Corporate Social Responsibility at NLC India Limited:An Approach Towards Harnessing Energy and Spreading Smiles

Abstract

In early years, mission of the business firms was exclusively oriented towards economic. The concept of Corporate Social Responsibility (CSR) began to develop since early 1970s (Mazurkiewicz, P., 2004). Business dictionary defines CSR as "a company's sense of responsibility towards the community and environment (both ecological and social) in which it operates.” Concept such as 'the triple bottom line' (John Elkington,1994), seeded the notion of generating profit in a way that is good for both the people and planet. World Business Council for Sustainable Development (WBCSD) delineates CSR as "the commitment of business to contribute to sustainable development, working with employees, their families, the local community and society at large to improve their quality of life” (Henderson, D., 2001). CSR is a business model with many approaches and definitions varying from company to company and nation to nation. A socially responsible company in China makes safe, high-quality products; whereas in Germany it provides secure employment and in South Africa it makes a positive contribution to health care and education (Knox, S., 2007).