For a business
to make profit and continuous growth is priority, but with the profit only
business can’t create an image of a responsible business in the society. Profits are essential for any organization in order to survive in the market, but while
earning profits business should take care of its society and all those people
who belongs to the society. It has been observed that responsible business
always take care of all these things and they always try to give back to the
society whatever they have taken from society while setting up their businesses. Business
whether it is product oriented or service oriented always targets and depends on
the customers and try to retain their customers in order to survive for a long
time in the market.
Nowadays business try to do some extra
activities than making profits only which people generally do not expect from
business organizations. But it became very common now because business
organizations have observed that these activities are very helpful for their
business in order to create a good image in the society. And that image creates
a kind of perception in customer’s mind which makes customers to think about
that particular organization and also aligned customers with the brand, so it became one source of brand equity.
Directly or indirectly these activities help to create a strong brand image in
the society which directly generates some profit by increasing sales. So CSR
activities making business to grow further and make profit out of it which is
ultimate goal of any business.
There are plenty of organizations in India which are
mostly known for their CSR (Corporate Social Responsibility) activities than
the profit and the best example is Aditya
Birla Group. Aditya Birla Group is involved in many CSR activities like
education, health care and family welfare, infrastructure development,
sustainable livelihood, developing modern villages etc. Ms. Rajashree Birla (mother of KM Birla) is handling all the CSR
activities for Birla Group. So we can see how these business organizations are
contributing towards the society development. Another example is Dettol’s ‘Banega Swachh India’ campaign which is raising fund in order to
improve sanitation facilities in the country and making toilets across the
country. They have selected Amitabh
Bachhan as a brand ambassador and have collected more than Rs 281 Cr
through donation and contributing towards countries health improvement. Another
example is Aquafina, they use to
write ‘give more water than we take’ on their each and every bottle, which
shows their responsibility and concern towards environment.
CSR activities occur huge cost but still business organizations are involved in these
activities because they are showing
their responsibilities to the society, though CSR activities are compulsory for
every business organization. CSR activities have a huge impact in order to
create an image in the society, and people will connect emotionally with their organization
which helps companies to spread their brand image in the society and create
their own value in customers mind.
