CAN CSR ACTIVITIES BY INDIAN COMPANIES BUILD THE BRAND?
In words of Jamshedji Tata “The clear definition of Corporate Social Responsibility is that the community is not just another stakeholder in our business but the very purpose of our existence”. In the beginning, CSR was viewed as more of a moral responsibility of business managers but with aggressive competition and changing times it is being seen as a strategy for the long term interest of corporates. Quite often we come across the question whether companies are genuine about their CSR initiatives or is it a marketing gimmick to build their brand? To discourse the question, this paper intends to study the kind of impact CSR has on building a brand of an organization in Indian subcontinent. A self-directed questionnaire is prepared to collect first-hand, primary data. Findings from the study turned out to opposite from the assumption that was made initially