GSMC 2014

Global Summit on
Management Cases

EMERGING CHALLENGES AS FACILITATOR OF CSR:

JHARCRAFT A NEW HOPE*
ABSTRACT
The World Business Council for Sustainable Development (WBCSD) defines CSR as the continuing commitment of
business to behave ethically and contribute to economic development while improving the quality of life of their workforce
and their families as well as of the local community and society at large. Therefore, CSR must follow a collaborative
strategy that needs to uphold the ethical standards. The design, communication and implementation within the organization
and society should be geared for support and motivation of all stakeholders. Social Responsibility means resource
integration to improve the well being of the community to support and encourage positive social impacts, which do not
occur in a vacuum or single hand. It is a process which is susceptible, in collaboration with Initiators/promoters, facilitators
and the beneficiaries. Although, there are enormous cases and literature on CSR practices, but specific facilitators role, its
participation and leadership in developing a global socio-ecological enterprising juncture; the obstacles in supporting
CSR activities and their root cause analysis are still very few.
In this backdrop an attempt has been made to do a micro-level Case Study using both primary and secondary data of a
Government undertaking organization named Jharkhand Silk Textile & Handicraft Development Corporation Limited
(JHARCRAFT) which is not only supporting in the implementation of CSR activities of various organizations like
THIESS Minaces, SAIL Bokaro, SAIL Gua Ore Mines, NTPC Hazaribagh, JINDAL Power-Patratu, TATA Power,
Adhunik Groups, etc., as a facilitator for empowering women and poor in the entire state of Jharkhand, but also
practicing its own methods for sustainable livelihood and Integrated development, based on Sericulture, Handloom,
Handicrafts and other allied activities. This case reveals that to strengthen its mission creating opportunities and challenging
life, of poor and women, CSR assistance as a facilitator is a strategic move of Jharcraft to create a new benchmark in the
domain of Corporate Social Responsibility and Sustainable Development. It has also been observed that Jharcraft team
not only provides quality training to the beneficiaries/needy for skill development but it also acts as a Trident community
organizer, linkage developer, and marketer for their beneficiaries so that the final product is continuously supplied peoples
adequate regular income/earnings. This is the way towards sustainability of their venture and makes them self-reliant.
This means, doing business in India has to go beyond the bottom line in 21st Century.
However, this is primarily a qualitative study and as such the focus of the study is to identify and formulate a policy
framework of right implementation of CSR, therefore the research methodology is based on Stratified Random Sampling,
Personal Interviews, Focused Group Discussion and analyzing the data.

Pedagogical Objectives

To get an overview of the concept of modern business and its social responsibility

To understand the importance of good governance ( Public-Private Partnership)

To get a glimpse of the concept of CSR The triple bottom line approach

To learn the taxonomy of stakeholder/collaborative approach

To learn the unique Trident Sustainable Livelihood (TSL) model in successful CSR facilitation

Case Setting and Positioning

The case study is suitable for MBA and Executive MBA for the following courses:
Socio-economic impact of collaborative strategy in the line of successful implementation of CSR Their Challenges
strategies to overcome through a win-win- situation
* GSMC 2014, IIM Raipur

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