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A PROJECT REPORT ON

“CORPORATE SOCIAL RESPONSIBILITY

 IN WIPRO” 

SUBMITTED TO:

UNIVERSITY OF MUMBAI

ACADEMIC YEAR 

(2015-16

SUBMITTED BY:

RA!UL S!A!

ROLL NO: "1

M#COM PART-I (BUSINESS MANA$EMENT

(SEMESTER 2

PROJECT $UIDE:

PROF S#N#C!ITALE

VPM%S

&#$# JOS!I COLLE$E OF ARTS '

N#$# BEDE&AR COLLE$E OF COMMERCE

(T!ANE

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VIDYA PRASARAK MANDAL, THANE

  . G. JOSHI COLLEGE OF ARTS &

N. G. BEDE AR COLLEGE OF COMMERCE

CERTIFICATE

OF

PROJECT WORK

This is certify that This is certify that 

Mr. / Ms. _______________________________________________ Of Mr. / Ms. _______________________________________________ Of 

M.Com. (BUSINESS MANAGEMENT ) Part. ____ Semester M.Com. (BUSINESS MANAGEMENT ) Part. ____ Semester _____ !o"" No. _____ has #$%erta&e$ ' com"ete% the_____ !o"" No. _____ has #$%erta&e$ ' com"ete% the

 roect *or& tit"e% ___________________  roect *or& tit"e% ___________________ 

 ______________________________ %#ri$+ the aca%emic year  ______________________________ %#ri$+ the aca%emic year  __________  __________ 

#$%er the +#i%a$ce of Mr. / Ms.#$%er the +#i%a$ce of Mr. / Ms. ___________________________________  ___________________________________ 

S#,mitte% o$ _____________ to this co""e+e i$ f#"-""me$t S#,mitte% o$ _____________ to this co""e+e i$ f#"-""me$t of the c#rric#"#m ofof the c#rric#"#m of MASTER OF COMMERCE ( BUSINESSMASTER OF COMMERCE ( BUSINESS

MANA$EMENT UNIVERSITY OF MUMBAI #MANA$EMENT UNIVERSITY OF MUMBAI #

This is a ,o$a-%e roect *or& ' the i$formatio$This is a ,o$a-%e roect *or& ' the i$formatio$

 rese$te% is Tr#e ' ori+i$a" to the ,est of o#r  rese$te% is Tr#e ' ori+i$a" to the ,est of o#r &$o*"e%+e a$% ,e"ief .&$o*"e%+e a$% ,e"ief .

PROJECT $UIDE ETERNALPROJECT $UIDE ETERNAL EAMINER 

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DECLARATION

I RAHUL SHAH studying in MCOM Part-1 hereby declare that I hae

d!ne a "r!#ect !n re$erence t! CORPORA%& SOCAIL

R&SPO'SI(ILI%) I' *IPRO + As re,uired by the uniersity

rules I state that the .!r/ "resented in this thesis is !riginal in

nature and t! the best 0y /n!.ledge has n!t been sub0itted s!

$ar t! any !ther uniersity+

*heneer re$erences hae been 0ade t! the .!r/ !$ !thers it is

clearly indicated in the s!urces !$ in$!r0ati!n in re$erences

 

Student

  AMRI%A (HA%

Place %hane

4ate

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AC&NOWLED$EMENT

It gives me great pleasure to declare that my project on CORPORATE SOCIAL

RESPOSIBLITY IN WIPRO have been prepared purely from the point of view of students

requirements.

This project covers all the information pertaining to  CORPORATE SOCIAL

RESPONSIBILITY IN WIPRO #I had tried my best to write project in simple and lucid

manner. I have tried to avoid unnecessary discussions and details. At the same time it provides

all the necessary information. I feel that it would be of immense help to the students as well asall others referring in updating their knowledge.

I am indebted to our principal Dr. Mrs. hakuntala A. ingh Madam for giving us such an

awesome opportunity. I am also thankful to our coordinator Mr. D.M. Murdeshwar ir and also

librarian and my colleagues for their valuable support! co"operation and encouragement in

completing my project.

pecial thanks to  P)*+# S#N#C!ITALE my internal guide for this project for giving me

e#pert guidance! full support and encouragement in completing my project successfully.

I take this opportunity to thanks my parents for giving guidance and for their patience and

understanding me while I am busy with my project work.

$astly I am thankful to %od for giving me strength! spirit and also his blessings for 

completing my project successfully.

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INDE

SR

NO

.

CONTENTS PAG

E

NO.

1+ I'%RO4UC%IO' 7

2+ COR& &L&M&'%S 8

3+ IMPLIM&'%A%IO' 9UI4A'C& 115+ ISSU&S A'4 CALLA'9&S 1

26+ COR& (&'&:I%S A'AL)SIS 1

67+ CSR I' I'4IA 1

;;+ CSR S%RA%&9I&S :OCUS O'

OPR&A%IO' RA%H&R %H&'COMP&%I%I<C& A4<A'%A9&

18

=+ COMPA') PRO:IL& 21

8+ CSR AC%I<I%I&S O: *IPRO 25

1>+ CO'CLUSIO' 3=

11 (I(LIO9RAPH) 38

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CORPORATE SOCIAL RESPONSIBILITY

INTRODUCTION

&orporate social responsibility '&(! also called corporate conscience! corporate

citi)enship or sustainable responsible business* (esponsible +usiness, is a form of 

corporate self"regulation integrated into a business model. &( policy functions as

a self"regulatory mechanism whereby a business monitors and ensures its active

compliance with the spirit of the law! ethical standards and international norms.

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-ith some models! a firms implementation of &( goes beyond compliance and

engages in /actions that appear to further some social good! beyond the interests of 

the firm and that which is required by law./ &( aims to embrace responsibility for 

corporate actions and to encourage a positive impact on the environment and

stakeholders including consumers! employees! investors! communities! and others.

The term /corporate social responsibility/ became popular in the 0123s and has

remained a term used indiscriminately by many to cover legal and moral

responsibility more narrowly construed.

4roponents argue that corporations increase long term profits by operating with a&( perspective! while critics argue that &( distracts from business economic

role. A 5333 study compared e#isting econometric  studies of the relationship

 between social and financial performance! concluding that the contradictory results

of previous studies reporting positive! negative! and neutral financial impact! were

due to flawed empirical analysis and claimed when the study is properly specified!

&( has a neutral impact on financial outcomes.

&ritics questioned the /lofty/ and sometimes /unrealistic e#pectations/ in &( or 

that &( is merely window"dressing! or an attempt to pre"empt the role of 

governments as a watchdog over powerful multinational corporations.

4olitical sociologists became interested in &( in the conte#t of theories of 

globali)ation! neoliberalism and late capitalism. ome sociologists viewed &( as

a form of capitalist legitimacy and in particular point out that what began as a

social movement against uninhibited corporate power was transformed by

corporations into a business model and a risk management device! often with

questionable results.

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&( is titled to aid an organi)ations mission as well as a guide to what the

company stands for to its consumers. +usiness ethics is the part of applied ethics

that e#amines ethical principles and moral or ethical problems that can arise in a

 business environment. I6 52333 is the recogni)ed international standard for &(.

4ublic sector organi)ations 'the 7nited 8ations for e#ample, adhere to the triple

 bottom line 'T+$,. It is widely accepted that &( adheres to similar principles! but

with no formal act of legislation.

DEFINITIONS

• 9&orporate ocial (esponsibility is the continuing commitment by business

to behave ethically and contribute to economic development while

improving the quality of life of the workforce and their families as well as of 

the local community and society at large.:

• 96perating a business in a manner that meets or e#ceeds the ethical! legal!

commercial and public e#pectations that society has of business.:

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CORE ELEMENTS

The &( 4olicy should normally cover following core elements;

1# C,) +*) ,.. S/,*.)3: The companies should respect the interests of! and

 be responsive towards all stakeholders! including shareholders! employees!

customers! suppliers! project affected people! society at large etc. and create value

for all of them. They should develop mechanism to actively engage with all

stakeholders! inform them of inherent risks and mitigate them where they occur.

2# E/4,. +7/4*7478:  Their governance systems should be underpinned by

<thics! Transparency and Accountability. They should not engage in business

 practices that are abusive! unfair! corrupt or anti"competitive.

"# R39/ +*) W*))3 R48/3 ,7 W.+,):  &ompanies should provide aworkplace environment that is safe! hygienic and humane and which upholds the

dignity of employees. They should provide all employees with access to training

and development of necessary skills for career advancement! on an equal and non"

discriminatory basis. They should uphold the freedom of association and the

effective recognition of the right to collective bargaining of labour! have an

effective grievance redressal system! should not employ child or forced labour and

 provide and maintain equality of opportunities without any discrimination on any

grounds in recruitment and during employment.

;# R39/ +*) !<,7 R48/3: &ompanies should respect human rights for all and

avoid complicity with human rights abuses by them or by third party.

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5# R39/ +*) E7=4)*7<7/:  &ompanies should take measures to check and

 prevent pollution= recycle! manage and reduce waste! should manage natural

resources in a sustainable manner and ensure optimal use of resources like land and

water! should proactively respond to the challenges of climate change by adopting

cleaner production methods! promoting efficient use of energy and environment

friendly technologies.

6# A/4=4/43 +*) S*4,. ,7 I7.34= D=.*9<7/: Depending upon their core

competency and business interest! companies should undertake activities for 

economic and social development of communities and geographical areas!

 particularly in the vicinity of their operations. These could include; education! skill

 building for livelihood of people! health! cultural and social welfare etc.

 particularly targeting at disadvantaged sections of society.

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IMPLEMENTATION $UIDANCE

  The &( policy of the business entity should provide for an implementation

strategy which should include identification of projects*activities! setting

measurable physical targets with timeframe! organi)ational mechanism and

responsibilities! time schedules and monitoring. &ompanies may partner 

with local authorities! business associations and civil society*non"

government organi)ations. They may influence the supply chain for &( 

initiative and motivate employees for voluntary effort for social

development. They may evolve a system of need assessment and impact

assessment while undertaking &( activities in a particular area.

Independent evaluation may also be undertaken for selected

 projects*activities from time to time. &ompanies should allocate specific amount in their budgets for &( 

activities. This amount may be related to profits after ta#! cost of planned&( activities or any other suitable parameter.

To share e#periences and network with other organi)ations the company

should engage with well established and recogni)ed programmes*platforms

which encourage responsible business practices and &( activities. This

would help companies to improve on their &( strategies and effectively

 project the image of being socially responsible.

The companies should disseminate information on &( policy! activities and progress in a structured manner to all their stakeholders and the public at

large through their website! annual reports! and other communication media.

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ISSUES ' C!ALLEN$ESMany companies think that corporate social responsibility is a peripheral issue for 

their business and customer satisfaction more important for them. They imagine

that customer satisfaction is now only about price and service! but they fail to point

out on important changes that are taking place worldwide that could blow

the business out of the water. The change is named as social responsibility which is

an opportunity for the business. ome of the drivers pushing business towards &( 

include;

T S)47478 R*. *+ $*=)7<7/: In the past! governments have relied on

legislation and regulation to deliver social and environmental objectives in the

 business sector. hrinking government resources! coupled with a distrust of 

regulations! has led to the e#ploration of voluntary and non"regulatory initiatives

instead.

D<,73 +*) $),/) D43.*3): There is a growing demand for corporate

disclosure from stakeholders! including customers! suppliers! employees!

communities! investors! and activist organi)ations.

I7),3 C3/*<) I7/)3/: There is evidence that the ethical conduct of 

companies e#erts a growing influence on the purchasing decisions of customers. In

a recent survey by <nvironics International! more than one in five consumers

reported having either rewarded or punished companies based on their perceived

social performance.

$)*>478 I7=3/*) P)33): Investors are changing the way they assess

companies performance! and are making decisions based on criteria that includeethical concerns. The ocial Investment >orum reports that in the 7 in 0111!

there was more than?5 trillion worth of assets invested in portfolios that used

screens linked to the environment and social responsibility. A separate survey by

<nvironics International revealed that more than a quarter of share"owning

Americans took into account ethical considerations when buying and selling

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stocks. 'More on socially responsible investment can be found in the +anking and

investment section of the site.,

C*<9/4/4= L,?*) M,)/3: <mployees are increasingly looking beyond

 paychecks and benefits! and seeking out employers whose philosophiesand operating practices match their own principles. In order to hire and

retain skilled employees! companies are being forced to improve working

conditions.

S99.4) R.,/4*73: As stakeholders are becoming increasingly interested in

 business affairs! many companies are taking steps to ensure that their partners

conduct themselves in a socially responsible manner. ome are introducing codes

of conduct for their suppliers! to ensure that other companies policies or practices

do not tarnish their reputation. Dr (atnam said the concept of &( had different meanings depending on the stakeholder and that depending on the

specific situation of the enterprises e#pectations can also vary. A &( project can

 begin in response to a crisis or adverse publicity that a company may suffer. The

motive for launching &( can vary between philanthropy or notions of corporate

citi)enship. In India! over time! the e#pectations of the public has grown

enormously with demands focusing on poverty alleviation! tackling

unemployment! fighting inequality or forcing companies to take affirmative action.

L, *+ C*<<74/@ P,)/449,/4*7 47 CSR A/4=4/43: There is a lack of interest

of the localcommunity in participating and contributing to &( activities of 

companies. This is largely attributableto the fact that there e#ists little or no

knowledge about &( within the local communities as no seriousefforts have been

made to spread awareness about &( and instil confidence in the local

communitiesabout such initiatives. The situation is further aggravated by a lack of 

communication between thecompany and the community at the grassroots.

N /* B4. L*,. C,9,4/43: There is a need for capacity building of the local

non"governmentalorgani)ations as there is serious dearth of trained and efficient

organi)ations that can effectivelycontribute to the ongoing &( activities initiated

 by companies. This seriously compromises scaling upof &( initiatives and

subsequently limits the scope of such activities.

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I333 *+ T),739,)7@: $ack of transparency is one of the key issues brought

forth by the survey.There is an e#pression by the companies that there e#ists lack 

of transparency on the part of the localimplementing agencies as they do not make

adequate efforts to disclose information on their programs!audit issues!

impact assessment and utili)ation of funds. This reported lack of transparencynegativelyimpacts the process of trust building between companies and local

communities! which is a key to thesuccess of any &( initiative at the local level.

N*7-,=,4.,?4.4/@ *+ W.. O)8,74 N*7-8*=)7<7/,. O)8,74,/4*73: It is

also reported that thereis non"availability of well organi)ed nongovernmental

organi)ations in remote and rural areas that canassess and identify real needs of the

community and work along with companies to ensure successfulimplementation of 

&( activities. This also builds the case for investing in local communities by

wayof building their capacities to undertake development projects at local levels.

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COST-BENEFIT ANALYSIS

In competitive markets cost"benefit analysis of &( initiatives! can be e#amined

using a (esource"+ased @iew '(+@,. According to +arney '0113, /formulation of 

the (+@! sustainable competitive advantage requires that resources be valuable

'@,! rare '(,! inimitable 'I, and non"substitutable ',./ A firm introducing a &("

 based strategy might only sustain high returns on their investment if their &("

 based strategy could not be copied 'I,. owever! should competitors imitate such a

strategy! that might increase overall social benefits. >irms that choose &( for 

strategic financial gain are also acting responsibly.

(+@ presumes that firms are bundles of heterogeneous resources and capabilities

that are imperfectly mobile across firms. This imperfect mobility can produce

competitive advantages for firms that acquire immobile resources. Mc-illiams and

iegel '5330, e#amined &( activities and attributes as a differentiation strategy.

They concluded that managers can determine the appropriate level of investment in

&( by conducting cost benefit analysis in the same way that they analy)e other 

investments.

(einhardt '011B, found that a firm engaging in a &("based strategy could only

sustain an abnormal return if it could prevent competitors from imitating its

strategy.

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 %RIPL& (O%%OM LI'&

/4eople! planet and profit/! also known as the triple bottom line form one way to

evaluate &(. /4eople/ refers to fair labour practices! the community and region

where the business operates. /4lanet/ refers to sustainable environmental

 practices. 4rofit is the economic value created by the organi)ation after deducting

the cost of all inputs! including the cost of the capital 'unlike accounting

definitions of profit,.

This measure was claimed to help some companies be more conscious of their 

social and moral responsibilities. owever! critics claim that it is selective and

substitutes a companys perspective for that of the community. Another criticism is

about the absence of a standard auditing procedure.

(RA'4 4I::&R&'%IA%IO'

&( can help build customer loyalty based on distinctive ethical values. ome

companies use their commitment to &( as their primary positioning tool!

e.g.! The &o"operative %roup! The +ody hop and American Apparel.

ome companies use &( methodologies as a strategic tactic to gain public

support for their presence in global markets! helping them sustain a competitive

advantage by using their social contributions as another form of advertising.

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CSR IN INDIA

&( is not a new concept in India. <ver since their inception! corporates like the

Tata %roup! the Aditya +irla %roup!and Indian 6il &orporation! to name a few!

have been involved in serving the community. Through donations and charityevents! many other organi)ations have been doing their part for the society. The

 basic objective of &( in these days is to ma#imi)e the companys overall impact

on the society and stakeholders. &( policies! practices and programs are being

comprehensively integrated by an increasing number of companies throughout

their business operations and processes. A growing number of corporates feel that

&( is not just another form of indirect e#pense but is important for protecting the

goodwill and reputation! defending attacks and increasing business

competitiveness.

&ompanies have specialised &( teams that formulate policies! strategies and

goals for their &( programs and set aside budgets to fund them. These programs

are often determined by social philosophy which have clear objectives and are well

defined and are aligned with the mainstream business. The programs are put into practice by the employees who are crucial to this process. &( programs ranges

from community development to development in education! environment and

healthcare etc.

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>or e#ample! a more comprehensive method of development is adopted by some

corporations such as +harat 4etroleum &orporation $imited! Maruti u)uki India

$imited. 4rovision of improved medical and sanitation facilities! building schools

and houses! and empowering the villagers and in process making them more self"

reliant by providing vocational training and a knowledge of business operations are

the facilities that these corporations focus on. Many of the companies are helping

other peoples by providing them good standard of living.

Also! corporates increasingly join hands with non"governmental organi)ations

'8%6s, and use their e#pertise in devising programs which address wider social

 problems.

&( has gone through many phases in India. The ability to make a significant

difference in the society and improve the overall quality of life has clearly been

 proven by the corporates. 8ot one but all corporates should try and bring about a

change in the current social situation in India in order to have an effective and

lasting solution to the social woes . 4artnerships between companies! 8%6s and

the government should be facilitated so that a combination of their skills such as

e#pertise! strategic thinking! manpower and money to initiate e#tensive social

change will put the socio"economic development of India on a fast track.

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CSR STRATE$IES FOCUSIN$ ON PROTECTION RAT!ER 

T!AN COMPETITIVE ADVANTA$E

A &( strategy that is focused on avoiding regulatory liability and maintaining a license to

operate in the current business will neither lead to current competitive advantage nor 

an imagination of future business models. Managing regulations! risk and

legitimacy 'license to operate, is also reflected in the main capabilities emphasi)ed by the respondents; ethical behavior! social accountability and stakeholder engagement.In

order to leverage its &(*sustainability strategy for competitive advantage! an

organi)ation needs the advanced capabilities of organi)ational learning and

sustainable innovation. These two capabilities are building sustainable business

models that will lead to future sustained competitive advantage.

AN ARTICLE ON CORPORATE SOCIAL RESPONSIBILITY IN INDIA:

4utting ocial"<conomic Development on a >ast Track by (amya athish

mentioned that many &( initiatives are e#ecuted by corporate in partnership

with 8on"governmental organi)ations '8%6s, who are well versed

in working with the local communities and are e#perts in tackling specific social

 problems. >or e#ample! A4 India in partnership with ope >oundation! an 8%6

that works for the betterment of the poor and the needy

throughout India!has been working on short and long"term rebuilding

initiatives for the tsunami victims. Together! they also started The A4 $abs &enter of 64< in +angalore! a home for street children! where they provide food!

clothing! shelter! medical care and education. &( has come a long way in India.

>rom responsive activities to sustainable initiatives! corporate have clearly

e#hibited their ability to make a significant difference in the society and improve

the overall quality of life. In the current social situation in India! it is difficult for 

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one single entity to bring about change! as the scale is enormous. &orporate have

the e#pertise! strategic thinking! manpower and money to facilitate e#tensive social

change. <ffective partnerships between corporate! 8%6s and the government will

 place IndiaCs social development on a faster track.

AN ARTICLE ON TRUST AND CORPORATE SOCIAL RESPONSIBILITY:

$essons from India! authors mentioned pirituality and &orporate ocial

(esponsibility have had a deep"rooted connection in India. A phenomenon that has

 preceded the coining of the term &(C! the link between the karmaC as espoused

 by sacred Indian te#ts and initiatives anchoring corporate as responsible citi)ens

has been amply evident in India since the early days.

This is widely divergent from the perspective of corporate social responsibility in

-estern economies as reflected in the observation by Arthur 4age! vice president

of public relations at ATET for around 53 years and former advisor to the 7

4resident; 9F all business in a democratic country begins with public permission

and e#ists by public approval F.:

@iewed from this perspective! public relations professionals are the custodians of 

trust for the corporate world. -hile the global spotlight today focuses on debates

on corporate trust! India can proudly flaunt a head start in this arena. Get! before we

 present IndiaCs case! letCs briefly scan some recent happenings! particularly in the

7! that led to an erosion of trust in &orporate Inc. worldwide.

<ducation is the most preferred area of &( for Indian companies! with BH of the

companies surveyed engaged in it! followed by health '2J.H per cent, and rural

development and livelihoods 'HJ.H ,.

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COMPANY PROFILE

W49)* L4<4/ 'W3/)7 I74, P)*/3 L4<4/K0L, is an

Indian multinational IT &onsulting and ystem Integrationservices company

headquartered in +angalore! India. As of December 530! the company has

0H!51J employees servicing over 133 large enterprise E >ortune 0333

corporations with a presence in 20 countries.KJL 6n N0 Oanuary 530H! its market

capitalisation was appro#imately 0.2N trillion '?52.N billion,! making it one of 

Indias largest publicly traded companies and seventh largest IT services firm in the

-orld.KBL

To focus on core IT +usiness! it demerged its non"IT businesses into a separate

company named -ipro <nterprises $imited with effect from N0 March 530N.K1L The

demerged companies are consumer care! lighting! healthcare and infrastructure

engineering which contributed appro#imately 03 of the revenues of -ipro

$imited in previous financial year.K03LK00L

(ecently -ipro has also identified +ra)il!&anada E Australia as rapidly growing markets globally and has committed to

strengthen the presence in the respective countries over the ne#t H years.

WIPRO $ROUP OF COMPANIES

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*i"r! Ltd+

-ipro $imited is a global company provider of comprehensive IT solutions and

services! including ystems Integration! &onsulting! Information ystems

outsourcing! IT"enabled services! and (ED services.

It is also a value added reseller of desktops! servers! notebooks! storage products!

networking solutions and packaged software for international brands.KHL

-ipro entered into the technology business in 01B0 and has over 03!333

employees and clients across H countries today. IT revenues stood at ?2.5 billion

for the year ended N0 March 530N! with a repeat business ratio of over 1H.

The business model at -ipro Technologies $td is an industry aligned customer facing model which gives greater understanding of customersC businesses to build

industry specific solutions.

W49)* C*73<) C,) ' L48/478

-ipro &onsumer &are and $ighting '-&&$%,! a business unit of -ipro $imited

operates in the >M&% segment offering a wide range of consumable commodities.<stablished in 01H! the first product to be introduced by -&&$% was vegetable

oil! later popularised under the brand name /unflower @anaspati/. It offers

 personal care products! such as -ipro +aby oft and -ipro afewash! toilet soaps

like antoor and &handrika as well as international brands like Gardley.  Its

 portfolio of lighting solutions includes products like martlite &>$! $<D!

emergency lights and more.

Through its customer"centric products and acquisitions! -ipro &onsumer &are and

$ighting has become a fast"growing company in the >M&% segment.

W49)* I7+),3/)/) E7847)478

-ipro Infrastructure <ngineering is the hydraulics business division of -ipro

$imited and has been in the business of manufacturing hydraulic cylinders! truck 

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cylinders! and their components and solutions since 01J2. This division delivers

hydraulic cylinders to international 6<Ms and represents the Pawasaki! un

ydraulicsand Teijin eiki range of hydraulic products in India. It has entered into

 partnerships with companies like Pawasaki and aerospace giant <AD.The

commitment to quality has made -ipro Infrastructure <ngineering the secondlargest independent manufacturer of cylinders in the world. The company has

recently ventured into water treatment systems and solutions to cater to the needs

of various industries.

W49)* $E M4,. S@3/<3 L4<4/

-ipro %< Medical ystems $imited is -iproCs joint venture with %< ealthcare

outh Asia. It is engaged in the research and development of advanced solutions to

cater to patient and customer needs in healthcare. This partnership! which began in

0113!KJHL today includes offerings like gadgets and equipment for diagnostics!

healthcare IT solutions and services to help healthcare professionals combat

cancer! heart disease! and other ailments. There is complete adherence to i#

igma quality standards in all products.

SUSTAINABILITY OF WIPRO

-iproCs approach to sustainability is structured on enabling itself! as anorganisation! and its customers to be more ecologically sustainable. It is driven by

issues considered important to employees! India current and future generations!

customers! investors! suppliers! and the community as a whole. -ipro has been

ranked 0st in the 5303 Asian ustainability (ating 'A( TM, of Indian companies

and is a member of the 8ADAQ %lobal ustainability Inde# as well as the Dow

Oones ustainability Inde#.

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CSR ACTIVITIES OF WIPRO

WOMEN OF WIPRO: EMPOWERIN$ WOMEN TO CREATE T!EIR 

FUTURE

The -omen of -ipro '-6-, council launched various initiatives to facilitate!

enable and empower women employees. 4anel discussions with internal women

leaders! mentoring programs for high potential women! workshops and

development programs and a -omen of -ipro website enable women to grow intheir careers.These initiatives have ensured a consistent increase in women

representation in various levels in the company over the last few years.

(epresentation of women in -ipro has increased from 01 in 533 to 51 in

5303.

ENABLIN$ PEOPLE WIT! DISABILITIES

-hile -ipro has always attempted to be an equal opportunity employer with )ero

tolerance for discrimination of any kind! we have added greater focus byconsciously creating more career opportunities in -ipro for people with

disabilities. As a visible change! access guidelines have been made an integral part

of our building guidelines so every new building is designed for better 

accessibility.

The changes made to recruitment! training and other policies enable persons with

disabilities to build meaningful careers in -ipro. The past year saw us recruiting

from management and technical campuses and through consultants to welcome

 persons with disabilities into mainstream roles. They have recruited 53 such people

in the last 5 years. tructured education to sensiti)e our managers on diversity!

anti"discrimination and anti"harassment through classrooms as well as online

 programs. They believe that these efforts have laid the foundation for a diverse

talent team in the future.

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Their efforts were recogni)ed in the form of 8&4<D4 hell elen Peller Award

for 5331 given to -ipro as an organi)ation and to one of our employees for being a

 positive (ole Model amongst the physically challenged people

IT IS FAR $REATER TO SUSTAIN T!AN IT IS TO CREATE#

-ipro is built on a foundation of values " pirit of -ipro. These values drive

-ipro. Acting with ensitivity is one of the three values and is manifested in our 

approach to stakeholders E ecology. 6ur journey towards ecological and social

sustainability is an integral part of -iproCs view of %ood &iti)enship. As a

responsible global organi)ation -ipro would like to lead the way in sustainability

 practices.

ECOLO$ICAL SUSTAINABILITY AT WIPRO

It is an accepted fact that the current path to economic progress is ecologically

unsustainable. This brings us to the moot point of choices.

The most obvious being that if each one of us " organi)ations and individuals in the

global society! adopt an ecologically sustainable path! we have the best chance of 

shaping a secure and happy future.

<co<ye is -iproCs initiative towards ecological sustainability that has today become a concerted organi)ation"wide program. ItCs this lens of ecological

sustainability that is transforming the way we do business and engage with all our 

stakeholders.

Their sustainability framework is pivoted on engaging with multiple stakeholders

in areas of vital and common interest! founded on an unchanging bedrock of 

integrity and values.

Their customer stewardship program in ustainability offers an integrated portfolio

of solutions in &lean <nergy! <nergy <fficiency! -ater Treatment! %reen $ighting!

%reen 4&s! %reen Datacenters and IT for %reen oftware olutions.

-iproCs %reen 4& is a complete case study in sustainable product design! energy

efficient operations and e#tended responsibility for e"waste. -iproCs %reen 4&

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models are 033 (estriction of a)ardous ubstances '(o, compliant.

(ecently we launched a model that goes beyond (o compliance and is

4oly@inyl&hloride '4@&, and +rominated >lame (etardants '+>(, free. 033 of 

our laptop models and J3 of our desktop models are <nergy tar H rated.

These ratings represent an energy efficiency of 03"0H and thus enable customers

to save energy and reduce their corresponding %reen ouse %as '%%, emissions.

-ipro was the first Indian IT company to launch an e#tensive take backC program

in 5332 for customers to return their end"of"life desktops and laptops. -ith more

than 02 such collection centers across India! it has set the standard for responsible

e"waste management.

WE LIVE IN T!E COMMUNITY# T!E COMMUNITY LIVES IN US#

S*4,. S3/,47,?4.4/@

A sustainable business does not e#ist in a vacuum. Its sustainability is directly

related to the well being and sustainability of the society in which it is embedded.

-ipros social an community initiatives are based on the belief that business has a

clear responsibility to contribute to the creation of a just! equitable and humane

society.

>or almost a decade now! we have been engaged in social transformation

initiatives. >rom the time we began! we decided to engage in social issues with

sensitivity! rigor and an open mind! and most importantly with responsibility. This

led to wide consultations and brainstorming! resulting in our decision to work in

three areas;

 School education, through Wipro Applying Thought in Schools

Towards increasing employability, through Mission10X 

Towards addressing the immediate concerns in society, through Wipro Cares

W49)* A99.@478 T*8/ 47 S**.3 (WATIS

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-ATI is a focused initiative towards systemic reform in school education in

India! to improve the quality of education. A partnership of over N3 organi)ations

with specific projects on the ground is at the core of this initiative! involving over 

0333 schools across 0J states.

-e continued our journey this year by e#panding our reach to a wider community.

ome of the key themes of the work were;

 An initiative to create uality literature !or children and about education

-e supported a two year project for writing a book titled -hat Did Gou Ask At

chool TodayRC by Pamala @. Mukunda and was published by arper &ollins.

 Strengthening the Wipro "ducation #ellowship networ$ 

$aunched in 533J! this program provides individuals with opportunities to create

shareable learning for schools and the larger education community.

The assignments are either commissioned books! research*documentation

assignments! creating good educational literature or even working on a specific

school intervention or -ipro project based on needs. Two Ounior >ellows have

completed their >ellowship and we currently have J >ellows working on projects

in two broad areas;

 S learning! observing and documenting the e#perience in some of our school

 projects

 S a project of own interest! related to school education or childrenCs literature

 "%panding the community o! partner organi&ations

A new olistic chool <ngagement project was initiated with &enter for <ducationand @oluntary Action '&<@A, in &handigarh. -e work with the 8ew 4ublic

chool '84,! &handigarh in creating a teaching"learning environment based on

e#periential and participative practices.

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-e partnered with 7daan"Oanvikas! Ahmedabad to help the organi)ation build a

resource center for educators. 7daanCs work is with children who primarily depend

on government schools and the work is focused on influencing the government

school system.

-e initiated a new project with The Teacher >oundation in 05 schools in +angalore

which aims at making schools emotionally safe places! where the interaction with

children is sensitive.

-e are currently working on 55 long"term projects with 53 partner 

organi)ations!03 of which are olistic chool <ngagements.

 "%tending advocacy e!!orts to parents and teachers on the importance o! 

conceptual understanding in the learning process

This year we reached out further by recording student misconceptions as videos to

schools and also conducted teacher and parent workshops. -e engaged with

around H33 schools and educators through these sessions. This gives teachers and

 parents insights into how children think about various concepts and thus better 

support the learning process. -e have made these videos available to more than

1!333 schools.

 Mission10X 

Mission03! a not"for"profit trust of -ipro! places great emphasis on the creativity

of the learner. It also aims at enhancing the learning ability of engineering

institutions in India and their response to the challenges of employability.

6ur affiliations with institutes and universities saw distinguished thinkers!

educationists and leaders from the academia provide the necessary stimulus to be

thrust into the right path.

To facilitate this e#change and create a web enabled community of engineering

faculties! we augmented the Mission03 portal with storage and access

mechanisms. >aculties across the country are now able to create engineering assets!

document and share them using the portal. &urrently the number of innovative

assets 'in 0B engineering disciplines, stands at N!NJ3.

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Mission03 set out to reach and empower 03!333 engineering faculties with

innovative learning methodologies by eptember 5303. The year 5331"03 saw an

accelerated growth aided by affiliations with reputed universities and by end of 

year the mission has successfully empowered over J!JJJ faculties across 01 states

in India.

W49)* C,)3

The focus of -ipro &ares is on education E healthcare for marginali)ed

communities! and environment E disaster rehabilitation.

 "ducation: -e work with partners to create an engaging atmosphere where

children can spend a few hours a day at informal learning centres. These centres

double up as bridge schools and aim to get out"of"school children back into themainstream.

ome of our initiatives aim to provide additional support to bright students from

 poor families by providing books or opening up their world through interactions

and motivation.

 'ealthcare: 6ur mobile clinics reach the communities around our factories and

 provide healthcare to those who cannot come to the centre. -e provide primary

health care services and focus on both preventive and curative treatment.

 "nvironment : -ipro &ares undertakes activities in the community under its

<co<ye charter. -e have adopted and developed $ake Manikonda in yderabad.

This year we worked to increase its water holding capacity! built a bio"fence and

installed a water purifier system to ensure that the incoming water is clean.

 (isaster )ehabilitation: In areas affected by disasters! -ipro &ares works on

rehabilitation! to provide long term support to the community! to restart their lives.In 5331"03! -ipro &ares ran a pilot project in parts of +ihar affected by the Posi

river breach. -e provided ecologically sustainable infrastructure such as eco"

sanitation! solar lights and rain water harvesting in the community of Mandal

Thola in 4uraini village.

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-e have also provided solar street lights! cobbled streets! raised platforms as

shelters for animals! raised hand"sets and cleaned open wells among other 

activities.

C*)9*),/ S*4,. R39*734?4.4/@

R,478 */ /* ),/ 7> *99*)/74/43

6ur commitment has never been limited to the processes and projects we e#ecute

in our daily functions at -ipro Technologies. 6ver the years! we have developed a

clear road to reali)e our vision of taking our success to other sections of society

who struggle to care for their own basic needs.

 W49)* C,)3

(ealities keep changing in an unpredictable world. In the midst of this there arise

crises that need to be immediately attended to and through -ipro &ares we strive

hard to address this. >rom community relief and rehabilitation in times of disasters

to education opportunities! health and wellness programs for the needy! we make

sure that our work touches every level of society who needs our help. 6ur -ipro

&are program is e#ecuted with the help of our employees who are free to volunteer 

their services and other recogni)ed voluntary organi)ations who make sure the goalis never out of focus.

 

W49)* A99.@478 T*8/ 47 S**.3

<ducation is recogni)ed as a key investment in -ipro! not only within! but also

marked and leveraged as a social initiative. Through the Applying Thought in

chools initiative! we take our tagline seriously enough to build a network of social

organi)ations committed to education reform. <ducation quality! research and

interventions are clearly defined that our program e#plores. 

E* E@

6ur commitment to the ecology around us is as strong as our every endeavor. -e

 believe that the future lies in sustainable solutions that will never interfere with our 

environment. -ith the formation of <co <ye! we are now a business that

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incorporates better ecological balance in every project we e#ecute.

W49)* C,)3 -ipro &ares is our community initiative that helps marginali)ed communities

living in our neighborhoods. This initiative is organi)ed as a trust and works with

funds donated by -iproites and these funds are in turn matched by -ipro.

O) O9),/4*73 

-ipro &ares works on the model of channeli)ing voluntary employee efforts to

contribute to the needs of the neighboring communities.@olunteers become members of the local chapter and few may emerge as leaders.

These chapters in different locations proactively identify projects based on therequirement of the community in that location.These projects are then evaluated by the project head and the central team to be

approved by the trustees.-e have launched -ipro &ares projects in the following areas;

<ducationealthcare<nvironment

Disaster (ehabilitation-ipro &ares has also volunteered efforts in various areas where e#treme

circumstances required humane interventions.

E,/4*7 -ipro strongly believes that education is the basic enabler and through -ipro

&ares we work with 8%6s who in turn work with underprivileged children. -e

offer them opportunities for holistic development! run bridge schools and also train

them in vocational skills. -hile supporting these education activities we also trainteachers to engage with children who come from struggling backgrounds.

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E,/4*7 P)*/3 B, /* / F/) A .,)7478 7/) +*) 4.)7

-e work through an 8%6 called Towards >uture to provide learning opportunitiesand bridge schooling. 6ur primary objective is to prepare the children to go to

regular schools. -e also provide them a nutrition supplement in this center.

S99*)/478 84).3 /* *<9./ /4) 48 3**.

-e work through an 8%6 called (ockfund that encourages and enables girls to

 pursue their education till 03th standard by providing them financial support. This

is done through close interactions with the childCs parents and the schools. The parents have to commit their support in allowing the child to study.

I<9,/

The girls are motivated to pursue their education further They are also encouraged and prompted to perform better in their studies because

if they do not achieve the required goals then the funding may be stopped

T,)3 T),47478 C7/) - P,)4=,)/,7

-e work through an 8%6 called Door tep chool to educate! train and equip

teachers to educate migrant children.

I<9,/

If the teachers are trained! then the children get comfortable with them thus

reducing drop"out rate

The trained teachers have successfully taken the number of beneficiary childrenup to 233 per year 

C*<<74/@ C7/) /* +.+4.. / 7 *+ 4.)7 ,7 ,*.37/3

O) W*) 

-e work with an 8%6 called wadhar to address the needs of children of all ages

in a particular area

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I<9,/

The confidence of children has risen and the drop"out rate has reduced

Adolescent girls have adopted skills such as tailoring! jewelry"making and othercrafts! thus helping them to earn a small livingThe community is gradually responding to the concept of a library and are

engaging themselves in reading books and newspapers in their leisure time!,./,)

R),. !,./ P)*8),<

-ipro &ares launched 4roject anjeevani! its first rural healthcare project! on the

2th of 8ovember 5331! in Aurangabad district. It was launched in partnership with

avitribai 4hule Mahila <katma amaj Mandal '4M<M,! a reputed 8%6! which

has e#tensive e#perience in working in rural healthcare.

The project will cover nine small villages! all situated in and around -iproCs -aluj

factory. 6ver the ne#t three years! 4roject anjeevani aims to build a sustainable

4rimary ealthcare system with the involvement of the local population. Towards

this aim! the project will;

4rovide quality primary health services by operating a Mobile ealth &linictrengthen the local Anganwadi institutions to improve the attendance of children

so as to ascertain and improve their healthIdentify and treat malnutrition cases in the project areaIdentify and register pregnant women and provide them with basic medical

services&reate awareness regarding personal hygiene! diet and vaccination through

awareness programs and counseling sessions

E7=4)*7<7/

-ipro is aware and concerned about the state of the global environment and

ecology. -e believe that it is e#tremely important to create and maintain a

sustainable environment in the community around us. -ipro &ares has been

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continuously working in various areas that contribute to a sustainable environment

and some of these initiatives are reflected here.

E*.*84,. D=.*9<7/ *+ , ., 47 M,74*7, !@),?,

The Manikonda $ake! measuring an area of about B.B acres! has been drastically

shrinking over the last few years due to the developmental activities around it. 6ur

objective was

to develop a bio diverse lake eco systemimprove the water holding capacitycreate roosting and nesting sites for local and migrant birds anddevelop weed patches as feeding and breeding grounds for birds

-e developed a unique niche for bio diversity by creating a natural habitat usinglocally available silt! stones! plantation of native species of trees! herbs and rooted

macrophytes. This has significantly increased the number of birds such as herons!

kingfishers and ducks visiting the lake.

T),739.,7/,/4*7 *+ /)3 47 B,78,.*)

Till date! we have transplanted 3 trees from busy roads in +angalore into public

 places. Another N3 trees have been transplanted into our own campuses.

L33 P.,3/4 +*) M ,<9,487

Along with an 8%6 called aahas! that works in the area of waste management!

we are creating awareness regarding the ill"effects of use of plastic. In this

endeavor we have;

-orked with and educated people at supermarkets! malls and shops

Introduced common collection centers for used plastic in schools! apartments andsuper"markets-orked with specific audience in apartment blocks and residential lay"outs to

involve them in our campaign-orked with educational institutions through various clubs and active groups to

motivate students to reject the use of disposable products on campus and ensure

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the collection and recycling of products usedInteracted with officers of the department of environment and ecology! state

 pollution control board and city municipal corporation to introduce them to the

 program and to elicit support from them

D43,3/) R,?4.4/,/4*7

At -ipro &ares! we believe that the victims of disaster need our help and

encouragement to rebuild their lives after natural calamities. ence! we engage

them to understand their needs to be able to provide them the support that will help

them create a self sustainable environment.

$,),/ ,)/, ).4+ 4rovided mobile physiotherapy unitselped build a health center with a

 physiotherapy unit to provide care to

 patients

O)433, @.*7 ).4+ 

+uilt a cyclone shelter equipped with

a siren! life jackets and AM stationThis center also works as a school

and is equipped with blackboards and

 bench

O) >*) 47 /37,<4 ,++/ ,),3 47 T,<4. N,

-e have spent considerable time to understand the needs of the affected people and

 plan the rehabilitation program in this region. %iven below are the details of the

work that we have e#ecuted in the tsunami affected areas in India.

P39,=,7,< V4..,8

6ur work in 4ushpavanam village focused on creating livelihood! building houses

and insuring the people against a similar disaster in future.

<volved a cost effective but labor intensive solution to reclaim 033.5H acres of 

agricultural land&oastal tree plantation done in this village against the destructive recurring floodAdded additional infrastructure to four of the e#isting schools! catering to over 

H33 children

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+uilt toilets and provided clean drinking water to the village to ensure hygiene

and good health

N,.=,9,/@ 

(econstructed houses that were damaged by the tsunamiupported the village and helped reconstruct NH earthquake and cyclone"free

homes as per the government norms in 8aluvedapaty

&,3/)?, &,7@, $).,<

-e worked with the Pasturba %urukulam! a 2H"year"old institution in @edaranyam

in 8agapattinam district! started by Mr. @edaratnam! a freedom fighter! who

donated all his land for this institution. It is a well"known pioneering institution

that provides vocational training and education! and also helps girls to find jobs. In

this regard we have taken the following initiative;

-e are constructing a school cum dorm facilityThe dorm will accommodate 233 girls and the school will facilitate the integration

of spacious classrooms! laboratories and libraries

S3/,47,?4.4/@

B)478478 7=4)*7<7/ *734*3733 /* / +*)+)*7/

ustainability is not just about protecting our natural environment! it also involves

creating a better community! promoting a vibrant social network and reviving

economic growth. -iproCs sustainability initiatives are based on the belief that

 businesses today have a clear responsibility to contribute to the creation of a just!

equitable and humane society.

-I4(6 initiatives in this area cover;

S3/,47,?4.4/@ D43.*3)3 S 4roviding a clear picture of the sustainability

initiatives recogni)ed and undertaken by -ipro.E*-@ S A platform dedicated to showcase -iproCs eco"initiatives and track the

 path that -ipro has undertaken to enable eco sustainability.

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D4=)34/@ S (eflects the diverse culture at -ipro and e#tends opportunities to

individuals who can make a difference in the organi)ation.

W49)* =.*93 *-33/,47,?4.4/@E7)8@ ,7 $!$ ++447@

5H improvement in energy efficiency in the last 2 years due to adoption of 

green building standards based on $<<D framework  reduction in use of printing paper through effective automated controls

and behavioral changesW,/) ++447@

N5 of water requirement met through water recycling and harvestingW,3/ <,7,8<7t

>our biogas plants convert food waste to cooking fuel translating into a netreduction of 033 tons per annum

W49)* 7,?.3 *-33/,47,?4.4/@ 474/4,/4=3 +*) 3/*<)3

+uilds %reen Data &enters that consume 03"53 less energy6perates green certified '$<<D, buildings that offer better working

environment and economy

elps in greening e#isting buildings that save energy and operational costs&onsults factories to go %reen and work efficiently under an eco umbrella

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CONCLUSION

-ipro faced many barries when it first started! the biggest as its &<6 mentioned in

an interview with >orbes was that they were looked as a joke being a consumer 

care company going into technology. Thats why they changed their name from

-estern India 4roducts $imited to -ipro. It was about the credibility. +ut they

invested a lot in (ED and talent.

-ipro put plenty of support money into building custom solutions and into building a strong after"sales service network that was not very prevalent in those

days.

Today the IT industry is strong and so its -ipro. -ipro has presence around the

world and even in $atin America where it has been difficult for them to acquire the

e#perience. -ipro is a company that keeps growing! and e#panding around the

world.-ipro is doing recruitment from American! <uropean campuses and are now

starting Oapanese campuses. They are setting up a center in Atlanta! where they will be recruiting from universities! and would like to build up to H33 people. Theyll

 probably have two more centers in the 7..! typically in low"cost areas! university

towns. &ommunity sensitivity and visa concerns make this essential! and it makes

sense to have a local cadre! apart from employees gained through acquisitions.

-ipro &ares is -iproCs community initiative focused on certain key developmental

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issues faced by underserved and underprivileged communities. It is a trust formed

in the year 533N that seeks to work with communities pro#imate to -iproCs center 

of operations. -ipro &ares is currently engaged in 02 projects across India.

Through seven of its health care projects in four states of India -ipro &ares is

 providing more than JH333 people in HN villages access to primary health care.More than J333 children benefit from the five education projects in five Indian

cities. Their project in social forestry has helped plant more than a lakh trees! and

has at the same time provided livelihood to around B3 farmers. 6ur projects in

disaster rehabilitation have helped rebuild the lives of people affected by

Parnataka >loods! +ihar >loods! Oapan Tsunami! urricane andy! 4hilippines

&yclone! 7ttarakhand >loods! 6disha >loods and many more. <mployee

engagement is an integral part of -ipro &ares where they encourage employees to

volunteer with their partners! acting thus as catalysts in bringing about positivechange.

WEBLIO$RAP!Y

www.google.com

www.wikipedia.com

www.investopedia.com

www.economictimes.indiatimes.com

www.businessdictionary.com

www. csr  .com

BIBLIO$RAP!Y

• &( G<A( +66P 530"0H A$MA8A&

•&( As a Management Idea <thics in Action

• trategic management 'Mcom part 0, S by Michael vaa)

• &orporate ocial (esponsibility; Doing the Most %ood for Gour &ompany

and Gour &ause " by 4hilip Potler  'Author,! 8ancy $ee 'Author,

• &orporate ocial (esponsibility; The %ood! the +ad and the 7gly" +y

ubhabrata +obby +anerjee

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5>

• Implementing &orporate ocial..." ubhasis (ay! . iva (aj

• &orporate ocial (esponsibility " Madhumita &hatterji