Book Review: Implementation is key for CSR Success in India

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Review of ‘Six Essential Steps in Implementing CSR’ by Rusen Kumar, Editor, India CSR (India’s Largest CSR Network)

By Rusen Kumar

Though there is no dearth of literature on CSR on theoretical models. Now in India, implementation of Corporate Social Responsibility is being discussed among academicians. Book authoring on CSR in India is also getting momentum. For the year 2016, recently, three books came into my knowledge that are, Six Essential Steps in Implementing CSR by V Reddappa Reddy & C. Dheeraja; Indian Corporate Citizenship (Case Study on CSR) by Bimal R Bhatt, and Corporate Social Responsibility in India: Cases and Development After the Legal Mandate edited by a group of authors.

I am discussing here about Six Essential Steps in Implementing CSR by V Reddappa Reddy & C. Dheerja, with the aim to serve as blue print in the effective implementation of Corporate Social Responsibility (CSR) programmes in the country. After legal mandate on CSR, this is the first it’s kind of book that discusses in detailed manner about implementing part of the CSR. However, available literatures on CSR focused on theoretical parts of the CSR the book talks on its implementation.

The book addresses two important long felt needs – giving adequate depth for an understanding of various aspects of CSR and serving as a blue print in the implementation of CSR. The book is set of eight chapters that are very relevant in the Indian context.

The book adopts ‘handholding and guiding’ approach in helping the implementers and practitioner in various steps involved in planning and performing the CSR. The book also addresses challenges faced by CSR planners and implementers in understanding and implementing CSR in today’s scenario.

The book presents an overview of how the concept and practice of Corporate Social Responsibility implementation need to grow, manifest and flourish in the present context.

“Our lectures on CSR at different forums and feedback from participants and practitioners helped in improving our insights on the subject.”, V Reddappa Reddy & C Dheeraja, authors of the book said.

Published by Studera Press, New Delhi, 180 pages book has eight chapters. First two chapters of the book talks about theoretical aspect of the CSR that also provides essential knowledge and understanding. First two chapters ‘Logic of Corporate Social Responsibility’ and ‘Stakeholder Satisfaction: Some Theoretical Reflections’ are the pillars of the book that describe its relevance to various stakeholders. Rest six chapters are dedicated to conducting baseline survey, conducting impact assessment, community needs assessment, implementing and accounting of CSR projects, measuring the ground level impact of CSR and measuring social satisfaction.

Anecdotes, cartoons and diagrams used at chapters help in easy understanding of diverse concepts, models and practices of CSR. Tables, graphs and diagrams drawn from field experiences serve as blueprints for use in implementing CSR and in preparing the reports. Authors also suggested formats and tools that can be used in conducting effective baseline survey, impact assessment, community needs assessment, social satisfaction survey and accounting of CSR.

Authors have used excellent communication and writing skills in the book. It is so nicely written and well explained that make book as a key CSR resource material for all level of workforce on CSR. Authors have used simple words to express thoughts and ideas and it is attractive in terms of design. I recommend the book for all who have interest or involved in CSR performance and CSR Governance. It is wonderful resource material for CSR practitioners in the country. This book, which is based on field experience and feedbacks from the key stakeholders, is able to build capacity to the CSR leaders and implementers as well.

The book is a guide for CSR Directors, CSR Leaders, implementing agencies, managers, staff and field staff who are closely involved in planning, execution, monitoring and evaluation of different CSR projects.

It is worth mentioning that CSR law mandates that every company having a net worth of  Rs 500 crore or more, or a turnover of Rs 1,000 crore or more, or a net profit of Rs crore or more during any financial year must constitute a CSR committee consisting of three or more directors, with at least one independent director, formulate a CSR policy for the company and recommend the expenditure to be incurred on CSR activities and at least 2% of the average net profit of the company made during three previous financial years must be spent on CSR activities.

The book ‘Six Essential Steps in Implementing CSR’ is useful for CSR professionals, learners, practitioners, CEOs, Govt. officials, policy makers and researchers who can gain an insight into the framework of CSR implementation dividing it into two silos of corporate and community relations. –Rusen Kumar, Editor, India CSR (India’s Largest CSR Network)rusen_kumar_founder_indiacsr_group

(Rusen Kumar is the editor at IndiaCSR.in. He can be reached at editor@indiacsr.in)

 

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