Greenkettle Consulting presentation, at CII - CSR Best Practices Meet, Chandigarh

1. From Ideas to Action Planning for Sustainable CSR An Approach by Green Kettle Consulting

4. Education Environment Micro finance Art & Culture Civic projects Talent development Adolescent counseling Govt. Employees Community Industry forums Share holders Media Nutrition Health & Hygiene GKC partners with corporates across multiple stakeholders and issues Consumer and watch bodies Gender sensitization Affirmative action Alliances/ relationships for execution Project management skills Thought leadership on CSR Passion Green Kettle Conceptual and ideation skills For each area, we will partner with a domain expert at the appropriate stage

12. Sustainability is the new interest zone in the CSR space * Michael E. Porter and Mark R. Kramer, The Competitive Advantage of Corporate Philanthropy , Harvard Business Review, December, 2002. Pure philanthropy Pure business Social benefit Convergence of interests for sustainability* Economic benefit Combined social and economic benefit*

13. 4 key levels of CSR engagement Source: LBG Canada Arm’s length Philanthropy Using organizational expertise to impact social causes Socio-Commercial Investments Business model integration

14. CSR Sustainability chances are higher with higher engagement levels Source: LBG Canada Intermittent support to wide range of good causes depending on needs of community or charitable organizations Using organizational or employee s to impact social causes kills Activities in partnership with community based organizations that are closely linked to business objectives Core business activities to meet the needs for goods and services Higher chances of sustainable CSR Arm’s length Philanthropy Leveraging organizational expertise Socio-Commercial Investments Business model integration

15. Examples: Using Organizational Skills to Create Social Impact Emergency and Disaster Relief FedEx provides contributions and logistics/ transportation support for emergency and disaster needs. Relationships with several relief agencies to help ensure that aid reaches quickly and efficiently during times of crisis.

16. Eg. – Socio-Commercial Investments . In attempt to own the “your partner in retirement” proposition, ICICI Prudential Life Insurance has partnered with Diginity Foundation to launch ActivAge. ActivAge is a program through which ICICI Pru Life customers plan their non-financial post-retirement life too.

17. Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene initiative with the objective of spreading awareness about the importance of washing hands with soap. 1/3 of diarrhoeal diseases in children occur in India . According to a study done by the London School of Hygiene and Tropical Medicine, the simple practice of washing hands with soap and water can reduce diarrhoea by as much as 47%. However, ignorance of such basic hygiene practices leads to high mortality rates in rural India. Being India’s leading personal wash health brand, Lifebuoy saw a role for itself in propagating the message of hygiene and health in villages. Lifebuoy Swasthya Chetna initiative was launched keeping this rationale in mind. The programme has touched 27000 villages and 80 mn people over the last four years. . SHAKTI - Changing Lives in Rural India Shakti is HUL's rural initiative, which targets small villages with population < 2000. Empowers underprivileged rural women by providing income-generating opportunities, health and hygiene education through the Shakti Vani programme, and creating access to relevant information through the iShakti community portal. 25,000 women entrepreneurs in its fold. A typical Shakti entrepreneur earns a sustainable income of about Rs.700 -Rs.1,000 per month, which is double their average household income. Shakti is thus creating opportunities for rural women to live in improved conditions and with dignity, while improving the overall standard of living in their families. Eg. Socio- Commercial Investments

20. Eg. Integrating into Business

21. Integrated CSR typically has higher impact value for corporate Impact Value for corporate Philanthropic Transactional Integrative Brand Fit with values/ vision Market access, influence Employee centred CSR Approach Provides project sustainability because corporate is dependent upon CSR

26. The CSR Cycle

29. 4 key areas of CSR focus CSR SELF ASSESSMENT TOOL - HANDOUT

34. Prioritizing Stakeholders Using Power/ Interest Grid Power High Low Interest Low High Keep Satisfied Manage Closely Monitor (Min effort) Keep Informed

35. Step 2: Define the CSR objectives

41. Proposed CSR- Matrix Workplace MarketPlace Community Efforts Environmental Impact Current Proposed Current Proposed Current Proposed Current Proposed Initiatives Products /services Impacts Responsibility centre

42. The business case for CSR depends on risks and opportunities Being seen as doing good can mitigate risks due to business scandals and environmental incidents Extremely sharp media scrutiny Risks Opportunities Reputation Risk License to Operate Talent Attraction Brand Differentiation Substantial voluntary steps on key issues minimizes intervention from regulators and media Aid recruitment and retention Create preference New products

53. In sum.. When CSR works, everyone wins!

54. Thank You [email_address]