"Bridging disparities is the greatest challenge of our times"

Dr Madhav Mehra

Is CSR any different from the PR activities undertaken by various corporates today?

Well there is a vast difference between the two but there are many corporations who use this module of CSR for their PR activities. However for me, CSR is the debt that corporates owe to the society and which needs to be repaid. It is more of a social obligation as to how the corporates relate to their customers, employees, suppliers, neighbours, society and also towards the environment from which they use various resources for their profits. In doing so, it becomes the duty of the corporates to give back to all and help in making a harmonious and more productive environment.

So what is the difference between CSR and corporate governance?

CSR is a subset of corporate governance, which is a system of governing the entire corporation, a process through which the entire decision-making is done in a corporate. Corporate governance is the system that looks into transparency, integrity and social responsibility and making the right decisions for various activities to be taken under CSR.

How should a company go about drafting a CSR plan?

Gone are the days when a company could take away all its profits without considering anyone else. The key to profitability in 21st century is the company's engagement with all its shareholders, big or small, and using them to propel the entire business. Till now the poor of the society were seen as the begging bowls of the nation but today the poor has become the largest market. The corporates need to develop this market not by downsizing it again by marginalizing but by focused growth, providing opportunities, through education, better health services, infrastructure, improving supply chain management, etc. In case of India, the focus should be on infrastructure and bridging the gap between the rich and poor. However, if the present state continues where peoplw don't get what they need, it will result in total mayhem and lawlessness.

What is the objective of an event like the National Conference on Corporate Social Responsibility?

The objectives are manifold - to project a model governance, which is free from corruption, and built on a government by conviction, participation, transparency, equity, integrity and social and environment responsibility; to create awareness amongst corporates, NGOs, civic bodies, etc., of the value and importance of social responsibility to bridge the gap between the rich and the poor; to focus on how industry, commerce and globalization can improve the disadvantaged of the society; to facilitate and create the environment for true good partnership between civil society and business and the development of skills for social responsibility and financing the social agenda by corporates.

What are the Golden Peacock Awards and what's the criterion for selecting the winners?

These awards have been instituted by the Institute of Directors in association with World Environment Foundation, to be a driving force for sustainable excellence in both manufacturing and service sectors leading to improved performance. Any organization, however large, medium or small, whether in manufacturing, trading service or profession, whether in government, public or private sector, research organization, NGOs and service sector, consultancies, financial institutions, etc., is eligible for this award. The award jury comprises India's most screen each and every application and choose the winners.