Manufacturing Industry and Corporate Social Responsibility on the Society

This research provides the overview of the major findings that was found out during the analyses of the collected and suggestions drawn using the analyzed data. The present study deals with the impact of Corporate Social Responsibility activities on beneficiaries. Corporate Social Responsibility is a boon to the growing market. The Corporate Social Responsibility strategy has made the companies contribute to the society and economic performance of the country. Corporate Social Responsibility is the latest marketing strategy and a mandatory activity adopted by the companies to create a competitive advantage and for the economic development. The researcher studied various Corporate Social Responsibility activities initiated by manufacturing sectors and concentrated on the impact those Corporate Social Responsibility activities made on the beneficiaries. The study was made on the primary data collected from the beneficiaries of Corporate Social Responsibility activity which was initiated by JK Tyres Ltd. Mysuru. As per the data collected, JK Tyres Ltd Mysuru, have met the required norms under section 135 of the Companies Act of 2013 by carrying out the various Corporate Social Responsibility activities. JK Tyres Ltd. Mysuru have adopted 5 Villages namely Mydanahalli, Buchahalli, Mudalakoppalu, Halebeedu & Devarahalli in BilikereHobli, Hunasur Taluk, Mysuru District. JK Tyres Ltd Mysuru adopted 3 Govt. schools namely Govt. Primary school, Mydanahalli, Govt. Primary School Buchahalli & Govt. High School, Hosahalli. In Mysuru disctrict Hunsur Taluk JK Tyres Ltd have helped farmers by providing them with 5000 mango tree samplings, Vermi compost unit of 15 numbers, rain water harvesting units of 3 numbers, Trench cum bunding for 253.4 hectares, 21 farm ponds, 4 tanks have been de silted and 3 bore well units have been recharged.


Introduction
Corporate Social Responsibility is to influence the society in a positive way through its regular business activities.
In most of the developing countries, Corporate Social Responsibility and philanthropy are interrelated due to their cultural traditions. Asian Countries do follow ethical practices and carry out philanthropic activities related to corporate social responsibility. The developing countries have to practice the international CSR standards, policies and principles. They are finding it difficult to practice due to the cultural differences.

Corporate Social Responsibility in India
The history of Corporate Social Responsibility in India dates back to 18th century which has been highlighted in Kautilya's Arthasastra. During the initial days of Corporate Social Responsibility practices, the two major themes in India focused on philanthropic activities and community development. In India philanthropy has been a part of business activity as well as ethical business practices. During the mid-twentieth century, Western Business Models and Practices were adopted by large companies in India. In 1980s, Corporate Social Responsibility in India started to show notable changes from conventional philanthropic activities to stakeholder and multi-stakeholder approach. Corporate Social Responsibility has been accepted as an essential part of business strategy in major industries in India. The table 1 shows the percentage of budget allocated for CSR based on the profit after Tax of the company by the department of public enterprises (DPE). The companies with net profit of less than Rs. 100 crore, Rs. 100 to Rs. 500 crore and Rs. 500 & above crores have to spend 3-5 %, 2-3 % and 1-2 % of their net profit on Corporate Social Responsibility respectively. Though Corporate Social Responsibility emerged focusing as an economic interest, over the time it expanded its interest on both economic and social aspects. Bajpai (2001) stated that an ideal Corporate Social Responsibility comprises of both ethical and philosophical aspects. In India, there exists an extensive gap between sections of people in terms of income and standards as well as socio-economic status. Companies also report the CSR accounting in their websites and it is transparent to all stakeholders. CSR initiatives of a company have also been incorporated in their annual reports.
An attempt is made to study the formation of CSR activities and the impact it will create on the lives of beneficiaries. The objective of the study is to test the impact on the social life of the beneficiaries. Scope is limited to only one manufacturing concern i.e., J K Tyres limited Mysore. Evaluation is done 2 based on the secondary data obtained through annual report of J K Tyres limited and articles of the other research scholars. Primary data are collected through questionnaires and schedules by visiting beneficiaries of the CSR activities performed by JK Tyres.

Statement of the Problem
After CSR became compulsory in the companies act of 2013 it became a marketing and branding tool as well for the companies. However, many of the companies do it only for the sake of legality and not for the sake of responsibility. In many of the literature reviewed companies failed even in creating the awareness about their CSR activities. Other companies have poor or low level of implementation of these activities. When it comes to manufacturing concerns the embark on the implementation of CSR activities is remarkable. The reason is the sense of responsibility towards society or any other thing but as a matter of fact manufacturing concerns are the ones who are liable for the damage of the environment as their contribution towards that cause is higher compared to other type of industries also there is very limited data available about the impact of CSR activities on the life of the beneficiaries. Hence, this study deals in measuring the effective implementation of CSR activities of a manufacturing concern and its impact on the lives of the beneficiaries in and around Mysuru.

Scope of the Study
Scope of the study consists of Corporate Social Responsibility activities adopted by the various manufacturing concerns namely, CEAT Tyres, Apollo Tyres and TVS tyres. The scope of study extends to know the impact of CSR activity initiated by Jk Tyre Ltd Mysuru, a manufacturing concern on sanitation and its implementation in the villages Sabbanahalli, DMG halli, Gerasanahalli, Mydanahalli, Doddatti Hundi and Haalebeedu.

Objectives of the Study
The objectives of the study are:  To gain the Conceptual Knowledge on Corporate Social Responsibility.  To study the initiatives of CSR activities by various manufacturing concerns.  To measure the impact of CSR activities initiated by JK Tyres Ltd Mysuru on the beneficiaries.  To provide suggestions based upon the analysis on the data.

Methodology
The study is of descriptive nature. The present study includes the primary data collected by the beneficiaries of CSR activities initiated by JK Tyres Ltd. Mysuru by using the tool schedule under interview method. The population of the study is the beneficiaries of CSR activities initiated by JK Tyres Ltd.
Mysore. About 90 samples were considered for the study to collect primary data.
Secondary sources of data were collected from similar research articles in the journals, websites and from the annual report of the various manufacturing concerns to know the CSR activities adopted by CEAT tyres, Apollo tyres and TVS tyres. In addition to the above mentioned projects TVS tyres have adopted various other projects as well.  JK organization is one of the topmost tyre industries which have led to the economic and social growth of India. It is also creating job opportunities to lot of people and also manufactures high quality of products. It also came out with new technology to carry on its manufacturing process and has also taken industrial ventures in several countries.
It is an association of industries and commercial and charitable trust. Nearly 50000 employees are engaged in manufacturing of variety of products. Trust is involved in promoting industrial, technical, educational, religious views, better living and various recreational facilities, Hence JK industry is contributing to the human advancement.

B. Quality profile
 The people of JK tyres have an organization committee to quality in everything they do.  They continuously anticipate and understand customer convert these into performance standards for their product and service and to meet the standard every time.

C. Area of Operation
A JK tyre has acquired its brand name whole market in the world. It has created brand name to India as JK tyres and Vikrant tyres hence it acquires no 1 position in tyres market 30% of tyres are exported to 60 continents.
A JK tyre has its companies at International levels which includes 68 countries and 8 continents. The company has technical team supporters in U.S Europe, South America and Middle east and also it has strong distribution network for its products.
Various companies to which company exports its products include U.S.A. U.K. New Zeeland Hong Kong and Host of Middle east, African and Asian countries.

Analysis and Interpretation
This study has an objective to measure the impact of CSR activities initiated by various companies on beneficiaries. In order to achieve the above mentioned objective, JK

11) Sanitation project under Swatch Bharat Mission
Under Among the above mentioned activities Sanitation Programme under Swatch Bharath mission was selected to study the impact on beneficiaries. About 90 samples were collected using convenient sampling technique under interview method using the tool schedule. The respondents were the beneficiaries of sanitary program and demographic data of the beneficiaries was obtained from the Non-Governmental Organization called MYKAPS who were part of the program in assisting JK Tyres Ltd. Mysuru for successful completion of the programme.
It is important to collect the primary data from the respondents in order to know the impact of the scheme. The obtained data were coded and then analyzed by using simple statistical tools like frequency and simple percentage. The table 6, shows the village wise classification of the beneficiaries who was benefitted from the Sanitation program of the JK Tyres Ltd Mysuru. Every beneficiary of this program was provided a financial help of Rs. 4000 from JK Tyres Ltd. Mysore for the construction of toilet in their house. Among those 90 samples were collected and about 6 per cent of the respondents belonged to Doddatti Hundi, 18 per cent of the respondents belonged to Sabbanahally, about 10 percent of respondents belonged to DMG Halli, about 16 percent of the respondents belonged to Mydanahalli, about 21 percent of the respondents belonged to Halebeedu and about 30 percent of the respondents belonged to Gerasanahalli.    The table 7, shows the gender wise classification of the beneficiaries. Among the selected 90 respondents 51% were male and 49% were female in order to know the impact of CSR activity on them. During the interview the researcher has interacted only with the head of the family.     The table 9, shows the response of beneficiaries regarding the direct water facilities in their toilets and about 63 per cent of the respondents have agreed that there is direct water facility in their toilet. However, 37 per cent of the respondents have agreed that there is no direct water facility in their toilet. They carry the water from far places to their toilet.  The table 10            The table 16, shows the respondents response on effectiveness of the training program conducted by JK Tyres Ltd Mysuru and Taluk Panchayat on cleanliness and water management. Out of 89 respondents 57 percent of respondents have expressed that training program was very effective, about 5 percent of the respondents were aware of the training program but did not attend the training program, about 38 percent of the respondents were not aware of the training program. About 93 percent of respondents have responded that the convenience of toilet is good and about 7 percent of the respondents have expressed that it is acceptable.
On the cleanliness about 89 per cent of the respondents have responded that is it good and 11 percent of the respondents have expressed that it is acceptable.
About 66 percent of the respondents have responded good on the smell, about 30 per cent of the respondents have responded acceptable and about 4 percent of the respondents have responded poor.
On ease of repair 65 percent of the respondents have responded good, about 30 percent of the respondents have responded acceptable and about 5 percent of the respondents have responded poor.

Conclusion
This paper presented a study on manufacturing industry and corporate social responsibility on the society.