Brand Building Through CSR: A Case Study on Tata Group of Companies

Abstract

Business is no longer about buying and selling products and services without considering the market it operates. Modern responsible companies are shifting their focus to sustainability by developing a more comprehensive set of working goals than profit alone. CSR is gaining wide acceptance in the global market and is considered an integral tool to win competitors against numerous companies. It has now evolved to a status of the profession with an enormous opportunity to which the world is looking up. Effective CSR helps organizations balance economic, environmental, and social imperatives and build their brand’s image. In addition, it also promotes accountability, and transparency amongst all the stakeholders by meeting their expectations. Being India’s one of the most trusted brands and a visionary leader, Tata focuses on building the nation by supporting the public and not just profit-making. They are also keen on providing the best quality products and having a sound relationship with all the stakeholders. Empathy is the key to their actions, which contributed to their success and huge reputation for years. The group Tata has captured our minds through their consistent efforts and is a great model for several companies to follow. This is what makes them different compared to the rest. The data is collected through primary and secondary sources to get an insight into the various CSR Activities, growth patterns, and their role in Tata’s brand building. The researcher has collected the primary data from 115 responses through a common survey, and secondary data from the financial year 2014–2015 –2022–2023. In addition, the researcher has used Carrol’s Pyramid of CSR, and the stakeholder theory to better understand the concept. Further, the Chi-Square test has been used to analyze the primary data. The graphical representation of the major responses derived from the common survey has also been included for clarity. The acceptance the Tata group has in society makes this paper interesting and their correlation with the CSR activities and societal development by promoting sustainability makes it relevant.