Abstract
This case is about a public limited company that transformed the lives of poor village artisans living in the remotest part of north-east India. While the public and private limited companies face constant criticism and increasing cynicism about their corporate social responsibility (CSR) and sustainable livelihood creation initiatives; NEDFi, a public limited company and an arm of the Ministry of Development of the north-eastern region of India undertook an initiative to transform the lives of many underprivileged rural artisans, especially women through its CSR and sustainability initiatives. NEDFi’s water hyacinth craft project, undertaken initially as a CSR initiative was able to meet both the economic and social values of the firm and community, respectively. Thus, the CSR/sustainability initiatives of the company were potentially transformed into creation of ‘shared value’ at the later stages of the programme that achieved roaring success by uplifting the rural poor through economic empowerment and unleashing the potential of women artisans.
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