Many corporates have their own CSR programmes

ANURADHA MAJUMDER, ASSISTANT DIRECTOR, SWAYAM

Many corporates have their own CSR programmes? What is it that further motivates them to invest in social sector through NGOs?
Where is corporate funding? We do not get any and neither are we interested in it. I can tell you one of our experiences. To provide relief to some of the poor women, who were subject to domestic violence and now wanted to have own source of income, we approached a corporate body of the city that was running its own CSR programme. They assured us to train and accommodate these women in some kind of jobs like room-service in hospitality sector. Keeping their requirements in mind we had send few women, but despite their eligibility the ladies were denied of the jobs. This is what you call CSR. I will not name the company. However, we were able to provide jobs to some of these girls at different petrol pumps in the city with the help of the franchisees.

There are several celebrities that can be seen associated, both directly and indirectly, with some or the other NGO? What are your views on the same?
Of course, presence of celebrities does make the task easier, as they are public figure and with them, the issue get publicised. Eminent rock singer Usha Uthup, film director Aparna Sen, drama and film critic Samik Bandyopadhyay were present in our different programme. In fact, Usha Uthup sang for two hours in a public programme and totally free of cost, just for the cause. These people have helped us to popularise our cause.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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