The Hindu Business Line : Bet on corporate social responsibility portfolio: ITC

"CSR can be a value proposition for companies," said Mr Y.C. Deveshwar, Chairman, ITC Ltd. He spoke of a business model where customers would choose products based on the corporate social responsibility (CSR) portfolio of the company.

This model, he said, would result in sustaining the bottomline of the company as well encourage social work.

"Profit is a by-product of business. The real aim is to do good for the society," he said.

He added that instead of contributing to charity, one could buy products from companies doing charitable work.

Mr Deveshwar was in Chennai to receive the Dr M.S. Swaminathan Award for Environmental Protection - 2006 on behalf of ITC.

The citation said ITC had been a water positive corporation (recycling water from waste) for the third consecutive year.

Through agro-forestry programmes, ITC has made about 30,000 hectares of wasteland cultivable and planted over 10 crore saplings.

The company is poised to achieve zero solid waste through recycling techniques, said Mr Deveshwar.

The Tamil Nadu Governor, Mr Surjit Singh Barnala, who presented the award, instituted by the Rotary Club of Madras East and CavinKare Pvt Ltd, said media must make space for stories on environmental issues and show work done by people in positive light.

The Dr M.S. Swaminathan award for environmental protection is given to individuals or organisations implementing environment-friendly practices.

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