WHAT IS CSR ?
The voluntary compliance of social and ecological responsibility of companies iscalled
Corporate Social Responsibility (CSR).Corporate social responsibility is basically a concept
whereby companies decidevoluntarily to contribute to a better society and a cleaner environment.
Corporate socialresponsibility is represented by the contributions undertaken by companies to
societythrough its business activities and its social investment. This is also to connect the
Concept of sustainable development to the company‘s level.
 Over the last years an increasing number of companies worldwide started promotingtheir
Corporate Social Responsibility strategies because the customers, the public andthe investors
expect them to act sustainable as well as responsible. In most cases CSRis a result of a variety of
social, environmental and economic pressures.The Term Corporate Social Responsibility is
imprecise and its application differs.CSR can not only refer to the compliance of human right
standards, labor and socialsecurity arrangements, but also to the fight against climate change,
sustainablemanagement of natural resources and consumer protection.The concept of Corporate
Social Responsibility was first mentioned 1953 in the
publication ‗Social Responsibilities of the Businessman‘ by William J. B
owen. However,the term CSR became only popular in the 1990s, when the German Betapharm,
ageneric pharmaceutical company decided to implement CSR. The generic market
ischaracterized by an interchangeability of products. In 1997 a halt in sales growth led
thecompany to the realization that in the generic drugs market companies could notdifferentiate
on price or quality. This was the prelude for the company to adopt CSR as
an expression of the company‘s values and as a part of its corporate strategies. By
 using strategic and social commitment for families with chronically ill children
children,Betapharm took a strategic advantage.In July 2001, the European Commission decided
to launch a consultative paperon Corporate Social Responsibility with the
title „Promoting a European Framework forCorporate Social Responsibility―. This paper aimed to launch a
debate on how the
European Union could promote Corporate Social Responsibility at both the Europeanand
international level.The paper further aimed to promote CSR practices, to ensure the credibility
ofCSR claims as well as to provide coherence in public policy on CSR.
IMPORTANCE OF CSR?
Corporate social responsibility (CSR)plays a major role in developing theeconomy of a country.
It can be defined as the way in which a company managesvarious business entities to produce an
impact on the society. Companies with highCSR standards are able to demonstrate their
responsibilities to the stock holders,employees, customers, and the general public.Business
organizations that have high corporate social responsibility standardscan attract staff thereby
reducing employee turnover and cost of recruitment. What isthe importance of corporate social
responsibility? Anyone can give a clear answer tothis question. Companies voluntarily contribute
a large sum of money to make a bettersociety and a clean environment. Corporate social
responsibility is a process in whichall companies come together as one and take part in the
welfare of the society. Manyorganizations conduct campaigns to create awareness among
corporate, civic bodies,and government bodies about the importance of corporate social
responsibility.Many national and multinational firms are booming in various
developingcountries. But at the same time, these countries suffer social challenges such
aspoverty, corruption, population growth, etc. Therefore, it is important for all companies
tostrive together and adapt corporate social responsibility standards to make the societybetter
than before. An organization can exhibit a better image in the society if it cares forits employees
and involve them in social activities. The responsibilities of anorganization may range from
providing small donations to executing bigger projects forthe welfare of the society. Many
business houses around the world show theircommitment to corporate social responsibility.What
is the importance of corporate social responsibility? The answer lies in two things:1)
organizations understanding their role in developing a society and2) awareness among business
houses, corporate bodies, and the people. Versatile,profitable, and dynamic businesses are the
driving forces that build the economy of thecountry. We must remember that the growth of a
country purely depends on the growthof the society and the people in the society. 
BENEFITS OF CSR
Organizations of all sizes are rapidly discovering that Corporate SocialResponsibility (CSR) and
sustainable business practices can foster improved greenprograms and overall environmental
stewardship.Today, we are seeing increased awareness and active participation by
businessprofessionals in the development of CSR policies. Organizations are increasingly
moreinvolved in green initiatives by adopting sustainable processes and practices,
adaptingproducts and services to the low-carbon economy and innovating in all areas
theirbusiness. The net positive on reducing waste, designing green buildings, implementinggreen
operations and maintenance plans
—
 all have continually proven to yield apositive return on investment (ROI).CSR has come to rely
on a more complex set of factors than corporategovernance alone, and likewise also depends on
sustainable development,environmental impact and supply chain management.The development
of the new carbon trading markets, verified emissionreductions (VERs), also known as carbon
offsets, and renewable energy credits
(REC‘s), it has become easier for organizations to create and measure direct ROI from
CSR. Likewise, CSR efforts have shown to yield measurable returns in waste
reduction,improved efficiency, diminished liabilities, improved community relations, and
brandrecognition.Through communicating clear and measurable sustainability objectives and
theimplementation of practical and equally functional corporate governance
mechanisms,organizations are realizing that they can have a achieve ROI through their
sustainabilityefforts.Integral strategies in ensuring substantive long-term results include:

 
Define path of progress in CSR and strategically manage expected organizationaloutcomes

 
Ensure basic CSR values are culturally integrated across the organization

 
 Adopt an effective engagement strategy with stakeholders to create buyer awarenessand loyalty

 
Properly map organizational objectives and critical success indicators with CSRperformance
metrics
Innovative organizations that understand the value of CSR work to create a corporateculture in
which each employee is committed to doing his or her part to improve theenvironment.
According to Forrester Research, effective CSR and sustainabilitypractices within large
companies have been shown to contribute to a profit increase upto 35 percent.
What’s Your ROI?
 There are proven methodologies that demonstrate ROI benefits to CSR. A partialsummary of
such strategies has been outlined below and reflect best practices in theimplementation of
successful CSR programs designed to drive improved operationalperformance and net positive
ROI.
Business Benefit: Improving Operational Efficiency
Perhaps the strongest
—
 and best documented
—
 argument for engagingemployees in environmental practices is the connection between CSR
involvement andincreased operational efficiency. Front-line employees are often in the best
position toidentify inefficiencies and propose improvements. Educating employees on CSR
canimprove profitability by supporting greater efficiency through less waste, water andenergy
usage.
Business Benefit: Innovation
Employee E&S education is also a source of innovation and savings resultingfrom the
development of new product and service lines as well as new technologies,materials or processes
that reduce water, energy usage or harmful materials.
Business Benefit: Supply Chain Management
Educating employees on sustainability practices throughout the supply chain canlead to greater
efficiencies and help build collaboration to meet sustainability, qualityand other goals. It can also
strengthen relationships between a company and itssuppliers by aligning values and objectives.
Business Benefit: Financial Responsibility
We are seeing an unprecedented level of government programs and initiativesdesigned to drive
corporate decision-making within markets that include manufacturing,construction, etc., to invest
in implementing practical and measurable green buildingdesign, construction, operations, and
maintenance solutions.In many cases, the good news is that implementation of sustainable
operations candrive increased efficiency through reductions in energy consumption,
implementation ofbuilding maintenance methodologies that are often cost neutral, and
decreasing the cost of workspaces through use of recycled furniture while changing too low
 –
uselighting (which provides eco-friendly work environments), to name a few.Government
subsidies and incentives often further complement and rewardefforts to develop and implement
successful sustainable operations and maintenanceprograms. Nearly all of the points needed for
LEED Certification (40 points) can beachieved through the energy and atmosphere category (35
points). It is by far thelargest category within the rating system, and emphasizes the combination
of energyperformance and renewable energy, which has shown can lower costs by up
to50percent in the first year alone.It is widely accepted that green building occupants are
healthier and much moreproductive in their work. With an average of 90 percent of Americans
spending more oftheir time indoors, green buildings often have better indoor air quality and
lighting,among other key advantagesMeasuring the impact of CSR in achieving social and
environmental goals can bedifficult, but is becoming more common if not expected within
corporations, often as afactor of CSR. Typically in business, what gets measured gets managed,
and as long asthe right metrics system is created and data is tracked accurately, almost
anyenvironmental CSR initiative can yield positive results.There seems to be a direct correlation
between the implementation of effectivegreen programs and design of green buildings to
improved office worker productivityand employee morale, while driving efficiencies and
reduced consumption.Innovative, forward-thinking companies have learned that they must be
fullycommitted to strategic initiativ
es that are directly tied to their business‘ core
competencies (or those of clients, employees, etc.). The advantages of doing sothrough an
effective CSR program, such as building brand recognition, realizingincreased sales and
fostering trust with employees and community, can be achieved asa win-win in almost all
situations. With committed leadership and a strategic approachmost companies can find a
substantial ROI benefit in CSR.
ABOUT AMUL
 Amul (Anand Milk Union Limited)

Type 
Cooperative
 
Industry
Dairy
Founded
1946
Headquarters Anand, Gujarat
, India
Key people
Chairman, Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF)
Revenue
US$2.15 billion
 
(2010
 –
11)
 
Employees
735 employees of Marketing Arm.However, real pool consist of 3.03million milk producer
members
Websitewww.amul.com
 
IntroductionAmul
 is an Indian dairy cooperative, based at  Anand in the state of  Gujarat, India. Theword
 Amul
(
     
) is derived from the Sanskritword
 Amulya
(
     
), meaninginvaluable. The co-operative is also sometimes referred to by the
unofficial backronym: Anand Milk Union Limited 
.Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operativeMilk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 millionmilk
producers in Gujarat. Amul spurred India's
White Revolution
, which made the country the world's largestproducer of milk and milk products. In the process
Amul became the largest food brandin India and has also ventured into markets overseas.Dr
Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is
credited with the success of Amul.
 
 Achievements of the "Amul Movement"
1. The dairy cooperatives have been able to maintain democratic structure at leastat the grass-
root level with the management committee of the village level unitelected from among the
members in majority of the villages.2. The dairy cooperatives have also been instrumental in
bridging the social divideof caste, creed, race, religion & language at the villages, by offering
open andvoluntary membership.
 Achievements of GCMMF

 
3.1 million milk producer member families

 
15,760 village societies

 
15 District Unions

 
9.4 million liters of milk procured per day

 
₹
150 million(US$2.73 million) disbursed in cash daily

 
GCMMF is the largest cooperative business of small producers with an annualturnover of
₹
53 billion(US$964.6 million)

 
The Govt. of India has honoured Amul
with the ―Best of all categories Rajiv GandhiNational Quality Award‖.
 

 
Largest milk handling capacity in Asia

 
Largest cold chain network

 
48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets

 
Export to 37 countries worth
₹
150 crore  (US$27.3 million)

 
Winner of APEDA award for eleven consecutive years
.
 
The Amul brand
GCMMF (AMUL) has the largest distribution network for any FMCG company. It hasnearly 50
sales offices spread all over the country, more than 5 000 wholesale dealersand more than 700
000 retailers. Amul became the world's largest vegetarian cheese and the largest pouched-
milkbrand. AMUL is also the largest exporter of dairy products in the country. AMUL is
availabletoday in over 40 countries of the world. AMUL is exporting a wide variety of
productswhich include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT
Milk,Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, WestIndies,
and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore,The Philippines,
Thailand, Japan and China, and others such as Mauritius, Australia,Hong Kong and a few South
African countries. Its bid to enter the Japanese market in1994 did not succeed, but it plans to
venture again.In September 2007, Amul emerged as the leading Indian brand according to a
surveyby Synovate to find out Asia's top 1000 Brands.
RELATED PAPERS
CSR Activities of Amul
By radhika zawar
Amul
By Kush Juthani
AMUL FINAL PRESENTATION
By Shivam Sankhyan
The Birth of Amul