Track2Realty Exclusive: It is generally believed in the sector that CSR can not be a brand driver the way other branding efforts are being evaluated in terms of ROI. Diipesh Bhagtani, Executive Director, Jaycee Homes, says that CSR alone cannot be the catalyst for brand building; there is no case study as such. CSR is seen more as a responsibility towards the society rather than a business promotion activity.
“CSR brings a company to limelight as a socially responsible company. It also goes to say that a company understands the need of the day towards the entire society, may it be towards green revolution or towards special ability children or even patients with terminal illness who cannot afford treatment. This forms a very different kind of branding for a company and has a rub off effect on the company rather than direct branding impact,” says Bhagtani.
However, there are others who believe CSR must be linked to brand positioning in the overall scheme of things. Jackbastian K Nazareth, Group CEO of Purvankara Projects advocates that brands must operate responsibly in the communities they serve. This is particularly true of real-estate brands, as the category has historically been mired with perception issues.
“CSR activities are a credible brand building tool and must be leveraged. Puravankara has over the years focused on CSR activities including responsible environment management, providing on-site labourers humane working conditions, enriching local communities through social and skill-building interventions,” says Nazareth.
Kishor Pate, CMD, Amit Enterprises Housing gives it a different perspective when he philosophises that in India why we tend to look at CSR (Corporate Social Responsibility) as a new concept. In fact, it is as old as the concept of business itself.
“It is only in the last fifty years or so that it has become a matter of social debate and public opinion. However, socially aware and responsible companies have been engaged in some form of CSR or the other for much longer than that. India is a country in which companies have always been expected to give back to society. This principle is firmly rooted in our ancient history and dates back to the days of Chanakya – India’s very own ancient business guru,” says Pate.
Manoj John, VP, Corporate Planning & Strategy, RNA Corp claims to have a broader CSR platform called Responsible Living, which is about adopting certain responsibility towards improving quality of life and towards the environment.
“This concept of Responsible Living governs the design process to create a project that improves the quality of lives of inhabitants and eco-system around. We also conduct area adoption programs around our project location to promote the concept. It is usually a year round program that enhances the awareness on practices like sewage collection & disposal, conservation of water, improving green-cover in open spaces,” says John.
…to be continued
