CSR Assignment

Shrishti agarwal- 19020341104

MBA (19-21)
HR - Batch 1

Under the Guidance of;

Prof. Lelith Deniel
 CSR Assignment

Social cause:
With the swift growth in demand, several industries have been facing a workforce crunch.
This is most intensely felt in the area of application of paint. Despite such importance to the
Indian economy, there is no exclusive policy for skill building in this sector. There are few
educational institutes offering degree, diploma and vocational courses in paint technology.
These institutes are not able to bridge the talent gap. The present skill level of the painters has
become a matter of distress. Absence of formal skill training has resulted in bulky skill gaps
amongst paint applicators that learn as understudies of senior painters. There is a huge
mismatch between the demand of the clients and services provided by the painters.

PESTLE:

(P)Political
Policy Support from Government - Due to the nature of the industry(paints), it is very
important for Asian Paints to take care of the statutory requirements that the government
holds for the sector. The compliance team would take care of the policies and limits

Overseas Markets - Since Asian Paints deals with external markets as well, they will have to
be in tune with the export policies, and when there is a push from the government for exports,
Asian Paints can always leverage it for better sales

(E)Economical
Feasibility - Although CSR is mandatory, the company has to find whether or not the training
undertaken would be feasible. Similarly, the feasibility check is done otherwise as well,
before taking any important decision in the company.

Inflation - Since the paints industry is an investment heavy industry for consumers as well,
inflation needs to be taken into account by the company. At a time when the inflation rate is
high, and the demand driving consumption is low, Asian Paints would have to come up with
more impactful marketing tactics to sell more product.

(S)Social
Population Growth and Demographics - Apart from the growing population that is now
interested in designing and painting their homes, Asian Paints needs to also take care of the
fact that there is a shift in the demographics. While the earlier popular focus could have been
middle aged men, now the choice of paint is either made actively by women in the house, or
even in many case, the millennial. Subsequently, the marketing and CSR activities will
change accordingly.

Health Consciousness - Due to the fact that paints usually contain harmful ingredients, one of
the bigger concerns for the company, both in terms of selling and in terms of CSR, has to
reduce the environmental impact of the products.

(T)Technological
The colour academy, the Experience Retail stores and the new Color Idea Stores all points
towards a new wave of technological advancements the company is looking at. Since these
are attractive to the audience, they are marketed extensively to gain top of the mind
awareness. Apart from this, establishment of new order taking systems, color display
systems(through apps) also makes an impact on the desirability of Asian Paints.

(E)Environmental
One of most important aspects that Asian Paints needs to take care of as a paint company is
the harm it causes to the environment. Due to new policies on emissions, better pollution
control norms and more government involvement, the paints industry needs to be on its toes
when it comes to the environment.

(L)Legal
Consumer Rights - Apart from Labour Laws, Combustion Laws, Compliance, Asian Paints is
a company that has to take critical care of consumer rights and service quality frameworks.

Product safety - Operating in a sensitive market, Asian Paints constantly works to develop
safer products for the customers to deal with. This is important keeping in mind the
environmental and health impact the paints can cause.

Asian Paints

 What does Asian Paints do?

Asian paints was established in 1942. Driven by its strong consumer-focus and innovative
spirit, Asian Paints is India’s leading paint company. It manufactures varied range of paints
for Decorative and Industrial use. It has a workforce of over 4700 employees employed
across 23 countries, which bring in an exclusive blend of mindsets and skills.

CSR by Asian Paints

Project Description
As a part of their CSR initiative, Asian paints has come up with a vocational training
initiative called Colour Academy. It is a platform, which is equipped with modern training
facilities such as
1. AV classrooms
2. Professional Painting workshops
3. Painting booths

Through this, the company targets to empower the applicants with the right set of skills to
become employable as professional painting specialists in the paint industry. It builds on the
government of India’s ‘Skill India’ initiative of providing people with training to channelize
them for proper job opportunities.
There are 10 Fixed Academies in major cities of India. Remaining parts of India are covered
via Mobile and Hyper Mobile Academies.
Key Features

• It helps in enhancement of productivity and livelihood.

• It has partnered with Corporates and State Governments to help them realise their skills
development objectives.
• It is a National Skill Development Corporation (NSDC)-approved training partner

Impact
 Under this initiative, over 42,500 individuals have benefitted.
 More than 300 women painters have received training .

This initiative has helped more people to get into the paint industry. It has provided training
and skill development to men and women both, across the country. This cause is strategically
aligned with Asian Paint’s value chain because it is increasing the number of people
employed in the paint industry, thereby helping them increase their sales. With adequate
supply in place, this helps Asian Paints bridge the demand gap thereby solving the problem
workforce crunch. The effort made by the Colour Academy team at Asian Paints has also
been long leveraged as an effective marketing tool, thus adding light to the notion of using
CSR as a gateway to help establish the image of the company as a responsible one.