Sustainability of corporate social responsibility in India (A study of ITC's initiative ‘e-choupal’)

Corporate Social Responsibility (CSR) which was earlier synonyms to the voluntary donations or charity by the corporate houses has found its comprehensive compulsory place in the circles of trade and Industry globally. The adherence to CSR has not only knocked the doors of corporate houses of developed countries but of the developing country like India too! Due to the growing awareness among the society regarding the lawful rights of masses, the corporate world-wide are bound to do something concrete and result-oriented regarding CSR obligations. The present research paper work has been done to diagnose the present scenario and prevalence of CSR practices in the Indian corporate in general and in the ITC in particular. This paper highlights the prime features of ITC's ambitious CSR project ‘e-Choupal’ and finds that really this project is pioneering in the field of CSR in general and for the up liftment of rural farmers in particular. Further, it was observed that these kinds of CSR initiatives may become the role-model in the achievement of CSR objectives world-wide.