ABSTRACT

India is involved in Corporate Social Responsibility from past 20 years and it was ranked fourth in the list, according to social enterprise CSR Asia's Asian Sustainability Ranking (ASR), released in October 2009. But the initiatives that have been taken so far are not sustainably and responsibly focused towards balanced growth in India. Today CSR has become imperative management principle and more or less, nearly 90% of Companies are involved in CSR initiatives but benefit is not passing onto to the ground level where it is required in absolute terms. Looking at current economic condition of India, there is an immediate need of strategic CSR delivering value proposition to the masses. The paper focuses on the reasons to analyze the strategic gap between CSR implementation and CSR effectiveness and to identify the focused sectors where sustainable actions of strategic CSR are required to create synergies in India. The paper urges the Corporate not to look CSR as a non profit activity in fact in the long run, expenditure in CSR can help increase profitability.