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Corporate Social Responsibility in Infosys Foundation

Sandhya Mishra Dept of MBA, Gandhi Institute for Technology, Bubaneswar

Corporate Social Responsibility (CSR) is viewed as a number of companies have recognized the business comprehensive set of policies and programmes that are benefits of Corporate Social Responsibility (CSR) integrated into business operations, supply chains and policies and practices. CSR is defined as “A concept decision-making processes throughout the company. The case deals with CSR initiatives of Indian IT major-Infosys Technologies Ltd. The company is actively involved in the areas of community involvement, human resource development, environmental contribution, product contribution and customer relations, rural development, and shareholders relations. The paper also provides an insight into the expected role of companies in CSR in the times of recession. Keywords: Corporate Social Responsibility, Community Involvement, Human Resources, Environmental

Contribution, Product Contribution and Customer Relations, Shareholders’ Relations, Rural Development Source: Joshi and Kapoor (2004), p. 358 (Modified) Introduction Figure 1: Business Responsibility towards Different Sections of Society During the year 2008-09, Infosys Technologies, the Indian software giant won ‘Hitachi Data Systems’ whereby companies integrate social and environment Diamond Award for Best Virtualization Strategy and concerns in their business operations and in their ‘Platinum Award’ for Best Green Strategy for a Data interaction with their stakeholders on a voluntary basis, Centre. The company also received NASSCOM as they are increasingly aware that responsible (National Association of Software and Service behaviour leads to sustainable business success” Companies) Award for excellence in gender inclusivity Commission of the European Communities (2002). A at the NASSCOM IT Women Leadership Summit 2008 growing body of empirical studies demonstrates that in Bangalore (Annual Report ‘Infosys Technologies CSR has a positive impact on business economic Ltd.’, 2008-09). performance. Companies going for CSR activities have experienced a range of bottom line benefits, namely, Awareness of the impact of business on society and improved financial performance and reduced operating environment has grown along with the increasing socio- costs (Centre for Corporate Research and Training, regulatory pressures. This evolution has gradually led 2003; Agarwal, 2008), enhanced brand image and business to return the displaced social orientation. Many reputation (Krishna, 1992; Rashid and Ibrahim, 2002; firms are assuming increased Responsibility for both Centre for Corporate Research and Training, 2003; social and environmental well- being. Corporate Agarwal, 2008), increased sales and customer loyalty response to environmental and social issues is (Creyer and William, 1997), increased ability to recruit progressing through three stages of evolution: profit and retain employees (Turban and Greening, 1996; Luce maximization management, trusteeship management, et al., 2001; Centre for Corporate Research and Training, and quality of life management (Hay and Gray, 1977). 2003), easier access to capital (Spicer, 1978; Centre for The business depends on society for its existence, Corporate Research and Training, 2003) etc. sustenance and encouragement. Being too much dependent on society, business has definite In Indian context, CSR is not a new concept and can be responsibility towards different segments of society easily seen in the form of magnificent temples, high which is depicted in the figure 1. mosques, large dharamshalas and great educational institutions (Agarwal, 2008). In 1965, the Prime Though profit making is one of the main objectives of Minister of India presided over a national meeting that business but it has to satisfy its various stakeholders, issued the following declaration on the social viz., employees, consumers, government, community, responsibilities of business: “...business has and shareholders. Over the past few decades, a growing responsibility to itself, to its customers, workers, ______ISSN (Print): 2319–5479, Volume-5, Issue–1, 2016 99 International Journal of Research and Development - A Management Review (IJRDMR) ______shareholders, and the community…every enterprise, no philanthropic institutions and committed individuals matter how large or small, must, if it is to enjoy should co-operate and establish partnerships with the confidence and respect, seek actively to discharge its government institutions. This would lift millions of our responsibilities in all directions... and not to one or two people out of poverty, provide them with opportunities groups, such as shareholders or workers, at the expense and make them participate in the process and progress of of community and consumer. Business must be just and globalization.” Promoted by Infosys Technologies Ltd., humane as well as efficient and dynamic” (Brown, the Foundation began its work in Karnataka, India, 2001). The increasing relevance of CSR in India has gradually extending its activities to the states of Tamil stemmed from the fact that a business cannot succeed by Nadu, Andhra Pradesh, Maharashtra, Orissa and Punjab. ignoring the human and social needs of our society. In The Foundation supports the programmes and this age of widespread communication and growing organizations devoted to the cause of the destitute, the emphasis on transparency, customers of any product or rural poor, the mentally challenged and the economically service are not likely to feel satisfied in buying from a disadvantaged sections of the society. The Foundation company that violates the expectations of ethical and also helps in preserving certain cultural forms and dying socially responsible behaviour. Therefore, the companies arts of India. The foundation got the prestigious ET that pay genuine attention to the principles of socially Corporate Citizens Award (2000-2001) responsible behaviour are favoured by the public and (www.karnataka.com/ngos/infosys). The grants made by preferred for their goods and services (Sarkar, 2005). Infosys to the Foundation for the last three years are shown in the table 1. Company Profile Table 1: Grants to the Foundation Infosys Technologies Ltd. provides consulting and IT services to clients worldwide. Founded in 1981, by N.R. Year Grants (Rs. in Crores) Narayan Murthy and six of his colleagues. The corporate 2008 20.00 headquarters are based in Bangalore, India. However, 2007 19.00 Infosys offices span the globe. In 1987 Infosys got its 2006 13.25 first foreign client, Data Basics Corporation from the United States and opened its first office in the USA. In Source: Annual Report ‘Infosys Technologies Ltd.’, 1993, Infosys became a public limited company and 2007-08 successfully completed IPO (Initial Public Offer) in Various CSR dimensions, viz., Community Involvement, India. In the same year Infosys received ISO Human Resource Development, Environmental 9001/TickIT certification. Infosys set up its first office in Contribution, Product Contribution and Customers’ Europe in Milton Keynes, UK in 1996. In 1999, Relations, Rural Development, and Shareholders’ Infosys crossed $100 Million in annual revenue and was Relations have been considered in order to observe the listed on NASDAQ. It was Indian company to be listed initiatives of Infosys Technologies Ltd. in CSR. These on NASDAQ. In the same year Infosys opened offices in dimensions have been considered in the various studies Germany, Sweden, Belgium, and Australia. In 2000, conducted in past (e.g. Krishna, 1992; Brown, 2001; Infosys crossed $200 Million in annual revenue. In Confederation of Indian Industry, 2002; Centre for 2004, Infosys crossed US $1 Billion in annual revenue. Corporate Research and Training, 2003) for examining In 2006, Infosys completed 25 years of its existence and the CSR involvement of companies operating in India. its revenues crossed $ 2 billion. Today Infosys has more In addition to the above mentioned dimensions, Infosys’ than 50,000 employees and has presence in more than adherence to UN Global Compact Programme has also 20 countries across the world. Its corporate headquarters been observed. is in Bangalore. The company vision is to be the best globally, commercially and ethically. As such, Infosys The dimensions of CSR and Infosys’s initiatives (i.e. has developed a C-Life principle of core values that it details of CSR activities under different CSR aims to honour in all aspects of its business conduct. C- dimensions undertaken by the company) during 2006-07 LIFE: The Core Values of Infosys are: Customer to 2007-08 are shown in the table 2 and are explained as Delight, Lead by Example, Integrity and Transparency, follows: Fairness, and Excellence (www.Infosys.com) Community Involvement Education CSR at Infosys Technologies Ltd “Basic education links the children, whether of the cities Infosys Foundation, the philanthropic arm of Infosys or villages, to all that is best and lasting in India”, Technologies Ltd. came into existence on 4th December said Mahatma Gandhi (www.karmayog.org/ 1996 with the objective of fulfilling the social csr500companies). The following steps have been taken responsibility of the company by supporting and by Infosys Foundation in this field: encouraging the underprivileged sections of society • Constructed and donated to the school buildings (www.IndianNGOs.com). N. R. Narayana Murthy for poor and orphaned students in Orissa, Tamil Nadu, (Chairman and Chief Mentor, Infosys) defines Infosys Pondicherry, Kerala and Karnataka. Foundation as “For benefits of globalization and technology to reach the poor, the private sector, • Constructed class rooms at the Wayanad Girijan

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Seva Trust which works for Girijan students in Kerala. ends (Sarkar, 2005). • Donated books on the topics such as engineering, medicine, mathematics, science, history, economics, etc. to the book banks in Karnataka. These ‘book banks’ are tremendously useful for the poor Infosys is engaged in its human students who use these books for reference. resource development by being • Through company’s Computers@Classrooms engaged in providing health and initiative launched in January 1999, the company safety measures for its employees, donated 2,567 computers to various institutions across providing retirement fund benefit India. plans, spending for their welfare, undertaking training programmes, • Sponsored ‘Vijanana Sammelana’ at Shimoga, profit-sharing programmes for Karnataka to impart knowledge of science to students employees etc. and teachers. Environmental Reducing the consumption of • Donated computers and laptops to Gulbarga Contribution resources or reducing polluting University, Athani University, Mangalore University and emissions can reduce environmental to the All India Vayu Sainik Camp in Bangalore. impact (European Communities, 2001) which is one of the major • Launched OASIS, a training program for responsibilities of an enterprise. students Infosys is contributing towards in government schools. environment in terms of using recycled products, conservation of • Collaborated with Ichalkaranji Seva Bharathi, energy, waste management etc. Mumbai; Vidya Prasarak Mandal, Lucknow; Product Business must satisfy customers’ key Yogakshema, Hyderabad Karnataka Sikshana Samithi, Contribution buying criteria-such as product price, Kota Vidya Samste and Arunachal Pradesh Vidya and Customers’ quality, appearance, taste, availability, Kendra to provide education for underprivileged Relations children. Safety and convenience (Centre for Corporate Research & Training, • Worked with the Karavir Nagar Vachan Mandir 2003). Infosys is providing better in Kolhapur, Maharashtra to convert the library into an services to its customers by providing e-library and then connected it to other libraries around and by investing in R&D for quality the world. services. Shareholders put their capital in Healthcare Shareholders’ Relations business and therefore, the companies Making high-quality healthcare the norm is an ongoing should be managed in their interest. In challenge (www.karmayog.org/csr500companies). The other words, the primacy of treatment Foundation has undertaken the following CSR actions in given to the shareholders is being this area. justified on the grounds of ownership and shareholding (Centre for Table 2: Dimensions of CSR and Infosys’s Initiatives Corporate Research & Training, CSR Dimension Infosys’s Initiatives 2003). Infosys, having investor grievance Community This shows the responsibility of committee gives due consideration to Involvement business towards society in terms of the interest/complaints of the spending a part of its profits towards shareholders. civic and educational facilities (Joshi Rural Rural development implies both the and Kapoor, 2004). Development economic betterment of people as well Infosys is performing its responsibility as greater social transformation of the towards community by being engaged people living in rural areas in providing educational facilities, (www.rural.nic. in). healthcare facilities and contributing Infosys is contributing towards rural towards art and culture. development in terms of education to Human The business enterprises are under the rural poor, helping the under- Resource moral threats to satisfy the needs and privileged women, helping the self Development aspirations of the workers engaged by help women groups and donating to them and this is very important since floods victims living in rural areas. in the present era of socio-economic set up, the employees cannot be • Donated ‘Radiant Warmer with Electrical Slow treated as the mere means to certain Suction and Apgar Timer’ to Sargur ______ISSN (Print): 2319–5479, Volume-5, Issue–1, 2016 101 International Journal of Research and Development - A Management Review (IJRDMR) ______Hospital, H.D. Kote, where tribal patients are Human Resource Development treated free of cost. Employees’ Health and Safety • Supplied free medicines for diabetic children A good and healthy human resource is the gateway of through Jnanasanjeevini, Bangalore. success and the harbinger of progress of any • Donated medical equipment, chairs, and an x-ray organization as cock is to the dawn (Sarkar, 2005). unit to Northern Bihar Hospital, Bangalore The firm is also engaged in creating and implementing a Hospital and Jammu Hospital, where poor health and safety management system, and monitoring patients receive treatment free of cost. the performance regularly. The Occupational Health and Safety Assessment sequence 18001 (OHSAS 18001) • Donated medical equipments to Pavagada Eye specifications ensure that all objectives and targets are Hospital, Karnataka and Kakinada Eye Hospital, measured. During the year 2008, the company Andhra Pradesh. introduced Health Assessment and Lifestyle Enrichment • Constructed an advanced Pediatric Block for (HALE) Plan which focuses on increasing the emotional Wenlock Hospital, Mangalore. value- add of the employees, by optimizing their health, quality of life and work environment. The goal is to • Paid Rs. 3 crore to buy ‘Linear Accelerator’ for ensure healthy and happy employees who will be Chennai Cancer Insitute, Chennai. more productive in the long term and will add to the • Donated Computed Tomography (CT) scan competitive edge in the business. The HALE Health machine to Government Hospital, Week, comprising yearly master health check- ups and focused health and stress campaigns, was conducted in Bhubaneswar. the campuses during March 2008. Over 6,000 The firm is also helping poor patients through Little employees underwent medical check-ups and specialists’ Drops Public Charitable Trust, Chennai and consultations. Approximately, 10,000 employees used Ramakrishna Sarada Mission Matri Bhavan, Kolkata. the online interventions related to the Health Week which included an online health hunt, a health quiz and Arts and Culture specialist doctors’ discussions on Infy TV. Workshops Traditional art and culture are fast disappearing due to and discussion by experts on first aid and trauma globalization and economic development. Preserving handling helped the employees in case of emergencies. India’s rich heritage and honoring its artisans are some Over 12,000 employees were benefited by these of the ways Infosys Foundation contributes to this space. workshops (Annual Report ‘Infosys Technologies Ltd.’, In specific, the following actions have been undertaken 2007-08). by Infosys Foundation to promote Art and Culture of the Welfare country: In 1994, the company issued 7,50,000 warrants to • Sponsored Kala Darshan, a musical program in the Infosys Technologies Limited Employees Welfare rural areas, through Bhartiya Vidya Bhavan. Trust (the Trust), for the benefit of the employees, by • Sponsored a folk fest in Bangalore to provide creating a stock option plan, namely, the 1994 direct market opportunities for rural artisan Employees Stock Offer Plan. The Trust has successfully communities and promote culture. Approximately completed the administration of the 1994 Stock Offer 100 craftsmen from 20 states participated in the Plan, which expired in September 2004. As of date, the fest. Trust has in its ownership, 28,33,600 shares which are unutilized. These shares have been irrevocably granted • Sponsored more than 5,000 students, through to the Trust and are to be used for the benefit and NGOs like Prerna and Vidya Poshak, for the welfare of the employees (Annual Report ‘Infosys study and documentation of Karana Viniyoga, to Technologies Ltd.’, 2006-07). Staff welfare expenditure preserve and encourage the art. Karana is a dance was Rs. 52 crores in 2008 as compared to 44 crores in form defined and described in great detail by 2007. sage Bharatha in his work Natyashastra. Retirement benefits to employees • Supported the Bhandarkar Oriental Research Institute in researching ancient Indian • Gratuity manuscripts. Infosys provides for gratuity, a defined benefit retirement plan the ‘Gratuity Plan’ covering eligible • Sponsored Uppina Kudru Kamath Memorial employees. In accordance with the Payment of Gratuity Yakshagana Gombeyatta puppet shows in Act, 1972, the Gratuity Plan provides a lump sum Karnataka to preserve the art of puppetry. payment to vested employees at retirement, death, Besides, the above mentioned activities, the firm incapacitation or termination of employment of an felicitates physically challenged musicians, artists and amount based on the respective employee’s salary and Yakshagana artists from rural areas. the tenure of employment.

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• Provident fund Conservation of Energy Eligible employees receive benefits from a provident Though the company’s operations are not energy- fund, which is a defined contribution plan. Aggregate intensive, however, significant measures are taken to contributions along with interest thereon are paid at reduce energy consumption by using energy-efficient retirement, death, incapacitation or termination of computers and by purchasing energy-efficient employment. Both the employee and the Company equipment. Currently, the company uses Compact make monthly contributions to the Infosys Technologies Fluorescent Light (CFL) fixtures and electronic ballast Limited Employee’s Provident Fund Trust that is equal to reduce the power consumption in the illumination to a specified percentage of the covered employee’s system. A building automation system is in place to salary. Infosys also contributes to a government control the working of air conditioners and to make administered pension fund on the behalf of its them more energy-efficient by installing ‘Variable employees. Frequency Drives.’ Centralized Air conditioners with energy-efficient Centrifugal Variable Speed Drive Training and awareness (VSD) System & Screw compressors are installed. In The training needs of all employees are identified and addition, air-conditioning with Variable Refrigerant relevant training is provided accordingly. While Volume (VRV) system and split air conditioners with identifying the training needs, the role of the department scroll compressors are used for independent cooling. In (e.g. production) and the impact of its activities on the the company’s staff hotels, solar water heating system is Health, Safety and Environment (HSE) system of the used for water heating. campus are considered. E-module training is provided to Waste Management help reach out to the ever-growing employees located across geographies. The e-learning module on There is a system for segregation of waste at source. environment management system (EMS) has been Every development center has a dedicated waste organized to include content on the standards and segregation and processing yard. Solid waste specific initiatives at Infosys in managing the management at Infosys is based on the triple R (Reduce, environment. Modules relevant to occupational health Reuse and Recycle) principle. Plastic is used judiciously. and safety are also included. The objective tests at the Food vendors at Infosys are urged not to use disposable end of each module are designed to capture the plastic. Suppliers are encouraged to take back package knowledge gain of the learner. For the second material. Of the inevitable waste that is generated, consecutive year in 2007, the company won the BEST innovative ways and means to reuse are explored. Wood award from the American Society for Training and waste for instance is used in carpentry. Paper printed on Development (ASTD) (Annual Report ‘Infosys one side is stapled together and used as scribbling pads. Technologies Ltd.’, 2007-08). Paper, plastic, bottles and steel scrap is sent to the approved recyclers. Hazardous waste is restricted to Environmental Contribution used batteries and used oil. Used batteries are returned The development centers of Infosys were certified ISO to suppliers in accordance with ‘The Pollution Control 14001:1996 compliant in March 2004. Since then, each Board’ (PCB) norms. Used oil is also sent to the location has been subject to surveillance audits every approved oil recyclers. E-waste is handled as per the year on a rotational basis. norms laid out by the PCB. At present, the legislation applicable to hazardous waste management applies to e- Recycling waste as well. Disposal of waste is done as per these The company’s employees are encouraged to use best norms. Biomedical waste generated from the medical practices like double side printing, smaller fonts etc. to centers on campus are segregated at the center and then reduce utilization of paper as much as possible. Usage of sent to the approved agencies for incineration. Food copier machines is normally discouraged. Most waste is sent to nearby piggeries and vermi-compost pits development centers work with paper recyclers to (Annual Report ‘Infosys Technologies Ltd.’, 2006-07). recycle waste paper. Notepads made from such recycled Product Contribution and Customers’ Relations paper are used for office stationery. The usage of plastic and thermocol has been reduced by 90% in the The company is investing in Research and development campuses. In order to be water positive, the company of new services, designs, frameworks, processes and has created sleeve wells and bunds to trap storm water methodologies. The Intellectual Property (IP) created and charge the water table. The per capita consumption has led to enhanced quality, productivity and customer of water at 2.9 KL per month reduced by 5% in 2008 as satisfaction. The company has received the compared to the previous year i.e. 2007. 100% of water certifications, namely, SEI-CMMI Level 5, CMM Level is recycled and reused. The company is planning to 5, PCMM Level 5, TL 9000 and ISO 9001-2000. introduce initiatives to reduce water consumption in the Rural Development near future. The consumption of paper has been reduced by 8% and the company is planning to reduce it by 25%. Rural Reach Programme Rainwater harvesting is a vital part in the design of the • The Rural Reach Program is a one-day program new campuses. ______ISSN (Print): 2319–5479, Volume-5, Issue–1, 2016 103 International Journal of Research and Development - A Management Review (IJRDMR) ______delivering basic knowledge of computers to the students • Eliminate discrimination in respect of of classes 5, 6 and 7 in rural schools. In 2007, about employment and occupation. 7,742 students from 56 schools across India benefited Environment from the program. • Support a precautionary approach to • Conducted relief work for the flood victims in environmental challenges. Kerala and Orissa. • Undertake initiatives to promote greater • Donated teaching aids and an uninterrupted environmental responsibility. power supply unit for the visually challenged in Snehankit Association, Pune. Helped self help women • Encourage the development and diffusion of groups in Gujarat. Donated a vehicle to Akshaya Patra environment-friendly technologies. Foundation that helps to supply food to various schools in Bangalore and a vehicle to Sri Kottal Basweshware Anti-Corruption Bharatiya Shikshana Samiti, which helps to travel to • Business should work against all forms of rural areas. corruption including extortion and bribery (www. • Sponsored the construction of a suspension foot unglobalcompact.org). bridge in Mundaje in Mangalore, Karnataka. Global Compact Programmes undertaken by Infosys are shown in the Table 3. The firm is presently working with Kalika India, a trust in rural Bangalore that works with underprivileged During the President’s (Smt. Pratibha Devisingh Patil) women and children, providing education and aiding visit in Infosys headquarters, she gave the statement, economic development. It is engaged in helping under- “Infosys is a leader in its field. Its principles of ethics privileged women, through RAPID, an organization in and social responsibility contribute to the growth of the rural Karnataka that works in the rehabilitation of such country’s economy and society” (http://news.gol. groups, renovated Chitra Poor Home, an orphanage in com/News). Thiruvananthapuram, donated sewing machines to destitute women in Haliyala and Athani, and enabling CSR: Need of the Hour in Times of Recession their financial security. Helping the children in Deena There is now widespread acceptance of the fact that Bandhu, an orphanage in Chamrajanagar with the mid- improper regulation (e.g. failure of international banking day meal program. system) along with widespread un-ethical Shareholders’ Relations Table 3: Infosys’s Global Compact Programmes The company has set up investor grievance committee to Field Programme Undertaken examine and redress shareholders’ and investors’ complaints. Investors’ grievances like non-receipt of Human The company provides training to the dividend warrants/ bonus shares are settled within a Rights employees, suppliers and vendors on period of 10 days. human rights. Labour The company doesn’t employ child labour Infosys and UN Global Compact Programme or forced labour and have enforced this On August 27, 2001, the company adopted UN Global policy on all the company’s Compact Programme and became a partner with the UN suppliers/vendor partners who operate out in this initiative. The company adheres to the principles of all company’s campuses. The company of the UN Global Compact Programme (Sustainability has built a robust survey mechanism to Report ‘Infosys Technologies Ltd.’, 2007-08). These ten capture employee satisfaction feedback. principles under four categories are: To encourage a healthy lifestyle, the company has built facilities such as Human Rights gymnasium, swimming pools and sports • Support and respect the protection of complexes in the company’s development internationally proclaimed human rights. centers. The company has set up occupational health and safety committee • Make sure they are not complicit in human at each development center. rights abuses. Environmen All the company’s development centers in Labour t India are ISO 14001:2004 certified. The company’s existing environmental • Uphold the freedom of Association and the initiatives are being streamlined into six effective recognition of the right tocollective bargaining. focus areas; energy, water, biodiversity, • Ensure the elimination of all forms of force and waste management, paper and emissions. compulsory labour. • Ensure the effective abolition of child labour.

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Anti The company operates across geographies Exide Industries (www. exideindustries.com). Similarly, Corruption and encourages the employees to report Hindustan Lever Ltd. (HLL) through its Surf Excel on corrupt practices or unethical brand came out with campaign of education to poor behaviour under the whistleblower policy. children (http://living. oneindia.in). Likewise, IDEA The company has established control Cellular Ltd. on 26th Nov. 2009 (on the first anniversary systems for complying with local laws on of the first terror bullet which ruined calm in Mumbai on corruption in the geographies the 26th Nov. 2008) initiated the movement titled the ‘Talk company operates. for India Hour’. Approximately 5.5 crore Idea subscribers were made aware, that for every call they behaviour (e.g. corporate misgovernance in Satyam made between Computer Services Ltd.) in the corporate sector has been the main reason of current deadlock. In present scenario 8.36 p.m. and 9.36 p.m. that evening, the net revenue where deviant corporate behaviour is highlighted generated would be handed over by Idea Cellular to the immediately and information about it is spread through cause of protective gear for police personnel. At its the instant communication channels, the misbehaviour result, approximately Rs. 1.25 crore was generated as by corporates cannot be excused (Pachauri, 2009). The revenue from subscriber calls. Idea Cellular doubled the time has come for corporate organizations to realise the amount, and contributed a total sum of Rs. 2.50 crores importance of in-depth scrutiny of all their actions by for Prime Minister’s National Defence Fund civil society and their own interest in implementing a (www.indiaprline.com). Hence, even in times of genuine programme of corporate social responsibility. recession, smart companies are undertaking corporate Though the current economic downturn will surely raise social activities in one form or another. concerns around the budget for CSR activities and the extent to which companies will tend to invest in CSR Conclusion activities yet investment in CSR activities is for the own CSR, now a days has moved beyond indulgence in benefit of the companies. Like the employees are pure philanthropy. CSR activities vary-ranging from attracted to stay with socially responsible companies and donation to charitable institutions, providing educational want to see commitment to corporate social initiatives and health facilities, contributing towards environment, continue through tough times. Moreover, the consumers serving the customers in the best way, women are willing to pay price premiums for products and empowerment, rural development and many more. services marketed by companies with proven and Companies do such activities as internal projects or in sustained track record of doing good association with some government bodies or NGOs. A (http://blogs.hbr.org). In other words, CSR involvement number of companies in India are engaged in and are enables the companies in gaining the trust of people in demonstrating their CSR initiatives. In a survey long run. Therefore, the right approach is to come up conducted by Centre for Social Markets in 2001, the with more creative ways to implement cost-effective respondents mentioned the name of certain Indian and CSR activities rather than pulling back. In this present International companies as their role models in CSR scenario of economic downturn, the companies sector. Birla Group of Companies, BSES, DSP Merril (irrespective of their size) recognize and are performing Lynch, Hindustan Lever, Infosys, ITC, Larsen and their social responsibility. Like, Nokia Malaysia’s Toubro, Mahindra BT, Mitsui, Reliance as Indian role ‘Integrated Nokia Kiosk’ (INK) is first of its kind kiosk models and IBM, EDS, Goodyear and Conagra Inc. in which provides customer a really a simple way to U.S.A. as international role models (Brown, 2001). The recycle their old mobile phones and accessories. As an companies, by being engaged in CSR activities gain added incentive for recycling for each mobile phone immeasurable public image. On the other hand, there dropped off, the customer will have a tree planted in his have been in recent times many examples of well of her name via the Nokia New Trees Programme. For established and successful organizations losing their this initiative, INK snagged the inaugural ‘Green Mobile public trust and market strength on account of Award’ at the GSM Association’s (GSMA) Asia Mobile carelessness of social norms. Nike has suffered huge Awards 2008 held. This award is the recognition of damages to its image by being associated with Nokia’s ongoing commitment to the environment oppressive labour practices. In contrast Avon gains (http://pressbulletinboard.nokia. com). Likewise, Exide amazing and free publicity through its cancer awareness Industries as a part of its CSR programme, joined activities (Ping, 2002). Through the analysis of CSR hands with ‘United Nations International Children initiatives of Infosys Technologies Ltd., the present Emergency Fund’ (UNICEF) to support them in their study reveals that the company is actively engaged in ‘Child Environment Programme’ that involves creating different areas of social responsibility. Infosys better environmental conditions for underprivileged Technologies, through Infosys Foundation is children. The support to UNICEF from Exide is linked contributing towards the improvement of health, to the number of used batteries that Exide return from its education, rural development and art and culture. The existing customers. For every returned battery, a company is also performing its responsibility towards its particular sum of money would go to customers as well shareholders and customers. In addition to this, the as to UNICEF which provides incentive to the company is also adhering to the principles of UN Global company’s customers to return their used batteries to Compact Programme. The study makes it clear that in ______ISSN (Print): 2319–5479, Volume-5, Issue–1, 2016 105 International Journal of Research and Development - A Management Review (IJRDMR) ______the period of recession, most of the companies are still 10. Joshi, R. and Kapoor, S. 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