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1
A PROJECT REPORT ON
“CORPORATE SOCIAL RESPONSIBILITY
IN WIPRO”
SUBMITTED TO:
UNIVERSITY OF MUMBAI
ACADEMIC YEAR
(2015-16
SUBMITTED BY:
RA!UL S!A!
ROLL NO: "1
M#COM PART-I (BUSINESS MANA$EMENT
(SEMESTER 2
PROJECT $UIDE:
PROF S#N#C!ITALE
VPM%S
&#$# JOS!I COLLE$E OF ARTS '
N#$# BEDE&AR COLLE$E OF COMMERCE
(T!ANE
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2
VIDYA PRASARAK MANDAL, THANE
. G. JOSHI COLLEGE OF ARTS &
N. G. BEDE AR COLLEGE OF COMMERCE
CERTIFICATE
OF
PROJECT WORK
This is certify that This is certify that
Mr. / Ms. _______________________________________________ Of Mr. / Ms. _______________________________________________ Of
M.Com. (BUSINESS MANAGEMENT ) Part. ____ Semester M.Com. (BUSINESS MANAGEMENT ) Part. ____ Semester _____ !o"" No. _____ has #$%erta&e$ ' com"ete% the_____ !o"" No. _____ has #$%erta&e$ ' com"ete% the
roect *or& tit"e% ___________________ roect *or& tit"e% ___________________
______________________________ %#ri$+ the aca%emic year ______________________________ %#ri$+ the aca%emic year __________ __________
#$%er the +#i%a$ce of Mr. / Ms.#$%er the +#i%a$ce of Mr. / Ms. ___________________________________ ___________________________________
S#,mitte% o$ _____________ to this co""e+e i$ f#"-""me$t S#,mitte% o$ _____________ to this co""e+e i$ f#"-""me$t of the c#rric#"#m ofof the c#rric#"#m of MASTER OF COMMERCE ( BUSINESSMASTER OF COMMERCE ( BUSINESS
MANA$EMENT UNIVERSITY OF MUMBAI #MANA$EMENT UNIVERSITY OF MUMBAI #
This is a ,o$a-%e roect *or& ' the i$formatio$This is a ,o$a-%e roect *or& ' the i$formatio$
rese$te% is Tr#e ' ori+i$a" to the ,est of o#r rese$te% is Tr#e ' ori+i$a" to the ,est of o#r &$o*"e%+e a$% ,e"ief .&$o*"e%+e a$% ,e"ief .
PROJECT $UIDE ETERNALPROJECT $UIDE ETERNAL EAMINER
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DECLARATION
I RAHUL SHAH studying in MCOM Part-1 hereby declare that I hae
d!ne a "r!#ect !n re$erence t! CORPORA%& SOCAIL
R&SPO'SI(ILI%) I' *IPRO + As re,uired by the uniersity
rules I state that the .!r/ "resented in this thesis is !riginal in
nature and t! the best 0y /n!.ledge has n!t been sub0itted s!
$ar t! any !ther uniersity+
*heneer re$erences hae been 0ade t! the .!r/ !$ !thers it is
clearly indicated in the s!urces !$ in$!r0ati!n in re$erences
Student
AMRI%A (HA%
Place %hane
4ate
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AC&NOWLED$EMENT
It gives me great pleasure to declare that my project on CORPORATE SOCIAL
RESPOSIBLITY IN WIPRO have been prepared purely from the point of view of students
requirements.
This project covers all the information pertaining to CORPORATE SOCIAL
RESPONSIBILITY IN WIPRO #I had tried my best to write project in simple and lucid
manner. I have tried to avoid unnecessary discussions and details. At the same time it provides
all the necessary information. I feel that it would be of immense help to the students as well asall others referring in updating their knowledge.
I am indebted to our principal Dr. Mrs. hakuntala A. ingh Madam for giving us such an
awesome opportunity. I am also thankful to our coordinator Mr. D.M. Murdeshwar ir and also
librarian and my colleagues for their valuable support! co"operation and encouragement in
completing my project.
pecial thanks to P)*+# S#N#C!ITALE my internal guide for this project for giving me
e#pert guidance! full support and encouragement in completing my project successfully.
I take this opportunity to thanks my parents for giving guidance and for their patience and
understanding me while I am busy with my project work.
$astly I am thankful to %od for giving me strength! spirit and also his blessings for
completing my project successfully.
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INDE
SR
NO
.
CONTENTS PAG
E
NO.
1+ I'%RO4UC%IO' 7
2+ COR& &L&M&'%S 8
3+ IMPLIM&'%A%IO' 9UI4A'C& 115+ ISSU&S A'4 CALLA'9&S 1
26+ COR& (&'&:I%S A'AL)SIS 1
67+ CSR I' I'4IA 1
;;+ CSR S%RA%&9I&S :OCUS O'
OPR&A%IO' RA%H&R %H&'COMP&%I%I<C& A4<A'%A9&
18
=+ COMPA') PRO:IL& 21
8+ CSR AC%I<I%I&S O: *IPRO 25
1>+ CO'CLUSIO' 3=
11 (I(LIO9RAPH) 38
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CORPORATE SOCIAL RESPONSIBILITY
INTRODUCTION
&orporate social responsibility '&(! also called corporate conscience! corporate
citi)enship or sustainable responsible business* (esponsible +usiness, is a form of
corporate self"regulation integrated into a business model. &( policy functions as
a self"regulatory mechanism whereby a business monitors and ensures its active
compliance with the spirit of the law! ethical standards and international norms.
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-ith some models! a firms implementation of &( goes beyond compliance and
engages in /actions that appear to further some social good! beyond the interests of
the firm and that which is required by law./ &( aims to embrace responsibility for
corporate actions and to encourage a positive impact on the environment and
stakeholders including consumers! employees! investors! communities! and others.
The term /corporate social responsibility/ became popular in the 0123s and has
remained a term used indiscriminately by many to cover legal and moral
responsibility more narrowly construed.
4roponents argue that corporations increase long term profits by operating with a&( perspective! while critics argue that &( distracts from business economic
role. A 5333 study compared e#isting econometric studies of the relationship
between social and financial performance! concluding that the contradictory results
of previous studies reporting positive! negative! and neutral financial impact! were
due to flawed empirical analysis and claimed when the study is properly specified!
&( has a neutral impact on financial outcomes.
&ritics questioned the /lofty/ and sometimes /unrealistic e#pectations/ in &( or
that &( is merely window"dressing! or an attempt to pre"empt the role of
governments as a watchdog over powerful multinational corporations.
4olitical sociologists became interested in &( in the conte#t of theories of
globali)ation! neoliberalism and late capitalism. ome sociologists viewed &( as
a form of capitalist legitimacy and in particular point out that what began as a
social movement against uninhibited corporate power was transformed by
corporations into a business model and a risk management device! often with
questionable results.
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&( is titled to aid an organi)ations mission as well as a guide to what the
company stands for to its consumers. +usiness ethics is the part of applied ethics
that e#amines ethical principles and moral or ethical problems that can arise in a
business environment. I6 52333 is the recogni)ed international standard for &(.
4ublic sector organi)ations 'the 7nited 8ations for e#ample, adhere to the triple
bottom line 'T+$,. It is widely accepted that &( adheres to similar principles! but
with no formal act of legislation.
DEFINITIONS
• 9&orporate ocial (esponsibility is the continuing commitment by business
to behave ethically and contribute to economic development while
improving the quality of life of the workforce and their families as well as of
the local community and society at large.:
• 96perating a business in a manner that meets or e#ceeds the ethical! legal!
commercial and public e#pectations that society has of business.:
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CORE ELEMENTS
The &( 4olicy should normally cover following core elements;
1# C,) +*) ,.. S/,*.)3: The companies should respect the interests of! and
be responsive towards all stakeholders! including shareholders! employees!
customers! suppliers! project affected people! society at large etc. and create value
for all of them. They should develop mechanism to actively engage with all
stakeholders! inform them of inherent risks and mitigate them where they occur.
2# E/4,. +7/4*7478: Their governance systems should be underpinned by
<thics! Transparency and Accountability. They should not engage in business
practices that are abusive! unfair! corrupt or anti"competitive.
"# R39/ +*) W*))3 R48/3 ,7 W.+,): &ompanies should provide aworkplace environment that is safe! hygienic and humane and which upholds the
dignity of employees. They should provide all employees with access to training
and development of necessary skills for career advancement! on an equal and non"
discriminatory basis. They should uphold the freedom of association and the
effective recognition of the right to collective bargaining of labour! have an
effective grievance redressal system! should not employ child or forced labour and
provide and maintain equality of opportunities without any discrimination on any
grounds in recruitment and during employment.
;# R39/ +*) !<,7 R48/3: &ompanies should respect human rights for all and
avoid complicity with human rights abuses by them or by third party.
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5# R39/ +*) E7=4)*7<7/: &ompanies should take measures to check and
prevent pollution= recycle! manage and reduce waste! should manage natural
resources in a sustainable manner and ensure optimal use of resources like land and
water! should proactively respond to the challenges of climate change by adopting
cleaner production methods! promoting efficient use of energy and environment
friendly technologies.
6# A/4=4/43 +*) S*4,. ,7 I7.34= D=.*9<7/: Depending upon their core
competency and business interest! companies should undertake activities for
economic and social development of communities and geographical areas!
particularly in the vicinity of their operations. These could include; education! skill
building for livelihood of people! health! cultural and social welfare etc.
particularly targeting at disadvantaged sections of society.
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IMPLEMENTATION $UIDANCE
The &( policy of the business entity should provide for an implementation
strategy which should include identification of projects*activities! setting
measurable physical targets with timeframe! organi)ational mechanism and
responsibilities! time schedules and monitoring. &ompanies may partner
with local authorities! business associations and civil society*non"
government organi)ations. They may influence the supply chain for &(
initiative and motivate employees for voluntary effort for social
development. They may evolve a system of need assessment and impact
assessment while undertaking &( activities in a particular area.
Independent evaluation may also be undertaken for selected
projects*activities from time to time. &ompanies should allocate specific amount in their budgets for &(
activities. This amount may be related to profits after ta#! cost of planned&( activities or any other suitable parameter.
To share e#periences and network with other organi)ations the company
should engage with well established and recogni)ed programmes*platforms
which encourage responsible business practices and &( activities. This
would help companies to improve on their &( strategies and effectively
project the image of being socially responsible.
The companies should disseminate information on &( policy! activities and progress in a structured manner to all their stakeholders and the public at
large through their website! annual reports! and other communication media.
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ISSUES ' C!ALLEN$ESMany companies think that corporate social responsibility is a peripheral issue for
their business and customer satisfaction more important for them. They imagine
that customer satisfaction is now only about price and service! but they fail to point
out on important changes that are taking place worldwide that could blow
the business out of the water. The change is named as social responsibility which is
an opportunity for the business. ome of the drivers pushing business towards &(
include;
T S)47478 R*. *+ $*=)7<7/: In the past! governments have relied on
legislation and regulation to deliver social and environmental objectives in the
business sector. hrinking government resources! coupled with a distrust of
regulations! has led to the e#ploration of voluntary and non"regulatory initiatives
instead.
D<,73 +*) $),/) D43.*3): There is a growing demand for corporate
disclosure from stakeholders! including customers! suppliers! employees!
communities! investors! and activist organi)ations.
I7),3 C3/*<) I7/)3/: There is evidence that the ethical conduct of
companies e#erts a growing influence on the purchasing decisions of customers. In
a recent survey by <nvironics International! more than one in five consumers
reported having either rewarded or punished companies based on their perceived
social performance.
$)*>478 I7=3/*) P)33): Investors are changing the way they assess
companies performance! and are making decisions based on criteria that includeethical concerns. The ocial Investment >orum reports that in the 7 in 0111!
there was more than?5 trillion worth of assets invested in portfolios that used
screens linked to the environment and social responsibility. A separate survey by
<nvironics International revealed that more than a quarter of share"owning
Americans took into account ethical considerations when buying and selling
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stocks. 'More on socially responsible investment can be found in the +anking and
investment section of the site.,
C*<9/4/4= L,?*) M,)/3: <mployees are increasingly looking beyond
paychecks and benefits! and seeking out employers whose philosophiesand operating practices match their own principles. In order to hire and
retain skilled employees! companies are being forced to improve working
conditions.
S99.4) R.,/4*73: As stakeholders are becoming increasingly interested in
business affairs! many companies are taking steps to ensure that their partners
conduct themselves in a socially responsible manner. ome are introducing codes
of conduct for their suppliers! to ensure that other companies policies or practices
do not tarnish their reputation. Dr (atnam said the concept of &( had different meanings depending on the stakeholder and that depending on the
specific situation of the enterprises e#pectations can also vary. A &( project can
begin in response to a crisis or adverse publicity that a company may suffer. The
motive for launching &( can vary between philanthropy or notions of corporate
citi)enship. In India! over time! the e#pectations of the public has grown
enormously with demands focusing on poverty alleviation! tackling
unemployment! fighting inequality or forcing companies to take affirmative action.
L, *+ C*<<74/@ P,)/449,/4*7 47 CSR A/4=4/43: There is a lack of interest
of the localcommunity in participating and contributing to &( activities of
companies. This is largely attributableto the fact that there e#ists little or no
knowledge about &( within the local communities as no seriousefforts have been
made to spread awareness about &( and instil confidence in the local
communitiesabout such initiatives. The situation is further aggravated by a lack of
communication between thecompany and the community at the grassroots.
N /* B4. L*,. C,9,4/43: There is a need for capacity building of the local
non"governmentalorgani)ations as there is serious dearth of trained and efficient
organi)ations that can effectivelycontribute to the ongoing &( activities initiated
by companies. This seriously compromises scaling upof &( initiatives and
subsequently limits the scope of such activities.
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I333 *+ T),739,)7@: $ack of transparency is one of the key issues brought
forth by the survey.There is an e#pression by the companies that there e#ists lack
of transparency on the part of the localimplementing agencies as they do not make
adequate efforts to disclose information on their programs!audit issues!
impact assessment and utili)ation of funds. This reported lack of transparencynegativelyimpacts the process of trust building between companies and local
communities! which is a key to thesuccess of any &( initiative at the local level.
N*7-,=,4.,?4.4/@ *+ W.. O)8,74 N*7-8*=)7<7/,. O)8,74,/4*73: It is
also reported that thereis non"availability of well organi)ed nongovernmental
organi)ations in remote and rural areas that canassess and identify real needs of the
community and work along with companies to ensure successfulimplementation of
&( activities. This also builds the case for investing in local communities by
wayof building their capacities to undertake development projects at local levels.
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COST-BENEFIT ANALYSIS
In competitive markets cost"benefit analysis of &( initiatives! can be e#amined
using a (esource"+ased @iew '(+@,. According to +arney '0113, /formulation of
the (+@! sustainable competitive advantage requires that resources be valuable
'@,! rare '(,! inimitable 'I, and non"substitutable ',./ A firm introducing a &("
based strategy might only sustain high returns on their investment if their &("
based strategy could not be copied 'I,. owever! should competitors imitate such a
strategy! that might increase overall social benefits. >irms that choose &( for
strategic financial gain are also acting responsibly.
(+@ presumes that firms are bundles of heterogeneous resources and capabilities
that are imperfectly mobile across firms. This imperfect mobility can produce
competitive advantages for firms that acquire immobile resources. Mc-illiams and
iegel '5330, e#amined &( activities and attributes as a differentiation strategy.
They concluded that managers can determine the appropriate level of investment in
&( by conducting cost benefit analysis in the same way that they analy)e other
investments.
(einhardt '011B, found that a firm engaging in a &("based strategy could only
sustain an abnormal return if it could prevent competitors from imitating its
strategy.
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%RIPL& (O%%OM LI'&
/4eople! planet and profit/! also known as the triple bottom line form one way to
evaluate &(. /4eople/ refers to fair labour practices! the community and region
where the business operates. /4lanet/ refers to sustainable environmental
practices. 4rofit is the economic value created by the organi)ation after deducting
the cost of all inputs! including the cost of the capital 'unlike accounting
definitions of profit,.
This measure was claimed to help some companies be more conscious of their
social and moral responsibilities. owever! critics claim that it is selective and
substitutes a companys perspective for that of the community. Another criticism is
about the absence of a standard auditing procedure.
(RA'4 4I::&R&'%IA%IO'
&( can help build customer loyalty based on distinctive ethical values. ome
companies use their commitment to &( as their primary positioning tool!
e.g.! The &o"operative %roup! The +ody hop and American Apparel.
ome companies use &( methodologies as a strategic tactic to gain public
support for their presence in global markets! helping them sustain a competitive
advantage by using their social contributions as another form of advertising.
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CSR IN INDIA
&( is not a new concept in India. <ver since their inception! corporates like the
Tata %roup! the Aditya +irla %roup!and Indian 6il &orporation! to name a few!
have been involved in serving the community. Through donations and charityevents! many other organi)ations have been doing their part for the society. The
basic objective of &( in these days is to ma#imi)e the companys overall impact
on the society and stakeholders. &( 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
&( is not just another form of indirect e#pense but is important for protecting the
goodwill and reputation! defending attacks and increasing business
competitiveness.
&ompanies have specialised &( teams that formulate policies! strategies and
goals for their &( programs and set aside budgets to fund them. These programs
are often determined by social philosophy which have clear objectives and are well
defined and are aligned with the mainstream business. The programs are put into practice by the employees who are crucial to this process. &( programs ranges
from community development to development in education! environment and
healthcare etc.
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>or e#ample! a more comprehensive method of development is adopted by some
corporations such as +harat 4etroleum &orporation $imited! Maruti u)uki India
$imited. 4rovision of improved medical and sanitation facilities! building schools
and houses! and empowering the villagers and in process making them more self"
reliant by providing vocational training and a knowledge of business operations are
the facilities that these corporations focus on. Many of the companies are helping
other peoples by providing them good standard of living.
Also! corporates increasingly join hands with non"governmental organi)ations
'8%6s, and use their e#pertise in devising programs which address wider social
problems.
&( has gone through many phases in India. The ability to make a significant
difference in the society and improve the overall quality of life has clearly been
proven by the corporates. 8ot one but all corporates should try and bring about a
change in the current social situation in India in order to have an effective and
lasting solution to the social woes . 4artnerships between companies! 8%6s and
the government should be facilitated so that a combination of their skills such as
e#pertise! strategic thinking! manpower and money to initiate e#tensive social
change will put the socio"economic development of India on a fast track.
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CSR STRATE$IES FOCUSIN$ ON PROTECTION RAT!ER
T!AN COMPETITIVE ADVANTA$E
A &( strategy that is focused on avoiding regulatory liability and maintaining a license to
operate in the current business will neither lead to current competitive advantage nor
an imagination of future business models. Managing regulations! risk and
legitimacy 'license to operate, is also reflected in the main capabilities emphasi)ed by the respondents; ethical behavior! social accountability and stakeholder engagement.In
order to leverage its &(*sustainability strategy for competitive advantage! an
organi)ation needs the advanced capabilities of organi)ational learning and
sustainable innovation. These two capabilities are building sustainable business
models that will lead to future sustained competitive advantage.
AN ARTICLE ON CORPORATE SOCIAL RESPONSIBILITY IN INDIA:
4utting ocial"<conomic Development on a >ast Track by (amya athish
mentioned that many &( initiatives are e#ecuted by corporate in partnership
with 8on"governmental organi)ations '8%6s, who are well versed
in working with the local communities and are e#perts in tackling specific social
problems. >or e#ample! A4 India in partnership with ope >oundation! an 8%6
that works for the betterment of the poor and the needy
throughout India!has been working on short and long"term rebuilding
initiatives for the tsunami victims. Together! they also started The A4 $abs &enter of 64< in +angalore! a home for street children! where they provide food!
clothing! shelter! medical care and education. &( has come a long way in India.
>rom responsive activities to sustainable initiatives! corporate have clearly
e#hibited their ability to make a significant difference in the society and improve
the overall quality of life. In the current social situation in India! it is difficult for
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one single entity to bring about change! as the scale is enormous. &orporate have
the e#pertise! strategic thinking! manpower and money to facilitate e#tensive social
change. <ffective partnerships between corporate! 8%6s and the government will
place IndiaCs social development on a faster track.
AN ARTICLE ON TRUST AND CORPORATE SOCIAL RESPONSIBILITY:
$essons from India! authors mentioned pirituality and &orporate ocial
(esponsibility have had a deep"rooted connection in India. A phenomenon that has
preceded the coining of the term &(C! the link between the karmaC as espoused
by sacred Indian te#ts and initiatives anchoring corporate as responsible citi)ens
has been amply evident in India since the early days.
This is widely divergent from the perspective of corporate social responsibility in
-estern economies as reflected in the observation by Arthur 4age! vice president
of public relations at ATET for around 53 years and former advisor to the 7
4resident; 9F all business in a democratic country begins with public permission
and e#ists by public approval F.:
@iewed from this perspective! public relations professionals are the custodians of
trust for the corporate world. -hile the global spotlight today focuses on debates
on corporate trust! India can proudly flaunt a head start in this arena. Get! before we
present IndiaCs case! letCs briefly scan some recent happenings! particularly in the
7! that led to an erosion of trust in &orporate Inc. worldwide.
<ducation is the most preferred area of &( for Indian companies! with BH of the
companies surveyed engaged in it! followed by health '2J.H per cent, and rural
development and livelihoods 'HJ.H ,.
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COMPANY PROFILE
W49)* L4<4/ 'W3/)7 I74, P)*/3 L4<4/K0L, is an
Indian multinational IT &onsulting and ystem Integrationservices company
headquartered in +angalore! India. As of December 530! the company has
0H!51J employees servicing over 133 large enterprise E >ortune 0333
corporations with a presence in 20 countries.KJL 6n N0 Oanuary 530H! its market
capitalisation was appro#imately 0.2N trillion '?52.N billion,! making it one of
Indias largest publicly traded companies and seventh largest IT services firm in the
-orld.KBL
To focus on core IT +usiness! it demerged its non"IT businesses into a separate
company named -ipro <nterprises $imited with effect from N0 March 530N.K1L The
demerged companies are consumer care! lighting! healthcare and infrastructure
engineering which contributed appro#imately 03 of the revenues of -ipro
$imited in previous financial year.K03LK00L
(ecently -ipro has also identified +ra)il!&anada E Australia as rapidly growing markets globally and has committed to
strengthen the presence in the respective countries over the ne#t H years.
WIPRO $ROUP OF COMPANIES
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*i"r! Ltd+
-ipro $imited is a global company provider of comprehensive IT solutions and
services! including ystems Integration! &onsulting! Information ystems
outsourcing! IT"enabled services! and (ED services.
It is also a value added reseller of desktops! servers! notebooks! storage products!
networking solutions and packaged software for international brands.KHL
-ipro entered into the technology business in 01B0 and has over 03!333
employees and clients across H countries today. IT revenues stood at ?2.5 billion
for the year ended N0 March 530N! with a repeat business ratio of over 1H.
The business model at -ipro Technologies $td is an industry aligned customer facing model which gives greater understanding of customersC businesses to build
industry specific solutions.
W49)* C*73<) C,) ' L48/478
-ipro &onsumer &are and $ighting '-&&$%,! a business unit of -ipro $imited
operates in the >M&% segment offering a wide range of consumable commodities.<stablished in 01H! the first product to be introduced by -&&$% was vegetable
oil! later popularised under the brand name /unflower @anaspati/. It offers
personal care products! such as -ipro +aby oft and -ipro afewash! toilet soaps
like antoor and &handrika as well as international brands like Gardley. Its
portfolio of lighting solutions includes products like martlite &>$! $<D!
emergency lights and more.
Through its customer"centric products and acquisitions! -ipro &onsumer &are and
$ighting has become a fast"growing company in the >M&% segment.
W49)* I7+),3/)/) E7847)478
-ipro Infrastructure <ngineering is the hydraulics business division of -ipro
$imited and has been in the business of manufacturing hydraulic cylinders! truck
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cylinders! and their components and solutions since 01J2. This division delivers
hydraulic cylinders to international 6<Ms and represents the Pawasaki! un
ydraulicsand Teijin eiki range of hydraulic products in India. It has entered into
partnerships with companies like Pawasaki and aerospace giant <AD.The
commitment to quality has made -ipro Infrastructure <ngineering the secondlargest independent manufacturer of cylinders in the world. The company has
recently ventured into water treatment systems and solutions to cater to the needs
of various industries.
W49)* $E M4,. S@3/<3 L4<4/
-ipro %< Medical ystems $imited is -iproCs joint venture with %< ealthcare
outh Asia. It is engaged in the research and development of advanced solutions to
cater to patient and customer needs in healthcare. This partnership! which began in
0113!KJHL today includes offerings like gadgets and equipment for diagnostics!
healthcare IT solutions and services to help healthcare professionals combat
cancer! heart disease! and other ailments. There is complete adherence to i#
igma quality standards in all products.
SUSTAINABILITY OF WIPRO
-iproCs approach to sustainability is structured on enabling itself! as anorganisation! and its customers to be more ecologically sustainable. It is driven by
issues considered important to employees! India current and future generations!
customers! investors! suppliers! and the community as a whole. -ipro has been
ranked 0st in the 5303 Asian ustainability (ating 'A( TM, of Indian companies
and is a member of the 8ADAQ %lobal ustainability Inde# as well as the Dow
Oones ustainability Inde#.
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CSR ACTIVITIES OF WIPRO
WOMEN OF WIPRO: EMPOWERIN$ WOMEN TO CREATE T!EIR
FUTURE
The -omen of -ipro '-6-, council launched various initiatives to facilitate!
enable and empower women employees. 4anel discussions with internal women
leaders! mentoring programs for high potential women! workshops and
development programs and a -omen of -ipro website enable women to grow intheir careers.These initiatives have ensured a consistent increase in women
representation in various levels in the company over the last few years.
(epresentation of women in -ipro has increased from 01 in 533 to 51 in
5303.
ENABLIN$ PEOPLE WIT! DISABILITIES
-hile -ipro has always attempted to be an equal opportunity employer with )ero
tolerance for discrimination of any kind! we have added greater focus byconsciously creating more career opportunities in -ipro for people with
disabilities. As a visible change! access guidelines have been made an integral part
of our building guidelines so every new building is designed for better
accessibility.
The changes made to recruitment! training and other policies enable persons with
disabilities to build meaningful careers in -ipro. The past year saw us recruiting
from management and technical campuses and through consultants to welcome
persons with disabilities into mainstream roles. They have recruited 53 such people
in the last 5 years. tructured education to sensiti)e our managers on diversity!
anti"discrimination and anti"harassment through classrooms as well as online
programs. They believe that these efforts have laid the foundation for a diverse
talent team in the future.
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Their efforts were recogni)ed in the form of 8&4<D4 hell elen Peller Award
for 5331 given to -ipro as an organi)ation and to one of our employees for being a
positive (ole Model amongst the physically challenged people
IT IS FAR $REATER TO SUSTAIN T!AN IT IS TO CREATE#
-ipro is built on a foundation of values " pirit of -ipro. These values drive
-ipro. Acting with ensitivity is one of the three values and is manifested in our
approach to stakeholders E ecology. 6ur journey towards ecological and social
sustainability is an integral part of -iproCs view of %ood &iti)enship. As a
responsible global organi)ation -ipro would like to lead the way in sustainability
practices.
ECOLO$ICAL SUSTAINABILITY AT WIPRO
It is an accepted fact that the current path to economic progress is ecologically
unsustainable. This brings us to the moot point of choices.
The most obvious being that if each one of us " organi)ations and individuals in the
global society! adopt an ecologically sustainable path! we have the best chance of
shaping a secure and happy future.
<co<ye is -iproCs initiative towards ecological sustainability that has today become a concerted organi)ation"wide program. ItCs this lens of ecological
sustainability that is transforming the way we do business and engage with all our
stakeholders.
Their sustainability framework is pivoted on engaging with multiple stakeholders
in areas of vital and common interest! founded on an unchanging bedrock of
integrity and values.
Their customer stewardship program in ustainability offers an integrated portfolio
of solutions in &lean <nergy! <nergy <fficiency! -ater Treatment! %reen $ighting!
%reen 4&s! %reen Datacenters and IT for %reen oftware olutions.
-iproCs %reen 4& is a complete case study in sustainable product design! energy
efficient operations and e#tended responsibility for e"waste. -iproCs %reen 4&
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models are 033 (estriction of a)ardous ubstances '(o, compliant.
(ecently we launched a model that goes beyond (o compliance and is
4oly@inyl&hloride '4@&, and +rominated >lame (etardants '+>(, free. 033 of
our laptop models and J3 of our desktop models are <nergy tar H rated.
These ratings represent an energy efficiency of 03"0H and thus enable customers
to save energy and reduce their corresponding %reen ouse %as '%%, emissions.
-ipro was the first Indian IT company to launch an e#tensive take backC program
in 5332 for customers to return their end"of"life desktops and laptops. -ith more
than 02 such collection centers across India! it has set the standard for responsible
e"waste management.
WE LIVE IN T!E COMMUNITY# T!E COMMUNITY LIVES IN US#
S*4,. S3/,47,?4.4/@
A sustainable business does not e#ist in a vacuum. Its sustainability is directly
related to the well being and sustainability of the society in which it is embedded.
-ipros social an community initiatives are based on the belief that business has a
clear responsibility to contribute to the creation of a just! equitable and humane
society.
>or almost a decade now! we have been engaged in social transformation
initiatives. >rom the time we began! we decided to engage in social issues with
sensitivity! rigor and an open mind! and most importantly with responsibility. This
led to wide consultations and brainstorming! resulting in our decision to work in
three areas;
School education, through Wipro Applying Thought in Schools
Towards increasing employability, through Mission10X
Towards addressing the immediate concerns in society, through Wipro Cares
W49)* A99.@478 T*8/ 47 S**.3 (WATIS
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-ATI is a focused initiative towards systemic reform in school education in
India! to improve the quality of education. A partnership of over N3 organi)ations
with specific projects on the ground is at the core of this initiative! involving over
0333 schools across 0J states.
-e continued our journey this year by e#panding our reach to a wider community.
ome of the key themes of the work were;
An initiative to create uality literature !or children and about education
-e supported a two year project for writing a book titled -hat Did Gou Ask At
chool TodayRC by Pamala @. Mukunda and was published by arper &ollins.
Strengthening the Wipro "ducation #ellowship networ$
$aunched in 533J! this program provides individuals with opportunities to create
shareable learning for schools and the larger education community.
The assignments are either commissioned books! research*documentation
assignments! creating good educational literature or even working on a specific
school intervention or -ipro project based on needs. Two Ounior >ellows have
completed their >ellowship and we currently have J >ellows working on projects
in two broad areas;
S learning! observing and documenting the e#perience in some of our school
projects
S a project of own interest! related to school education or childrenCs literature
"%panding the community o! partner organi&ations
A new olistic chool <ngagement project was initiated with &enter for <ducationand @oluntary Action '&<@A, in &handigarh. -e work with the 8ew 4ublic
chool '84,! &handigarh in creating a teaching"learning environment based on
e#periential and participative practices.
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-e partnered with 7daan"Oanvikas! Ahmedabad to help the organi)ation build a
resource center for educators. 7daanCs work is with children who primarily depend
on government schools and the work is focused on influencing the government
school system.
-e initiated a new project with The Teacher >oundation in 05 schools in +angalore
which aims at making schools emotionally safe places! where the interaction with
children is sensitive.
-e are currently working on 55 long"term projects with 53 partner
organi)ations!03 of which are olistic chool <ngagements.
"%tending advocacy e!!orts to parents and teachers on the importance o!
conceptual understanding in the learning process
This year we reached out further by recording student misconceptions as videos to
schools and also conducted teacher and parent workshops. -e engaged with
around H33 schools and educators through these sessions. This gives teachers and
parents insights into how children think about various concepts and thus better
support the learning process. -e have made these videos available to more than
1!333 schools.
Mission10X
Mission03! a not"for"profit trust of -ipro! places great emphasis on the creativity
of the learner. It also aims at enhancing the learning ability of engineering
institutions in India and their response to the challenges of employability.
6ur affiliations with institutes and universities saw distinguished thinkers!
educationists and leaders from the academia provide the necessary stimulus to be
thrust into the right path.
To facilitate this e#change and create a web enabled community of engineering
faculties! we augmented the Mission03 portal with storage and access
mechanisms. >aculties across the country are now able to create engineering assets!
document and share them using the portal. &urrently the number of innovative
assets 'in 0B engineering disciplines, stands at N!NJ3.
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Mission03 set out to reach and empower 03!333 engineering faculties with
innovative learning methodologies by eptember 5303. The year 5331"03 saw an
accelerated growth aided by affiliations with reputed universities and by end of
year the mission has successfully empowered over J!JJJ faculties across 01 states
in India.
W49)* C,)3
The focus of -ipro &ares is on education E healthcare for marginali)ed
communities! and environment E disaster rehabilitation.
"ducation: -e work with partners to create an engaging atmosphere where
children can spend a few hours a day at informal learning centres. These centres
double up as bridge schools and aim to get out"of"school children back into themainstream.
ome of our initiatives aim to provide additional support to bright students from
poor families by providing books or opening up their world through interactions
and motivation.
'ealthcare: 6ur mobile clinics reach the communities around our factories and
provide healthcare to those who cannot come to the centre. -e provide primary
health care services and focus on both preventive and curative treatment.
"nvironment : -ipro &ares undertakes activities in the community under its
<co<ye charter. -e have adopted and developed $ake Manikonda in yderabad.
This year we worked to increase its water holding capacity! built a bio"fence and
installed a water purifier system to ensure that the incoming water is clean.
(isaster )ehabilitation: In areas affected by disasters! -ipro &ares works on
rehabilitation! to provide long term support to the community! to restart their lives.In 5331"03! -ipro &ares ran a pilot project in parts of +ihar affected by the Posi
river breach. -e provided ecologically sustainable infrastructure such as eco"
sanitation! solar lights and rain water harvesting in the community of Mandal
Thola in 4uraini village.
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-e have also provided solar street lights! cobbled streets! raised platforms as
shelters for animals! raised hand"sets and cleaned open wells among other
activities.
C*)9*),/ S*4,. R39*734?4.4/@
R,478 */ /* ),/ 7> *99*)/74/43
6ur commitment has never been limited to the processes and projects we e#ecute
in our daily functions at -ipro Technologies. 6ver the years! we have developed a
clear road to reali)e our vision of taking our success to other sections of society
who struggle to care for their own basic needs.
W49)* C,)3
(ealities keep changing in an unpredictable world. In the midst of this there arise
crises that need to be immediately attended to and through -ipro &ares we strive
hard to address this. >rom community relief and rehabilitation in times of disasters
to education opportunities! health and wellness programs for the needy! we make
sure that our work touches every level of society who needs our help. 6ur -ipro
&are program is e#ecuted with the help of our employees who are free to volunteer
their services and other recogni)ed voluntary organi)ations who make sure the goalis never out of focus.
W49)* A99.@478 T*8/ 47 S**.3
<ducation is recogni)ed as a key investment in -ipro! not only within! but also
marked and leveraged as a social initiative. Through the Applying Thought in
chools initiative! we take our tagline seriously enough to build a network of social
organi)ations committed to education reform. <ducation quality! research and
interventions are clearly defined that our program e#plores.
E* E@
6ur commitment to the ecology around us is as strong as our every endeavor. -e
believe that the future lies in sustainable solutions that will never interfere with our
environment. -ith the formation of <co <ye! we are now a business that
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incorporates better ecological balance in every project we e#ecute.
W49)* C,)3 -ipro &ares is our community initiative that helps marginali)ed communities
living in our neighborhoods. This initiative is organi)ed as a trust and works with
funds donated by -iproites and these funds are in turn matched by -ipro.
O) O9),/4*73
-ipro &ares works on the model of channeli)ing voluntary employee efforts to
contribute to the needs of the neighboring communities.@olunteers become members of the local chapter and few may emerge as leaders.
These chapters in different locations proactively identify projects based on therequirement of the community in that location.These projects are then evaluated by the project head and the central team to be
approved by the trustees.-e have launched -ipro &ares projects in the following areas;
<ducationealthcare<nvironment
Disaster (ehabilitation-ipro &ares has also volunteered efforts in various areas where e#treme
circumstances required humane interventions.
E,/4*7 -ipro strongly believes that education is the basic enabler and through -ipro
&ares we work with 8%6s who in turn work with underprivileged children. -e
offer them opportunities for holistic development! run bridge schools and also train
them in vocational skills. -hile supporting these education activities we also trainteachers to engage with children who come from struggling backgrounds.
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E,/4*7 P)*/3 B, /* / F/) A .,)7478 7/) +*) 4.)7
-e work through an 8%6 called Towards >uture to provide learning opportunitiesand bridge schooling. 6ur primary objective is to prepare the children to go to
regular schools. -e also provide them a nutrition supplement in this center.
S99*)/478 84).3 /* *<9./ /4) 48 3**.
-e work through an 8%6 called (ockfund that encourages and enables girls to
pursue their education till 03th standard by providing them financial support. This
is done through close interactions with the childCs parents and the schools. The parents have to commit their support in allowing the child to study.
I<9,/
The girls are motivated to pursue their education further They are also encouraged and prompted to perform better in their studies because
if they do not achieve the required goals then the funding may be stopped
T,)3 T),47478 C7/) - P,)4=,)/,7
-e work through an 8%6 called Door tep chool to educate! train and equip
teachers to educate migrant children.
I<9,/
If the teachers are trained! then the children get comfortable with them thus
reducing drop"out rate
The trained teachers have successfully taken the number of beneficiary childrenup to 233 per year
C*<<74/@ C7/) /* +.+4.. / 7 *+ 4.)7 ,7 ,*.37/3
O) W*)
-e work with an 8%6 called wadhar to address the needs of children of all ages
in a particular area
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I<9,/
The confidence of children has risen and the drop"out rate has reduced
Adolescent girls have adopted skills such as tailoring! jewelry"making and othercrafts! thus helping them to earn a small livingThe community is gradually responding to the concept of a library and are
engaging themselves in reading books and newspapers in their leisure time!,./,)
R),. !,./ P)*8),<
-ipro &ares launched 4roject anjeevani! its first rural healthcare project! on the
2th of 8ovember 5331! in Aurangabad district. It was launched in partnership with
avitribai 4hule Mahila <katma amaj Mandal '4M<M,! a reputed 8%6! which
has e#tensive e#perience in working in rural healthcare.
The project will cover nine small villages! all situated in and around -iproCs -aluj
factory. 6ver the ne#t three years! 4roject anjeevani aims to build a sustainable
4rimary ealthcare system with the involvement of the local population. Towards
this aim! the project will;
4rovide quality primary health services by operating a Mobile ealth &linictrengthen the local Anganwadi institutions to improve the attendance of children
so as to ascertain and improve their healthIdentify and treat malnutrition cases in the project areaIdentify and register pregnant women and provide them with basic medical
services&reate awareness regarding personal hygiene! diet and vaccination through
awareness programs and counseling sessions
E7=4)*7<7/
-ipro is aware and concerned about the state of the global environment and
ecology. -e believe that it is e#tremely important to create and maintain a
sustainable environment in the community around us. -ipro &ares has been
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continuously working in various areas that contribute to a sustainable environment
and some of these initiatives are reflected here.
E*.*84,. D=.*9<7/ *+ , ., 47 M,74*7, !@),?,
The Manikonda $ake! measuring an area of about B.B acres! has been drastically
shrinking over the last few years due to the developmental activities around it. 6ur
objective was
to develop a bio diverse lake eco systemimprove the water holding capacitycreate roosting and nesting sites for local and migrant birds anddevelop weed patches as feeding and breeding grounds for birds
-e developed a unique niche for bio diversity by creating a natural habitat usinglocally available silt! stones! plantation of native species of trees! herbs and rooted
macrophytes. This has significantly increased the number of birds such as herons!
kingfishers and ducks visiting the lake.
T),739.,7/,/4*7 *+ /)3 47 B,78,.*)
Till date! we have transplanted 3 trees from busy roads in +angalore into public
places. Another N3 trees have been transplanted into our own campuses.
L33 P.,3/4 +*) M ,<9,487
Along with an 8%6 called aahas! that works in the area of waste management!
we are creating awareness regarding the ill"effects of use of plastic. In this
endeavor we have;
-orked with and educated people at supermarkets! malls and shops
Introduced common collection centers for used plastic in schools! apartments andsuper"markets-orked with specific audience in apartment blocks and residential lay"outs to
involve them in our campaign-orked with educational institutions through various clubs and active groups to
motivate students to reject the use of disposable products on campus and ensure
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the collection and recycling of products usedInteracted with officers of the department of environment and ecology! state
pollution control board and city municipal corporation to introduce them to the
program and to elicit support from them
D43,3/) R,?4.4/,/4*7
At -ipro &ares! we believe that the victims of disaster need our help and
encouragement to rebuild their lives after natural calamities. ence! we engage
them to understand their needs to be able to provide them the support that will help
them create a self sustainable environment.
$,),/ ,)/, ).4+ 4rovided mobile physiotherapy unitselped build a health center with a
physiotherapy unit to provide care to
patients
O)433, @.*7 ).4+
+uilt a cyclone shelter equipped with
a siren! life jackets and AM stationThis center also works as a school
and is equipped with blackboards and
bench
O) >*) 47 /37,<4 ,++/ ,),3 47 T,<4. N,
-e have spent considerable time to understand the needs of the affected people and
plan the rehabilitation program in this region. %iven below are the details of the
work that we have e#ecuted in the tsunami affected areas in India.
P39,=,7,< V4..,8
6ur work in 4ushpavanam village focused on creating livelihood! building houses
and insuring the people against a similar disaster in future.
<volved a cost effective but labor intensive solution to reclaim 033.5H acres of
agricultural land&oastal tree plantation done in this village against the destructive recurring floodAdded additional infrastructure to four of the e#isting schools! catering to over
H33 children
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+uilt toilets and provided clean drinking water to the village to ensure hygiene
and good health
N,.=,9,/@
(econstructed houses that were damaged by the tsunamiupported the village and helped reconstruct NH earthquake and cyclone"free
homes as per the government norms in 8aluvedapaty
&,3/)?, &,7@, $).,<
-e worked with the Pasturba %urukulam! a 2H"year"old institution in @edaranyam
in 8agapattinam district! started by Mr. @edaratnam! a freedom fighter! who
donated all his land for this institution. It is a well"known pioneering institution
that provides vocational training and education! and also helps girls to find jobs. In
this regard we have taken the following initiative;
-e are constructing a school cum dorm facilityThe dorm will accommodate 233 girls and the school will facilitate the integration
of spacious classrooms! laboratories and libraries
S3/,47,?4.4/@
B)478478 7=4)*7<7/ *734*3733 /* / +*)+)*7/
ustainability is not just about protecting our natural environment! it also involves
creating a better community! promoting a vibrant social network and reviving
economic growth. -iproCs sustainability initiatives are based on the belief that
businesses today have a clear responsibility to contribute to the creation of a just!
equitable and humane society.
-I4(6 initiatives in this area cover;
S3/,47,?4.4/@ D43.*3)3 S 4roviding a clear picture of the sustainability
initiatives recogni)ed and undertaken by -ipro.E*-@ S A platform dedicated to showcase -iproCs eco"initiatives and track the
path that -ipro has undertaken to enable eco sustainability.
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D4=)34/@ S (eflects the diverse culture at -ipro and e#tends opportunities to
individuals who can make a difference in the organi)ation.
W49)* =.*93 *-33/,47,?4.4/@E7)8@ ,7 $!$ ++447@
5H improvement in energy efficiency in the last 2 years due to adoption of
green building standards based on $<<D framework reduction in use of printing paper through effective automated controls
and behavioral changesW,/) ++447@
N5 of water requirement met through water recycling and harvestingW,3/ <,7,8<7t
>our biogas plants convert food waste to cooking fuel translating into a netreduction of 033 tons per annum
W49)* 7,?.3 *-33/,47,?4.4/@ 474/4,/4=3 +*) 3/*<)3
+uilds %reen Data &enters that consume 03"53 less energy6perates green certified '$<<D, buildings that offer better working
environment and economy
elps in greening e#isting buildings that save energy and operational costs&onsults factories to go %reen and work efficiently under an eco umbrella
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CONCLUSION
-ipro faced many barries when it first started! the biggest as its &<6 mentioned in
an interview with >orbes was that they were looked as a joke being a consumer
care company going into technology. Thats why they changed their name from
-estern India 4roducts $imited to -ipro. It was about the credibility. +ut they
invested a lot in (ED and talent.
-ipro put plenty of support money into building custom solutions and into building a strong after"sales service network that was not very prevalent in those
days.
Today the IT industry is strong and so its -ipro. -ipro has presence around the
world and even in $atin America where it has been difficult for them to acquire the
e#perience. -ipro is a company that keeps growing! and e#panding around the
world.-ipro is doing recruitment from American! <uropean campuses and are now
starting Oapanese campuses. They are setting up a center in Atlanta! where they will be recruiting from universities! and would like to build up to H33 people. Theyll
probably have two more centers in the 7..! typically in low"cost areas! university
towns. &ommunity sensitivity and visa concerns make this essential! and it makes
sense to have a local cadre! apart from employees gained through acquisitions.
-ipro &ares is -iproCs community initiative focused on certain key developmental
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issues faced by underserved and underprivileged communities. It is a trust formed
in the year 533N that seeks to work with communities pro#imate to -iproCs center
of operations. -ipro &ares is currently engaged in 02 projects across India.
Through seven of its health care projects in four states of India -ipro &ares is
providing more than JH333 people in HN villages access to primary health care.More than J333 children benefit from the five education projects in five Indian
cities. Their project in social forestry has helped plant more than a lakh trees! and
has at the same time provided livelihood to around B3 farmers. 6ur projects in
disaster rehabilitation have helped rebuild the lives of people affected by
Parnataka >loods! +ihar >loods! Oapan Tsunami! urricane andy! 4hilippines
&yclone! 7ttarakhand >loods! 6disha >loods and many more. <mployee
engagement is an integral part of -ipro &ares where they encourage employees to
volunteer with their partners! acting thus as catalysts in bringing about positivechange.
WEBLIO$RAP!Y
www.google.com
www.wikipedia.com
www.investopedia.com
www.economictimes.indiatimes.com
www.businessdictionary.com
www. csr .com
BIBLIO$RAP!Y
• &( G<A( +66P 530"0H A$MA8A&
•&( As a Management Idea <thics in Action
• trategic management 'Mcom part 0, S by Michael vaa)
• &orporate ocial (esponsibility; Doing the Most %ood for Gour &ompany
and Gour &ause " by 4hilip Potler 'Author,! 8ancy $ee 'Author,
• &orporate ocial (esponsibility; The %ood! the +ad and the 7gly" +y
ubhabrata +obby +anerjee
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• Implementing &orporate ocial..." ubhasis (ay! . iva (aj
• &orporate ocial (esponsibility " Madhumita &hatterji