Kisan Bazaars.
• Hindustan Petroleum has started community kitchen programmes in some Indian
• ICICI Bank has launched an ambitious rural banking and agribusiness initiative.


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• Organization Culture –Corporate Social Responsibility helps to develop and
improve the organizational health culture and effectiveness. It helps in creating a socially
responsible culture within the organization.

• Organization Climate – Corporate Social Responsibility helps in building the

positive perception and feeling about the organization. The employees get these feelings
from leaders, subordinates, and peers.

• Morale helps in improving the morale of the work force.

• Image- Corporate Social responsibility helps in creating a better corporate


• Profitability –Corporate Social Responsibility leads to improved profitability and

more positive attitudes towards profit orientation.

• Corporate Social Responsibility helps in developing leadership skills, motivation,

loyalty, better attitudes, and other aspects that successful workers and managers usually

• Development of Human Resources –Corporate Social Responsibility helps to

provide an opportunity and broad structure for the development of human resources’
behavioral skills in an organization. It also helps the employees in attaining personal

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Sahara India- a corporate, which believe that quality, is never an accident it is a result of
planning, team work and a commitment of excellence. Sahara India Pariwar is a multi-
business conglomerate with diversified business interest that includes finance, real estate,
media & entertainment, tourism & hospitality, and service & trading.

Sahara India Pariwar

Year 1978 in Gorakhpur, 2010, headquarter in

UP,India Lucknow,UP, India
Workers 3 10 lakh
Dependents 15 50 lakh
Asset INR2000 Over INR100,00,000 crore
Establishments 1 1800
No Trade union
No owner

Important points

• The employees at Sahara India Pariwar greet each other by saying “Sahara Pranam”
• Every year, Republic day and Independence day is celebrated as Bharat Parv
( national festival) and Sahara India Pariwar celebrates it as the biggest event of the
pariwar( family).
• Sahara India Pariwar has been the official sponsors of the Indian cricket team and
Indian hockey team.
• Sahara India Pariwar in often referred as the world’s largest family
• 10,00,000 workers/ employees and no trade union

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• Its five star hostel ‘Sahara Star’ near Mumbai airport has the world’s largest pillar
less clear-to-sky dome of its kind
• Holds the Guinness world record for planning 125,256 trees by 1400 volunteers in 6
hours and 35 minutes 0n 5th June 1988 at amby vally city
• Hold the record in India for 25%-50% hike in the gross salary of all of its employees
at one go.
• Conducts mass marriage ceremony of 101 underprivileged girls every year
• Subrato Roy Sahara is also referred as “Saharasri” who is the Managing worker of
the Pariwar.
• Sahara India Pariwar had recently enterted into Indian premiar League(IPL) as the
official sponser of Pune Team.

Profit Sharing


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Sahara India Pariwar is a major entity on the corporate scene having diversified
business interests that include Finance, Infrastructure & Housing, Media &
Entertainment, Consumer Products, Manufacturing, and Services & Trading.

Quality is our essence and we, at Sahara India Pariwar , have always stressed on the
Qualitative aspect. Consequently in this run for quality, quantity has always pursued us.
We look forward to reaching the zenith and reaffirm our commitment to the process of
sound nation-building. “We chase Quality & Quantity chase us”,is the main motto of
Sahara India Pariwar.



• Core Commitments – Sahara’s Strength

Emotion is in Performance of genuine duties towards the loved ones primarily in
their benefit, from their point of view. EMOTION is THE KEY that generates the
required energy and enthusiasm for desired quality performance.

The enthusiastic obedience of laws and orders, which are given by the rightful

The enthusiastic obedience of laws and orders, which are given by our

No Discrimination
Never should we discriminate in any of our actions, reactions, attitudes, decisions,
conclusions, in any of our expressions while caring for the six healths of other
human beings, namely physical, material, mental, emotional, social and
professional healths.

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Results from honouring Rules, Regulations, Commitments, Values, Fairness,
Performance of Duties by honestly balancing one's own and others' reasonable
point of view in the matters of Material & Emotional aspects.

Give Respect
To definitely make others feel important and respected by giving sincere regard to
others' feelings, reasonable wishes & thoughts with an open and receptive mind
and warmth.

To develop a sense of respect for oneself in others' mind, i.e. to generate genuine
& warm feelings for oneself among others on a continuous basis.

Means total transparency in action, reaction, attitude and all other expressions and
the conviction to follow the right course.

Collective Materialism
Means to progress and prosper together for collective sharing and caring and not
individually or for a select group.

There is a religion higher than religion itself - it is NATIONALITY. We may
practise our religions in the confines of our homes, but outside, we should be
Indians and only Indians. 'Bharatiyata' or Nationalism thus becomes our supreme

Absolute Honesty
People generally manipulate and deceive for achieving their unreasonable desires
and greed if others do not or can not see, hear or understand. But we firmly
believe that our mind inside knows the truth and we should be absolutely honest
to our mind inside and accordingly our actions, reactions, directions, decisions
and all our expressions should be present in all human dealings.

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A commitment of Sahara India Pariwar to the genuine needs and rights of anybody &
everybody - Be it to a depositor, newspaper reader, consumer.... all business associates
and Sahara India Family Members.

India needs effective consumer protection and protection of workers' genuine rights.
There are various agencies, promising protection & action. But no external body can
provide justice unless the company becomes 'QUALITY CONSCIOUS' WITH
its very dominating nature.

Sahara India Pariwar not only believe but also practice NO DISCRIMINATION,
JUSTICE & HIGH QUALITY - means enthusiastic, productive performance of duty
"KARTAVYA' towards the workers' genuine satisfaction.

Response Will Never Be Delayed And Justice Will Never Be Denied

To provide justice - be it a matter of the tiniest imperfection or injustice in Sahara’s
COMMITMENT - products or services. direct or indirect, short term or long term.

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Infrastructure Media and Consumer Services and

Finance Manufacturing
and housing entertainment products Trading

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• Mostly all the kartavyayogis(Workers) of corporate HR are well aware of the role
and importance of the CSR They are self motivated to attend such CSR program .

• Corporate HR, Sahara India Pariwar , time to time conducts CSR programs and it
is a continuous process.

• Most of the kartavyayogis feel that CSR increases the corporate image.

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• In Sahara India Pariwar, CSR is an integral part of the organization. It is not only
in Ambey Valley where it is practicing its CSR, but in every parts of the Country
& the globe to promote peace, harmony & well being of all man kind to the
highest extent possible.


What does India’s prayer “Gayathri” say, “Lord and enlighten God, who inspired us by
his intelligence – US, NOT ME OR THEE. That is the social and civic sense. There you
get the conception of community service which tells us that unless we strive to evaluate
all he elevation of a few is the country’s degradation and decay our “Gayathri” reads
like the stirring time of the english poet who prayed “make no more grants God, but
elevate the raceat once.” Poverty anywhere is a threat to prosperity everywhere.
The core of corporate public relations is that humankind has now moved from
“ME” generation which means that in the past man has pursued a philsophy of “Every
man for himself and the devil care the hindmost.”
In the whole of the Vedas and Upanishads we have no prayer for “I” but the
whole community. They, in effect, said”when a man, see a fellow man in rags, in filth,
starving in slums, unless I raise him I have not raised myself.”

Hence we can conclude that CSR in modern days is a necessity & not a mere
obligation.It helps in building a holistic & responsible image of the organizations
with a progressive & sustainable future.

"Corporate Social Responsibility is no longer just an addition, it is a key


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1. The study is limited to the Corporate HR, SAHARA INDIA PARIWAR

LUCKNOW,while the case study is based purely on the CORPORATE SOCIAL
RESPONSIBILITY performed by the organization while laying the foundation of
Ambey Valley Lake city and hence after in that area only. So the study is subject to
the limitation of area.

2. The study is based only on secondary data so lack of keen observations and
interactions were also the limiting factors in the proper conclusion of the study.
3. The Case Study is based purely on Secondary data.
4. The Case Study does not reveal about the Corporate Social responsibility of the
Organisations in other fields other than AMBEY VALLEY.
5. The Study also does not intends to draw any comparission between The
CORPORATE SOCIAL RESPONSIBILITY perfomed by Sahara India with any
other organizations.
6. The graphs and pie-charts in this study paper are purely based on estimated secondary
data, which might not hold true in real life scenario.

Limitation of secondary data

1. May be outdated.
2. No control over data collection.
3. May not be reported in the required form.
4. May not be reported in the required form.
5. May not be very accurate.

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6. Collection for some other purpose.


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• Human Resource Management by L. M. Prasad
• Human Resource Management by Dipak. k. Bhattacharya
• Human Resource Management by K. Ashwathapa

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