Strategic Corporate Social Responsibility at ITC: A Stakeholder Model

ITC, a diversified Indian conglomerate, is a pioneer in corporate social responsibility (CSR) activities in India. CSR has always been a top priority for the company, with significant resources allocated to social responsibilities even before the government mandated it in 2013. Today, ITC is involved in various social activities, including increasing agricultural productivity, improving animal husbandry, upgrading rural youth skills, enhancing rural education, promoting sustainable livelihoods and improving rural sanitation. Despite these efforts, the CSR Head faces challenges in prioritizing different CSR initiatives and deciding on a strategic approach. He must determine whether to focus on projects aligned with stakeholder needs or to follow the range of activities suggested by the government. This decision is critical and complex. Which direction should he choose?