TISS Manthan’19 ConsulTISS Case

Mr. Parth Verma is a manager overseeing CSR activities for BPCL in the greater Mumbai area.
He operates out of the fort office of BPCL. BPCL allocates considerable resources for CSR
activities and these activities draw in a lot of effort from those who participate. Mr. Parth Verma
wants to know the effectiveness of these CSR activities. Since CSR activities need to be
impactful towards its target communities, he also desires a system of measurement of this
impact.

An accident that happened in 2018 at the BPCL refinery in Chembur, has raised safety concerns
in the minds of those who live nearby. Mr. Parth would also like to know the impact of this
incident on BPCL’s image in people’s mind and how would this affect the CSR activities going
on in this area.

In the following headings, you would find information that would set the context for the case
study.

Company Profile

Bharat Petroleum Corporation Limited is a leading organization committed to society through its
Corporate Social Responsibility initiatives across the country. Being a leading organization, they
recognize their responsibility towards the community and have been working conscientiously for
the betterment of weaker sections of society for years. It is their constant endeavor to maximize
the positive impacts of their activities and ensuring that it reaches to all their stakeholders.

CSR Vision

"Be a Model Corporate Entity with Social Responsibility committed to Energizing Lives through
Sustainable Development".
CSR Mission

BPCL has created a ‘positive impact’ around all the communities where they operate. Their
CSR mission is
a) To transform around 150 villages from ‘water scarce to water positive’.
b) To create an impact towards enablement of education of more than 10 lakh children.

BPCL Locations pertaining to this case

The BPCL Mumbai refinery is located in the heart of Mumbai city.

It is surrounded by villages like Mahul, Amberpada, Gavanpada. These are mostly fishing
villages on the eastern seafront. Mahul is also the location of MMRDA buildings built for slum
rehabilitation. Residents have been protesting against the unlivable conditions in these buildings
and their proximity to the BPCL refinery.

Being a responsible corporate citizen BPCL undertakes the following CSR Activities in
adjoining villages:

o Community development projects in neighboring villages like Ambapada,

supporting of painting, repair and procurement of necessary items at Balwadi
premises, maintenance of community center and building a library at Mahul.
o Initiatives in education like ‘Utkarsh’ vocational training of underprivileged
students from 25 schools of Chembur, running of education project for destitute
and orphan children at Bal Kalyan Nagari in Mankhurd, seven-night schools
around the refinery, Project Amchi-E-Shala which supports Supplementary
Education Centers and BPC Kohinoor which is a scholarship Project for Chembur
School Students.
o Health initiatives like running of homeopathy clinic in Mahul, Sanitary Napkin
Unit at Mahul & Ambapada, Sanitation unit at Chembur and Mahul, support for
Medical Ambulance for residents of Mahul, Allopathy Clinic for local residents at
Mahul Area, Health Camps for School Children in the 3 schools around
MR/Chembur, Project Swasthya which envisages cancer screening camps for the
community around and 6 Eye Camps in the community around Mumbai Refinery
o CSR Team of BPCL engages with the local villagers and holds meetings.
Sponsors events etc.
Case Study Objectives:

You need to put yourself in the shoes of Mr. Parth Verma and find answers to the following:

1) Do people of the adjoining villages consider BPCL to be an exceptional Corporate

Citizen? What is people's perception about BPCL and has it changed after the accident in
2018?

2) How do people of these villages see the CSR activities of other industries operating in
the same location in comparison to BPCL?

3) What are the tools that you would employ to measure the impact and the effectiveness of
the CSR activities?

4) What are the other initiatives that can be undertaken to create a strong bond with the
people and a positive brand image?