Journal of Commerce and Management Thought

corporate social responsibility also known as corporate conscience, corporate citizenship, responsible business. CSR policy functions as a self regulatory mechanism whereby a business monitors & ensures its active compliance with spirit of law, ethical standard & international norms. In the present scenario of financial crisis, increasing income inequality, environmental and other calamities linked to some corporations, there is a greater demand and requirement for CSR globally which is increasing at fast pace. CSR is still relatively new corporate function that continues to change & evolve. The changing marketing innovations demands direct linkage of CSR practices with business corporate strategies. Unlike United States and other major countries in the world, which have greater realized voluntary approaches to the adoption & awareness about CSR, India on the other hand has chosen mandatory approach to CSR. This paper focused on the India's emerging CSR regime & its potential strength & weakness.