The deal about doing your bit for society

We had the CEO of Coke India, Mr. Atul Singh, visiting us on campus today. Khemka was full as usual, with people billowing in from all entrances, accompanied by books and bags, and as for sections E,F,G and H, a tired expression accompanied them as well as they walked in. No, I am not going to summarize what he said, nor am I going to give my perspective on what he said. I guess someone or the other would 'minutize' it, and if not, I guess there were enough people in there to fill in those who did not manage to come in for the session. In a nutshell, he spoke of how Coke perceived the Indian market and how our predominantly rural market posed new advertising challenges as such for the beverage industry, in general, and the Coke brand of products in particular.

Towards the end however, he spoke of the CSR (Corporate Social Responsibility) initiatives undertaken by Coke. Therein he spoke of how they were into rain water harvesting, providing water to schools, restoration of the Sarai Bawari at Amer, not to mention the natural calamity relief and aid work . He mentioned Coke's vision and plan of replenishing every drop of groundwater they take by the end of this year. An extremely commendable move indeed by one of the world's largest brands, whose every move commands almost the maximum number of eyeball attention. I guess such moves can prompt plenty of other industry players to do their bit for society.

But in the midst of all this, I was struck by a sense of deja vu. Just a few days ago, in one of our accounting classes, there was discussion on how Starbucks was into huge CSR initiatives. I won't go into the specifics of the discussion we had back then, but today's mention of CSR by another beverage company, put me in mind of the previous event, wherein we had seen the Starbucks site displaying its CSR initiatives in South America. I just wonder whether CSR is the new bug that has bitten the world of large conglomerates? Or is it that given the present economic situation, the glaring need to look elsewhere for economic stimulus and growth, has resulted in atypical avenues being targeted? Either way, I guess something good can only come out of the whole exercise. What say?