A321

Corporate Social
Responsibility: A321
Shree Cement
Limited
Research &
Analysis
Submitted To: Professor.

Urmila Menon
Submitted By:
Aishwarya Deshpande (1411)

Tushar Madan (1423)
Saloni Mimani (1461)
Urvashi Razdan (1487)
Anvi Dhadhich (1555)
Tushar Madan (1423)
BACKGROUND
In order to understand the working of any

company, a background check is essential.
This is a brief of what Shree Cement is all
about, what it stands for, and other details
about the organization.
Introduction
Shree Cements is an Indian cement
manufacturer. It was founded in 1979 in
Beawar in the Ajmer district of Rajasthan. Now headquartered in Kolkata, it is the biggest
cement manufacturing company in Northern India. When the company was started it was
promoted by the members of Bangur Family and is currently running under the Chairmanship
of Shri B.G. Bangur
.Vision
Their vision is to spread happiness amongst everyone connected with their ecosystem and
create wealth for investors, employees, business associates and communities where they
operate by experimenting and implementing new ideas for improving efficiencies and
maximising the ratio of output product to input resources.
Guiding Principals
Shree follows a certain set of guiding principles which are:
Enforce good corporate governance practices.

Encourage integrity of conduct
Ensure clarity in communication
Remain accountable to all stakeholder
Encourage socially responsible behavior.
Offices and Plants
Shree Cement is well dispersed geographically,

and has its Corporate office in Kolkata while
its registered office is in Ajmer district of
Rajasthan. The company has its regional
offices in Delhi, Jaipur, Aurangabad. Most of
the companys production plants are located in
the state of Rajasthan in Beawar, Ras,
Khushkhera, Suratgarh and Jobner.
Tushar Madan (1423)
The Industry Shree Cement Operates In
India is the second largest producer of

cement in the world. India's cement Cement Industry Demands
industry is a vital part of its economy,
providing employment to more than a
million people, directly or indirectly. Housing 67%
Ever since it was deregulated in 1982,
the Indian cement industry has Commercial 11%
attracted huge investments, both from
Infrastructure
Indian as well as foreign investors.
13%
India's cement demand is expected to
Industrial 9%
reach 550-600 Million Tonnes Per
Annum (MTPA) by 2025. The
housing sector is the biggest demand
driver of cement, accounting for
about 67 per cent of the total consumption in India. The other major consumers of
cement include infrastructure at 13 per cent, commercial construction at 11 per cent
and industrial construction at nine per cent.
To meet the rise in demand, cement companies are expected to add 56 million tonnes (MT)
capacity over the next three years. The country's per capita consumption stands at around 190
kg. Shree cements plays a major role in the development of this industry as all its plants
together have a production capacity of around 23.6 million tonnes of cement per annum.
Shree Cements Standing in the market
In the current market scenario Shree

cement is ranked 9th in terms of
production and revenue. It produced
23.6 million tonnes of cement in the
financial year 2014-2015 and
generated a revenue of Rupees 5590
crores with a profit of Rupees 1004
crores. It has increased its production
by four folds in last 10 years and is
one of the fastest growing companies
in the cement Industry.
The growth of Shree Cement in the

sector can be seen in this graph. Its
growth initially was gradual, but it
has shot up to become a leader in the Growth Analysis Graph
market today
.
Tushar Madan (1423)
Product Range
The company has three brands - Shree Ultra,

Bangur Cement and Rockstrong Cement.
Shree Ultra cements has two different
categories of cements under it based on the
grade namely Grade 53 and Grade 43.Bangur
Cement also sells two categories of cements
under it namely grade 43 and Bangurppc.
Rockstrong sells TuffCemento3556 under its
brand name.
Employment
As on 31st march, 2016 there are more than 5000 people working for Shree Cement. There
was an employee perception survey conducted by a globally reputed agency Great Place to
Work and it has shown high engagement levels of the people in the company. The
engagement level of the Shree cements team is one of the best in the industry. The company
believes that it is the passion of their team for achieving excellence in everything that they do
which has given Shree a formidable competitive edge and made it a leading player in the
industry.
Social Inclination
This is a socially inclined company which believes in imbibing and extending noble thoughts
across all their functions. The CSR initiatives has been discussed in detail below, however a
few areas of their social interest are education, optimum resource utilization, vocational
training etc. the company has managed to keep its stakeholders satisfied with its contribution
towards society. This had held it in good faith.
Competition
Three major companies that give a great competition to Shree Cements are Ultratech, ACC
Ambuja Cement. In order to give a comprehensive depiction of the same, I have sourced a
table from a credible news source. This makes the entire picture of the competition in this
industry crystal clear.
Competition Analysed
Tushar Madan (1423)
Sources Used for Background:
1. http://media2.intoday.in/btmt/images/stories//September2014/shree-cement-cash-
flow_505_090914041343.jpg
2. http://www.businesstoday.in/current/corporate/ultratech-earnings-aditya-birla-
flagship-firm-profit-current-quarter/story/208347.html
3. https://www.equitymaster.com/research-
it/compare/compare_comp.asp?symbol=shrcm-ICMN&value=SHREE-CEMENT-
INDIA-CEMENTS
4. http://www.indiamart.com/shree-cement-limited/products.html
5. http://www.shreecement.in/pdf/chairman-speech-2014-15.pdf
6. http://www.shreecement.in/index.html
7. http://www.moneycontrol.com/india/stockpricequote/cement-
major/shreecements/SC12
8. http://economictimes.indiatimes.com/shree-cements-ltd/stocks/companyid-13129.cm
SITUATION ANALYSIS
The situation analysis helps understand the challenges faced by the Shree Cement while
conducting its CSR initiatives as well as the industry it operates in and its obstacle it puts
forth. In order to understand what situation Shree Cement has been operating in, I studied its
own reports, along with other credible news sources thoroughly. I have chosen to describe the
most pertinent challenges which have occurred in its most important CSR initiatives. I have
also tried to categorize as many stakeholders as possible in accordance with the stakeholder
salience of Shree Cement Limited.
1. The New CSR Mandate
Key Issues: Even though Shree was heavily involved in Social Activities, the New CSR
mandate posed a threat as well as a challenge. It expected the company to incorporate several
new dimensions, legalities, etc.
Stakeholders: The Stakeholders involved are:
a. Employees (Dominant): The Companys own CSR committees i.e. employees

formed the main stakeholders in this challenge. They were affected most by the new
mandates as they had to change the working patterns of an entire department of the
company.
b. Community (Discretionary): Also, the community would be affected as the way the
company would now reach out to them would be different.
c. Government (Definitive): The government would also be a stakeholder in the

scenario, because SCL doing more in terms of social responsibility would reduce the
governments load by that much more, thereby affecting them positively.
Developments: SCL had to change into a programmatic mode of execution to meet the
necessary regulatory environments. The company spent 1.96% of its average net profits of
the preceding three financial years on its CSR activities amounting to INR 185 million. The
company also made major changes to its CSR policies, signed new documents, put up new
legal procedures on its websites etc.
2. Assessing Community Needs
Key issues: The manufacturing and grinding units are situated in the remote areas of
Rajasthan, where women hardly come out of their houses. The company needed to
understand the community and its requirements in order to start appropriate initiatives.
However, they were being unable to find out the required information.
Stakeholders: The stakeholders involved in this initiative are:
a. Local Community people (Discretionary): In order for their lives to improve, they
needed to come out and speak to the company officials, may it be in terms of surveys
or interviews.
Development: To get there and talking to the people of this community was a challenge for
SCL. They began by contacting the employees in their remote factories. They initiated
discussion with these factory workers, and used their support and goodwill to enter the
villages further/ they have managed to devise a well-structured need assessment mechanism
via which they now successfully work towards uplifting the local community.
3. Healthcare Services (Health Centre Adoption)
Key issues: SCL wanted to come up with health care services in remote areas as they were
lacking, however, people were completely unaware of the different kinds of diseases which
exist, treatments, seriousness of issues
etc.
Stakeholders: The stakeholders

involved in this scenario were:
a. Local People (To Be Health

Beneficiaries - Discretionary): As
their lives were to be bettered via the
health care services to be provided.
Development: The journey was of

sensitization, and SCL went step by
step, introduced people to this concept,
gained their trust, and today (Quoting
directly from their website)
We organize various health camps like Polio vaccination and eye camps annually. Weekly health
check up camps are also organized in our nearby villages through mobile dispensaries. We
conduct various awareness programs for our truckers community to combat diseases like
HIV/AIDS. Family welfare programs are also undertaken. MAMTA Project is one such example
through which we have been able to reach out and provide benefits to pregnant women as well as
infants upto 1 year of age. Vaccination programs for protecting children against diseases like
Hepatitis B and Typhoid have been organized. Awareness drives against use of tobacco, liquor
have also been carried out. In order to spread the benefits to as many community members as
possible, we also provide assistance to the government in their health programs by way of
donations, mobility support and material support.
4. Education
Key issues: Awareness Levels in rural areas are low. Education is considered a thing of the
city. However, SCL identified this issue of illiteracy and decided to tackle it. The community
however was neither forthcoming nor accepting. People were not inclined towards the
concept of education at all.
Stakeholders: The stakeholders involved in this issue were:
a. Parents (Discretionary): As they were the ones who were to be influenced, to send
their children to study.
b. Children (Discretionary): Because these were the stakeholders whose lives were to
be affected by this initiative, and to be molded in a different way altogether.
c. Teachers (To be hired Employees): As these people would get a new occupation, a
new source of livelihood and would become legitimate staff for SCL.
Development: To educate people, SCL needed their support. SCL undertook primary
education programs and spent 11.9 million INR on these education programs. Apart from
regular education, SCL also started 4 computer education centres to train the rural folk even
better. For the same, SCL also received the Bhamashah Samman for education.
5. Employment Generation
Key issues: The key issue with trying to generate employment in remote areas was that even
if the company wanted employees, more than usually, people were not skilled enough to
work for the company.
Stakeholders: The stakeholders involved in this scenario were:
a. Local People (To Be Employees): As their lives were to be bettered via the
vocational training to be provided.
Development: SCL imparted vocational skill trainings which made the participants ready for
job and they spent approximately 33.1 million INR on these employability programs and
benefitted more than 450 families in Ras, Rajasthan.
6. Shree Ki Pathshala Girl Child Education
Key issues: Shree wanted to educate girls;

however, because these girls had never
been educated, at ages 7 and 8, mainstream
schools couldnt take them on board even if
a few select parents wanted to get them
enrolled. They were lagging behind.
Stakeholders: The stakeholders involved

in this scenario were:
a. Parents (Discretionary): As they

were the ones who were to be
influenced, to motivate and encourage, and most of all ALLOW their girls to study.
b. Girls (Discretionary): Because these were the stakeholders whose lives were to be
affected by this initiative, and to be molded in a different way altogether.
c. Teachers (To be hired Employees): As these people would get a new occupation, a
new source of livelihood and would become legitimate staff for SCL.
Development: These girls were first provided education out of the mainstream schools by
exclusive centres of SCL. When they had caught up, then they were admitted to the
mainstream government schools. This project was Shree ki Pathshala.
7. The cooking system and use of chulha
Key issues: SCL wanted to work on smokeless Chulhas. However, the process of using the
old school chulha was so engrained, that people were unwilling to accept a different concept.
Stakeholders: The stakeholders in this

scenario were:
a. Suppliers: As their deals with SCL

were at stake.
b. Local People (To Be Beneficiaries
Discretionary): As they would have a
major lifestyle change following this
initiative.
Development: The Shree Saaf Vatavaran Swasthya Yojna was started by SCL to stop people
from using the traditional Chulha. People were suffering from health issues caused by
burning of wood by promoting use of smokeless chulhas. SCL conducted awareness
programme on drudgery reduction through distribution of smokeless stove for rural women in
collaboration with The Environ Fit Sansthan. This process helped it tackle the issue of un-
acceptance.
8. The Legal Land Battle in Maharashtra
Key issue: Kolkata-based Shree Cement Ltd.s (SCL) upcoming Rs 2000-crore cement
project in Madhya Pradesh got delayed due to land procurement hassles.
Shree Cement, the Rs 1,500 crore company, had acquired almost 90% of the required 1,200
acres in Katni in Madhya Pradesh for the plant, but was facing problems over the acquisition
of around one acre land in the middle of the project area, which the farmers did not want to
sell.
The company was talking with the Madhya Pradesh government to sort out the issue, but the
latter was reluctant to take up the matter speedily, considering the spate of violence and
protests that had rocked different parts of the country over similar issues.
The new plant was earlier expected to come onstream by 2010 and add 4 million tonnes per
annum (mtpa) of cement capacity. The company wanted to produce 20 mtpa cement by the
end of 2012.
Stakeholders:
a) Farmers (Dependent) - The farmers here will be the stakeholders as they are the ones
getting affected by the land issue. Their farming is on hold, they are not skilled enough to
work for the company either. Their source on living is on risk because of the companys
legal matter.
Development
Bangur (MD, SCL) said that the company would bring few benefits and via this are trying to
convince the farmer. The benefits would be:
1. Rs600 crore of investment in the project through internal accruals.

2. It has also envisaged large-scale employment of local people which would include
direct employment to 600 local people.
All in all, SCL has tackled all the challenges it faces in its CSR initiatives very well.
Sources used for Situation Analysis
http://www.shreecement.in/csr.html
http://www.shreecement.in/pdf/corporate-sustainability- report-2013- 14.pdf
http://www.shreecement.in/pdf/Shree%20CSR%2009-10.pd
http://www.shreecement.in/pdf/Corporate_Sustainability_Report_2014-15.
http://www.dnaindia.com/money/report-shree-cement-s-mp-plant-stuck-over-land-
issue-1152380
Stakeholder Salience
Introduction: In order to understand the working of one of the fastest growing players in the
cement industry, it is necessary to understand who it considers to be its stakeholders. Also,
apart from Shree Cements part of the story, there is also a flipside. There are some parties
which consider themselves to be stakeholders, but are being ignored by the company. An
analysis from both points of view has helped me understand the stakeholder salience of Shree
Cement and has also lead to some deeper insights as mentioned ahead.
What is stakeholder salience? (Ronald K. Mitchell, Bradley R. Agle and Donna J. Wood)
Coming to think of it, everybody is affected by a company in one way or another. This leads
to an absence of demarcations or accountability. In order to classify who really does count as
a stakeholder, the Stakeholder Salience Theory was developed. This theory too, does not give
definite answers, however, creates a broad outline. This determines where managers of
companies can place different people affected by the company in different situations and
stages of growth.
Factors which Affect Salience
Three factors are considered in terms of determining salience.
1. Power: The ability of the stakeholder to affect the happenings of the country.
2. Legitimacy: The credibility of the relationship shared with the company
3. Urgency: The ability of the stakeholder to pressure the company into action.
Having just one of these factors makes you a latent stakeholder, thereby classifying you as
partially unimportant.
Having two of these factors makes you an expectant stakeholder, thereby giving you more
attention and importance.
Having all three of these factors make you a supremely important i.e. a definitive stakeholder,
thereby making the company agree to almost all your terms and conditions.
An important point is that stakeholders can shift

from
one category to another, as and when they keep
gaining or losing either one of these factors. In
other words, this is a dynamic model.
Example: If a stakeholder who has power and

urgency such as influential activists, and this
person/group has a formal interaction with the
company and ties hands with the same, they
also gain legitimacy. Hence, they go from being
an expectant to a definitive stakeholder and
grow in importance.
(Source: http://www.stakeholdermap.com/stakeholder-analysis/stakeholder-salience.html)
Using the same parameters, I have classified the stakeholder of Shree Cement. I have
presented the same in a tabular format. In this table, I have spoken of who the company
places in this category and why. The justification of which categories the companys various
stakeholders lie is based upon research from multiple sources which are also stated below.
Category Company Justification

Categorisation
Dormant Despite intensive research, no stakeholders who have power, and
(P) are trying to get noticed and acknowledged by Shree could be
found. Shree has a relatively clean record, and no individuals or
groups have come up in a very big manner to get noticed.
Discretionary NGOs and Local Even though these just have a legitimate relationship with the
(L) Communities, company - it is in the companys hands as to whether they want
Environment to respond to their demands and cater to their requirements.
However, because Shree Cement is a socially inclined and
conscious company, it decides to not just cater to, but pays close
attention to their concerns.
Environment: In their company policy, they state major

commitments towards the environment. They cater to all the
current issues with related to water, climate change, etc.
NGOs: Also, in their personal stakeholder analysis, they list

NGOs and Local communities as official stakeholders. They
communicate with them as and when needs arise, and focus on

generating local level employment. Their undoubted efforts
towards CSR also connect them to NGOs and their demands
majorly.
http://www.shreecement.in/policies.html - Environment (Sub Topic 3)

http://www.shreecement.in/pdf/Corporate_Sustainability_Report_2014-15.pdf- NGOs. (Page 14)
Demanding Bodies/Competitors The NCR chapter of the Confederation of Real Estate

(U) such as CREDA. Developers' Associations of India has decided to boycott Shree
Cement. They have complaints regarding how Shree Cement has
deliberately created a shortage of building material to increase
prices. They also plan to complain to the CCI. They are trying
urgently to pressure Shree Cement, thereby taking the place of
disgruntled complainers.
An email questionnaire sent to Shree Cement did not elicit any

response. Hence, it is evident that Shree Cement is not paying
attention to the complaints and disgruntlements of this body
thereby making it evident that they grant them no legitimacy or
power.
http://economictimes.indiatimes.com/industry/indl-goods/svs/construction/realty-bodys-ncr-chapter-to-
boycott-shree-cement/articleshow/53124504.cms - News source.
Dominant Senior Employees, Shree Cement gives a lot of importance to these three categories
( P + L) Regular Customers, of stakeholders.
Major Investors +
Shareholders Employees: The interaction of Shree Cement with its
employees is continuous and intensive. They have periodic
training, workshops as well as employee grievance systems. It
calls its employees its biggest strength. Shree Cements profile
also speaks of the importance it gives its senior employees,
thereby granting them power as well as legitimacy in the
organisation.
Regular & High Return Customers: Shree Cement values its

customer immensely. Each customer is important, and shares a
legitimate relationship with the company. Also, customers yield
immense power as they at the end of the day decide the sales.
Apart from this, they also make or break the companys
reputation.
Shree Cement is inclined towards its customers and conducts

periodic surveys to improve customer satisfaction. They also
hold personal meetings with consumers, which most companies
dont do. The engagement and conversation is continuous. Their
customer grievance mechanism is also very responsive. Research
shows that Shree Cement gives its customers power as well as
legitimacy.
Major Investors and Shareholders: Financially, these two hold

the maximum importance. Without their power in terms or
influential and resources, and their legitimate connection with the

company, an organisation cannot succeed.
Shree has a very clear investor policy for which an entire

segment on its website has been devoted. It keeps its investors
and shareholders on its good side, making it evident that they
consider them to be very powerful and legitimate parts of the
company.
http://www.shreecement.in/pdf/chairman-speech-2014-15.pdf Employees Page 2, Second Last Para.

http://forbesindia.com/article/india-rich-list-2013/how-hm-bangur-turned-around-shree-
cement/36507/1 Employees, Paragraph 8, Last Line.
http://www.shreecement.in/pdf/board_approved_all_policies_new.pdf Employees Subheading 5,
Customers Subheading 4.
http://www.shreecement.in/brands.html - Customers, Sub Head 3
http://www.shreecement.in/pdf/chairman-speech-2014-15.pdf - Investors, Paragraph 8.
Dependent Example: Farmers This is an example of dependent stakeholders, and more like the
(L + U) from the MP land same in similar cases form this category.
case & the like.
Even though this is something which has not been publicised by
the Shree Cement group, there is a story behind it. There is a
piece of land which Shree cement was trying to acquire,
however, there was 1 acre of land which a set of farmers were
unwilling to give up.
They were being affected by the companys actions and draw

legitimacy from this connection, and have pressured the situation
to an extent that Shree Cement has had to wait for a very long
period to attain this land. They dont have too much power, and
are trying to reach out to the M.P. government for the same.
http://www.cemnet.com/News/story/137049/india-shree-cement-s-mp-plant-delayed-over-land-issue.html -
News Source
http://www.dnaindia.com/money/report-shree-cement-s-mp-plant-stuck-over-land-issue-1152380
News Source
Dangerous Supreme Even though CCI is a regulatory body, and does not have an
(P + U) Regulatory Bodies immediately legitimate relation with the company, it has enough
power to influence its doings and the urgency to make it check
Eg. CCI its wrongs.
CCI has checked Shree Cement with the power and urgency that
it yields, and has fined it. This fine was based on a legitimate
allegation, and Shree had to look into the matter. In this case,
this dangerous stakeholder had to be acknowledged unlike that of
the BrentSpar Greenpeace case.
http://www.thehindu.com/business/companies/cci-imposes-rs-397-cr-penalty-on-shree-
cement/article3703509.ece - News Source
Definitive Government In some cases, the government is a very important player in the
(P + L + U) game. In the cement industry in a country like India, keeping the
government which has immense power, legitimacy and urgency
in terms of land grants, sanctions, etc it does become a
definitive stakeholder.
It has to follow all mandates, and stay on the good side of this
definitive stakeholder.
http://www.shreecement.in/corporate-governance.html - Compliance Reports (Governance)

http://www.shreecement.in/green-initiative-in-corporate-governance.php - Following governmental
mandates properly.
Insights
Having researched in depth about Shree Cement, the kind of importance it gives to its
stakeholders has told us a lot about the kind of company it is.
1. Shree Cement has maintained a relatively clear image, and is sustainable in its core
beliefs.
2. It gives due degree of importance to all different stakeholders, may they be latent,
expectant or definitive.
3. It has not let its sustainability come in way of its financial success. It has maintained
the perfect balance between NGOs and Investors as discretionary and dominant
stakeholders.
Shree cement has managed to keep 90% of its stakeholders content, and this works in its
favour. http://www.shreecement.in/pdf/Corporate_Sustainability_Report_2014-15.pdf (Page
14 - Full Stakeholder Details)
Corporate Social Responsibility Initiatives
Corporate social responsibility (CSR) refers to business practices involving initiatives that
benefit society. A business's CSR can encompass a wide variety of tactics, from giving
away a portion of a company's proceeds to charity, to implementing "greener" business
operations.
Shree Cement Limited (SCL) has been practicing CSR in some form or the other, for the past
10 years, and its focus areas include:
Education Employability Healthcare Women Empowerment Rural infrastructure
Promotion of Art and Culture Environmental Sustainability
(Environmental sustainability is practised as part of the companies operational efforts, and

hence is not directly a separate element of their CSR initiatives)
Following herewith, is a record of all the CSR initiatives undertaken by Shree Cement
Limited, during 2004 - 2015. The initiatives are mentioned in a reverse order i.e. starting
2014-15, each year being explained comprehensively. In order to make the data more
comprehensive, a table/graphic has been provided with numerical details of the year. Also,
the same programs that have occurred every year have just been mentioned in the most recent
years.
I) 2014-2015
In compliance with the new CSR law

released under the Companies Act
2013, SCL decided to re-orient its
CSR strategy into a programmatic
mode of execution, in order to meet
the necessary regulatory requirements.
In the financial year 2014-2015, SCL
spent 1.96% of the net profits of the
previous three years, on its CSR
activities, which summed up to a
whopping INR 185 million.
Graphic 2014-2015
i) EDUCATION
The senior management at SCL has recognised Education as a pivotal area, to uplift the
lifestyle of the local communities in the vicinity. They spent approximately INR 11.9 million
on Education programmes, and were even awarded State Level Bhamashah Samman, by
the Government of Rajasthan, for their immense contribution to the education sector.
1. Shree Ki Pathshala This programme aims at providing education to out-of-school

girls to facilitate their education in mainstream schools.
2. Computer Literacy Programme Targets the rural youth, to enhance their
computer literacy. 4 centres have been set up to fulfil this objective.
3. Promotion of Pre-School Education Provided learning material to convert
Angandwadi into model centres, in the vicinity.
4. Adoption of Government Schools SCL adopted around 27 government schools in
total, and improved the infrastructure of the same, as an initiative to help the
Rajasthan Government.
ii) EMPLOYABILITY
SCL believes in the empowerment of its communities, by undertaking programmes which

enhance their self-reliance and provide them with skills, so that they can earn a livelihood. To
impart these trainings, SCL invested INR 33.1 million on its employability programmes.
1. Agriculture and Horticulture Conducted training sessions on farming, use of bio-

manure, water conservation, agriculture extension, etc, for the farmers.
2. Shree Sakthi Yojna Conducted training for rural women, on sewing, making bags,
in collaboration with two NGOs, so as to enhance the livelihood options for the
women.
3. Vocational Training Conducted vocational training for electrical rewiring and
repairing.
iii) HEALTHCARE SERVICES (Comprehensive Table provided in annexure)
1. School Health Awareness Programmes To promote personal hygiene and

cleanliness, health awareness programmes were conducted in schools.
2. Womens Health Programme Aimed at providing institutional delivery, post and
pre natal care, and 24x7 ambulance services.
3. Health Centre Adoption Project Adopted the Community Health Centre at
Masudra, Babra, Giri and Bhagatpura, under PPP, in collaboration with Rajasthan
government, so as to provide health facilities to the villagers.
4. Project Pronam Sponsored a project undertaken by an NGO called The Bengal,
to help the elderly in Kolkata.
5. Shree Saaf Vatavaran SwasthyaYojna Conducted awareness programme on
drudgery reduction through the distribution of smokeless stoves, to rural women, in
collaboration with Environ Fit Sansthan.
6. Shree Swatchta Programme Aimed at creating awareness regarding personal
hygiene, and encourage villagers to erect toilets, under the Swatch Bharat Mission.
Provides INR 5000, with the support of INR 9300 by the government, to those
families who wish to set up toilets at their homes.
7. Shree Swasthya Vahini Organised Community Health Camps, in Beawar and Ras,
in order to promote preventive health care.
Hence, in the year 2014 2015, maximum Area Of Focus

focus was on healthcare, followed education
and then employability. Health
Education
Employability
Source:
http://www.shreecement.in/pdf/Corporate_Sustainability_Report_2014-15.pdf
II) 2013-2014
During this reporting period, SCL spent 1.61% of their last three years average profits on
CSR activities. These initiatives took form after both formal and informal interactions with
the community members. They came up with some new initiatives in education and health,
and an entire new set of projects under women empowerment.
i) EDUCATION
1. Bala Janaagraha Project

2. ITI scholarship - The ITI scholarship program for students is an incentive scheme for
the promotion of technical education.
ii) HEALTH CARE
1. First Aid Training Program
iii) WOMEN EMPOWERMENT
1. Shree Sakthi Yojna Provides training to rural women, and awards them with
certificates for the same.
2. Girl Child Project Provides INR 5000 to the BPL family, at the time of the birth of
the girl child.
3. Girl Marriage Support Project Provides support to the girl, if she is married at the
age of 18, or above, and belongs to a BPL family.
In terms of expenditure and focus on new initiatives, SCL focussed most on women
empowerment, followed by education, and then health in the year 2013-14.
Health 2
H/ E/ WE
Education
Women E.
0 1 2 3 4 5
Source: http://www.shreecement.in/pdf/corporate-sustainability-report-2013-14.pd
III) 2012 2013
i) EDUCATION
1. Umang Program Aims at enhancing extra - curricular skills of the recipients of the
students enrolled with Shree Ki Pathshala.
ii) HEALTHCARE
1. AIDS awareness program Celebration of AIDS Day, a series of activities like

putting red ribbon on all the employees, awareness speeches, meetings & workshops
for drivers were conducted by Shree Rural Foundation Society.
2. Medical Camps: Various medical camps are organized to increase awareness about
health issues and to provide medical aid in rural areas.
iii) COMMUNITY INFRASTRUCTURE DEVELOPMENT
1. Green Plantation Drive - Supporting the 'Hariyala Rajasthan Program by Govt. of

Rajasthan, SCL motivated and mobilized nearby villages planting & maintaining the
trees. 225 trees were planted as a part of this activity.
The analysis of this years initiatives is based on how many people were affected directly or
indirectly via the same, thereby to use this
data to debate the success of the initiatives.
In relative terms (on a scale of 1 15), the

green plantation drive indirectly affected
Infrastructure all the people in the areas.
E/H/I
Education
Health programs were intensive, hence
Health
follow second.
Educationally, because it was the first year

of Umang, it took some time to catch up,
0 5 10 15 and initially lesser people were involved
thereby making it third.
SOURCE: http://www.shreecement.in/pdf/shree-cement-csr.pdf
IV) 2011 2012
SCLs Sustainability Performance Enhancement Target in financial year 2011- 2012 was to
initiate volunteering of employees in CSR activities. It also increased usage of scientific ways
in order to conduct effective activities.
i) HEALTHCARE
Health Care Centre: Equipped with modern medical facilities, a health management centre
has been established in Beawar to provide 24 x 7 health care services to the villagers from
surrounding villages. The medical treatment including medicines are provided free of cost to
the villagers.
Village Health Camps: Every location organizes periodic health camps for the nearby
community to provide medical treatment for common diseases prevalent in the villages. The
identified chronic patients are referred to the next level of hospital(s) for further check-up and
proper treatment. The medical team also provides counselling to the patients to spread the
awareness about preventive health care.
Immunization Camp: Pulse polio and typhoid vaccination program has been conducted at
sites for children of the surrounding villages.
Medical check-up and awareness camp: A number of medical check-up camps and training
program are organized, sometimes on generic issues and sometimes on typically identified
issues like immunization, post natal care, safe delivery, AIDS awareness, etc.
ii) EDUCATION; Summer Training Workshop: SCL supported a training workshop

Bhaskar ki Pathshala at Beawar, organized by Dainik Bhaskar Group. 14 short term
courses were conducted which benefited around 200 school children of various schools of
Beawar city.
Additional Assistance
Enhancing Quality Education through Employee Volunteerism: SCL has been successful
in initiating employee volunteerism with the objective of improving the quality of education
for secondary and higher secondary school students of government schools in the surrounding
villages. The volunteerism program covers classes on subjects like Mathematics, English,
Computer Education; along with providing career counselling and planning workshops to
motivate and guide students for taking up appropriate career choices.
iii) LIVELIHOOD
Agriculture Development: In the reporting period, SCL has organized programmes to

educate the farmers on the various scientific aspects of agriculture such as farmer educational
visits, arranging scientific inputs on agriculture to farmers etc. Farmer training-cum-
workshop on vegetable farming and vegetable farming kits were provided to 10 farmers from
villages near operations.
SOURCE: http://www.shreecement.in/pdf/CorporateSustainability%20Report%2011-12.pdf
V) 2010 2011
i) EDUCATION
School Intervention Programmes
During the interaction with Government schools near our operations, they conduct school
health programmes, career counselling sessions and personality development workshops
The following activities were implemented under this programme:
- School health program in six Government Schools

- Awareness sessions on personal hygiene and cleanliness
- Workshops With Students
- Promoting Sports Activities
- Celebrating Cultural Events
- Provision of Basic Amenities
ii) HEALTH
Mamta Project. Through this project, they were able to reach out and provide benefits to
pregnant women as well as infants. Vaccination programs for protecting children against
diseases like Hepatitis - B and Typhoid were also organized to benefit communities around
their operations.
iii) WOMEN EMPOWERMENT
Swadhar Project: for socio-economic development leading to improved quality of life for
communities around operations. Several project activities aimed at resource mobilisation
through catalytic approach, motivation of rural women to take up ownership of resources and
linking economically underprivileged groups to different income-generating activities.
SOURCE: http://www.shreecement.in/pdf/Shree%20CSR%202010-11.pdf
VI) 2009 2010
During this financial year, SCL did not take up any new initiatives, or change any of their
existing policies. The key areas of focus remained the same.
VII) 2008 2009
The main focus this year was on community development. SCL had identified 2 districts
namely Ajmer and Pali including 20 villages in close proximity for performing various with
the social mission of working for sustainable development of the village and the
improvement of the quality of life.
i) COMMUNITY DEVELOPMENT:
Polio Camp: Shree Ladies Club successfully organised a free polio camp with the help of
expert team of doctors of PNR Society for Relief and Rehabilitation of the Disabled from
Bhavnagar, Gujarat for the polio victims in which 170 patients got registered and 46 numbers
of operations were carried out for nearby villagers.
Campaign Against Tobacco: An anti-tobacco club has been formed to help the affected
person in giving up the addiction. Placards and boards have been displayed at all the
prominent places of plant and residential areas declaring No Smoking Zone. An exhibition
on the topic was also arranged in which photographs containing ill-effects of tobacco
consumption had been displayed. To increase awareness among villagers, Shree Cement
started NukadNataks focusing on health and social issues in nearby villages.
Income Generation: Shree Cement has established a free Sewing Centre where women and
girls are provided with sewing machines in nearby villages and thus, generated source of
income for them. This is the first such programme launched by Shree Cement.
ii)INFRASTRUCTURE:.
With their commitment towards community development they have got the Shree Rural
Foundation Society registered with the government.
Shree Cement has donated INR. 2.1 Million to Chief Minister's relief fund for Bihar flood
victims; INR. 1.5 Million to Chief Minister of Rajasthan for Chamunda Mata victims,
Jodhpur; INR. 0.1 Million to Pushkar Vikas Samiti for organising Shree Pushkar Pashu
Mela -2008. They also donated INR. 0.5 Million for renovation of Buda PushkarGhat at
Ajmer.
Source: http://www.shreecement.in/pdf/Shree%20CSR%2008-09.pdf
This table immediately analyses the expenditure on CSR for the three years. It can
evidently be seen that SCL has increased its spending every year.
A 3 YEAR
COMPARISON
VIII) 2007 2008
All other initiatives remained the same, however there was one interesting addition to the
SCL programs.
Spreading the Cultural Message Involved spreading the cultural message through various
means like contributing in the construction of temples / madrasas as well as organising
religious fairs in our communities. Another example of SCLs continued commitment is the
annual cultural fest organized on 26th February, where we invited Thai folk dancers this year.
This festival acts as a great cultural platform for employees as well as the people of the
nearby communities.
This was a very offbeat initiative, and not too many companies have delved into this realm.
X) 2004 2005
These being the initial few years of formalized CSR for SCL, the initiatives were basic and
very generic.
i) EDUCATION
Senior Secondary Education: They run a higher secondary school where education is
imparted to children of staff members and villagers. In 2004-05, an initiative was taken to
extend the school building which helped in improving the facilities for students.
ii) INFRASTRUCTURE
Water: The company has funded Masuda Panchayat Samity and other organizations in
village Masuda, Jetaran and Pali to facilitate delivery of water. Water huts were provided in
the plant vicinity for convenience of the travellers.
Cattle: Approximately 1200 cattle were fostered in Gau-shalas (Cattle pen) funded by Shree
at village Andheri Deori during the drought period, during this financial year. Khelies
(trough) were provided at various locations in nearby villages, to provide water to the cattle.
Relief: Also, In the year 2004-05, total INR 1.9 million was contributed for national causes to
help neighbouring rural areas.
SOURCE: http://www.shreecement.in/pdf/Shree%20CSR%2004-05.pdf,
*PLEASE NOTE: The CSR initiatives of the financial years 2005-2006, and 2006-2007 have
not been mentioned, as no concrete CSR initiatives were undertaken in the year 2006-2007.
Also - there is no disclosure of the Sustainability Report of the financial year 2005-2006.
PRESSS: SOURCE: http://www.shreecement.in/about.html
PRESS EVIDENCE
Analysis
Shree Cement took up several initiatives in the realm of Corporate Social Responsibility over the
years. Like each company, it had successes and obstacles. However, despite facing problems,
Shree has managed to make its mark in the CSR world by upping its game and working
consistently.
After thorough research of all the reports I have analyzed and compiled the successes, the
obstacles, and the aptness/relevance of SCLs CSR initiatives sector wise (The initiatives
which stood out). Figures to analyze this data have also been provided below. (These have been
drawn because we were not able to make exact representations on Word).
Overall the increasing expenditure as depicted by the table below is a clear indication of the
fact that SCL put in more money every following year into CSR and would have only been able
to do so had its initiatives been working out well.
Successes
Education: Education has been an area which Shree Cement has focused on the most.
They have spent over Rs. 11.9 million per year on an average and have touched more
than 8 million lives.
There have been certain winning initiatives. Shree Ki Paathshala facilitated girls
education in mainstream schools. SCLs adoption of 27 Government schools helped the
Rajasthan Government in the sector. Their collaboration with Dainik Bhaskar made a
mark and promoted senior secondary education. These initiatives were most successful
out of the lot, and their reach was the maximum in all the different sector.
Health: Health is another area which SCL has focused on consistently. This table
represents the exact consolidation of their different initiatives as well as their reach on an
average of one year. Multiplying this into 13 can give us an estimate as to how many
lives Shree has affected medically.
In the Healthcare Department, Shree Swatcchata Programme under the Swacch Bharat
Mission saw the best response as it was also related to the swachchta fervor which has
spread in India due to the current government.
Women Empowerment: Two of SCLs main project gives a clear indication of the
amount it spends, and the reach it has in terms of women empowerment. Under the girl
child scheme - it gives Rs. 5000 to 18 20 families every year per village of operation on
the birth of a girl child.
SCL also provides Rs. 25,000 to the same figures on a marriage after 18 years for a girl
child in order to avoid child marriages. Not only are they spending financially, they are
also understanding the social mindset and planning projects in accordance.
Infrastructure: A comprehensive table of the various projects undertaken under

infrastructure is as follows.
This tells us that SCL has used its own industrial capability well, and has operated
successfully in the domain of its own industry. It has contributed in terms of cement,
building and construction in villages, panchayats, road requirements etc thereby making
sure its CSR initiatives remain relevant to its own industry as well.
Vocational Training: SCL has not only equipped people skill training, they have also
bettered their existing knowledge. Eg. Helping farmers understand scientific ways of
cropping. They have helped entire villages with their innovation and technology.
Obstacles
Like every company, SCL did face problems (As have already been discussed in the situation
analysis). Having analyzed all its CSR activities, its main issue was slow pickups and problems
in kick-starting the initiative. May it be the Umang project or Shree Ki Pathshala unawareness
and a lack of interest formed its biggest barriers. However, it managed to tide over these
obstacles by remaining consistent and practical in its approach.
Awards: One can understand the degree of success and relevance of SCLs CSR initiatives just
by having a look at a record of the number of awards that it has won.
1. Corporate Governance and Sustainability Vision Award 2015 by the Indian

Chamber of Commerce.
2. International CSR Excellence Award 2015 by the Green Organization, London.
3. Bhamashah Award, 2015by the Government of Rajasthan for CSR practices.
4. Skoch Group Platinum Award for creating value for stakeholders by Skoch Group.
5. Best Environmental Sustainability Performance Award 2015 by World CSR Congress.
6. International Green Apple Awards for Environmental Best Practices2015 by the Green
Organization.
These are just some of the prestigious accolades that Shree Cement has won to its name, and they
tell us about the reach and effect of their CSR initiatives.
Aptness & Relevance
SCL has been apt and relevant in its CSR initiatives from 2 points of view. When it comes to
aptness and relevance, there are two ways of looking at it i.e. direct linkages and indirect
Linkages. SCL has operated in various sectors, and the extent of its involvement in each sector
has been depicted below. (On a relative scale on 1 10)
Direct Linkages: Apart from Infrastructure, no other projects that Shree Cement undertook were
directly related to its industry i.e. cement and building. In terms of the same, it has taken on
several building projects and relief fund projects for its discretionary stakeholders. This made its
initiatives relevant to the industry it was functioning in.
Indirect Linkages: Because SCLs industry realm is limited, it took on a lot of indirect projects
to help the community in more ways. It took to health, education, woman empowerment and
vocational training to improve lives of people living in and around their factories, their workers
and their families. By doing the same, it not only improved its own standing in the CSR market,
and earned goodwill and credibility amongst its workers, the villages it operate it and its
employees.
Education: They took up a wide prospect like education and extended support to girl
child by including them in mainstream education. Not just old school, but they have also
provided computer training to further improve the lives of people.
Health: Similarly, they took up healthcare facilities to train the employees to a minimum
of handling first-aid and provided regular check-ups not only for the employees but for
the community development projects that they had undertaken. They have gone above
and beyond just check ups, have involved themselves in treatment in a plethora of
different ailments.
Vocational Training: Similarly, for any rural area to develop, livelihood and
employment become crucial areas for progress. They have involved themselves not just
in training people via skill sets, but also via changing their mindsets about things such as
the ills of tobacco and education for girls. This makes it evident that they were not just
working on the surface but were delving deeper into social constructs.
Conclusion: Having researched so deeply about a company, we have understood its working, its
CSR initiatives along with its financial performance. SCL is a very credible company, with not
too many faults to its name. Even though we were not happy with the choice of our company
initially, it was a great experience learning more about a name we had not heard of before.
Work Allocation:
1. Background: Tushar Madan (1423)

2. Situation Analysis & News: Urvashi Razdan (1487)
3. CSR initiatives & Existing Graphics from Reports : Aishwarya Deshpande (1411)
4. Stakeholder Salience, Digital Graphics, Compilation: Saloni Mimani (1461)
5. Analysis & Drawn Figures: Anvi Dhadhich (1555)

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Corporate Social

Submitted To: Professor.

Aishwarya Deshpande (1411)

In order to understand the working of any

Shree follows a certain set of guiding principles which are:

Enforce good corporate governance practices.

Offices and Plants

Shree Cement is well dispersed geographically,

The Industry Shree Cement Operates In

India is the second largest producer of

Shree Cements Standing in the market

In the current market scenario Shree

The growth of Shree Cement in the

The company has three brands - Shree Ultra,

Sources Used for Background:

1. The New CSR Mandate

Stakeholders: The Stakeholders involved are:

a. Employees (Dominant): The Companys own CSR committees i.e. employees

c. Government (Definitive): The government would also be a stakeholder in the

2. Assessing Community Needs

Stakeholders: The stakeholders involved in this initiative are:

3. Healthcare Services (Health Centre Adoption)

Stakeholders: The stakeholders

a. Local People (To Be Health

Development: The journey was of

Stakeholders: The stakeholders involved in this issue were:

Stakeholders: The stakeholders involved in this scenario were:

6. Shree Ki Pathshala Girl Child Education

Key issues: Shree wanted to educate girls;

Stakeholders: The stakeholders involved

a. Parents (Discretionary): As they

7. The cooking system and use of chulha

Stakeholders: The stakeholders in this

a. Suppliers: As their deals with SCL

8. The Legal Land Battle in Maharashtra

1. Rs600 crore of investment in the project through internal accruals.

Sources used for Situation Analysis

http://www.shreecement.in/pdf/corporate-sustainability- report-2013- 14.pdf

Factors which Affect Salience

Three factors are considered in terms of determining salience.

An important point is that stakeholders can shift

Example: If a stakeholder who has power and

Category Company Justification

Environment: In their company policy, they state major

NGOs: Also, in their personal stakeholder analysis, they list

communicate with them as and when needs arise, and focus on

http://www.shreecement.in/policies.html - Environment (Sub Topic 3)

Demanding Bodies/Competitors The NCR chapter of the Confederation of Real Estate

An email questionnaire sent to Shree Cement did not elicit any

Regular & High Return Customers: Shree Cement values its

Shree Cement is inclined towards its customers and conducts

Major Investors and Shareholders: Financially, these two hold

influential and resources, and their legitimate connection with the

Shree has a very clear investor policy for which an entire

http://www.shreecement.in/pdf/chairman-speech-2014-15.pdf Employees Page 2, Second Last Para.

They were being affected by the companys actions and draw

http://www.shreecement.in/corporate-governance.html - Compliance Reports (Governance)

Education Employability Healthcare Women Empowerment Rural infrastructure

Promotion of Art and Culture Environmental Sustainability

(Environmental sustainability is practised as part of the companies operational efforts, and

In compliance with the new CSR law

1. Shree Ki Pathshala This programme aims at providing education to out-of-school

SCL believes in the empowerment of its communities, by undertaking programmes which