CSR IMPLEMENTATION IN THE ERA OF TECHNOLOGICAL REVOLUTION: A CASE STUDY OF NALCO

“Whenever you are in doubt …recall the face of the poorest and weakest man whom you may have seen and ask yourself if the step you contemplate is going to be any use to him? Will he gain anything by it? Will it restore him to control over his own life and destiny? The test alone can make our plans and programmes meaningful”. - Mahatma Gandhi Many Corporations have adopted CSR Practices while pursuing their business objective. The entire approach towards the development of the society is very scientific and well thought out. The paper attempts to explore Corporate Social Responsibility (CSR) practices particularly in the context of NALCO (National Aluminum Company Ltd) a leading manufacturing Company in India. It also evaluates impacts of CSR initiatives taken by the company and its level of acceptance by the society. The methodology of the present study relied on the web-based research, review of print literature and visit to the selected sites to witness CSR practice. The paper concludes that social responsibility is regarded as an important business issue for today's manufacturing sector, irrespective of size, sector, and business goal. Therefore, CSR actions have positive impacts not only on development of society but also in their business. We try to reveal some lesson on CSR practices of the company which can provide guidance to corporate entities for better implementation of CSR activities.