GROUP7:

ABHASGARG 14P001
ADITYAMENON 14P003
AKHILAGRAWAL 14P005
ANUPKUMAR 14P009
SAYONIBASAK 14P044
SUNNYKHANNA 14P052

Assessment of CSR Strategy

TATA SONS

METHODOLOGY
WHY TATA SONS ?

DOES
DOES IT MAKE
MAKE SENSE ?
(STRATEGY &
EFFECTIVENESS)

SUGGESTIONS

METHODOLOGY

POLICY STATEMENT ON CSR

VARIOUS
VARIOUS CSR INITIATIVES
(THE TATA WAY)

WHY TATA SONS ?

Corporate Social Responsiveness since 1892
In a free enterprise, the community is not just another stakeholder

in business but is in fact the very purpose of its existence."

- Jamsetji Nusserwanji , Tata Founder, Tata
Group

At the epitome of ethical and socially responsible business

operations
Indian conglomerate emulated worldwide for setting new standards
in strategically operating for the betterment of the community
Utilizing 8-14% of average net profits every year for social causes
through family owned philanthropic trusts (Sir Dorabji Tata, Sir
Ratan Tata Trusts)
(Source: IOSR Journal of Business and Management)

Ratan Tata CSR should be at the DNA of any organization

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT ON CSR

A Tata Company shall be committed to be a good
corporate citizen not only in compliance with all relevant
laws and regulations but also by actively assisting in the
improvement of the quality of life of the people in the
communities in which it operates with the objective of
making them self reliant. Company shall be mindful of its
social and moral responsibilities to consumers,
employees, shareholders, society and the local
community
(Clause 10, Tata Companies, Articles of association)

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA WAY

CSR Initiatives of TATA Motors
Pollution Control:
First Indian Company to introduce vehicles with Euro norms. To make environment friendly

engines it has taken the help of world-renowned engine consultants like Ricardo and AVL
Manufactured CNG version of buses and also launched a CNG version of its passenger car, the
Indica
Investments in the establishment of an advanced emission-testing laboratory
Maintaining Ecological Balance:
Planted 80,000 trees in the works and the township and more than 2.4 million trees in
Jamshedpur region.
Directed suppliers to package their products in alternate material instead of wood
Pune: treated water is conserved in lakes attracting various species of birds from around the
world
Strategic product development:
First to come out with a feasible low cost transportation means for the masses in the form of
TATA NANO
Innovated a two cylinder engine model that could be produced for 2500$
Repositioning the entire auto industry in the country; higher fuel efficiency leading to lower
carbon footprint
Employment Generation: The Tata Motors Grihini Social Welfare Society assists employees'
women dependents; they make variety of products, ranging from pickles to electrical cable
METHODOLOG
WHY TATA
POLICY STATEMENT
THE TATA
harnesses
Y
SONS?
ON CSR
WAY
Human Capital: Supports 211 students from the marginalized sections of the society; PPP with
educational institutes to develop 10 Industrial Training Institutes across the country

THE TATA WAY

CSR Initiatives of TATA Steel
Self Help Groups :
Over 500 self-help groups operating under various poverty minimizing programs
Women empowerment programs through Self-Help Groups extended to 700 villages
For providing portable water to rural communities 2,600 tube wells installed for the benefit of over four

lakh people
From the year 2003-06, the maternal and infant survival project had a coverage area of 42 villages in
Gamharia block in Seraikela Kharsawa and a replication project was taken up in Rajnagar block
Support for Social Welfare Organizations (Cocreating): Supports various social welfare
organizations like: Tata Steel Rural Development Society, Tribal Cultural Society, Tata Steel Foundation for
Family Initiatives, National Association for the Blind, Centre for Hearing Impaired Children and the Indian
Red Cross Society, East Singhbhum
Healthcare Projects: The healthcare projects of Tata Steel include facilitation of child education,
immunization and childcare, plantation activities, creation of awareness of AIDS and other healthcare
projects.
Economic Empowerment: A program aiming at economic empowerment through improvised agriculture
has been taken up in three backward tribal blocks in Jharkhand, Orissa and Chhattisgarh, and expected to
benefit 40,000 tribal people living in over 400 villages in these three States
Assistance to government (Impacting all Stakeholders): Tata Steel has hosted 12 Lifeline Expresses
in association with the Ministry of Railways, Impact India Foundation and the Government of Jharkhand.
Over seven lac rural and another seven lac urban population have been benefited by the CSR activities of
Tata Steel

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

STRATEGY & EFFEVTIVENESS

In 1990s, the Group invested in structures and processes to align its social and
environmental initiatives with business strategy such as Tata human development
Index
Establishing an independent CSR division at the corporate level to explore responsive
social opportunities with clear reorientation to evolving and executing sustainable
business strategies
Corporate Head Social Responsibility, manages a
cross-functional team of facilitators in each of the
Groups company

Each Corporate head is responsible for

understanding the specific concerns of each community
defining the key beneficiaries
placing a clear focus on how a companys core capabilities would
contribute to a specific need

Each facilitator has specific responsibilities for

community development, environmental management
and volunteering

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

STRATEGY &
EFFECTIVENE
SS

THE TATA INDEX

In 2003 introduced Tata Index for Sustainable Human Development
Aimed at directing, measuring and enhancing the community work that assists all

TATA companies in their social responsibility efforts

Developed by the TATA Council for Community Initiatives (TCCI), a council of Tata
companies CEOs chaired by Mr. Kishor Chaukar, in partnership with TATA Quality
Management Services (TQMS)
First of its kind initiative to be implemented in any organization worldwide
Broke down
sustainability efforts
into 3 levels:

The Index provided a

Systems
tool for measuring
People
the impact of CSR
Program
initiatives

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

Index: on a scale of
1000
Systems
(275/1000)
People
(175/1000)
Program
(550/1000)

STRATEGY &
EFFECTIVENE
SS

Great emphasis on
process, and not just
outcomes

THE TATA
INDEX

TATA INDEX IN PRACTICE

Source: TCCI, 2008; Ivey Business Journal

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

STRATEGY &
EFFECTIVENE
SS

THE TATA
INDEX

EFFECTIVENESS IN STRATEGIC
CSR
What you can measure is what you can improve (through TATA Index)

Create benchmarks in sustainability efforts

Identification of key areas of improvement and therefore ensure effective

strategic realignment
Motivate continuous innovation in sustainability
Tata Excellence Business Model (TEBM)
Without periodic rejuvenation, sustainability processes can get stale and

inefficient
Need strong leaders to push sustainability efforts to next level
Pipeline for developing managers as leaders for social responsibility
Encourages a proactive application by the leaders in ways that promote positive
social and environmental contributions
Communicating and sharing the core TATA values by employees and other
stakeholders
The Group has been eager to leverage its learning by sharing the idea of

indexation and the more practical how-tos of the Index with Tata suppliers,
collaborators and competitors
METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

STRATEGY &
EFFECTIVENE
SS

THE TATA
INDEX

SUGGESTIONS
Localize: The group has been focusing on rebranding itself and improving

its brand value globally. It can leverage its best existing CSR practices and
tailor them to suit the local context and therefore pursue this strategy to
add value to their Metric
brand campaigns Germany
Vietnam
GDP (PPP) per capita

$34,100

$2,900

% population below poverty

line

11%

22%

Adult literacy rate

99%

90.3%

HIV/AIDS prevalence rate

0.1%

0.5%

Unemployment rate

8.2%

2.9%

Tata CSR focus (proposed)

Employment
Environment

Education
Health

Integrated Social responsibility program: Should focus on leveraging

its strong reputation in India by partnering with governmental and social

institutions (Co-creating); Identifying social pressures in the various
diversified markets it operates thereby integrating the business units
through a comprehensive social responsibility
program
STRATEGY &

METHODOLOG
Y

WHY TATA
SONS?

POLICY STATEMENT
ON CSR

THE TATA
WAY

EFFECTIVENE
SS

THE TATA
INDEX

SUGGESTIONS

Thank you for your time