CSR as a tool of sales promotion

Abstract

Corporate Social Responsibility (CSR) is not a new concept it has been in practice in India since long but the approach was voluntary in nature until the government rules made it mandatory. The corporate (both public and private) of India have taken up CSR activities in several areas like education, environment, health but the result is not satisfactory. As there still lies a vast scope for development in each and every sector of the country. The corporate are investing in the designated areas but the effect is not visible, thus there lies a gap in the implementation, the promises made in papers and the rules applied. The scenario in North-East is not different as here only a few public and private players are operating. The absence of corporates along with the stringent Government rules makes it an hindering point in the growth of CSR activities in Assam. Of late, the CSR activities has been taken as an promotion tool by the corporate. There is a gradual transformation of the concept of CSR which is also helping in the marketing area. Thus, the aim of CSR activities was lonely to serve the society but now it is accompanied by the bizarre of marketing. This study will aim to give a noteworthy contribution so as to know whether the change of mindset has led to the change of priorities of the companies towards the society.