Role of Marketer in Corporate Social Responsibility: An Indian Perspective

Abstract

As the new age is marked by trends such as privatisation and globalisation, the aspect of Corporate Social Responsibility (CSR) needs to get the desired focus. Non-profit organisations with a special domain in philanthropic activities and charitable works have become useful business tools to promote the brand value of their parent companies. The latest trend for many Indian companies is to create non-profit foundations to demonstrate CSR. Behind the noble mission, the real intention is to enhance the brand value, customer loyalty and reflect company values in tangible ways. This article highlights one such corporate social initiative and how this step helps the corporate to reach the economic bottom line.