SOCIAL RELEVANCE PROJECT ON MARKETING

“A Project Report on Corporate Social Responsibility on

Amul”
Submitted in partial fulfillment for the award of the degree of
MASTER OF MANAGEMENT STUDIES (M.M.S.)

(UNIVERSITY OF MUMBAI)
Submitted By
SHRADDHA ATMARAM MER
S.Y.M.M.S. (SEMESTER IV)
Roll No. MB/17/A/017

UNDER THE GUIDANCE OF

PROF. SUBODH SINHA
ACADEMIC YEAR
2017-19
SAS INSTITUTE OF MANAGEMENT STUDIES (MMS)
Saravali, Boisar (W),
Tal. & Dist. Palghar (MH) – 401501.
 DEEP EDUCATION SOCIETY’S
SAS INSTITUTE OF MANAGEMENT STUDIES

CERTIFICATE
This is to certify that project titled “A Project Report on Corporate Social
Responsibility on Amul” is successfully completed by SHRADDHA
ATMARAM MER during the IV Semester in partial fulfillment of the Master’s
Degree in Management Studies recognized by the University of Mumbai for the
academic year 2017-19 through SAS INSTITUTE OF MANAGEMENT
STUDIES.
This project work is original and not submitted earlier for the award of any
degree/diploma or associateship of any other University/Institution.

InternalExaminer Signature
Name:

ExternalExaminer Signature
Name:

Dr. Bhagesh Sankhe

(DirectorSASIMS) Collegeseal

DECLARATION
I hereby declare that Project Report submitted by me on the
topic “A Project Report on Corporate Social Responsibility on
Amul” is a bonafide work undertaken by me and it is not submitted to
any other University or Institution for the award of any degree
diploma/certificate or published any time before.

Signature:

Name: Shraddha Atamaram Mer

Roll No: MB/17/A/017

Place: Saravali,Boisar(W) Date:

 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide MR. SUBODH SINHA,

Assistant Prof. of MBA Department, for guiding me right from the
Inception till the successful Completion of the project, I sincerely
acknowledge his for extending his valuable guidance, support for
literature, critical reviews of project and the report and above all the
moral support he had provided e for this project.
I would also like to thank our Director Dr. Bhagesh Sankhe Sir and other
staff members of MBA department, for their help and cooperation
throughout my project.

SHRADDHA ATMARAM MER

Flow of Report with table of contents
Chapter Title Page No.
No.
1 Introduction
1.1 Company profile 1-3
1.2 Awards & Achievements of Amul 4
1.3 Objective of the study 5
2 Research Methodology 6
3 Corporate Social Responsibility (CSR)
3.1 Introduction Towards CSR 7-8
3.2 Benefits of CSR 9-10
4 Corporate Social Responsibility Held By Amul 11-13
5 CSR Initatives
5.1 Blood Donation 14
5.2 Tree Plantation 15
5.3 Tribhuvandas Foundation 16-17
5.4 SGSY 18
5.5 Dairy Demonstration Farm 19
5..6 Amul Scholar 20
5.7 Rural Sanitation Campaign 21
6 Conclusion 22
7 Bibliography 23
 COMPANY PROFILE

Introduction of ICICI Bank

ICICI Bank Limited (Industrial Credit and Investment Corporation of India) is an Indian
multinational banking and financial services company headquartered in Mumbai, Maharashtra with
its registered office in Vadodara, Gujarat. As of 2018, ICICI Bank is the second largest bank in India
in terms of assets and market capitalisation. It offers a wide range of banking products and financial
services for corporate and retail customers through a variety of delivery channels and specialised
subsidiaries in the areas of investment banking, life, non-life insurance, venture capital and asset
management. The bank currently has a network of 4867 branches and 14367 ATMs across India and
has a presence in 17 countries including India.

ICICI Bank is one of the Big Four banks of India. The bank has subsidiaries in the United Kingdom
and Canada; branches in United States, Singapore, Bahrain, Hong Kong, SriLanka, Qatar, Oman,
Dubai International Finance Centre, China and South Africa; and representative offices in United
Arab Emirates, Bangladesh, Malaysia and Indonesia. The company's UK subsidiary has also
established branches in Belgium andGermany.
 History of ICICI Bank
ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and
was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46% through a
public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the
NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock
amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal
2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government
of India and representatives of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing to Indian
businesses.
In the 1990s, ICICI transformed its business from a development financial institution offering only
project finance to a diversified financial services group offering a wide variety of products and
services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999,
ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia
to be listed on the NYSE.
After consideration of various corporate structuring alternatives in the context of the emerging
competitive scenario in the Indian banking industry, and the move towards universal banking, the
managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank
would be the optimal strategic alternative for both entities, and would create the optimal legal
structure for the ICICI group's universal banking strategy. The merger would enhance value for ICICI
shareholders through the merged entity's access to low-cost deposits, greater opportunities for earning
fee-based income and the ability to participate in the payments system and provide transaction-
banking services. The merger would enhance value for ICICI Bank shareholders through a large
capital base and scale of operations, seamless access to ICICI's strong corporate relationships built up
over five decades, entry into new business segments, higher market share in various business
segments, particularly fee-based services, and access to the vast talent pool of ICICI and
itssubsidiaries.
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI
and two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited
and ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of
ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002,
and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.
Consequent to the merger, the ICICI group's financing and banking operations, both wholesale and
retail, have been integrated in a single entity.
ICICI Bank launched internet banking operations in 1998.
ICICI's shareholding in ICICI Bank was reduced to 46 percent, through a public offering of shares
in India in 1998, followed by an equity offering in the form of American Depositary Receipts on
the NYSE in 2000. ICICI Bank acquired the Bank of Madura Limited in an all- stock deal in 2001
and sold additional stakes to institutional investors during 2001-02.
In the 1990s, ICICI transformed its business from a development financial institution offering only
project finance to a diversified financial services group, offering a wide variety of products and
services, both directly and through a number of subsidiaries and affiliates like
 ICICI Bank. In 1999, ICICI become the first Indian company and the first bank or financial
institution from non-Japan Asia to be listed on the NYSE.
In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and
two of its wholly owned retail finance subsidiaries, ICICI Personal Financial Services Limited and
ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of ICICI
and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002 and by
the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.
In 2008, following the 2008 financial crisis, customers rushed to ICICI ATMs and branches in some
locations due to rumours of an adverse financial position of ICICI Bank. The Reserve Bank of India
issued a clarification on the financial strength of ICICI Bank to dispel the rumours.

Acquisitions

1996: ICICI Ltd. A diversified financial institution with headquarters inMumbai.

1997: ITC Classic Finance. incorporated in 1986, ITC Classic was a non-bank financial firm
that engaged in hire, purchase, and leasing operations. At the time of being acquired, ITC
Classic had eight offices, 26 outlets, and 700 brokers.
1997: SCICI (Shipping Credit and Investment Corporation ofIndia)
1998: Anagram(ENAGRAM) Finance. Anagram had built up a network of some 50
branches in Gujarat, Rajasthan, and Maharashtra that were primarily engaged in retail
financing of cars and trucks. It also had some 250,000 depositors. 2001: Bank ofMadurai.
2002: The Darjeeling and Shimla branches of GrindlaysBank
2005: Investitsionno-Kreditny Bank (IKB), a Russianbank
2007: Sangli Bank. Sangli Bank was a private sector unlisted bank, founded in 1916, and
30% owned by the Bahte family. Its headquarters were in Sangli in Maharashtra, and it had
198 branches. It had 158 in Maharashtra and 31 in Karnataka, and others in Gujarat,
Andhra Pradesh, Tamil Nadu, Goa, and Delhi. Its branches were relatively evenly split
between metropolitan areas and rural or semi-urbanareas.
2010: The Bank of Rajasthan (BOR) was acquired by the ICICI Bank in 2010 for ₹ 30
billion. RBI was critical of BOR's promoters not reducing their holdings in thecompany.
BOR has since been merged with ICICIBank.
 Role in Indian Financial Infrastructure
The bank has contributed to the set-up of a number of Indian institutions to establish financial
infrastructure in the country over the years:

The National Stock Exchange was promoted by India's leading financial institutions
(including ICICI Ltd.) in 1992 on behalf of the Government of India with the objective of
establishing a nationwide trading facility for equities, debt instruments and hybrids, by
ensuring equal access to investors all over the country through an appropriate
communication network.
In 1987, ICICI Ltd along with UTI set up CRISIL as India's first professional credit rating
agency.
NCDEX was set up in 2003, by ICICI Bank Ltd, LIC, NABARD, NSE, Canara Bank,
CRISIL, Goldman Sachs, Indian Farmers Fertiliser Cooperative Limited (IFFCO) andPunjab
NationalBank.
ICICI Bank has facilitated setting up of "FINO Cross Link to Case Link Study" in 2006, asa
company that would provide technology solutions and services to reach the underserved and
underbanked population of the country. Using technologies like smart cards, biometrics anda
basket of support services, FINO enables financial institutions to conceptualise, develop and
operationalise projects to support sector initiatives in microfinance andlivelihoods.
Entrepreneurship Development Institute of India (EDII), was set up in 1983, by theerstwhile
apex financial institutions like IDBI, ICICI, IFCI and SBI with the support of the
Government of Gujarat as a national resource organisation committed to entrepreneurship
development, education, training andresearch.
Eastern Development Finance Corporation (NEDFI) was promoted by national level
financial institutions like ICICI Ltd in 1995 at Guwahati, Assam for the development of
industries, infrastructure, animal husbandry, agri-horticulture plantation, medicinal plants,
sericulture, aquaculture, poultry and dairy in the North Eastern states ofIndia.
Following the enactment of the Securitisation Act in 2002, ICICI Bank, together with other
institutions, set up Asset Reconstruction Company India Limited (ARCIL) in 2003. ARCIL
was established to acquire non-performing assets (NPAs) from financial institutions and
banks with a view to enhance the management of these assets and help in the maximisation of
recovery.
ICICI Bank has helped in setting up Credit Information Bureau of India Limited (CIBIL),
India's first national credit bureau in 2000. CIBIL provides a repository of information
(which contains the credit history of commercial and consumer borrowers) to its members in
the form of credit informationreports.

Awards And Achievements ofICICI

2003

"The Asian Banker Excellence in Retail Financial Services Program" by The

AsianBanker
2004

Best Bank in India Award presented by Euro moneyMagazine

2006

Bank of the Year 2006 India by theBanker

2007

ICICI Bank has been conferred the Euro money Award 2007 for the Best Bank in the
Asia-PacificRegion
ICICI Bank wins the Excellence in Remittance Business award by The AsianBanker
ICICI Bank was got the awards for 'Best Transaction Bank' inIndia,
'Best Domestic Bank' in India, 'Best follow-on offering'(US$4.94 billion), 'Best
Investment Grade Bond'(US$2 billion, three-tranche bonds), Best Syndicated
Loan Managers byAsset.
2009

ICICI Bank bags the "Best bank in SME financing (Private Sector)" at the Dun &
Bradstreet Bankingawards
ICICI Bank won the Best Banking Security Systems Project Award and Best E-Banking
Project Implementation Award by The AsianBanker.
2010

ICICI Bank won the Best Banking Security System by The AsianBanker.
2011

ICICI Bank is the only Indian brand to figure in the BrandZ Top 100 MostValuable
Global Brands Report, second year in arow
ICICI Bank won the 'Best CRM Project' and 'Best Banking Security Systems' by
TheAsianBanker.
2012

Airtel, ICICI among 'top 100 globalbrands'

ICICI Bank received the Golden Peacock Innovative Product / ServiceAward.
ICICI Bank received the Dataquest Technology Innovation Awards 2012 for Data center
migration byDataquest.
 ICICI Bank was conferred the Best Performance Award for (Self Help Group (SHG) Bank
Linkage Programme in NABARD's State Level Awards announced by their
Maharashtra Regional Office. The Bank received the first prize for the year 2010–11 in
the Private Sector Bank category and 2nd runner up for the year 2011–12 in the
Commercial Bank category.
2013

ICICI Bank has been adjudged winner at the Express IT Innovation Award under the
Large Enterprisecategory
ICICI Bank won the RMAI received the "Gram Samvad", Service for Low cost/Small
budget marketing initiative Award by Rural Marketing Association of
India(RMAI).
ICICI bank won the 'Next Generation Banking solution' award byCelent.
ICICI bank won the Best Domestic Trade Finance Bank and Best Financial SupplyChain
Project Award in India by The AsianBanker
ICICI Bank won the honours of the Medici Innovation Hall of Fame Award, instituted by
The Medici Institute in collaboration with the Medici Group,USA.
2014

According to the Brand Trust Report 2014, ICICI Bank was ranked 28th among India's
most trusted brands, a research conducted by Trust ResearchAdvisory.
ICICI Bank was ranked second at the 'National Energy Conservation Award 2014' under
the office buildings (less than 10 lakh kWh/year consumption)category.
ICICI Bank was fifth in the world and second in India on the 'Top Companies for
Leaders' in a study conducted by AonHewitt.
ICICI bank won the Best Private Sector Bank - Global Business Development by
PolarisFinancial Technology Banking Awards2014.
IDBRT awarded ICICI for 'Best Bank Award for Business Intelligence Initiatives among
Large Banks' and 'Best Bank Award for Social Media and Mobile Banking Among
Large Banks'. Companies in Corporate Governance in the 14th The Institute of
Company Secretaries of India National Awards for Corporate Governance. They
werehonoured
by Arun Jaitley.
ICICI Bank has been honoured as The Best Service Provider - Risk Management, India at
The Asset Triple A Transaction Banking, Treasury, Trade and Risk Management
Awards 2014.
ICICI Bank was awarded the 'Best Retail Bank in India', 'Best Microfinance Business'
and 'Best Retail Banking Branch Innovation' under the 'Excellence in Retail
Financial Services awards 2014' and Technology Implementation Award for
Lending Platform Implementation by The AsianBanker.
2015

ICICI Bank won an award in the BFSI Leadership Summit & Awards in the 'Best Phone
Banking for End-users'category
ICICI Bank won in six categories and was the first runner-up in one category among
Private Sector Banks at IBA Banking Technology Awards, 2015. The bank was
declared winner in the six categories of Best Technology Bank of the Year, Best use of
Data, Best Risk Management Initiatives, Best use of Technology in Training, Human
Resourcesand e-Learning initiatives, Best Financial Inclusion Initiative and Best use of
 Digitaland Channels Technology. ICICI Bank was the first runner-up in Best use of
Technology to Enhance Customer Experience
ICICI Bank has been declared as the first runner up at Outlook Money Awards 2015in
the category of ‘BestBank’
ICICI Bank has been adjudged the ‘Best Retail Bank in India’ by The Asian Banker. It
has also emerged winners in the categories of ‘Best Internet Banking Initiative’
and‘Best Customer Risk Management Initiative’ awards given by The AsianBanker.
‘Best Local Trade Finance Bank in India’ at Global Trade Review Asia Leaders in
Trade Awards2015.
‘Best Foreign Exchange Bank’ in India, at Finance Asia’s 2015 Country Banking
AchievementAwards.
‘Best Private Sector Bank’ under ‘Global Business’ category at the Dun & Bradstreet
Banking Awards2015.
‘Best Website Design’ in Asia-Pacific at Global Finance 2015 World’s Best Digital Bank
Awards.
Winner at the National Energy Conservation Awards 2015 under the ‘Office Buildings’
category (energy consumption of over 1 million units perannum).
First among private sector banks in The Economic Times Brand Equity’s Most Trusted
Brands survey2015.
Runner up in the categories of ‘Immediate Payment Service’, ‘Cheque Truncation
System’ and ‘National Financial Switch’ at the National Payments Excellence
Awards 2015 organised by the National Payments Corporation of India.The Bank
was also felicitated with a special award for issuing the largest number of RuPay
Platinumcards.
2016

‘Best Retail Bank in India’ at the Asian Banker International Excellence in Retail
Financial Services Awards 2016. ICICI Bank has won this award three years in
arow.
Gold awards in the ‘Bank’ and ‘Credit card issuing Bank’ segments under Finance
category in the Reader’s Digest Trusted Brand 2016Survey.
First in The Brand Trust Report, India Study 2016 by Trust Research Advisory under the
‘Banking Financial Services and Insurance’category.
Winner at the ‘Global Safety Awards 2016’ organised by the Energy and Environment
Foundation. This award is sponsored by Ministry of Petroleum & Natural Gas and
Ministry of Coal, Government ofIndia.

Objective ofStudy
 To study what is social responsibility ofbusiness

To study the concept of corporate socialresponsibility

To study the Importance of Corporate Social Responsibility to

organization.

To understand Benefits of CSR and itsROI

To study various CSR Activities held byAmul

2 RESEARCH METHODOLOGY

Collection of Data
 Primary data is originally gathered specifically on project
hand. One can obtain information from dealers,
salesman, etc. it offers much greater accuracy and
reliability.

Secondary Data:
Secondary data is the data already collected by someone
else. This data is not especially collected to solve present or
specific problems. The information is relevant and can be
used for our purpose.
 CORPORATE SOCIAL RESPONSIBILITY

What is Corporate Social Responsibility (CSR)?

Corporate Social Responsibility means that a company takes steps to ensure there are positive social
and environmental effects associated with the way the business operates. Businesses that engage in
active CSR efforts take stock of the way they operate in the world to incorporate addressing cultural
and social issues, with the aim of benefiting both in the process. Not only can CSR models increase
business and revenue, they promote change and progress throughout the world, which often involves
helping people with few or no resources.

Introduction Towards CSR

Corporate social responsibility (CSR) has been defined as the commitment of business to contribute
to sustainable economic development working with employees, their families, the local community,
and society at large to improve their quality of life, in ways that are both good for business and good
for development.
To meet with the CSR it is expected that a business in its entire procurement-production- processing-
marketing chain should focus on human development involving the producer, the worker, the
supplier, the consumer, the civil society, and the environment.
Indeed, a very tough task. Most businesses would certainly flounder in not being able to
achieve at least one or many of those expectations. But AMUL has shown the way.

CSR-sensitive Organisational Structure

AMUL is a three tier co-operative organisation. The first tier is the co-operative society at the
village,of which; milk producers are voluntary members, managing the co-operative through a
democratically elected 9-member managing committee, and doing business by purchasing milk from
members and selling it to the district level co-operative. There are more than 11,000 co-operatives in
villages of Gujarat.
 The second tier is the district co-operative that processes milk into milk products, markets locally and
sells surplus to the state co-operative for national and international marketing. There are 12 district
co-operatives each being managed by a 15-member board elected by the college comprising the
nominated representatives or chairmen of the village co-operatives.
Third tier is the state level co-operative - the Gujarat Co-operative Milk Marketing Federation
(GCMMF) responsible for national and international marketing of milk and milk products produced
and sold to it. The GCMMF is managed by the board democratically elected by and from amongst
the chairmen of the district co-operatives.

Different types of CSR

Environmental CSR: focuses on eco-issues such as climatechange.

Community based CSR: businesses work with other organizations to

improve the quality of life of the people in the localcommunity.

HR based CSR: projects that improve the wellbeing of thestaff.

Philanthropy: businesses donate money to a good cause, usually through a

charitypartner.

Benefits of Corporate Social Responsibility

In today’s digital, fast speed world, each business, small or big, needs to have a CSR program in
place. If CSR is not yet part of your daily business practice, you must act fast. Or else you’ll loose the
trust of the people who are important to your business.

The benefits of CSR speak volumes about how important it is and why you should make an effort
to adopt it in your business.

Some clear benefits of corporate social responsibility are:

Improved public image. This is crucial, as consumers assess your public image when
deciding whether to buy from you. Something simple, like staff members
volunteering an hour a week at a charity, shows that you’re a brand committedto
helping others. As a result, you’ll appear much more favourable to consumers.

Increased brand awareness and recognition. If you’re committed to ethical practices,

this news will spread. More people will therefore hear about your brand, which
creates an increased brandawareness.

Cost savings. Many simple changes in favour of sustainability, such as using less
packaging, will help to decrease your productioncosts.

An advantage over competitors. By embracing CSR, you stand out from

competitors in your industry. You establish yourself as a company committed to
going one step further by considering social and environmentalfactors.

Greater employee engagement. Similar to customer engagement, you also need to

ensure that your employees know your CSR strategies. It’s proven that employees
enjoy working more for a company that has a good public image than one that
doesn’t. Furthermore, by showing that you’re committed to things like humanrights,
you’re much more likely to attract and retain the topcandidates.
Believe it or not but the expectations of your staff, customers and the wider community have
changed. You are no longer in control. They are.

So why CSR?
Satisfiedemployees:

Employees want to feel proud of the organization they work for. An employee with a positive attitude
towards the company, is less likely to look for a job elsewhere. It is also likely that you will receive
more job applications because people want to work for you.

Satisfiedcustomers

Research shows that a strong record of CSR improves customers’ attitude towards the company. If a
customer likes the company, he or she will buy more products or services and will be less willing to
change to another brand.

Positive PR

CSR provides the opportunity to share positive stories online and through traditional media.
Companies no longer have to waste money on expensive advertising campaigns. Instead they
generate free publicity and benefit from worth of mouth marketing.

More businessopportunities

A CSR program requires an open, outside oriented approach. The business must be in a constant
dialogue with customers, suppliers and other parties that affect the organization. Because of
continuous interaction with other parties, your business will be the first to know about new business
opportunities.

Long term future for yourbusiness

CSR is not something for the short term. It’s all about achieving long term results and
business continuity. Large businesses refer to: “shaping a more sustainable society”.
4. Corporate Social Responsibility Held By ICICI BANK LTD
 CONCLUSION

In summing up it can be concluded that CSR initiative in AMUL is doing

tremendous work and the level of satisfaction and awareness’s about CSR
activities among the beneficiaries is satisfactory. There is need to incorporate
international standards and practices in the field of planning and
implementations of CSR initiative in organizations like Amul. There is an also
need to ensure active people participation in decision making and need
assessment studies keeping in view with changing needs of the community.
It can be concluded that in the field of CSR the AMUL is doing
tremendous work and the level of satisfaction and awareness among
the beneficiaries issatisfactory.
There is need to incorporate some international standards and practicesin the
field of planning and implementation ofCSR.
There is an also need to ensure active people participation in decision
making and need assessment studies keeping in view with changingneeds
of thecommunity.
 BIBLIOGRAPHY

www.amul.com

http://www.amuldairy.com/index.php/component/content/category/13-csr-
initiatives

https://www.slideshare.net

www.academia.edu

http://www.amul.com/m/amul-relief-trust