MMS PROJECT

To Study the CSR Activity of Wipro

Submitted to the

Department of Management Studies

St. John College of Engineering & Management
(Under University of Mumbai)

Submitted by

Miss. Ayushi Deshdipak Shukla

(Roll No. 42)

Under The Guidance

of

Prof. Pravin Aloz

(Assistant Professor)

(Academic Year 2019-20)

MASTER OF MANAGEMENT STUDIES (MMS) DEPARTMENT

ST. JOHN COLLEGE OF ENGINEERING & MANAGEMENT
Village Vevoor, Manor Road, Palghar (East)
Palghar District, Maharashtra/India, Pin-401404
Web:http://www.sjcem.co.in

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 MMS PROJECT

ST. JOHN COLLEGE OF ENGINEERING & MANAGEMENT

Village Vevoor, Manor Road, Palghar (East)

Web: http://www.sjcem.co.in

CERTIFICATE

This is to certify that the Project entitled, ‘To study the CSR Activity of Wipro’ is
successfully completed by Miss. Ayushi Deshdipak Shukla, during the MMS-IV
Semester, in partial fulfilment of the Master’s Degree in Management Studies
recognized by the University of Mumbai for the academic year 2019-20 through St.
John College of Engineering & Management, Palghar. This project work is original,
good quality and not submitted earlier for the award of any degree/diploma or
association of any other university/institution.

Date :

Prof. Pravin Aloz

Place : Palghar

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 MMS PROJECT

DECLARATION

I, Miss Ayushi Shukla hereby declare that this Project Report entitled, ‘To study the CSR

Activity of Wipro’ is submitted by me to the MMS Department of St. John College of

Engineering & Management, Palghar. It 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.

Date :

Place : Miss Ayushi Shukla

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 MMS PROJECT

ACKNOWLEDGEMENT

The gratification and joy that accompanies the successful completion of any task would be
incomplete without the humble and deep-felt expression of gratitude to everyone who has made
it possible.

I would like to place on record my grateful thanks to Prof. Pravin Aloz who spent his valuable
time in guiding me in this project, whose cooperation and encouragement, has immensely helped
in the completion of the project.

I also would like to convey my sincere thanks to Prof. Dr. O.M. Ashtankar, who has been a
constant source of motivation and inspiration and has helped in bring out the best in me.

I am also thankful to all the respondents who as a team have contributed in the successful
completion of this project.

Place: Palghar Miss Ayushi Shukla

Date:

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Contents
Chapter-1 Introduction ......................................................................................................................... 6
Chapter-2 About CSR ......................................................................................................................... 10
Chapter-3 Company Profile ................................................................................................................ 20
Chapter-4 CSR Activities of WIPRO.................................................................................................. 22
Chapter-5 LITERATURE REVIEW .................................................................................................. 36
Chapter-6 RESEARCH METHODOLOGY ...................................................................................... 39
Chapter-7 Conclusion.......................................................................................................................... 42
Chapter-8 Recommendations and Findings ....................................................................................... 45
Chapter-9 BIBLIOGRAPHY .............................................................................................................. 47

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 Chapter-1 Introduction

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Introduction

In recent years, a growing number of companies are adopting various corporate social
responsibility (CSR) initiatives - the voluntary incorporation of social and environmental
issues into a company’s business model and operations in an attempt to meet the needs and
expectations of a range of stakeholders, including but not confined to the company’s
shareholders. Meanwhile, numerous information intermediaries have been established to
gather and make publicly available information about these CSR initiatives – what is
termed as “CSR ratings” or “CSR scores” – thus rating and ranking corporations across
several dimensions of environmental, social, and corporate governance performance. Not
only information intermediaries, but also a number of voluntary reporting standards have
emerged to enable these information intermediaries to standardize the way they disclose
their CSR ratings. Therefore, CSR scores have increasingly become more credible but also
more easily comparable across industries and geographies. The adoption and
implementation of CSR policies as well as the availability of CSR scores, has in fact
generated a growing interest by financial markets, and investment analysts in particular.
Accordingly, given the pivotal role that financial markets play in the allocation of scarce
capital resources and in the derivation of a company’s market value, understanding whether
and in what ways these markets assess a firm’s CSR scores is critical. In this article, and in
order to explore this issue, we follow extensive prior research in adopting a sociological
approach towards the processes and mechanisms associated with the assessment of
corporate policies by financial markets. We posit that within an institutional context
whereby CSR initiatives are perceived as serving managerial objectives rather than serving
shareholders’ interests , analysts’ reactions in the form of investment recommendations
will be more pessimistic the higher the CSR scores of the focal company are. CSR
increasingly becomes more legitimate in the eyes of shareholders and analysts, and is

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consequently perceived as a set of activities that companies should undertake as insurance-
like protection for the relationship-based intangible assets or even as activities that may
positively contribute towards profitability. Therefore, we posit that in later time periods,
companies with higher CSR scores will be associated with increasingly less pessimistic
analysts’ recommendations, and eventually, they may even be associated with optimistic
recommendations.

Although the subject “Corporate Social Responsibility” in its present form and content has
gained popular attention only in recent years, its origin can be traced back to the evolution
of the concept of a welfare state.

As the pace of industrialization quickened employers became more and more concerned
with the loss of productivity efficiency due to avoidable sickness or accidents or stoppage
of work due to bad personal relationships. This gave rise to the idea of a welfare state,
which was further strengthened by the growth of democracy and of respect to human
dignity during the last 150 years. The frame work of a welfare state and with it the concept
of social responsibility have thus come to stay in many countries of the world.

The changing image of business in the recent years has lent further support to the idea of
social responsibility. Some public opinion polls in the 1960’s and 1970’s in United States
have left businessman disenchanted. These polls have revealed that the businessman is
viewed as an individual who does not cares for others, who ignored social problems, who
preys upon the population, who exploits labor, and who is a selfish money grabber. On the
other hand, until these opinions were unveiled, the businessman in America believed that
others viewed him as he viewed himself, as a practical, down-to-earth, hardworking,
broadminded, progressive, interesting and a competitive free enterpriser. He believed that
the society looked up at him as a self-sacrificing community leader, pillar of society,
generous to a fault, great supporter of education, patron of the arts, in short, the salt of the
earth. Indeed, the businessman in the pre-poll days thought of himself as a happy mix of
Plato, Gandhi, and Churchill.

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Corporate social responsibility is a form of corporate self-regulation, integrated into
a business model. CSR policy functions as a self-regulatory mechanism whereby a business
monitors and ensures its active compliance with the spirit of the law, ethical standards and
national or international norms.

With some models, a firm's implementation of CSR goes beyond compliance and statutory
requirements, which engages in "actions that appear to further some social good, beyond the
interests of the firm and that which is required by law". The binary choice between
'complying' with the law and 'going beyond’ the law must be qualified with some nuance. In
many areas such as environmental or labor regulations, employers can choose to comply
with the law, to go beyond the law, but they can also choose to not comply with the law,
such as when they deliberately ignore gender equality or the mandate to hire disabled workers.
There must be a recognition that many so-called ‘hard’ laws are also ‘weak’ laws, weak in the
sense that they are poorly enforced, with no or little control or no or few sanctions in case of
non- compliance. 'Weak' law must not be confused with soft law. The aim is to increase long-
term profits and shareholder trust through positive public relations and high ethical standards
to reduce business and legal risk by taking responsibility for corporate actions. CSR strategies
encourage the company to make a positive impact on the environment
and stakeholders including consumers, employees, investors, communities, and others.

Proponents argue that corporations increase long-term profits by operating with a CSR
perspective, while critics argue that CSR distracts from businesses’ economic role. A 2000
study compared existing econometric studies of the relationship between social and financial
performance, concluding that the contradictory results of previous studies reporting positive,
negative, and neutral financial impact, were due to flawed empirical analysis and claimed
when the study is properly specified, CSR has a neutral impact on financial outcomes.

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 Chapter-2 About CSR

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INTRODUCTION

Corporate social responsibility (CSR, also called corporate conscience, corporate

citizenship or sustainable responsible business/ Responsible Business) is a form of
corporate self-regulation integrated into a business model. CSR policy functions as a self-
regulatory mechanism whereby a business monitors and ensures its active compliance with
the spirit of the law, ethical standards and international norms. With some models, a firm's
implementation of CSR goes beyond compliance and engages in "actions that appear to
further some social good, beyond the interests of the firm and that which is required by
law." CSR aims to embrace responsibility for corporate actions and to encourage a positive
impact on the environment and stakeholders including consumers, employees, investors,
communities, and others.

The term "corporate social responsibility" became popular in the 1960s and has remained
a term used indiscriminately by many to cover legal and moral responsibility more
narrowly construed.

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Proponents argue that corporations increase long term profits by operating with a CSR
perspective, while critics argue that CSR distracts from business' economic role. A 2000
study compared existing econometric studies of the relationship between social and
financial performance, concluding that the contradictory results of previous studies
reporting positive, negative, and neutral financial impact, were due to flawed empirical
analysis and claimed when the study is properly specified, CSR has a neutral impact on
financial outcomes.

Critics questioned the "lofty" and sometimes "unrealistic expectations" in CSR or that CSR
is merely window-dressing, or an attempt to pre-empt the role of governments as a
watchdog over powerful multinational corporations.

Political sociologists became interested in CSR in the context of theories of globalization,

neoliberalism and late capitalism. Some sociologists viewed CSR as a form of capitalist
legitimacy and in particular point out that what began as a social movement against
uninhibited corporate power was transformed by corporations into a 'business model' and
a 'risk management' device, often with questionable results.

CSR is titled to aid an organization's mission as well as a guide to what the company stands
for to its consumers. Business ethics is the part of applied ethics that examines ethical
principles and moral or ethical problems that can arise in a business environment. ISO
26000 is the recognized international standard for CSR. Public sector organizations (the
United Nations for example) adhere to the triple bottom line (TBL). It is widely accepted
that CSR adheres to similar principles, but with no formal act of legislation.

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DEFINITIONS

 “Corporate Social Responsibility is the continuing commitment by business to

behave ethically and contribute to economic development while improving the
quality of life of the workforce and their families as well as of the local community
and society at large.”
 “Operating a business in a manner that meets or exceeds the ethical, legal,
commercial and public expectations that society has of business.”

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CORE ELEMENTS
The CSR Policy should normally cover following core elements:

1. Care for all Stakeholders: The companies should respect the interests of, and be
responsive towards all stakeholders, including shareholders, employees, customers,
suppliers, project affected people, society at large etc. and create value for all of them. They
should develop mechanism to actively engage with all stakeholders, inform them of
inherent risks and mitigate them where they occur.

2. Ethical functioning: Their governance systems should be underpinned by Ethics,

Transparency and Accountability. They should not engage in business practices that are
abusive, unfair, corrupt or anti-competitive.

3. Respect for Workers' Rights and Welfare: Companies should provide a workplace
environment that is safe, hygienic and humane and which upholds the dignity of
employees. They should provide all employees with access to training and development of
necessary skills for career advancement, on an equal and non-discriminatory basis. They
should uphold the freedom of association and the effective recognition of the right to
collective bargaining of labour, have an effective grievance redressal system, should not
employ child or forced labour and provide and maintain equality of opportunities without
any discrimination on any grounds in recruitment and during employment.

4. Respect for Human Rights: Companies should respect human rights for all and avoid
complicity with human rights abuses by them or by third party.

5. Respect for Environment: Companies should take measures to check and prevent
pollution; recycle, manage and reduce waste, should manage natural resources in a
sustainable manner and ensure optimal use of resources like land and water, should
proactively respond to the challenges of climate change by adopting cleaner production
methods, promoting efficient use of energy and environment friendly technologies.

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6. Activities for Social and Inclusive Development: Depending upon their core
competency and business interest, companies should undertake activities for economic and
social development of communities and geographical areas, particularly in the vicinity of
their operations. These could include: education, skill building for livelihood of people,
health, cultural and social welfare etc. particularly targeting at disadvantaged sections of
society.

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IMPLEMENTATION GUIDANCE
 The CSR policy of the business entity should provide for an implementation strategy
which should include identification of projects/activities, setting measurable
physical targets with timeframe, organizational mechanism and responsibilities,
time schedules and monitoring. Companies may partner with local authorities,
business associations and civil society/non-government organizations. They may
influence the supply chain for CSR initiative and motivate employees for voluntary
effort for social development. They may evolve a system of need assessment and
impact assessment while undertaking CSR activities in a particular area.
Independent evaluation may also be undertaken for selected projects/activities from
time to time.
 Companies should allocate specific amount in their budgets for CSR activities. This
amount may be related to profits after tax, cost of planned CSR activities or any
other suitable parameter.
 To share experiences and network with other organizations the company should
engage with well-established and recognized programmers/platforms which
encourage responsible business practices and CSR activities. This would help
companies to improve on their CSR strategies and effectively project the image of
being socially responsible.
 The companies should disseminate information on CSR policy, activities and
progress in a structured manner to all their stakeholders and the public at large
through their website, annual reports, and other communication media.

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ISSUES & CHALLENGES
Many companies think that corporate social responsibility is a peripheral issue for their
business and customer satisfaction more important for them. They imagine that customer
satisfaction is now only about price and service, but they fail to point out on important
changes that are taking place worldwide that could blow the business out of the water. The
change is named as social responsibility which is an opportunity for the business. Some of
the drivers pushing business towards CSR include:

 The Shrinking Role of Government: In the past, governments have relied on

legislation and regulation to deliver social and environmental objectives in the business
sector. Shrinking government resources, coupled with a distrust of regulations, has led
to the exploration of voluntary and non-regulatory initiatives instead.
 Demands for Greater Disclosure: There is a growing demand for corporate disclosure
from stakeholders, including customers, suppliers, employees, communities, investors,
and activist organizations.
 Increased Customer Interest: There is evidence that the ethical conduct of companies
exerts a growing influence on the purchasing decisions of customers. In a recent survey
by Environs International, more than one in five consumers reported having either
rewarded or punished companies based on their perceived social performance.
 Growing Investor Pressure: Investors are changing the way they assess companies'
performance, and are making decisions based on criteria that include ethical concerns.
The Social Investment Forum reports that in the US in 1999, there was more than$2
trillion worth of assets invested in portfolios that used screens linked to the environment
and social responsibility. A separate survey by Environs International revealed that
more than a quarter of share-owning Americans took into account ethical considerations
when buying and selling stocks. (More on socially responsible investment can be found
in the 'Banking and investment' section of the site.)
 Competitive Labor Markets: Employees are increasingly looking beyond paychecks
and benefits, and seeking out employers whose philosophies and operating practices

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 match their own principles. In order to hire and retain skilled employees, companies are
being forced to improve working conditions.
 Supplier Relations: As stakeholders are becoming increasingly interested in business
affairs, many companies are taking steps to ensure that their partners conduct
themselves in a socially responsible manner. Some are introducing codes of conduct
for their suppliers, to ensure that other companies' policies or practices do not tarnish
their reputation. Dr Ratnam said the concept of CSR had different meanings depending
on the stakeholder and that depending on the specific situation of the enterprises
expectations can also vary. A CSR project can begin in response to a crisis or adverse
publicity that a company may suffer. The motive for launching CSR can vary
between philanthropy or notions of corporate citizenship. In India, over time, the
expectations of the public has grown enormously with demands focusing on poverty
alleviation, tackling unemployment, fighting inequality or forcing companies to take
affirmative action.
 Lack of Community Participation in CSR Activities: There is a lack of interest of
the local community in participating and contributing to CSR activities of companies.
This is largely attributable to the fact that there exists little or no knowledge about CSR
within the local communities as no serious efforts have been made to spread awareness
about CSR and instil confidence in the local communities about such initiatives. The
situation is further aggravated by a lack of communication between the company and
the community at the grassroots.
 Need to Build Local Capacities: There is a need for capacity building of the local non-
governmental organizations as there is serious dearth of trained and efficient
organizations that can effectively contribute to the ongoing CSR activities initiated by
companies. This seriously compromises scaling up of CSR initiatives and subsequently
limits the scope of such activities.
 Issues of Transparency: Lack of transparency is one of the key issues brought forth
by the survey. There is an expression by the companies that there exists lack of
transparency on the part of the local implementing agencies as they do not make

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 adequate efforts to disclose information on their programs, audit issues,
impact assessment and utilization of funds. This reported lack of transparency
negatively impacts the process of trust building between companies and local
communities, which is a key to the success of any CSR initiative at the local level.
 Non-availability of Well Organized Non-governmental Organizations: It is also
reported that there is non-availability of well-organized nongovernmental organizations
in remote and rural areas that can assess and identify real needs of the community and
work along with companies to ensure successful implementation of CSR activities. This
also builds the case for investing in local communities by way of building their
capacities to undertake development projects at local levels.

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 Chapter-3 Company Profile

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COMPANY PROFILE

Wipro Limited (Western India Products Limited) is an Indian multinational IT

Consulting and Integration services company headquartered in Bangalore, India. As of
December 2014, the company has 154,297 employees servicing over 900 large enterprise
& Fortune 1000 corporations with a presence in 61 countries. On 31 January 2015,
its market capitalisation was approximately 1.63 trillion ($26.3 billion), making it one of
India's largest publicly traded companies and seventh largest IT services firm in the World.

To focus on core IT Business, it demerged its non-IT businesses into a separate company
named Wipro Enterprises Limited with effect from 31 March 2013. The demerged
companies are consumer care, lighting, healthcare and infrastructure engineering which
contributed approximately 10% of the revenues of Wipro Limited in previous financial
year.[10][11]Recently Wipro has also identified Brazil, Canada & Australia as rapidly
growing markets globally and has committed to strengthen the presence in the respective
countries over the next 5 years.

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 Chapter-4 CSR Activities of
WIPRO

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CSR ACTIVITIES OF WIPRO

WOMEN OF WIPRO: EMPOWERING WOMEN TO CREATE THEIR

FUTURE

The Women of Wipro (WOW) council launched various initiatives to facilitate, enable and
empower women employees. Panel discussions with internal women leaders, mentoring
programs for high potential women, workshops and development programs and a Women
of Wipro website enable women to grow in their careers. These initiatives have ensured a
consistent increase in women representation in various levels in the company over the last
few years. Representation of women in Wipro has increased from 19% in 2004 to 29% in
2010.

ENABLING PEOPLE WITH DISABILITIES

While Wipro has always attempted to be an equal opportunity employer with zero tolerance
for discrimination of any kind, we have added greater focus by consciously creating more
career opportunities in Wipro for people with disabilities. As a visible change, access
guidelines have been made an integral part of our building guidelines so every new building
is designed for better accessibility.

The changes made to recruitment, training and other policies enable persons with
disabilities to build meaningful careers in Wipro. The past year saw us recruiting from
management and technical campuses and through consultants to welcome persons with
disabilities into mainstream roles. They have recruited 20 such people in the last 2 years.
Structured education to sensitize our managers on diversity, anti-discrimination and anti-
harassment through classrooms as well as online programs. They believe that these efforts
have laid the foundation for a diverse talent team in the future.

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Their efforts were recognized in the form of NCPEDP Shell Helen Keller Award for 2009
given to Wipro as an organization and to one of our employees for being a positive Role
Model amongst the physically challenged people

IT IS FAR GREATER TO SUSTAIN THAN IT IS TO CREATE.

Wipro is built on a foundation of values - Spirit of Wipro. These values drive Wipro. Acting
with Sensitivity is one of the three values and is manifested in our approach to stakeholders
& ecology. Our journey towards ecological and social sustainability is an integral part of
Wipro’s view of Good Citizenship. As a responsible global organization Wipro would like
to lead the way in sustainability practices.

ECOLOGICAL SUSTAINABILITY AT WIPRO

It is an accepted fact that the current path to economic progress is ecologically

unsustainable. This brings us to the moot point of choices.

The most obvious being that if each one of us - organizations and individuals in the global
society, adopt an ecologically sustainable path, we have the best chance of shaping a secure
and happy future.

EcoEye is Wipro’s initiative towards ecological sustainability that has today become a
concerted organization-wide program. It’s this lens of ecological sustainability that is
transforming the way we do business and engage with all our stakeholders.

Their sustainability framework is pivoted on engaging with multiple stakeholders in areas

of vital and common interest, founded on an unchanging bedrock of integrity and values.

Their customer stewardship program in Sustainability offers an integrated portfolio of

solutions in Clean Energy, Energy Efficiency, Water Treatment, Green Lighting, Green
PCs, Green Datacenters and IT for Green Software Solutions.

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Wipro’s Green PC is a complete case study in sustainable product design, energy efficient
operations and extended responsibility for e-waste. Wipro’s Green PC models are 100%
Restriction of Hazardous Substances (RoHS) compliant. Recently we launched a model
that goes beyond RoHS compliance and is PolyVinylChloride (PVC) and Brominated
Flame Retardants (BFR) free. 100% of our laptop models and 70% of our desktop models
are Energy Star 5 rated.

These ratings represent an energy efficiency of 10-15% and thus enable customers to save
energy and reduce their corresponding Green House Gas (GHG) emissions. Wipro was the
first Indian IT company to launch an extensive ‘take back’ program in 2006 for customers
to return their end-of-life desktops and laptops. With more than 16 such collection centers
across India, it has set the standard for responsible e-waste management.

WE LIVE IN THE COMMUNITY. THE COMMUNITY LIVES IN US.

Social Sustainability

A sustainable business does not exist in a vacuum. Its sustainability is directly related to
the wellbeing and sustainability of the society in which it is embedded. Wipro's social an
community initiatives are based on the belief that business has a clear responsibility to
contribute to the creation of a just, equitable and humane society.

For almost a decade now, we have been engaged in social transformation initiatives. From
the time we began, we decided to engage in social issues with sensitivity, rigor and an open
mind, and most importantly with responsibility. This led to wide consultations and
brainstorming, resulting in our decision to work in three areas:

School education, through Wipro Applying Thought in Schools

Towards increasing employability, through Mission10X

Towards addressing the immediate concerns in society, through Wipro Cares

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Wipro Applying Thought in Schools (WATIS)

WATIS is a focused initiative towards systemic reform in school education in India, to

improve the quality of education. A partnership of over 30 organizations with specific
projects on the ground is at the core of this initiative, involving over 1000 schools across
17 states.

We continued our journey this year by expanding our reach to a wider community. Some
of the key themes of the work were:

We supported a two year project for writing a book titled ‘What Did You Ask At School
Today?’ by Kamala V. Mukunda and was published by Harper Collins.

Strengthening the Wipro Education Fellowship network

Launched in 2007, this program provides individuals with opportunities to create shareable
learning for schools and the larger education community.

The assignments are either commissioned books, research/documentation assignments,

creating good educational literature or even working on a specific school intervention or
Wipro project based on needs. Two Junior Fellows have completed their Fellowship and
we currently have 7 Fellows working on projects in two broad areas:

– learning, observing and documenting the experience in some of our school projects

– a project of own interest, related to school education or children’s literature

Expanding the community of partner organizations

A new Holistic School Engagement project was initiated with Center for Education and
Voluntary Action (CEVA) in Chandigarh. We work with the New Public School (NPS),

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Chandigarh in creating a teaching-learning environment based on experiential and
participative practices.

We partnered with Udaan-Janvikas, Ahmedabad to help the organization build a resource

center for educators. Udaan’s work is with children who primarily depend on government
schools and the work is focused on influencing the government school system.

We initiated a new project with The Teacher Foundation in 12 schools in Bangalore which
aims at making schools emotionally safe places, where the interaction with children is
sensitive.

We are currently working on 22 long-term projects with 20 partner organizations,10 of

which are Holistic School Engagements.

Extending advocacy efforts to parents and teachers on the importance of conceptual

understanding in the learning process

This year we reached out further by recording student misconceptions as videos to schools
and also conducted teacher and parent workshops. We engaged with around 500 schools
and educators through these sessions. This gives teachers and parents insights into how
children think about various concepts and thus better support the learning process. We have
made these videos available to more than 9,000 schools.

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Mission10X

Mission10X, a not-for-profit trust of Wipro, places great emphasis on the creativity of the
learner. It also aims at enhancing the learning ability of engineering institutions in India
and their response to the challenges of employability.

Our affiliations with institutes and universities saw distinguished thinkers, educationists
and leaders from the academia provide the necessary stimulus to be thrust into the right
path.

To facilitate this exchange and create a web enabled community of engineering faculties,
we augmented the Mission10X portal with storage and access mechanisms. Faculties
across the country are now able to create engineering assets, document and share them
using the portal. Currently the number of innovative assets (in 18 engineering disciplines)
stands at 3,370.

Mission10X set out to reach and empower 10,000 engineering faculties with innovative
learning methodologies by September 2010. The year 2009-10 saw an accelerated growth
aided by affiliations with reputed universities and by end of year the mission has
successfully empowered over 7,777 faculties across 19 states in India.

Wipro Cares

The focus of Wipro Cares is on education & healthcare for marginalized communities, and
environment & disaster rehabilitation.

Education: We work with partners to create an engaging atmosphere where children can
spend a few hours a day at informal learning centres. These centres double up as bridge
schools and aim to get out-of-school children back into the mainstream.

Some of our initiatives aim to provide additional support to bright students from poor
families by providing books or opening up their world through interactions and motivation.

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Healthcare: Our mobile clinics reach the communities around our factories and provide
healthcare to those who cannot come to the centre. We provide primary health care services
and focus on both preventive and curative treatment.

Environment: Wipro Cares undertakes activities in the community under its EcoEye
charter. We have adopted and developed Lake Manikonda in Hyderabad. This year we
worked to increase its water holding capacity, built a bio-fence and installed a water
purifier system to ensure that the incoming water is clean.

Disaster Rehabilitation: In areas affected by disasters, Wipro Cares works on

rehabilitation, to provide long term support to the community, to restart their lives. In 2009-
10, Wipro Cares ran a pilot project in parts of Bihar affected by the Kosi river breach. We
provided ecologically sustainable infrastructure such as eco-sanitation, solar lights and rain
water harvesting in the community of Mandal Thola in Puraini village.

We have also provided solar street lights, cobbled streets, raised platforms as shelters for
animals, raised hand-sets and cleaned open wells among other activities.

Corporate Social Responsibility

Reaching out to create new opportunities

Our commitment has never been limited to the processes and projects we execute in our
daily functions at Wipro Technologies. Over the years, we have developed a clear road to
realize our vision of taking our success to other sections of society who struggle to care for
their own basic needs.

Wipro Cares
Realities keep changing in an unpredictable world. In the midst of this there arise crises
that need to be immediately attended to and through Wipro Cares we strive hard to address
this. From community relief and rehabilitation in times of disasters to education

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opportunities, health and wellness programs for the needy, we make sure that our work
touches every level of society who needs our help. Our Wipro Care program is executed
with the help of our employees who are free to volunteer their services and other recognized
voluntary organizations who make sure the goal is never out of focus.

Wipro Applying Thought in Schools

Education is recognized as a key investment in Wipro, not only within, but also marked
and leveraged as a social initiative. Through the Applying Thought in Schools initiative,
we take our tagline seriously enough to build a network of social organizations committed
to education reform. Education quality, research and interventions are clearly defined that
our program explores.

Eco Eye
Our commitment to the ecology around us is as strong as our every endeavor. We believe
that the future lies in sustainable solutions that will never interfere with our environment.
With the formation of Eco Eye, we are now a business that incorporates better ecological
balance in every project we execute.

Wipro Cares
Wipro Cares is our community initiative that helps marginalized communities living in
our neighborhoods. This initiative is organized as a trust and works with funds donated
by Wiproites and these funds are in turn matched by Wipro.

Our Operations

Wipro Cares works on the model of channelizing voluntary employee efforts to

contribute to the needs of the neighboring communities.

Volunteers become members of the local chapter and few may emerge as leaders.

These chapters in different locations proactively identify projects based on the

requirement of the community in that location.

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 These projects are then evaluated by the project head and the central team to be approved
by the trustees.

We have launched Wipro Cares projects in the following areas:

Education

Healthcare

Environment

Disaster Rehabilitation

Wipro Cares has also volunteered efforts in various areas where extreme circumstances
required humane interventions.

Education
Wipro strongly believes that education is the basic enabler and through Wipro Cares we
work with NGOs who in turn work with underprivileged children. We offer them
opportunities for holistic development, run bridge schools and also train them in
vocational skills. While supporting these education activities we also train teachers to
engage with children who come from struggling backgrounds.

Education Projects Back to the Future – A learning center for children

We work through an NGO called Towards Future to provide learning opportunities and
bridge schooling. Our primary objective is to prepare the children to go to regular schools.
We also provide them a nutrition supplement in this center.

Supporting girls to complete their high school

We work through an NGO called Rock fund that encourages and enables girls to pursue
their education till 10th standard by providing them financial support. This is done through
close interactions with the child’s parents and the schools. The parents have to commit
their support in allowing the child to study.

Impact

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The girls are motivated to pursue their education further

They are also encouraged and prompted to perform better in their studies because if they
do not achieve the required goals then the funding may be stopped

Teachers Training Center - Parivartan

We work through an NGO called Door Step School to educate, train and equip teachers to
educate migrant children.

Impact
If the teachers are trained, then the children get comfortable with them thus reducing drop-
out rate

The trained teachers have successfully taken the number of beneficiary children up to 600
per year

Community Center to fulfill the need of children and adolescents

Our Work
We work with an NGO called Swadhar to address the needs of children of all ages in a
particular area

Impact
The confidence of children has risen and the drop-out rate has reduced

Adolescent girls have adopted skills such as tailoring, jewelry-making and other crafts,
thus helping them to earn a small living

The community is gradually responding to the concept of a library and are engaging
themselves in reading books and newspapers in their leisure time

Healthcare

Rural Health Program

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Wipro Cares launched Project Sanjeevani, its first rural healthcare project, on the 6th of
November 2009, in Aurangabad district. It was launched in partnership with Savitribai
Phule Mahila Ekatma Samaj Mandal (SPMESM), a reputed NGO, which has extensive
experience in working in rural healthcare.

The project will cover nine small villages, all situated in and around Wipro’s Waluj
factory. Over the next three years, Project Sanjeevani aims to build a sustainable Primary
Healthcare system with the involvement of the local population. Towards this aim, the
project will:

Provide quality primary health services by operating a Mobile Health Clinic

Strengthen the local Anganwadi institutions to improve the attendance of children so as

to ascertain and improve their health

Identify and treat malnutrition cases in the project area

Identify and register pregnant women and provide them with basic medical services

Create awareness regarding personal hygiene, diet and vaccination through awareness
programs and counseling sessions

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Environment
Wipro is aware and concerned about the state of the global environment and ecology. We
believe that it is extremely important to create and maintain a sustainable environment in
the community around us. Wipro Cares has been continuously working in various areas
that contribute to a sustainable environment and some of these initiatives are reflected
here.

Ecological Development of a lake in Manikonda, Hyderabad

The Manikonda Lake, measuring an area of about 8.84 acres, has been drastically
shrinking over the last few years due to the developmental activities around it. Our
objective was

to develop a bio diverse lake eco system

improve the water holding capacity

create roosting and nesting sites for local and migrant birds and

develop weed patches as feeding and breeding grounds for birds

We developed a unique niche for bio diversity by creating a natural habitat using locally
available silt, stones, plantation of native species of trees, herbs and rooted macrophytes.
This has significantly increased the number of birds such as herons, kingfishers and ducks
visiting the lake.

Transplantation of trees in Bangalore

Till date, we have transplanted 40 trees from busy roads in Bangalore into public places.
Another 30 trees have been transplanted into our own campuses.

'Less Plastic for Me' campaign

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Along with an NGO called Saahas that works in the area of waste management, we are
creating awareness regarding the ill-effects of use of plastic. In this endeavor we have:

Worked with and educated people at supermarkets, malls and shops

Introduced common collection centers for used plastic in schools, apartments and super-
markets

Worked with specific audience in apartment blocks and residential lay-outs to involve
them in our campaign

Worked with educational institutions through various clubs and active groups to motivate
students to reject the use of disposable products on campus and ensure the collection and
recycling of products used

Interacted with officers of the department of environment and ecology, state pollution
control board and city municipal corporation to introduce them to the program and to elicit
support from them

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 Chapter-5 LITERATURE
REVIEW

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Dean Roy Nash (2012) studied “CSR: contributions of Maharatna Companies of India” &
found out that the commitment that has been really made by these companies in the CSR
area. The Indian corporate sector is getting tough on CSR spending. It is more likely that
CSR spending will be made mandatory in the coming 2012 budget. The gap between public
and private companies with regard to CSR spending will be narrowed shortly. In this
context the CSR activities of all the companies should be taken as an ideal example and
motivator by other corporates who wish to indulge sincerely in CSR activities of the
country. Chandrakanta Sahoo (2011) studied “Corporate Social Responsibility: Issues and
Controversies”. He concluded that CSR in India is restricted to narrowly defined set of
people (read as stakeholders), to fixed set of roles (implementing community development
projects) and to the approaches with tunnel vision (community development in sectors of
health, education etc.). This is more specific to the country like India where for over a
century the approach of CSR remained, corporate philanthropy and community
development”. There is need to augment the scope of CSR w.r.t., stakeholders involved,
CSR practices of corporations (from isolated, independent community development
interventions, to more long lasting initiatives through their association with civil society
organizations and government in planning, policy making and implementation of various
RD interventions). As it is repeatedly cautioned, the approach of CSR is shifting from
ethical to statist approach. It is time for the corporate bodies to take proactive steps, rather
than allowing the state to define CSR for them or start reacting to the State’s policies on
CSR. Gahlot Sushmita (2013) studied “Corporate Social Responsibility: Current Scenario”
and concluded that the Clause 135 introduced by the Companies Act 2013 would go a long
way in strengthening the social initiatives taken by the companies. Apart from boosting
transparency and accountability, it would also open up the avenue for Corporate Social
Responsibility Consulting. However, steps are required to be taken to sort out issues of
penalties in the event of non-disclosure, scope of Schedule VII, internal controls etc. If the
law is followed in true letter and spirit, India Inc. would succeed in discharging its social
responsibility in an effective and efficient manner. Rajeev Prabhakar and Ms. Sonam
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Mishra (2013) studied “A Study of Corporate Social Responsibility in Indian Organization:
An Introspection” and concluded that Corporate sustainability is an evolving process and
not an end. The Companies bill is a good initiative on the part of the government however
what would be included in, spending on CSR is unclear and is left for the companies to
decide. Across the globe, the concepts of CSR has been accepted as an element for success
and survival of business along with fulfilling social areas and meet all the stakeholder’s
objectives. Swati Sharma, Reshu Sharma & Jugal Kishore (2013) studied “Emerging trends
in Corporate Social Responsibility in India-A Descriptive Study” & it revealed that till
1990s CSR was exclusively dominated by the idea of philanthropy. Consider CSR as an
act of philanthropy, businesses often constrained themselves to one time financial grant
and did not commit their resources for such projects. Moreover, businesses never kept the
stakeholder in mind while planning for such initiatives, thereby reducing the worth and
efficiency of CSR initiatives. However, over the last few years, the concept of CSR has
been changing. There has been an clear transition from giving as an obligation or charity
to giving as a strategy or responsibility. Review of the case studies and work done on CSR
by companies in India suggests that CSR is slowly moving away charity and dependence
and starting to build on empowerment and partnership. Akanksha Jain (2014) studied “the
Mandatory CSR in India: A Boon or Bane” & found that the mandated 2% CSR investment
in the new Indian Companies Bill is a novel solution to India’s social problems. It may not
be perfect but it is a product out of necessity for economic justice in India. Corporations in
India have failed to take the responsibility for the real cost of their functioning. Many often
pollute the environment and run away from human hazards that they invent. 2% CSR policy
envisions a system in which each industry would contribute in a manner apt with their
expertise. Chemical and oil companies might take environmental and safety initiatives and
technology companies might take tech-education initiatives. Thus, in a nutshell, this new
policy may turn out to be a boon for both the corporates and the society, propelling India
towards the path of equitable and sustainable growth.

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 Chapter-6 RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY

1. Research Design
The research design done in the situation was exploratory research to explore the
scenario and the situation. To find out the actual organization structure and the
various functional departments and to understand the extent to which the theory
matches with the actual practices seen in the organization.
2. Source of Data:
The present study is based on secondary data which was collected by from various
sources including books, research papers, newspapers, magazines, and websites is used
for the purpose of study.

3. Sources of Data collection

Secondary Method

Secondary data which was collected by from various sources including books, research
papers, newspapers, magazines, and websites is used for the purpose of study. But this
is much easier method than primary data collection.

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Objective of the study
 To understand the concept of CSR
 To stud the various CSR activities of WIPRO
 To study the various business-related profile that WIPRO gains because of CSR
activities
 To study the effects of CSR activities on the people, environment and the
employee

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 Chapter-7 Conclusion

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CONCLUSION

Wipro faced many barriers when it first started, the biggest as its CEO mentioned in an
interview with Forbes was that they were looked as a joke being a consumer care company
going into technology. That's why they changed their name from Western India Products
Limited to Wipro. It was about the credibility. But they invested a lot in R&D and talent.

Wipro put plenty of support money into building custom solutions and into building a
strong after-sales service network that was not very prevalent in those days.

Today the IT industry is strong and so its Wipro. Wipro has presence around the world and
even in Latin America where it has been difficult for them to acquire the experience. Wipro
is a company that keeps growing, and expanding around the world.Wipro is doing
recruitment from American, European campuses and are now starting Japanese campuses.
They are setting up a center in Atlanta, where they will be recruiting from universities, and
would like to build up to 500 people. They'll probably have two more centers in the U.S.,
typically in low-cost areas, university towns. Community sensitivity and visa concerns
make this essential, and it makes sense to have a local cadre, apart from employees gained
through acquisitions.

Wipro Cares is Wipro’s community initiative focused on certain key developmental issues
faced by underserved and underprivileged communities. It is a trust formed in the year
2003 that seeks to work with communities proximate to Wipro’s center of operations.
Wipro Cares is currently engaged in 16 projects across India. Through seven of its health
care projects in four states of India Wipro Cares is providing more than 75000 people in
53 villages access to primary health care. More than 47000 children benefit from the five
education projects in five Indian cities. Their project in social forestry has helped plant
more than a lakh trees, and has at the same time provided livelihood to around 80 farmers.

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Our projects in disaster rehabilitation have helped rebuild the lives of people affected by
Karnataka Floods, Bihar Floods, Japan Tsunami, Hurricane Sandy, Philippines Cyclone,
Uttarakhand Floods, Odisha Floods and many more. Employee engagement is an integral
part of Wipro Cares where they encourage employees to volunteer with their partners,
acting thus as catalysts in bringing about positive change.

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 Chapter-8 Recommendations
and Findings

 Corporate sustainability is an evolving process and not an end.

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  WIPRO may gain continuously in social image because of CSR activities

 To study the effects of CSR activities on the people, environment and the
employee

 CSR in India is restricted to narrowly defined set of people (read as stakeholders),

to fixed set of roles (implementing community development projects) and to the
approaches with tunnel vision (community development in sectors of health,
education etc.).

 In India, the approach of CSR remained corporate philanthropy and community

development.

 There is need to augment the scope of CSR

 The approach of CSR is shifting from ethical to statist approach.

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 Chapter-9 BIBLIOGRAPHY

BIBLIOGRAPHY

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1. Dean Roy Nash (2012). “CSR: contributions of Maharatna Companies of India”. Asian Journal
of Research in Business Economics and Management

2. Gahlot Sushmita (2013) “Corporate Social Responsibility: Current Scenario”, Research Journal
of Management Science.

3. Rajeev Prabhakar and Ms. Sonam Mishre (2013) “A Study of Corporate Social Responsibility
in Indian Organization: An Introspection”

4. Swati Sharma, Reshu Sharma & Jugal Kishore (2013), “Emerging trends in Corporate Social
Responsibility in India-A Descriptive Study”

5. Akanksha Jain (2014) “The Mandatory CSR in India : A Boon or Bane”

6. Dr. Roger Moser, Jeremie Jeannot and Dr. Pablo Collazzo (2013), “Indian Managers and Their
CSR Understanding: A Explorative Study”

7. Chandrakanta Sahoo (2011) “Corporate Social Responsibility: Issues and Controversies”

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