NEED OF CORPORATE SOCIAL RESPONSIBILITY IN BUSINESS SUSTAINABILITY FOR MEETING TODAY’S COMPETITIVE WORLD: A CASE STUDY ON JYOTHY LABORATORIES PVT LTD

Every business is indebted to the environment in one or the other way, it is important for these businesses to give something back to the environment as a means of protecting and safeguarding it and thus the concept of Corporate Social Responsibility came into light. CSR can be understood as the continuing commitment of a business that behaves ethically and play a role in contributing to the development of the economy, while at the same time they improve the quality of life of their employees and their families along with the local community and the whole of the society .The aim of this paper is to indentify the level of CSR activities and Business Sustainability of Jyothy Laboratories Pvt Ltd and to find out its relationship. It is a survey study which used simple random sampling technique for collecting the data from the sample. The sample for this study consisted of 100 employees of Jyothy Laborotories Pvt Ltd. Tools used for data collection includes likert type questionnare on Corporate Social Responsibility and Business Sustainabiity. The statistical techniques used are descriptive statistics and correlation. Findings of the study shows that there exist a postive correlation between the CSR activities and Business Sustainabiity.