Corporate philanthropy in India: a new business model of itc ltd.

Philanthropy helps support programmes and organizations that are not funded by central, state or local governments. The companies choose a mix of philanthropic activities, both of strategic and non-strategic nature which gives direct and indirect benefits. The study analyses the approaches of ITC's philanthropy, its range of philanthropic activities, its contribution to promotion of ITC's long-term business The study is predominantly based on secondary data, literature and information published by the ITC. These have been sourced from extracts of various articles, books and research papers. It has been found that ITC is the single largest information technology based intervention by a corporate entity in rural India. ITC is enjoying a network covering 100000 villages representing 1/6 of rural India creating 10 million e’ farmers. The company's e-choupal initiative enabled the Indian agriculture to enhance its competitiveness through the power of Internet. It creates a direct marketing channel, eliminating wasteful intermediation and making logistics efficient.