Strategic Corporate Social

Responsibility in
Organizations
Group 6 Members
K.P. Kannan
Priyankar Paul
Ankur Sikdar
Ratan Deep Singh
Varnika Tyagi
Nishtha

Mahindra Group Rise For Good

Introduction
The group believes that what is good for
the community is also good for the
business. The products are conceptualized
to drive positive change in the lives and
lifestyles of citizens, enabling them to rise.

Founders

K.C.
Mahindra

G. Mohammad

J.C.
Mahindra

The Company
The company was set up in 1945 in Ludhiana as Mahindra

& Mohammed by brothers K.C. Mahindra and J.C. Mahindra

along with Malik Ghulam Mohammed.
Renamed as Mahindra & Mahindra in 1948.
The Mahindra Group is an Indian multinational
conglomerate headquartered at Mahindra Towers in
Mumbai, India, with operations in over 100 countries
around the globe.
The group has a presence in aerospace, agribusiness,
aftermarket, automotive, components, construction
equipment, Defence, energy, farm equipment, finance and
insurance, industrial equipment, information technology,
leisure and hospitality, logistics, real estate, retail, and two
wheelers.
New Brand global name Mahindra Rise

Automotives

Hospitality
Aftermarket
Aerospace

Agribusiness

Two Wheeler

Automotives

Two Wheeler
Retail

Components

Real Estates

Construction
Equip

Logistics

Consulting
Services

Consulting Services

Hospitality

Defence

Information Technology
Information
Technology

Energy
Industrial
Equip

Farm Equip
Financial
Services

Farm Equipments

Financial Services

To be innovative and rise above the ordinary

Accepting
no Limits

Alternative
Thinking

Driving
Positive
Change

Core Qualities of Rise

C
U
S
T
O
M
E
R
S

Integrity

Compassion

Diversity

Empowerment

E
M
P
L
O
Y
E
E

Core Ideology
We will challenge conventional thinking and innovatively use all our resources
to drive positive change in the lives of our stakeholders and communities across
the world, to enable them to Rise.

Core Values
Our Motivation to give our best every day
Professionalism
Customer first
Quality Focus
Dignity of the Individual

Mahindra Rise for

Good

CSR activities Focused

on:
Education
Health
Environme
nt

List of CSR activities

Education
Nanhi Kali
Mahindras United
World College
K.C Mahindra
Education Trust
Mahindra Academy
Mahindra Pride
Schools
Adopted Schools
Search For Talent
Scholarship

Environmental
Project Hariyali
Reducing CO2
Emissions
Watershed
Management

Health
Blood Donation
Camps
Eye Camps
Surgical Camps
Health Check Up
Camps
HIV/AIDS awareness
camps
Construction of
washrooms in
schools
Typhoid Vaccinations
for around 200
children
Pulse Polio
awareness Drive
Mid-Day Meal
Kitchen
Lifeline Express

Education
Nanhi
Kali

Mahindr
as
United
World
College

Mahindr
a Pride
Schools

Adopted
Schools

Educati
on
Talent
Scholars
hip

K.C
Mahindr
a
Educatio
n Trust

Mahindr
a
Academy

Environmental Initiatives
The Company
has committed
to increase
green cover by
planting over a
million trees
Project
Hariyali

Bijlee is an
electric three
wheeler
vehicle and
has zero
emissions
Reducing
CO2
Emissions

Includes water
conversion,
soil conversion
and increasing
availability of
water for
Watershed
irrigation
Manageme
nt

Health Initiatives
Blood Donation Camps
Eye Camps
Surgical Camps
Health Check Up Camps
HIV/AIDS awareness camps
Construction of washrooms in
schools
Typhoid Vaccinations
Pulse Polio awareness
Mid-Day Meal Kitchen
Lifeline Express
Disaster relief programs

Lifeline Express
It was an initiative by Impact India Foundation.
The Life Line Express offers medical and surgical
interventions to the differently abled in remote areas, free
of cost. The train consists of five fully air-conditioned
coaches, equipped with the most modern medical
apparatus.
It was sponsored by Mahindra four times.
In 2007, the companys Farm Equipment Sector helped
bring the train to Rudrapur, while in 2008, the Automotive
Sector and Mahindra Finance sponsored the project in
Rangia, Assam. In January 2010, the Farm Equipment
Sector and Mahindra Finance joined hands to bring the
Train of Hope to Wardha, Maharashtra.

Analysis
Are corporates responsible for social

consequences of their activities?

Are Business and society are interdependent?
Are prevailing approaches to CSR too
generic?
Is there a framework to evaluate the effects
companies have on society?
Can CSR be more than a cost, a constraint or
a charitable deed?

Justifications for CSR

Moral Obligation: Do the right thing
Sustainability: Environmental and
community welfare integrated with business.
License to operate: Permissions from
government, communities and numerous
other stakeholders to do business.
Regulation: Companys image, brand
strengthening, enliven morale and even raise
the value of its stocks.

Justifications

Components

By Mahindra

Moral

Be good citizens, Mahindra Group are one of the

obligation

do

the

thing,

right better taxpayers and are known

achieve for ethical way of working with

commercial
success
that
Sustainability

in

follow

respect to people, community, and

ways the natural environment.
the

ethical values, etc.

Sustainability

Various

emphasizes

incorporate

environmental and help

Mahindra
in

community welfare sustainability.

integrated
business

technologies

sites
that

environmental
For

example

with Reduction of water consumption

at MUSCO,

Nashik via water

usage audit, flow reducers, and

awareness on water conservation,
Enhancing

the

value

of

wastewater with bio-sanitiser at

Justifications

Licence
Operate

Components

By Mahindra

to License to operate Proper procedures are followed

is

about

the for

permission

acquiring

from licenses

governments,

for

the
all

necessary

business

by

Mahindra

communities

and

numerous

other

stakeholders to do
business
Reputation

Companys

image, Mahindra

has

extremely

good

brand

brand value along with good CSR

strengthening,

activities.

enliven morale and

even

raise

the

value of its stock

Touch of Mahindras Value chain

on the society (Inside out)

Continue..

Suppor
t
Activiti
es
Primar
y
Activiti
es

One of the best infrastructure and

facility for its employees
Good financial reporting practices.
Transparency
initiated programs like Mahindra
Search for talent scholarship

Inbound logistics
Operations
Outbound logistics
Marketing and sales
After sales services

Primary Activities
Inbound logistics: Production and usage of electric cars,
constant R&D on better safety and reduction in emissions.
Operations: Use of technology for reuse and recycling of
wastewater at its production sites and offices, reduction in
energy consumption, increase the green coverage around
various company sites.
Outbound Logistics: Green packaging has led to saving of 800
kg of corrugated boxes/annum, good and on time
transportation has led to satisfactory results, both for the
consumers and the producers.
Marketing and Sales: Mahindra is well known for value for
product pricing and advertisements that give accurate
information on the product.

Mapping the Diamond to

CSR: Looking outside In
*Availability of Human Resources
*Access to research Institutions
and universities
* Efficient Physical
Infrastructure

Context for
Firm
Strategy and
Rivalry

Related and
Supporting
Industries
*Availability of Ancillary
Industries
*Presence of Clusters
*Presence of Related Firms

*Fair Competition (absence of

trade barriers)
*IP Protection
Transparency (Financial
Reporting)
Rule of law

Local
Demand
Conditions

Factor
Conditions

*Sophistication of Local Demand

*Regulatory Standards
*Unusual Local needs that can
be served nationally

Corporate Social Agenda

Good
Citizenship

Responsive
CSR

Mitigate vale
chain activities
causing harm
Transform
value chain to
benefit society

Strategic Social
efforts that
leverage
company
capability

Strategic CSR

Is the CSR Strategic or

not?
Education Sector is strategic in nature.
Initiatives like Nanhi Kali, Mahindra Academics add value to the

firm and hint towards a brighter futuristic purpose

Helping people gain education will not only help them but also
generate skilled labour for the industry.
Health sector seems like a scattered philanthropy.
Lifeline Express sponsored by Mahindra four times.
Pollution control initiative is a beneficial project but can be
done on a larger scale.
Environmental sector is not only strategic but also eco-friendly.
Recycling of water in their premises and production of Bijlee
cars.

Recommendations
Maintaining the quality of education and

continuously improving it.

Effective use of Technology in Education.
They should invest more on the health sector as
India carries around 20% of the world diseases.
Pollution Control initiative can be done on a
larger scale.
More investment on R&D for reduction of
pollution and energy efficiency.

Thank you