“EVALUATING THE CORPORATE SOCIAL RESPONSIBILITY

ACTIVITIES BY THE FMCG COMPANIES AND THEIR IMPACT ON

INDIAN SOCIETY”

MASTERS OF BUSINESS ADMINISTRATION

MITTAL SCHOOL OF BUSINESS
LOVELY PROFESSIONAL UNIVERISTY JALANDHAR

SUBMITTED BY
SHASWAT SINGH RAGHUVANSI (REG NO. 11807540)
PIYUSH KIMTA (REG NO. 11813527)
DESHIGHAN (REG NO. 11808099)
GROUP NO.:MGTRGC0128

UNDER THE ESTEEMED GUIDANCE OF

Ms. SACHLEEN KAUR (ASST. PROFESSOR)
 CONTENT

S.NO. INDEX PAGE NO.

1 ABSTRACT 1

2 INTRODUCTION 2-6

3 LITERATURE REVIEW 7 - 14

4 SCOPE OF STUDY 15

5 OBJECTIVE 15

6 RESEARCH METHODOLOGY 16
7 LIMITATIONS OF THE STUDY 17

8 FINDINGS 18 - 36

9 CONCLUSION 37

10 REFERENCES 38

TABLE.NO. TABLE INDEX PAGE NO.

1 CSR PARTICIPATION IN INDIA (2017-18) 3

2 CSR PARTICIPATION IN INDIA (2016-17) 3

HINDUSTAN UNILEVER LIMITED
3 22
SPECIFIC CSR DATA
4 ITC LIMITED SPECIFIC CSR DATA 25
NESTLE INDIA LIMITED SPECIFIC CSR
5 28
DATA
COLGATE PALMOLIVE INDIA LIMITED
6 32
SPECIFIC CSR DATA
7 PARLE AGRO PRIVATE LIMITED 35
SPECIFIC CSR DATA
8 REF AVERGAE NET PROFITS OF TOP 5 37
INDIAN FMCG COMPANIES (2014-18)
FIGURE.NO. FIGURE INDEX PAGE NO.

THE RISE OF CORPORATE SOCIAL

1 2
RESPONSIBILITY IN INDIA
UMBRELLA BRANDING OF HINDUSTAN
2 18
UNILEVER LIMITED
3 CSR PROJECT AMOUNT SPENT (INR) 18
AVERAGE NET PROFIT OF HINDUSTAN
4 UNILEVER LIMITED FROM 2014-2018 21
(CR)
5 PRODUCTS OF ITC LIMITED 23

6 CSR PROJECT AMOUNT SPENT (INR) 23

7 AVERAGE NET PROFIT OF ITC FROM 24
2014-2018 (CR)
8 PRODUCTS OF NESTLE INDIA LIMITED 26

9 CSR PROJECT AMOUNT SPENT (INR) 26

10 AVERAGE NET PROFIT OF PARLE AGRO 27

PRIVATE LIMITED FROM 2015-2018 (CR)
11 COLGATE PALMOLIVE PRODUCT 29
PORTFOLIO
12 CSR PROJECT AMOUNT SPENT (INR) 29

13 AVERAGE NET PROFIT OF COLGATE 31

PALMOLIVE INDIA LIMITED FROM 2014-
2018 (CR)
14 PRODUCTS OF PARLE AGRO PRIVATE 33
LIMITED
15 CSR PROJECT AMOUNT SPENT (INR) 33

16 AVERAGE NET PROFIT OF PARLE AGRO 34

PRIVATE LIMITED FROM 2015-2018 (CR)
17 OVERVIEW: CSR-EXPENDITURE IN 35
INDIA
18 CSR-SPENT: TOP-10-INDIAN STATES 37

19 CSR-SPENT: DEVELOPMENT-SECTOR- 37
WISE (INDIA)
 DECLARATION

We, pursuing masters in Lovely Professional University hereby declare that the synopsis of
Capstone Project report entitled “Evaluating The Corporate Social Responsibility
Activities By The FMCG Companies And Their Impact On Indian Society”, is a
descriptive research work done through literature review and secondary research. It is done
by our own and not copied from anywhere.

Signature of Project Mentor Signature of Candidates

 ACKNOWLEDGEMENT

We take this opportunity to express our acknowledgement as a deep sense of gratitude for
rendering valuable assistance and guidance to us by the following personalities for successful
completion of our research project “Evaluating The Corporate Social Responsibility
Activities By The FMCG Companies And Their Impact On Indian Society”.We are
highly indebted to Ms. Sachleen Kaur from department of management, Lovely professional
university, Phagwara (PUNJAB), for assigning us such an mind boggling and interesting task
and also guiding us all along our research. We would like to thank all the people who have
contributed their valuable time and shared there experience with us for the recording of the
data and in completion of the report. Without their consideration and continuous feedback it
would have been difficult to complete the study.

SHASWAT SINGH RAGHUVANSI

PIYUSH KIMTA
DESHIGHAN
ABSTRACT

Businesses success iis being measured iin terms of high returns on revenue/equity and iits
impact on the advancement/support to the society.iThe business organization gets everything
from the society for its survival and it is the responsibility of the organization to return
positive cognition towards the society. If somehow it fails to meet the conjecture of the
society, the society will penalize the firm through their purchase behaviour. Henceforth, the
success of any tough business organization depends mainly upon the ethical behaviour of the
organization towards the society. The Indian-Government has taken appreciable steps that
made mandatory, the CSR provisions and most of the companies are actively involved in
CSR activities. Today the Fast Moving Consumer Goods are among the fastest growing
industry in India and every F.M.C.G. company is doing different CSR practices. Hence, it is
vital to study about the outcome of the Corporate-Social-Responsibility practices on
consumer behaviour resulting in achieving Goodwill in the society.
For this, secondary-data has been collected of top five-performing F.M.C.G. companies and
their performances were studied. The study concludes that there has been a positive and
uplifting impact among the consumers as the consumers considered CSR in their purchase
valuation criteria, and they give much importance to CSR related products, resulting in high
earned market awareness and Goodwill among the consumers.

1
INTRODUCTION

CSR (Corporate Social Responsibility)

Corporate social obligation (CSR) is a self-regulating commercial enterprise version that
allows a organisation be socially accountable — to itself, its stakeholders, and the general
public.
Especially for the FMCG businesses, where the fundamental task is reduction of packaging
materials, those agencies are doing work inside the subject of Environment, Health-care,
Education, Community-welfare, Women's-empowerment and Girl-Child care. Companies
like Hindustan-Unilever started out work on CO2 discount also.
C-S-R pursuits to ensure that organizations conduct their employer in a way this is moral.
This capability taking account of their social, financial and environmental effect, and
attention of human rights. It can contain a range of things to do such as: Working in
partnership with neighbourhood groups.

CSR IN INDIA

Figure 1 : THE_RISE_OF_CORPORATE_SOCIAL_RESPONSIBILITY_IN_INDIA

Indian businesses at the moment are expected to discharge their stake-holder duties and
societal obligations, in conjunction with their shareholder-wealth maximization purpose.
Nearly all most important corporate in India are concerned in company social duty (C-S-R)
programmes in areas like schooling, fitness, livelihood introduction, expertise improvement,
and empowerment of weaker sections of the society. Notable efforts have come from the
Tata Group, Infosys, Bharti Enterprises, ITC Welcome institution, Indian Oil Corporation
among others. The 2010 list of Forbes Asia's '48 Heroes of Philanthropy' consists of four
Indians. The2009 listing additionally featured 4 Indians. India has been named a number of
the top ten Asian international locations paying increasing significance in the direction of

2
 enterprise social accountability (CSR) disclosure norms. India changed into ranked fourth
within the list, in accordance to social business organization C-S-R Asia's Asian. Sustainability
Ranking (ASR), released in October 2009. According to a discover about undertaken with
the aid of an enterprise body in June 2009, which studied the CSR things to do of three
hundred corporation homes, corporate India has spread its CSR things to do at some stage
in 20 states and Union territories, with Maharashtra gaining the maximum from them.
About 36 in step with cent of the C-S-R activities are focused in the nation, determined via
the use of approximately 12 per cent in Gujarat, 10 consistent with cent in Delhi and 9per
cent in Tamil Nadu. The groups have on an aggregate, identified 26 specific problems for his
or her CSR projects. Of those 26 schemes, network welfare tops the list, followed . Further,
in accordance to a have a look at through financial paper, The Economic Times, donations
through indexed corporations grew 8 consistent with cent during the economic ended
March 2009. The study of disclosures made by using businesses confirmed that 760
corporations donated US$ one hundred seventy million in FY09, up from US$ 156 million
within the year-ago period. As many as 108 organizations donated over US$ 216,199, up 20
consistent with cent over the preceding yr.

Table 1 : CSR PARTICIPATION IN INDIA (2017-18)

21397 16624 36 23489 29

Total No. of Total Amount Spent States & UTs Total No. of CSR Development
Companies on CSR (INR Cr.) Covered Projects Sectors Entered by
Companies

Table 2 : CSR PARTICIPATION IN INDIA (2016-17)

19539 14330 36 23008 28

Total No. of Total Amount Spent States & UTs Total No. of CSR Development
Companies on CSR (INR Cr.) Covered Projects Sectors Entered by
Companies

3
PURPOSE OF CSR
FMCG (Fast-moving-consumer-Goods) -: Fast-Moving Consumer Goods or
Consumer Packaged Goods (CPG) are products that are sold quickly and at a relatively low
cost. Examples include non-durable household goods such as Following are the a number of
the motive of the CSR
1. Help attraction to and hold contributors: Sustainability and CSR programming will
increase the cost and relevance of the association to cutting edge and ability members. It
reduces the threat that participants may have their CSR and sustainability needs met via other
businesses or tasks.
2. Enhance innovation within the region: Cost-effective pre-aggressive CSR and
sustainability collaborations can cease bring about agency innovation, permitting the industry
to decorate its collective CSR influences while using business organization and operational
blessings.
3. Build nice government and NGO family members: Associations that expand their CSR
or sustainability facts are higher positioned to contribute positively to regulatory projects via
authorities and specific organizations and to have interaction constructively with NGOs and
other stakeholders.
5. Fulfill affiliation desires: Typically affiliation dreams encompass supporting individuals
to be aggressive and profitable. CSR and sustainability is one device to decorate member
profitability and competitiveness.
6. Build company popularity and logo: An association's CSR and sustainability software
demonstrates the world’s dedication to sustainable practices and leadership. It can build
tremendous stakeholder relationships with customers, groups, NGOs, suppliers and others
packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.
F.M.C.G. (Fast moving consumer Goods) -: Fast-Moving Consumer Goods or Consumer
Packaged Goods (CPG) are products that are sold quickly and at a relatively low cost.
Examples include non-durable household goods such as packaged foods, beverages, toiletries,
over-the-counter drugs, and other consumables.

Government Initiative:-
Some of the crucial projects taken by means of the use of the government to sell the FMCG
region in India are as follows:
 The Government of India has accredited 100 in step with cent Foreign Direct Investment
(FDI) in the cash and deliver section and in single-brand retail in conjunction with 51
consistent with cent FDI in multi-logo retail.

 The Government of India has drafted a brand new Consumer Protection Bill with
outstanding emphasis on putting up an intensive mechanism to ensure simple, speedy, on
hand, less costly and properly-timed shipping of justice to consumers.

4
 The Goods and Services Tax (GST) is usually recommended for the FMCG enterprise as
the various FMCG merchandise consisting of Soap, Tooth-paste and Hair oil now come
under 18 according to cent tax bracket against the preceding 23-24 in line with cent
charge. Also expenses on meals products and hygiene products had been decreased to 0-
five according to cent and 12-18 in step with cent respectively.
 The GST is predicted to transform logistics inside the FMCG zone right into a modern
and efficient model as all fundamental agencies are re-modelling their operations into
massive logistics and warehousing.
Fast Moving Consumer Goods (F,M.C.G) are merchandise which can be offered swiftly and
at a particularly low cost. Examples encompass non-durable circle of relatives goods which
include packaged foods, drinks, toiletries, over-the-counter tablets, and different consumables.
Many speedy shifting customer items have a quick shelf existence, both because of excessive
purchaser call for or because the stop end result of rapid deterioration. Some F.M.C.Gs, such
as meats, end result, vegetables, dairy merchandise, and baked goods are pretty perishable.
Other goods, including pre-packaged meals, gentle beverages, sweets, and toiletries have
immoderate turnover prices. Sales are every so often prompted by manner of holiday and/or
seasonal time period and additionally with the aid of the reductions supplied.
Packaging is imperative for F.M.C.Gs. To grow to be a hit within the extraordinarily dynamic
and modern F.M.C.G section, a organization no longer entirely has to be familiar with the
consumer, manufacturers, and logistics, but additionally, it has to have a legitimate know-
how of packaging and product advertising. The packaging must be each hygienic and patron-
attracting. Logistics and distribution systems often require secondary and tertiary packaging
to maximise efficiency. Unit or principal packaging protects products and extends shelf-life at
the same time as offering product information to shoppers

TOP 5 INDIAN F.M.C.G. COMPANIES IN CSR

I. HUL (HINDUSTAN UNILEVER)

Hindustan Unilever Limited (H.U.L) is a British-Dutch production agency founded in
Mumbai, India. Its merchandise consist of ingredients, beverages, cleansing sellers, non-
public care products, water purifiers and client goods. H.U.L was installed in 1933 as Lever -
Brothers and following merger of constituent organizations in 1956 become renamed as
Hindustan Lever Limited. The agency become renamed in June 2007 as "Hindustan -
Unilever 2017-18.Limited.

II. COLGATE PALMOLIVE

Colgate-Palmolive grew from a small toothpaste and candle manufacturing unit within the
nineteenth century New -York and extra than two hundred years later, a global leader in non-
public health-care merchandise. The famous manufacturers include the Colgate Toothpaste,
Colgate-Plax Active-Salt Mouthwash, Halo-Shampoo, Palmolive-Naturals and Protex-Soap.

5
Colgate-Palmolive’s core values of worrying, worldwide-teamwork and ordinary-
improvement makes them a prestigious identify not completely inside the Indian-Fast-
Moving-Consumer-Goods corporation but globally. According to the Annual-Report of 2017-
2018, the Company has roughly 38,000 employees and has profits of INR 12,045crores.

III. ITC LIMITED (INDIAN TOBACCO COMPANY LIMITED)

From its humble beginnings in 1910 Calcutta, ITC Limited has flourished right into a
pinnacle rate logo which with a multi-business portfolio that includes F.M.C.G, hospitality,
paperboards and speciality papers, agri-commercial enterprise and data-technology. The Fast-
Moving-Consumer-Goods supplied by ITC Limited consists of soaps, incense- sticks,
clothing, cigarettes and cigars, protection -matches and meals. ITC Limited has a deep
perception of the Indian consumer psyche. Their merchandise boast of high great in
manufacture and packaging. Some of their labels consist of ancient Flake, Classic, Navy-Cut,
Bingo, Sunfeast, Ashirvaad, Fiama, Vivel, Wills Lifestyle, Paperkraft and Classmate. Annual
document of 2017-2018 states that the enterprise’s growth is ready Rs. 10,500 crores inside a
monetary 12 months.

IV. NESTLE INDIA LIMITED

Nestle is a transnational food and beverage employer, headquartered in Switzerland. Nestle
India is a subsidiary of NESTLE S.A. Of Switzerland. Nestle-India dates decrease again to
1912 while it started operating because the Nestle Anglo-Swiss-Condensed-Milk-Company.
Post-independence, Nestle has laboured intently with indigenous production and in recent
times has eight production offerings within the U.S.A . for his or her merchandise. The India
workplaces are in Kolkata, Mumbai, Chennai, and Delhi. They cater to the nutritional and
fitness requirements of Indian-customers and the famous labels include Nescafe, Maggi,
Milky-Bar, Kit-Kat, Bar-One, Milkmaid, Nestea, Nestle-Milk, Nestle Slim Milk, Nestle-Dahi
and Nestle-Jeera-Raita. Nestle has honestly emerged as the most important producer of food
objects globally. The Nestle-Annual-Report 2017-2018 indicates that the business enterprise
has 3,28,000 people and has sales of INR 12,045 crores.

V. PARLE AGRO LIMITED

Parle-Agro has been in the food and beverage organization thinking about 1985. It is India’s
biggest beverage organization and worth Rs. 3,000 crores According to the Annual Report of
2017-2018. Parle Agro employs about 5000 humans and successfully operates 76
fantastically advanced production devices.The most good sized labels embody Frooti, Frooti
Fizz, Appy Fizz, Appy, Bailey, Bailey Soda, Dhishoom, and Frio. Parle-Agro has a strong
presence in 50 worldwide locations and a couple of business verticals like beverages,
packaged consuming water, and PET Preforms. One of the nice F.M.C.G, Parle Agro liquids
have completed a landmark stature within the industry and they are on their manner to
turning into India’s first global massive inside the food and beverages sector.

6
LITERATURE REVIEW

Saeed (2009) the paper focuses on finding Corporate Social Performance of F.M.C.G.
companies. For good insights on the F.M.C.G. Company’s performance, Karmayog-Ratings
were chosen. The study found that CSR activities played a good role in improving reputation,
it enhanced the ability to recruit, develop and retain-staff, also improved innovation,
competitiveness and market positioning. Coherent-CSR based strategies based on integrity,
sound values and long term approach, offers clear business-benefits to the companies and
helps them to make a positive contribution to society.

Kannaiah et al. (2018) the major concern about their study was to find the impact of
Corporate-Social-Responsibility practices on consumer behaviour (with reference to F.M.C.G.
in Tamil-Nadu), also to identify the FMCGs consumer choice and awareness on CSR
activities and to study the sociology and the purchase details of FMCG consumers on their
CSR perception. Their research methodology includes Primary and Secondary-Data, which
was collected from a well-structured questionnaire and the Secondary data was collected
from websites and annual reports of the respective F.M.C.G. companies and also added
information was collected from various Books, Newspapers, Journals and Theses. They
concluded that CSR practices needs a lot of advertisement to reach its effectiveness and to its
consumer’s awareness. The consumers of FMCG, purchase the products based on quality,
brand and customer service, they have given less importance to company CSR, reason being
either lack of awareness on CSR. 53.50% consumers were found to be very sentimental
towards the products they purchase and they are very choosy in purchasing F.M.C.G.
products, this group of consumers are named as "Fastidious-consumers", only 15.34%
consumers can be named as "Indifferent-consumers" as they aren’t sentimental towards the
products and the third group of consumers who are less sentimental towards the products are
named as "Tranquil-consumers" are 31.77%.

Moliner et al. (2019) the purpose-of conducting the study was to analyse the role-of
Managers perception of CSR in CSR marketing outcomes. The manager and customer
perceptions in this study was covered by a two sample research designs with two separate
questionnaires. The first measured the manager's evaluation towards CSR in their branches
and the second questionnaire captured customer's CSR perceptions and their satisfaction,
trust, engagement and loyalty with them. Also group activities like discussions with senior
marketing managers and also professional interviews were conducted. The manager’s
perceptions of CSR have a remarkable influence on customer’s perception of CSR. It has a
notable impact on the relationship variables studied i.e. customer’s satisfaction, customers
trust and customer’s engagement.

Ahmed (2016) the clear idea behind the study was to find, how CSR affects the loyalty of
customers by considering customer trust as mediator. The design of the study is quantitative
in nature and data is collected from customers of F.M.C.G. firms by questionnaires. Collected

7
data is analyzed through multiple regression analysis. H1:-CSR activities will positively
anticipate customer loyalty. H2:-CSR activities will positively influence on customer trust.
H3:-Customer trust will mediate the connection between CSR activities and Customer loyalty.
Testing of Mediation through Baron and Kenny four step approaches. The findings of the
study and its contribution have brought some very practical provisions for the top
management in F.M.C.G. companies. Trust among the customers on the F.M.C.G. companies
proves that the company not only performed in a reliable way but also considered the well-
being of the customers at the time when taking decisions and providing products.

Jariko (2017) to study the performance of CSR activities among the developing nations also
whether developing nations plan for more sustainable businesses than their current
Philanthropic discourse of CSR activities. CSR acts carried among these countries, are their
CSR activities fully developed in accordance with the international-standards.Google-Scholar
was used as the search engine to study more than 50 reviewed articles further Literature
Review method was used to extract relevant information. People in Bangladesh and
Indonesia was found to lack in clear understanding of CSR and seemed least concerned with
social responsibilities. Developing countries lack in legal requirements, lack of knowledge
and awareness, poor-performance and fear of bad-publicity. The findings in context of
Pakistan suggests that CSR activities are found in beneficent and charitable activities.

Stefanska et-al. (2013) to unbind what is more important-The Image or CSR activities also
the relationship between the level-of-awareness of the company's CSR activities and
company's evaluation. The research embraced 230 people, who were given questionnaires.
Level of intensity of CSR activity was defined on the basis of secondary-sources of
information. In order to verify the thesis, A.N.O.V.A. was carried out. It clearly shows that
person holding a better opinion about the company are characterized by a higher level of
awareness related to CSR activities. It also shows that the companies evaluation had a greater
impact on the level-of-awareness of CSR activities that the objective number of CSR
activities undertaken by the companies.

Sharma et al. (2018) objective lies whether this investment in CSR activity influences
customer's intent to purchase the product in any manner. In this descriptive-research,
questionnaires was distributed among 1500 respondents. After experimenting reliability and
validity of the data, five hypothesis were tested using SEM-(Structural-Equation-Modelling).
CSR driven loyalty has a positive influence on consumer purchase intentions, which was
supported. There is a positive relationship between consumer awareness for CSR activities
and consumer purchase intentions. CSR driven environmentally friendly activities to
influence consumer purchase intentions. There is a positive relationship between CSR driven
behaviour-and-consumer purchase intentions.

8
Lopez et-al. (2017) the paper was published in search of the effect of harmony between the
CSR activity and the company’s core business on consumer response to CSR.
Harmoniousness between the CSR campaign and the company’s core-business will positively
affect consumer’s CSR associations related to the company. Harmoniousness between the
CSR campaign and the company’s core business will positively affect consumer’s attitude
toward the CSR campaign. Congruence between the CSR campaign and the company’s core
business will positively affect consumer’s purchase intention. Congruence between the CSR
campaign and the company’s core business will positively affect consumer’s intention to
recommend the product. The reliability was assessed through Cronbach's alpha coefficients.
Hypothesis H1 and H4 are completely confirmed stating congruence between the CSR
campaign and the company's core business positively affects CSR associations related to the
company as well as the consumer's intention to recommend the products manufactured by the
company.

Sebastian et-al. (2017) effects of advertisement of a socially responsible activity on

perceived Corporate-Social-Responsibility and its influence on consumer-loyalty also CSR
communicating literature in the categorization of how the use of one or another type of
medium to publicize a cause related marketing-activity-influences the effect of perceived
CSR on consumer-loyalty. An empirical study was conducted with two samples of consumers,
each of which was open to the same advertisement, advertised in either a newspaper or posted
on a social network. Data were analyzed using structural equation modelling. H1:-Company-
social cause congruence has a direct and positive impact on corporate-credibility. H2:-
Company-social cause congruence has a direct, positive impact on perceived CSR.-Sampling
was done on the basis of social-demographic-characteristics. It was found to be true that
effect-of-advertising a CSR activity and its impact on consumer-loyalty, while considering
the moderating effect of the communication medium.

Juslin et-al. (2011) the authors discovered the effects of sum values on individual-
perceptions of CSR issues. The authors investigated 980-Chinese young people. Chinese
youth had negative perceptions of corporate-social-performance of corporations in
China, mainly on the environmental-dimension. In contrast, those who value self-
enhancement or conservation more have more positive-perceptions.

Russell et al. (2010).this exploratory paper examined how consumers enacted to Corporate-
Social-Responsibility (CSR) programs that vary in geographical focus. Consumers clearly
stated that they approve of what a organization is doing elsewhere but this did not necessarily
enhance their purchasing of the company’s products.

Wang (2011)- in this paper the authors decided two the results of non-public values on
person perceptions of C.S.R issues. The authors investigated 980 -Chinese young human
beings. Chinese-teens two had terrible perceptions two of organization two social overall
performance of agencies in two China, on the whole two on two the environmental size. In
comparison, folks that value self-enhancement or conservation more have greater
advantageous-perceptions.

9
Russell (2010) this studies tested how clients reacted to agency social obligation (C.S.R)
applications that range in geographic-recognition. Consumers cited that they approve of what
a corporation is doing elsewhere however this did now not usually make bigger their
shopping of the enterprise’s merchandise.

Shruti (2011) this paper tested the appreciation of corporate social obligation held via
customers in India and America so that it will draw out similarities and variations in
conceptualization and response. The main findings of two the study used to be that there was
a sizeable issue two of US consumers who have been blind to socially responsible companies
in comparison with their Indian -two-counterparts who didn't recognize the CSR-projects two
of multinational corporations.

Rizkallah (2012) in this paper, the writer opined that organizations are claiming that
they are being challenged to hold profitability and behave in socially responsible
approaches. The take a look at has been tried to reply these questions and more. The survey
blanketed a random sample of 317 person man or woman-clients within the Southern-
California-vicinity.

Romani (2012) in this paper, the authors analysed the location of gratitude as a lacking
mediator-facilitating the effects of C.S.R on relational consumer-behaviour. They carried out
a discipline take a look at with person purchasers. Two lessons of consumer reactions were
considered: two intentions to a) say wonderful matters about the business-enterprise, and b)
participate in advocacy actions benefiting the corporation. They concluded that two some
unique two individual-difference two factors can have an effect on purchaser’s emotions of
gratitude and consequent -behaviors, because of this supplying managers with gear they could
use to leverage their C.S.R investments.

Feldman (2013) this studies is the comparative-consequences of C.S.R tasks and C.A inside
the consumer buying-behaviour in two international-locations (U.S.A and Peru) within the
shoe-enterprise. The most essential effects of the discover approximately tested that a few
C.S.R initiatives including agencies’ environmental-commitments, along with a few C.A,
along with product-splendid substantially offer an explanation for the character of client
responses and an alternate-off impact on purchaser’s willingness to pay for a product.

Pomering (2009) in this paper, the authors investigated the C.S.R –consumer-relationship.
This have a look at two tested the Australian-banking-quarter, two which engages in and
promotes its two C.S.R sports, to assist fill this gap. Consumer draw close of a few of the
social troubles two banks interact with is likewise low.

Walker(2009) the authors examined the relationship between -C.S.R activities and fans’
assessment of reputation and patronage-intentions. Fans of N.F.L-groups are sampled. A
conceptual version have been framed suggesting that the unbiased variable C.S.R with
four domains i.e, -Philanthropy, network involvement and kids applications in each training
and fitness. The findings indicated that C.S.R had an important-strategic-position to play for
recreation-corporations.

10
Bhattacharya (2001) this paper concluded that the focuses with the aid of way of the 2-
company on C.S.R are seemed to be the important thing moderation. C.S.R initiative may
additionally even decrease client-indention to buy the products more specially-the two
authors-discovered that C.S.R tasks can, below sure situations, to minimize clients-intention
to buy a corporation’s products.

Rossi (2007) they mentioned of their research that during client-judgements are primarily
based on C.S.R sports. Results indicated first the product-judgement become once
significantly-stricken by company’s social duty (C.S.R), blame attributed to the organization
and whether or not purchasers had a two car made by using the use of the manufacturer
considered; second the behavioural-intentions have been appreciably-affected via C.S.R,
consumers’ involvement with the two message, perceived two-threat, product-judgement and
whether or not clients had a vehicle made through the producer-considered.

Faria et-al. (2010) the observe-indicated that Social-Responsible-corporations the purchaser

perceived advantage-and value. The look at indicated that companies have the opportunity to
respond to their purchaser’s dreams of feeling right approximately a purchase, while
reaching their commercial-enterprise desires and simultaneously, giving their own
contribution to society.

Gupta (2011) this paper examined the perception-of Corporate-Social-Responsibility held by

consumers in India and America in order to draw out similarities and differences in
conceptualization and response. The main findings of the study was that there was a
substantial portion of US-consumers who were unaware of socially-responsible-companies
compared with their Indian counterparts who failed to recognize the C-S-R initiatives of
multinational companies.

Rizkallah et-al. (2012) in this paper, the author opined that companies are claiming
that they are being challenged to maintain profit and behave in friendly responsible
ways. The study has been attempted to answer these questions and more. The survey
included a random sample of 317-adult individual-consumers in the Southern-California
region.

Bagozzi et-al. (2012) in this paper, the authors analysed the role of gratitude as a missing
mediator facilitating-the effects of C-S-R on relational consumer behavior. They conducted a
field experiment with adult consumers. Two classes of consumer reactions were
considered: intentions to a A) say positive things about the company, and B) participate in
advocacy actions benefiting the company. They concluded that some specific individual
difference factors can influence consumer’s feelings of gratitude and consequent
activity, thus providing managers with tools they can use to leverage their C-S-R investments.

Vasques-Parraga et-al. (2013) this research is the comparative effects of C-S-R

initiatives and CA in the consumer-purchasing-behaviour in two countries (USA and Peru) in
the shoe industry. The main results of the study demonstrated that some C-S-R initiatives
such as companie’s environmental-commitments, along with some CA, such as product

11
quality significantly explain the nature of consumer-responses and a trade-off effect on
consumers’ willingness to pay for a product.

Dolnicar (2009) in this paper, the authors investigated the C-S-R – consumer relationship.
This study examined the Australian banking -sector, which engages in and promotes
its C-S-R activities, to help fill this gap. Consumer understanding of many of the social
issues banks engage with is also low.

Kent et al. (2009) the authors examined the relationship between C-S-R activities and fans’
assessment of reputation and patronage intentions. Fans of two NFL-teams are sampled. A
conceptual model had been framed suggesting that the independent variable C-S-R with
four domains i.e., Philanthropy, community involvement and youth programs in both
education and health. The findings indicated that C-S-R had an important strategic role to
play for sport organizations.

Bhattacharya (2001) this paper concluded that the focuses by the company on C-S-R
are considered to be the key-moderation. C-S-R initiative may even decrease consumer
indention to buy the products more specifically the authors found that C-S-R initiatives
can, under certain conditions, decrease -consumers’ intentions to buy a company’s
products.

Rossi (2007) they pointed out in their research that in consumer judgments are based on
C-S-R activities. Results indicated first the product judgement was significantly affected
by Corporate-Social-Responsibility (C-S-R), blame attributed to the company and whether or
not consumers had a car made by the brand considered; second the behavioural intentions
were significantly affected by C-S-R, consumers’ involvement with the message,
perceived danger, product judgement and whether or not consumers had a car made by the
brand considered.
Faria et al. (2010) the study indicated that Social-Responsible firms the consumer
perceived-benefit and value. The study indicated that companies have the opportunity to
respond to their consumer’s desires of feeling-good about a-purchase, while achieving
their business goals-and-simultaneously, giving their own contribution to society.

Sharma et al. (2007) this paper is based on the-feedback from the retailer and consumer
related to the impact of C-S-R on sales of the Companies. They use primary-data and design
a questionnaires which is based on how much people aware of C-S-R activities and go
beyond the observation of the dependent and independent variables. In this research paper we
find that 40%-of the respondent say that C-S-R is giving a positive impact and all of them
said that they are using various types of Dabur-and HUL product in different-collection .the
conclusion define that Corporate-Social-responsibility have a different impact on the business
relationship,-good-will and other-benefits.

Shinde (2014) the research-paper is based on how Corporate-social-responsible is make

affect from purchasing-behavior of customer. They use primary-data and using which

12
questions are based on Chi-square-Analysis to determine the buying behavior-of-consumer.
They also used secondary-data through annual report,-Magazines, Newspaper, Books, and
websites. They find that 52% consumer purchase the product on the basis of the C-S-R
program done by the companies. The study shows that C-S-R help in getting result on
improving consumer-loyalty, readiness to pay-premium-prices and lower-reputational risks at
the time of crisis.

Singh et al. (2010) this study is for exploring the different description of Corporate-Social-
Responsibility and examine how companies conduct C-S-R, and identify key C-S-R practices.
Its base on secondary-data-collection and use of content analysis techniques to assess C-S-R
activities design by the companies. This study finds that C-S-R is an upward-learning-curve
which help in development-of companies. It shows that C-S-R is not only affect the company
reputation and good-will but also control the financial performance. The-end result shows-
that all activities known as C-S-R are philanthropy-that involves in domain of profit-
distribution. There is need to increase the understanding and involvement of business in
social-development as a good-business-practice.

Jayanthi (2017) The research main-objective is the evolution of F.M.C.G.-Sector, growth in

India and Adopting different strategies by F.M.C.G.-Sector. In this study they take
secondary- data and information from books and published works and reports. They find that
Indian rural areas consumption hold the key or F.M.C.G.-sector F.M.C.G. is the 4th largest
sector in the Indian-economy and top Indian F.M.C.G.-companies includes names like-HUL,
ITC, Nestle and new Entrant-Patanjali. F.M.C.G.-sector has bright future related to
development. This study shows in future their will be increase in demand for products. They
said “Don’t find customer for your product; find products for your customers”.

-Ching (2017) the research is based on doing C-S-R projects make consumer like shop more
to know their behavior-intention behind buying any product. Research is based on the
hypothesis-test which calculate that Hypothesis-la (Hla) C-S-R associations-positively
influence toward the retailer. Hypothesis-lb-(Hlb) Environment concern positively attitude
toward the retailer. The mode use in the examine the effect of C-S-R associations and
environment concern-on-consumer behavioral-intentions towards the retailer. It provides a
contribution to both marketing academic and practitioners. The result of the study have
practical for commercial practices. It shows that C-S-R activities and environmental have the
potential to make positive-impact on consumer in order to create a state of closeness between
a C-S-R retailer and consumer response (behavior intention) marketing manager of C-S-R
retailer should pay close attention to consumer feeling of attachment and love towards the
retailer.

Kundu (2013) this research-is based on different theories and-guidelines for C-S-R activities
at national as well as international level. C-S-R practices as per GRI (Global Reporting
Initiative)-guidelines-will be selected public and private sector companies. Study on

13
perception of stakeholders towards C-S-R practice in selected companies and-analyze the
effect of C-S-R practice on profitability of the companies. The study is based on both primary
and secondary data as well. Prepared-on the basis of questionnaire to know the attitude and
perception of the-stakeholder of the organizations.-Secondary data is based on annual reports,
official websites of companies, C-S-R reports of companies. By the research they find that
many-companies are adding triple bottom line-people, plant-and profit. These ecological
values help to measure an organization’s success and impact on its stakeholders. Study
shows that in the changing era of global scenario what-are the impact-on companies’
profitability. The current scenario shows that’s maximum of the customers have an own
perception which they create through the performance of the companies.

Rajni (2014) this research is-based on the trend -in F.M.C.G. in-Indian market to understand
the relationship between P& G company and Corporate-Social-Responsibility. It is based on
primary as well as secondary-source of data. The-main source of data-are-online based-data
of trends in India-economy in consumer-and-services with multinational and commercial
bulletin. There finding-are based on questionnaire-prepared on the basis of reflecting the
image of organizations commitment to supporting their work on C-S-R both within the
organization-and-outside the organization. They should design for better product experience.
P&G is a-giant of F.M.C.G.-sector is one of the most efficient corporations-in the global
platform. P&G also environmentally conscious tries to do-minimum-loss or harm due to their
production.

Arya et al. (2018) the study on the philosophy-implemented by-ITC on-doing C-S-R
projection and compare the C-S-R of ITC with multinational-companies-a-danalyze the
various work related to C-S-R and their impact of work in the society that how much it is
beneficial for them. Which of them are-strength and-weakness in the C-S-R programmers.
Research is based on-primary as well as secondary data, used-descriptive and analytical
methodology and data is collected through secondary sources such as books, articles, e-
sources. They-use hypothesis HO:- C-S-R has no real world impact, HA:- C-S-R does indeed
have massive real world impact. They find out that ITC is a strong-brand present in the
market. Excellent-products-advertising. ITC is still depending on its tobacco-revenue and
people have-cheaper substitute present in the market. ITC large-company and working in
different-sectors of business and engaged in C-S-R activities having a vision to serve large
national-purpose of-national building through core values they used to provide education to
those people have been facing from a very long time.

14
SCOPE-OF-STUDY

The scope-of the-study regards-the-time &-money spent, the-means/tools and techniques put-
upon on the sustainability-of the-Corporate which are working on Corporate-Social-
Responsibility. This research is based on the top five F.M.C.G. companies and their CSR
Activities. These Companies are in the top list of F.M.C.G. and having a reputed image in the
market and high rate of return in the current scenario. In this study we are focusing the
society beneficial Activities done by the companies in the country and the perception of their
customers about them, is it worthy to work for them and are they aware of these activities.
The main area we are focusing is what kind of strategies they are using for the betterment of
society and how much customer known by these projects and how much it is relevance to the
customer, is customer buy that specific product because of the work of that company or not.
To see the growth in the profits, shares and sales lead to right future and growth is possible
because of recent development in technology. In addition, assessing the sustainability
performance and their impact on their goodwill and market share. The time-frame is the
period of 4 months in which we collect all the information through secondary data. This
research help the students to understand the importance and how it make more difference to
the existing and future customer attraction and gain more markets and to get the real essence
of the being Corporate-Socially-Responsible in a developing the brand, value, penetration
and loyalty among customers.

OBJECTIVES

1. Impact of the CSR activities on the society.

2. Impact of the CSR activities on the sales of the company.

3. Comparison of F.M.C.G. company's performances on the basis of their CSR activities.

15
RESEARCH METHODOLOGY
We have utilized literature-review method to pull up the relevant information about
Corporate-Social-Responsibility Activities including its effect in the market among the
customers and how it influences the customers to be a truly loyal and devotee customer to the
product and brand. Literature-review method is useful approach to identify the relevant and
key areas of research.
We have reviewed more than fifty research papers in the field of Corporate-Social-
Responsibility Activities that are conducted by F.M.C.G. companies across the globe and
specially screened and handpicked those researches that are focusing on F.M.C.G. in Indian
Markets.
We have came through many breakthrough accomplishments and strategies that were used by
these companies while conducting their Corporate-Social-Responsibility Activities, which all
in all gave them boosted profits, trust, loyal customers and shareholder, and an unbelievable
market penetration.
Apart from reviewing research papers by the key authors we have also examined there
financial statements which are Corporate-Social-Responsibility oriented. To realize this
motive we canvassed to look into the selected top F.M.C.G. company’s financial for our
study. We audited the company’s official websites for current happenings in Corporate-
Social-Responsibility and as an icing on the cake we went through The National-Corporate-
Social-Responsibility-Data Portal, the website is run and monitored with precise and clean
data by The Ministry-Of-Corporate Affairs, Government-Of-India.
It was very tranquil and trouble free to obtain the past four years data of the top selected
F.M.C.G. companies running their business in Indian Markets. Data clearly shows Average
Net Profits of the companies, their Corporate-Social-Responsibility prescribed expenditure,
Undertaken Corporate-Social-Responsibility Projects, targeted Development Sectors, Project
Amount Spent and their Mode of Implementation.
This hereby gave us a clear and accurate picture with data that makes it too easy to perceive
and deduce the after effects of conducting Corporate-Social-Responsibility Activities in their
profitability and market reputation and loyalty among customers and their angle investors and
shareholders.
At last we have summed up the entire findings into data form and have conjectured them into
graphical depictions to make it more comprehensible to the readers.

16
LIMITATIONS-OF-THE-STUDY
1. The study is limited in terms of market-conditions, and might vary differently in
different market trends such as purchasing power, availability, inflation and deflation.

2. The study found that not many people are aware about the current-run CSR-activities
by the companies, the major reason being, very less investment being done in
advertisement of those activities, hence awareness becomes limited to those who are
local or was a part of those activities in some ways.

3. Secondary-data has its own merits and demerits, the study still holds a room for
deeper understating on the subject, if every F.M.C.G. company jointly agrees to
participate in the study.

4. The study is truly based on the secondary-data provided on the company’s official
website. More promising results could have been derived if companies would have
shared indigenous figures of Sales and Corporate-Social-Responsibility religiously
contributing towards the study.

5. Hesitation while sharing data of past developments and profits obtain during past
Corporate-Social-Responsibility activity, kept the research away from deeper
understanding about the subject.

6. The study has potential-limitations, the effect estimates in the study are based on
interventional and prospective-observational studies. Therefore are subject to biases
that may have influenced the estimates in the study.

The study has great potential and has many dimensions to unfold, if can be conducted as long
as a decade.

17
FINDINGS

HUL (HINDUSTAN UNILEVER LIMITED)

Figure 2: UMBRELLA BRANDING OF HINDUSTAN UNILEVER LIMITED

Figure 3 : CSR PROJECT AMOUNT SPENT (INR)

18
IMPROVING HEALTH & WELL-BEING
H.U.L (Hindustan Unilever Limited) has spent INR 116 crores (the sum grow to be INR 104
crores in (2016-17) within the course of diverse schemes of Corporate-Social-Responsibility.
Over67 million people reached Lifebuoy Hand- washing Programme eighty three billion
litres of safe ingesting water supplied through the usage of Pureit Approximately 1.1 million
people impacted thru Domex-Toilet-Academy (D.T.A), D.T.A helped construct over two
hundred, lavatories in Indian families 47% of our standard food and refreshment portfolio
met the high-quality nutritional requirements.

REDUCING ENVIRONMENTAL IMPACT

 CO2 reduced by way of 54% emissions

 Water-reduced with the aid of 55% usage
 Waste generated from factories decreased through 54%

Over 13000 tonnes of plastic waste transformed to electricity 100% of the non-unsafe waste
generated at our factories recycled in eco-friendly methods Over 450 billion litres of water
conservation potential created by using Hindustan Unilever-Foundation-partnerships.

C. S.R BY H.U.L

ENHANCING LIVELIHOODS
Project Shakti network grew to 80,000 entrepreneurs Over 1.7 million people befitted from
Prabhat’s U.S.L.P connected programmes in regions of improving livelihoods, water
conservation and health and hygiene Over 420,000 humans befitted from Rin Career Ready
Academy two hundred,000 women enrolled for Fair & Lovely Foundation’s on line
schooling programme.

WATER CONSERVATION PROJECT

India is a water scarce place and water supply is anticipated to be half of its call for over the
next decade, therefore Hindustan Unilever Limited (H.U.L) has recognized water as a key
region of intervention and set-up Hindustan Unilever Foundation (H.U.F). Hindustan
Unilever Foundation (H.U.F) is a now not-for-income Company that anchors water-
management associated community improvement and sustainability initiatives of H.U.L.
H.U.F operates the ‘Water for Public-Good’ programme, with particular consciousness on
empowering neighborhood network institutions to control water sources and improving farm-
primarily based livelihoods thru adoption of sensible water practices. Through the
Foundation’s water conservation and farm-primarily based livelihoods initiatives,
cumulatively, a potential to conserve extra than 450 billion litres of water has been created,
over 6.5 lakhs tonnes of extra agriculture manufacturing has been generated and over 50
lakhs character days of employment has been generated. H.U.F has projects throughout
almost 2,400 villages in 57 districts with 20 partners in India.

19
HANDWASHING BEHAVIOUR CHANGE PROGRAMME
With soap has been mentioned as one of the most value-powerful solutions to improve health
and hygiene. A overview of several studies suggests that the easy act of- hand-washing with
cleaning soap in institutions, such as primary schools and day care centres, reduces the
prevalence of diarrhoea-through a mean of 30%. The Company’s Lifebuoy hand-washing
behaviour change projects help in promoting the advantages of hand-washing with soap at
key instances throughout the day and encouraging humans to sustain desirable hand-washing
behaviour. Over sixty seven million humans had been reached thru Lifebuoy hand-washing
behaviour alternate projects. Lifebuoy has partnered with P.S.I, Plan International, World
Association of Girl Guides & Girl Scouts (W.A.G.G.G.S), Gavi, Project Hope and NGO
Naman -Seva -Samiti for scaling up the hand-washing behaviour alternate programme. In
partnership with- W.A.G.G.G.S, Lifebuoy has released an initiative to empower -younger--
women. Through this partnership, lady- publications and scouts come to be hand-washing
heroes and train the probably lifesaving habit of hand-washing with -cleaning soap within
their local groups. Each hand-washing hero -is educated on the importance of the usage of
soap at the same time as washing arms earlier than ingesting and after using the bathroom.
They also are- geared up with the vital skills to share these learnings with different human
beings they realize. In this way, the practice of the usage of soap at important occasions is
unfold across groups protecting human beings from infections.

SWACH AADAT SWACH BHARAT

The -Swachh Aadat, Swachh Bharat- (S.A.S.B) programme is consistent with the
Government of India’s Swachh-Bharat-Abhiyan (Clean India Mission) to promote exact
fitness and hygiene practices. In 2017, the programme persevered to promote desirable fitness
and hygiene practices by using stressing the need to undertake three smooth conduct
(‘Swachh-Aadat’) of washing arms 5-instances a day, using a bathroom for defecation and
adopting safe consuming water practices. To spread recognition of the three clean habits, ‘A
Playing-Billion’ campaign movie was released that highlighted how youngsters miss out at
the easy joys of early life because of repeated contamination and advised people to adopt the
three simple hygiene habits. As a part of S.A.S.B,-Swachhta-Doot is a volunteering-
programme that allows any person to end up an alternate agent in his / her community. It is a
cell-led WASH verbal-exchange version to help create attention on the three clean behavior
in communities. Till date, the Company has reached 7.5 million humans through this
programme. The community centre provides drinking water, sanitation, handwashing,
shower-centers and laundry services at an affordable-fee. The centre uses round economic
system concepts to lessen water use. The centre turned into constructed in partnership with
the Municipal Corporation of Greater-Mumbai and Pratha-Samajik-Sanstha, a community-
based agency.

PROJECT PRABHAT
‘Prabhat’ is H.U.L’s U.S.L.P-related programme which contributes to the development of
local groups around key web sites along with manufacturing places. In 2017, Prabhat handed
the bold target of immediately impacting the lives of one million people. From its release in

20
December 2013 in 8 places, Project-Prabhat is now live in over 30 locations throughout the
U.S.A And at once blessings over 1.7 million human beings. The key consciousness regions
are enhancing livelihoods, water conservation and health and hygiene cognizance. Under
Prabhat’s livelihood initiatives, in partnership with Labour-Net, T.A.R.A and Mann Deshi -
Foundation over 30,000 human beings were efficiently certified and over 21,000 have already
been connected to employment possibilities till December 2017. The water conservation
initiative is spearheaded by means of Hindustan-Unilever-Foundation in partnership with
reputed NGOs to create capacities in water conservation with unique focus on farm-based
totally livelihoods. Prabhat’s water conservation programme is currently lively throughout 7
manufacturing places. The key focus regions are – doing away with open defecation,
reducing little one mortality and offering safe drinking water.

SANJEEVANI
The Company runs a loose mobile scientific service-camp ‘Sanjeevani’ for the area people
close to Doom Dooma manufacturing facility in Assam. There are cellular- vehicles devoted
to the project. Each vehicle has one male and one lady-doctor, two nurses, a clinical-attendant
and a driving-force. More than 3.2 lakhs patients have been handled in those service camps
since its inception in 2003.

REDUCING-G.H.G, WASTE, WATER IN MANUFACTURING

In 2017, CO2 emissions in keeping with tonne of manufacturing decreased through 54%.
There become a growth in percentage of renewable energy at your Company’s web sites to
36%. Water utilization (cubic-meter in line with tonne of manufacturing) in manufacturing
operations decreased by 55%. Total waste generated from the factories decreased by way of
54%.

Figure 4 : AVERAGE NET PROFIT OF HINDUSTAN UNILEVER LIMITED FROM

2014-2018 (CR)

21
 Table 3 : HINDUSTAN UNILEVER LIMITED SPECIFIC CSR DATA

Project Amount
S.No. CSR Projects Development Sectors State Spent
1 Project Prabhat Rural Development PAN India 56,100,000.00
Project

2 Asha Daan Setting Up Homes And Maharashtra 17,000,000.00

Hostels For Women

3 Sanjeevani Health care Assam 7,500,000.00

4 Domex Toilet Academy Sanitation Andhra Pradesh 23,300,000.00

5 Project Shakti Women empowerment PAN India 417,700,000.00

6 Water Conservation Environmental PAN India 331,700,000.00

Project sustainability

7 Swachh Aadat Swachh Swachh Bharat Kosh PAN India 304,800,000.00

Bharat

8 Ankur Education Assam 2,800,000.00

Grand Total 1,160,900,000.00

Average Net Profit 5,610.09

CSR Spent 116.09

22
ITC LIMITED (INDIAN TOBACCO COMPANY LIMITED)

Figure 5 : PRODUCTS OF ITC LIMITED

Figure 6 : CSR PROJECT AMOUNT SPENT (INR)

C.S.R BY ITC

SOCIAL FORESTRY
ITC's pioneering initiative of desert development through the Social Forestry-Programme
cumulatively covers 69,421 hectares in 4,535 villages, impacting over seventy two, negative-
households. This is part of the Social and Farm Forestry initiative that has collectively
greened nearly 223,000 hectares to this point and generated nearly one hundred million
person days of employment for rural families, together with poor tribal and marginal-farmers.

23
The agro-forestry initiated guaranteed meals, fodder and wood security, cumulatively
included above 18,900 hectares till date.

SOIL AND MOISTURE CONSERVATION PROGRAMME

The coverage of ITC's Soil and Moisture-Conservation programme, designed to assist
farmers in diagnosed moisture harassed regions, is over 236,000 hectares taking the whole
number of water harvesting structures to 7,425.

BIODIVERSITY
ITC has, as a result, carried out several projects in its operational regions for the in-situ
revival and nurture of native plant life and fauna. This simplest preserves the kingdom's
wealthy biodiversity, but also guarantees a sustainable destiny for communities dwelling
inside the Company's catchment-regions.The Company scaled up bio-variety conservation in
79 plots till date with the goal of shielding-native flora and fauna and presenting different
eco-gadget services. Cumulatively, the area underneath bio-diversity now stands at 3,191
hectares.ITC has promoted bio-range conservation on 22 hectares in Telangana and Andhra-
Pradesh. ITC has additionally collaborated with the Telangana Government to reinforce and
benchmark bio-range conservation within the K.B.R National Park in Hyderabad covering a
place of 140 hectares, thereby permitting F.S.C certification of the said park.

EDUCATION
ITC's Primary Education programme is designed to provide children from weaker sections,
get right of entry to to training with focus on exceptional and retention. Over 4,53,000 kids
have benefitted from this programme. In the third quarter of 2015-16, 15 more authorities
primary-faculties (which includes Anganwadis) have been provided infrastructure support
comprising boundary partitions, extra lecture rooms, sanitation-gadgets, furniture and
electric-fittings, thus taking the full quantity of government number one schools covered until
date to 1,242

Figure 7 : AVERAGE NET PROFIT OF ITC FROM 2014-2018 (CR)

24
 Table 4 : ITC LIMITED SPECIFIC CSR DATA

Development Project Amount

S.No. CSR Project(s) Sector(s) State Spent

1 Protection of national-heritage art Art and Culture West-Bengal 21,800,000.00

and culture including restoration
of buildings and sites of historical
importance and works

2 Ensuring environmental Environmental Andhra-Pradesh 739,900,000.00

sustainability ecological balance Sustainability
protection of flora and fauna
animal welfare agroforestry
conservation

3 Promoting education including Education Andhra-Pradesh 449,300,000.00

special education and employment
enhancing vocation skills specially
among children women elderly

4 Eradicating hunger poverty and Health-care Andhra-Pradesh 1,054,400,000.00

malnutrition promoting health-
care including preventive health-
care and sanitation.-

5 Rural-Development projects. Agro forestry Bihar 365,700,000.00

6 Promoting gender-equality Women Andhra-Pradesh 128,500,000.00

empowering-women setting up Empowerment
homes and hostels for women and
orphans setting-up old-age homes
day-care

Grand Total 2,759,600,000.00

Average-Net-Profit 13,763.29

CSR Spent 275.27

25
NESTLE INDIA LIMITED

Figure 8 : PRODUCTS OF NESTLE INDIA LIMITED

Figure 9 : CSR PROJECT AMOUNT SPENT (INR)

CSR BY NESTLE
GERBER STRONG VEGGIES SQUEEZABLE PUREE
Feeding Infants and Toddlers Study in the US, discovered that 30% of older toddlers and
toddlers consume only a few or no vegetables every day. In 2017, as a result of our research,
they released Gerber Grabbers Strong Veggies Squeezable Puree, a nutritious snack
providing one serving of veggies (the first component) and three-quarters of a serving of a
fruit.

26
NESPRESSO ‘THE CHOICE WE MAKE’
The lengthy-time period relationship with the espresso producers has been put on the centre
of the 2017 Nespresso patron marketing campaign. ‘The choices we make’ tells the tale of the
enterprise investments into the network mill built in Jardin, Colombia, and the financial,
social and environmental blessings it introduced. Globally, over 75000 farmers in 12
international locations are a part of the Nespresso AAA Sustainable Quality TM Program
which embeds sustainable agricultural practices on farms and surrounding landscapes.

INSPIRING PEOPLE TO LEAD HEALTHIER LIVES

They are nurturing a wholesome technology by using giving individuals and families the
satisfactory start in life and assisting them through all stages of existence. 2017 highlights
14.Four million kids meaningfully reached the world over thru our Nestle for Healthier Kids
programme 89.Four% of our ingredients and beverages show Guideline Daily Amount (GDA)
labels on the front of % in nations where labeling rules allow CHF forty.1 billion sales of
products supplying Portion Guidance 81 international locations participating in Nestle for
Healthier Kids.

BUILDING, SHARING AND APPLYING NUTRITION KNOWLEDGE

Due to the fact thru nutrition expertise and research findings,they can make a advantageous
contribution to society and assist deal with some of today’s key public health and nutrients
demanding situations. 2017 highlights Published 313 peer-reviewed clinical papers Launched
the first toddler formula with human milk oligosaccharides (HMOs), which support babies’
immune systems and promote healthful intestine vegetation 1.724 billion Swiss francs
invested in research and development Nestle Health Science launched our Boost dietary drink
variety in China, Japan, the Philippines and Mexico to assist healthful ageing.

Figure 10 : AVERAGE NET PROFIT OF PARLE AGRO PRIVATE LIMITED

FROM 2015-2018 (CR)

27
 Table 5 : NESTLE INDIA LIMITED SPECIFIC CSR DATA

Development
S.No. CSR Project(s) Sector(s) State Project Amount Spent

1 Relief Efforts Health care Kerala 2,500,000.00

2 Clean-drinking Safe drinking Not- 25,900,000.00

water projects and water mentioned
Water-awareness
programme

3 Livelihood- Health-care Not- 9,900,000.00

enhancement for mentioned
street food vendors

4 Nestle Healthy Kids Health-care Not 110,700,000.00

Programme mentioned

5 Employee Health care NEC/ Not 1,600,000.00

Volunteering mentioned

6 Project Jagriti Health care NEC/ Not 58,900,000.00

mentioned

7 Sanitation projects Sanitation NEC/ Not 47,900,000.00

mentioned

8 Water conservation Conservation of Karnataka 2,600,000.00

Environment natural resources

Grand Total 260,000,000.00

Average Net Profit 1,367.10

CSR Spent 26.00

28
COLGATE PALMOLIVE

Figure 11 : COLGATE PALMOLIVE PRODUCT PORTFOLIO

Figure 12 : CSR PROJECT AMOUNT SPENT (INR)

29
EVERYONE DESERVES A FUTURE THEY CAN SMILE ABOUT
Was founded in 1937, Colgate-Palmolive (India) Limited has always targeted on ‘Giving
India Reasons to Smile’. Colgate maintains to make brilliant strides towards this long-status
commitment, via diverse programs and partnerships that bring our brands and values to
lifestyles, across the country.
Colgate’s achievement is connected to the Company’s values of Caring, Global-Teamwork,
and Continuous-Improvement. Colgate guarantees that each one its stakeholders, such as
customers, shareholders, personnel, commercial enterprise partners and the national
community, are cared for. We are painting in the direction of defensive the environment, as
well as constantly enhancing and enhancing the exceptional of life of people and groups
through a large-number of partnerships and institutions.

C.S.R BY COLGATE PALMOLIVE

BRIGHT SMILES, BRIGHT FUTURE
The Colgate Bright Smiles, Bright Futures Oral Health-Educational Program International
changed into advanced to educate children superb oral health habits of fundamental hygiene,
diet and physical-activity.

ORAL HEALTH MONTH

Our 3 centres values of Caring, Global Teamwork and Continuous Improvement are placed
into action in our paintings in addition to in our groups. Oral Health-Month 2016 delivered
alive the topic of ‘Keep India-Smiling’ through a wide spectrum of awareness-associated
projects highlighting the significance of oral-health. Delivered in partnership with I.D.A, the
campaign in 2016 benefitted greater than 6 million humans throughout geographies,
contributing toward enhancing the Oral-Health condition in India.

COLGATE SEVA - MANDIR EDUCATION SCHOARSIHP PROGRAM

Seva-Mandir is a non-earning employer, operating in, and round Udaipur in Rajasthan inside
the area of schooling, fitness, empowerment of women and youth, village establishments and
natural-useful resource-development. The association with Seva-Mandir has supported
programs in diverse domain names of education, ladies empowerment, and surroundings in
the below privileged rural and tribal groups. Colgate, within the year 2016, launched the
‘Colgate Seva-Mandir Education Scholarship Program’ for the deprived youngsters from
tribal and rural areas of Udaipur, Rajasthan. 38 youngsters, who enrolled in this residential-
application for 5 years, were on the whole ladies from popular VIII onwards. These children
have a look at in Vidya-Mandir School which makes a speciality of an all-round development
of kids through each, studies and sports activities, as well as builds a study value system
through diverse engaging sports and tasks. Under this application, Colgate sponsors their
faculty-charge, hostel-rate, take a look at substances, uniforms, journey prices, unique
education and different aid fees. In the 5th year of the program, a joint-assessment will be
performed by means of Colgate and Seva- Mandir to understand the career choices of these
children and aid them to build their destiny.

30
SUPPORTING PRATHAM FOR “READ INDIA” PROGRAM
Colgate has been related to Pratham, and has been working closer to offering exceptional
training to the underprivileged-kids of India. ‘Every child in faculty and mastering nicely’ has
been Pratham’s endeavour in view that it’s the modest beginning in Mumbai in 1994.
Education is one of the essential priorities for India’s growing economic-system. It is the
handiest lasting answer toward eradicating poverty in the lengthy-time period and may be
done through empowering kids via training. In the 12 months 2016, Colgate initiated
employee volunteering, in the course of weekends inside the ‘Read-India’ application that
primarily aimed to enhance primary studying, writing and mathematics talents of the children
inside the age institution 6-14 years. Learning camps were performed in 10 communities of
Sangarsh-Nagar in Powai, Mumbai. At the give up of the first segment, the enthusiasm of the
kids and their normal attendance to the weekend classes have been an encouraging signal and
Colgate will hold this endeavour. In the year 2016, Colgate initiated employee volunteering,
during weekends inside the ‘Read-India’ program that basically aimed to enhance basic-
analysing, writing and mathematics abilities of the children in the age organization 6-14 years.
Learning-camps had been carried out in 10 groups of Sangarsh-Nagar in Powai, Mumbai. At
the quit of the primary segment, the passion of the youngsters and their everyday attendance
to the weekend lessons have been an encouraging signal and Colgate will hold this endeavour.

Figure 13 : AVERAGE NET PROFIT OF COLGATE PALMOLIVE INDIA

LIMITED FROM 2014-2018 (CR)

31
 Table 6 : COLGATE-PALMOLIVE-INDIA-LIMITED SPECIFIC CSR DATA

Development Project Amount

S.No. CSR Projects Sectors State Spent
1 Education Women-Empowerment Education Rajasthan 100,000.00
Program with Seva-Mandir

2 Oral Health-Month Health-care PAN India 200,000.00

3 Bright-Smiles Bright-Futures Health-care PAN India 1,200,000.00

4 Education Program with Action Education Himachal 0.00

Aid Pradesh

5 Water-Program with Water for Conservation of Maharashtra 100,000.00

People-India-Trust natural resources

6 Saksham-Program with SEEDS Vocational skills Uttar Pradesh 100,000.00

their Implementation Partner
ILFS-Skills

7 A Positive Step Program with Gender-equality Maharashtra 0.00

NTP+

Grand Total 1,700,000.00

Average Net Profit 833.75

CSR Spent 0.17

32
PARLE AGRO PRIVATE LIMITED

Figure 14 : PRODUCTS OF PARLE AGRO PRIVATE LIMITED

Figure 15 : CSR PROJECT AMOUNT SPENT (INR)

C.S.R BY PARLE AGRO

PARLE AGRO INAUGURATES AANGANWADI DEVELOPEMENT PROJECT IN
SOUTH INDIA
Focus on Early Childhood-Care, The Largest Indian Beverage Company, Parle-Agro, as a
part of their Corporate Social Responsibility (C.S.R) initiative inaugurated Parle-Agro’s
Aanganwadi-Development Project recently. The Project Includes Launch Of The Model
Anganwadi In Paiyur Village Krishnagiri, District Tamil Nadu And Basavapalli Village,
Chittoor District, Andhra-Pradesh, Inaugurated In The Presence Of Eminent Officials. MP
(Chittoor Constituency) Shri. Naramalli-Sivaprasad, MLA (Chittoor-Constituency) Smt.
Satyaprabha, Mr. Pradyumna - IAS Collector, S Lakshmi - Project-Director, Ms. Aruna Devi
- Deputy Director From Chittoor And Thiru. C. Kathiravan IAS District Collector and Mrs. V
Pushpalatha – B.Sc. MSW District Programme Officer from Krishnagiri were present at the
inauguration. With A Revolutionary-Agenda to address the issues related to early childhood
develepment . Parle-Agro is focusing on strengthening Anganwadis In the

33
Country. The Project Targets Two Districts In The Pilot Phase – Chittoor In Andhra-Pradesh
And Krishna-giri In Tamil-Nadu, To Modernize These Child Care And Educational Centers.
While A Majority of Angan-wadis in the Country Rarely Host Basic Facilities and Have
Remained Underdeveloped, Parle-Agro’s Upgradation Plans Will Tackle Their
Infrastructural As Well As Educational Predicaments. Moreover, The Company Will
Felicitate Repairs, Beautification And Strengthening Of The Infrastructure. A Child-Friendly
Environment Will Also Be Created With Provisions Of Safe Drinking Water And Sanitation
Facilities. To Encourage Holistic Development In Children, Parle Agro Is Also Concentrating
On Providing Play Equipment And Educational Material Which Will Enhance The Sensory
Motor Skills And Cognitive Skills Of The Children. The Initiative Will Also Include
Specialized Skill-Based Training For Aangan-wadi Workers.
Commenting On Their Latest CSR Initiative, Alisha Chauhan, Director At Parle Agro Said,
“Rural Development Has Been At The Core Of Parle-Agro’s Philanthropic Initiatives. We
Procure All Our Mango Pulp From South India And Hence A Large Part Of Our Social
Support Initiatives Are Been Focused On The Development Of Mango Growing Areas As A
Part Of Our Strong CSR Vision. With The Aangan-wadi Development Project, We Aim To
Transform Aangan-wadi Across India And Contributing To Hon’ble Prime Minister’s
National Vision To Provide Better Environment To Children Of India And Provide Education
And Skill Development.”

Figure 16 : AVERAGE NET PROFIT OF PARLE AGRO PRIVATE LIMITED

FROM 2015-2018 (CR)

34
Table 7 : PARLE AGRO PRIVATE LIMITED SPECIFIC CSR DATA

Development Project Amount

S.No. CSR Project(s) Sector(s) State Spent
1 Aanganwadi-Strengthening Education Andhra-Pradesh 4,200,000.00
Program

Grand Total 4,200,000.00

Average Net Profit 151.89

CSR Spent 0.42

Figure 17 : OVERVIEW: CSR-EXPENDITURE IN INDIA

35
Figure 18 : CSR-SPENT: TOP-10-INDIAN STATES

Figure 19 : CSR-SPENT: DEVELOPMENT-SECTOR-WISE (INDIA)

36
CONCLUSION
Our research focused on Indian Markets, covering the Top FMCG Companies of our country.
We went every possible source inorder to cover their market coverage. Companies like HUL,
Nestle, ITC, Parle and Colgate Palmolive had topped the list, we looked into company’s
official data published on their official website. We also went throughly through early
researches and their philosophies. We looked into Goverment Authorised website in order to
get precise data and coverage on the company. So after conducting our research, we can now
conclude that CSR is making a great impact on the society. Companies who have understood
the importance of CSR knows very well there responsibilities towards the society. Because
the CSR which these companies are doing is for the poor and resourceless people which are
on/below poverty line or which are unfortunate enough that they fail afford minimum
healthcare, education, and skills, which is resulting into the growth of the society. But then it
speaks clearly about the company’s motive towards a better society. This not only affecting
their Goodwill among the customers but also building high trust towards the brand creating a
large group of loyal customers and long holding shareholders. Which is surely creating a
stable environment for these companies not only in external markets, but also internal
workforce. We here by after conducting this research can conclude that any organization who
is willing to go for CSR Activity but has a doubt on its Rate Of Returns, should have faith in
CSR Activities. It not only nurtures company’s Goodwill/Image but also improves sales and
market penetration. Yet is slow process to achieve but gives sweet fruits in the long run.
After coming to the comparison of different companies on the basis of their CSR we can see
that NESTLE had topped the list followed by Hindustan Unilever Limited.In the end we
would like to quote that Successful companies have a social responsibility to make the world
a better place and not just take from it, CSR Extends beyond Corporate Philanthropy, It is a
collective responsibility to build a society which supplements Government’s efforts to
achieve inclusive growth which includes broad - based benefits and ensures equality of
opportunity for all.
Table 8 : REF AVERGAE NET PROFITS OF TOP 5 INDIAN FMCG COMPANIES (2014-18)

Average Net Profit

2014-15 2015-16 2016-17 2017-18

ITC Limited 1,536.60 1,416.56 1054.89 1,767.10
Nestle India Limited 50,600.00 92,300.00 3,13,763.29 8,12,300.00
Hindustan Unilever
3,990.93 4,597.07 5,085.67 6,810.09
Limited
Parle Agro Private
NA 42.48 100.19 151.89
Limited
Colgate - Palmolive
658.39 708.95 773 833.75
(India) Limited

37
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