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Setting The Compass For CSR In India: 5 Key Directions

...[T]he Government of India passed the Companies Act, 2013 and made it mandatory for businesses above a certain profit margin to engage with Corporate Social Responsibility (CSR)...Demanding miracles from CSR units in such early years is unrealistic. However, fascinating insights and challenges are emerging in its infancy...Rethinking hyperlocalisation of CSR spends...The second concern is an emerging CSR fetish for investing in tangible products and assets....Thirdly, there is an unwritten rule that the CSR compass should always point to the magnetic North of government agenda....One key challenge that CSR units have faced over the last year has been to identify and work with NGOs in India....Finally, if CSR seeks to make a difference, egos and logos will have to take a backseat. There are enough anecdotes on how efforts to bring together different CSR units on a common cause often fall through, as branding dilutions are ill afforded.

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