Rosary College of Commerce and Arts

Navelim, Salcete Goa

An Assignment in NGO Management

Submitted in partial fulfillment of the requirements

For the award of
The Bachelors Degree in Business Administration
( A THREE YEAR FULL TIME PROGRAM IN MANAGEMENT)

Submitted by : Group 5
Deidre Dias R-14-10
Cassandra Fernandes R-14-14
Florence Fernandes R-14-15
Maxwell Fernandes R-14-18
Velanie Fernandes R-14-42
Muzammil Kazi R-14-43
Avina Sweta Furtado R-14-45

BBA 2014-2017
 Introduction
This Report is based on the CSR (Corporate Social Responsibility ) Activities conducted by
Alila Diwa Goa . Alila Diwa Goa brings a refreshingly unique resort experience to Gonsua
Beach in Majorda, just 20 minutes from Goa Dabolim International Airport. Set amid lush
paddy fields, Alila Diwa Goa blends the best of contemporary Goan architecture with rich
cultural traditions to fashion an extraordinary experience in luxury destination travel.Not just
for its guests this five star Hotel does a lot of good fork for the community as well speaking
firstly at grass root level what they do :

Concept of CSR activities in an organization

Corporate Social Responsibility (CSR) has progressively become known as a germane issue
in the corporate world for the past decade. Making the world a better place, socially and
environmentally, is a global accepted phenomenon. According to Porter & Kramer, 2006,
corporate social responsibility has emerged as an inescapable priority for business leaders in
every country. Speaking about CSR-(Corporate social responsibility) it involves the ethical
and non-commercial responsibilities of businesses as they relate to society in general. It is
based, on a triple bottom-line approach for companies -- people (society), planet
(environment) and economic (profit) .CSR implies the need for businesses to contribute to the
communities and markets that have made them successful consequently, companies must
consider the wellbeing of society in addition to their concerns for owners, investors and any
shareholders.

According to Holcomb, Upchurch and Okumus (2007), the value of CSR is in achieving
corporate sustainability in order to create long-term shareholder value. This involves
exploiting the markets potential for sustainable product and services, while successfully
reducing and avoiding associated cost and risk.

Their moto is Sustainable Tourism accompanied by Significant CSR activities to the

surrounding community

Alila Diwa Goa takes great pains to minimise its environmental impact by using primarily
local materials and working with the landscape to preserve indigenous ecosystems. The
resort's aesthetic scheme reflects these efforts, blending effortlessly and gracefully into its
natural setting. All materials used in building the hotel were sourced locally and an
abundance of the regions eco-friendly brick red laterite stone can be seen
throughout the hotel.

Green initiatives

Preservation and conservation of the local environment was of utmost importance right from
the very beginning of the hotel's design with consideration given to keeping the existing
forest trees intact and conserving the nearby rice paddy fields. This also makes the property a
bird watchers paradise as a number of migratory and local birds nest here.

A) Role of corporates in civic services in the modern interdependent world

The present-day CSR (also called corporate responsibility, corporate citizenship, responsible
business and corporate social opportunity) is a concept whereby business organizations
consider the interest of society by taking responsibility for the impact of their activities on
customers, suppliers, employees, shareholders, communities and other stakeholders as well as
their environment. This obligation shows that the organizations have to comply with
legislation and voluntarily take initiatives to improve the well-being of their employees and
their families as well as for the local community and society at large. CSR simply refers to
strategies corporations or firms conduct their business in a way that is ethical and society
friendly. CSR can involve a range of activities such as working in partnership with local
communities, socially sensitive investment, developing relationships with employees,
customers and their families, and involving in activities for environmental conservation and
sustainability. This article aims to analyze three theories of CSR namely utilitarian,
managerial and relational in terms of their meaning and practical emphases. These groups of
theories are chosen because they are interdisciplinary in nature covering aspects of economic
system, the managerial aspects of the corporation

Local Community

Gift to Share
Alila hotels and resorts embrace Alilas spirit of giving back to the community
through a Gift-to-Share programme, pledging to make donations to local causes
with every booking. This community effort offers guests a no-obligation option to
share the Gift by allowing them to donate any amount they choose in support of any
of the local community endeavours that are initiated or selected by the hotel or resort.
 They provide employment and training opportunities: residents of the local
community have joined their team to assist guests with transport requirements and
with meal preparation in the staff cafeteria.
They maintain an area along the beachfront in collaboration with the local village
youth.
And in efforts to encourage local talents, Alila Diwa Goa sponsored sports equipment
for the local Youth Club in Majorda at the end of their annual 21-day football
coaching camp.
Alila Diwa Goa is committed to working with the local community. Among their
community projects, they support the Father Basilio Andrade Memorial Higher
Secondary School in improving the condition of the school and its facilities
Alila Diwa has also partnered with Tara trust .Tara Trust is a non-profit organization
(NGO) with the mission to educate, empower and enable the underprivileged,
especially women and Children, to improve their lives, they are a registered, non-
profit organization in India that is based in Benaulim, Salcette, Goa.To aid these
people, collection boxes were kept in the hotel along with conducting Christmas
activities with these children for the last year 2016.
They also aided in building the kitchen for CRM course offered by one of the local
colleges around the area which was equipped with modern tools , equipment etc.
Along with this they aided many boardibg schools for young booys during different
festive occasions
Apart from this they also had a Pioneer team accociated with this good work where in
they became a part of the campaign joy of giving where there was collection of
clothes , books ,toys and even part of the employees salary was given here as their
individual contributions.
During the month of December they held present a bucket for a good cause where in
they offered supplies bucket may it be rice , dal , wheat etc to the different corporates,
travel agents etc, apart from the normal festive sweets and asked them to give it to any
needy person .this was a great initiative as other corporates too felt that they were a
part of the good cause .
The hotel employs locals in managing their composting and organic gardening and
also give this to the locals to take up and sell the organic compost prepared by them .

How does Alila Diwa organize the CSR activities ?

Apart from the said compulsory 2% earnings set for CSR activities , At Alila it varies it goes
even higher than 2 % .

They have a pioneer team that is appointed for all the works related to Environment and CSR

Environment

They conduct beach cleaning drives

Street cleaning with the locals
Community tree planting sessions
Holistic Environmental Vision
Respect for the environment and local communities is firmly entrenched in Alilas
vision that conservation, community and commerce can and should be integrated.
Alilas green efforts extend beyond the operational aspects of the resorts to create a
positive impact on the community economically, socially and culturally. This
includes employing local people who live in the surrounding areas, developing the
local workforce through skills training, using products and services from local
suppliers, as well as educating our guests on local culture and traditions.

All these activities are ongoing and are mostly done during low occupancy times they also
conduct / organise blood donation camps etc

How this process is done is the Pioneer team asks for suggestions from its members via
emails or the wattsapp group thus when the members give in suggestions or ideas they are
evaluated as per their feasibility in terms of cost and conducting it .if found feasible the idea
is instantly adapted like for eg :

One of the members suggested to partner with Tara Trust and keep collection boxes as he had
learned that the trust needs financial aid thus with guests and their contributions it could be
better was his /her intention .the team learned it analysed it and thus found it feasible and thus
used in the idea.

Another such activity was during the Christmas season they gave baking and snack orders not
to some big caterers but an Ngo named Atma Vishwaas which uses selling and taking such
contracts as part of NGO funding activity .they also helped this NGO to put up stalls with the
handicrafts, cards and other articles prepared by the Ngo inmates i.e. the differently abled
children so that guest could buy them and thus aid them .
Other associations like Gujarathi samaaj , Farmers association for the organic garden supplies
, and compost is done by the hotel to aid the surrounding communities of Majorda and
Uttorda etc.

At a corporate level in India

As part of the Alila Community Project for two local elementary schools, SD 1 & SD 2,
Alila Seminyak held a seminar at the schools on 24 Sept 2016 titled AKU ANAK SEHAT
We are Healthy Children. In collaboration with doctors from Surya Husada Hospital, the
seminar provided counselling and education to the audience of 130 people children, their
parents, teachers and members of the local community on healthy food and hygiene habits,
and the importance of staying healthy for a better future. The seminar was followed by a
blood pressure and diabetes blood examination. Following the positive response to the
seminar, Alila Seminyak is looking forward to making this a regular event.

Implementation & Monitoring Structure:

CSR Programs of the company are undertaken through a three tier structure:

Hotel-level volunteer teams take up implementation of key initiatives, in association with

like-minded partners including Cause Based Organizations eg Tara trust NGO.

Cross-functional CSR committee at Corporate level helps initiate projects and provides
support & monitoring.

CSR committee at Board level provides broad direction for CSR planning and conducts
biennial reviews to ensure desired impact.

Project Monitoring

The Project Monitoring is done by the Pioneer team ,they ensure that the CSR Policy is
implemented as per the Act and the Rules ensuring that all projects as budgeted are duly
carried out.

All CSR spends are closely monitored and audited in an accountable and transparent
manner

Project monitoring include periodic field visits, drives , comprehensive documentation,

and if required interaction with beneficiary communities.
 The CSR Committee periodically review the CSR project reports and the same shall be
annually presented to the Board

The Scope and Benefits of CSR to Hotels

Companies that practice CSR achieve better reputation, improved brand image,
increases in sales, more visible to investors, and increases in customer loyalty. It can also
lead to enhanced public relations and benefits. For example, due to LaRosas Pizzerias
contribution to community growth and development, two hundred volunteers, who had
benefited from LaRosas generosity over the years, came to the aid of LaRosas Pizzeria after
a fire. The volunteers made up for the short fall that resulted from inadequate insurance, with
work and loans and saved the pizzeria from bankruptcy .

Thus, companies deemed good corporate citizen are attractive to new customers and
workers, and assist in raising staff morale, and have lower operating expenses. A recent
study by a University of Chicago professor published in Management Accounting revealed
that companies that are perceived by the public to demonstrate more socially responsible
business practices and ethics are likely to perform financially better than those who do not.As
such, consumers prefer to do business with companies that have good CSR reputations.

References

https://www.alilahotels.com/diwagoa
https://www.alilahotels.com/about-alila/sustainable-tourism
https://www.alilahotels.com/about-alila/leadership
https://www.tajhotels.com/content/dam/thrp/investors/CSR-Policy-IHCL.pdf
http://www.blogalila.com/alila-seminyak-csr-progamme-we-are-healthy-children/