CSR has a growing relevance in branding

IIPM BEST B-SCHOOL
The Bharti Group is once again in the news! And we are not talking about the retail tie up, or the issues with Vodafone or even the innumerable expansion plans in telecom. Bharti Foundation was recently awarded with the Golden Peacock Award for CSR for the year 2006, in recognition of its efforts to provide free education to school children at low costs.

It is certainly heartening how quite a few Indian corporates, like Bharti, are playing their part in social initiatives. Is it only on the plank of social ethics and morality? Not so, say strategy consultants, since CSR plays a role in overall corporate objectives too, as a better society means greater future market potential. And there’s also a growing acceptance of its relevance to branding. Reputation, after all, is a very sensitive issue for companies in the present day and age.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative