An effective case of measuring impact of CSR

interventions which became a success for the business

Krutika kamble
Roll No. 03
M.Sc. Sd&EM
OBJECTIVES
1. To know the concept of CSR & the benefits of CSR.
2. To understand the innovative activities under CSR by Mahindra & Mahindra.
3. To measuring impact of CSR interventions
INTRODUCTION
Corporate social responsibility (CSR) also called corporate citizenship and corporate social
opportunity is a concept whereby organizations consider the interests of society by taking
responsibility for the impact of their activities on customers, suppliers, employees, shareholders,
communities and other stakeholders as well as the environment.

The World Business Council for Sustainable Development (WBCSD) defines CSR as, “The
continuous commitment by the business organization to behave ethically and contribute to the
economic development while improving the quality of life of the workforce and their families as
well as of the local community and society at large.”
COMPANY PROFILE
The Indian Multinational the US$ 7.1 billion Mahindra Group is among the top 10 industrial
houses in India.
Mahindra & Mahindra is the only Indian company among the top three tractor manufacturers
in the world.
It is today a full-range player with a presence in almost every segment of the automobile
industry, from two-wheelers to CVs, UVs, SUVs and sedan. Mahindra recently acquired a
majority stake in REVA Electric Car Co Ltd. (Now called Mahindra REVA), strengthening its
position in the Electric Vehicles domain.
CSR ACTIVITIES OF MAHINDRA & MAHINDRA:
K. C. Mahindra Education Trust
Mahindra Academy
Disaster Relief
The Group has Transformed 3 municipal Gardens
Reducing CO2 Emissions(The project Bijli)
Nanhi Kali
 Hariyali
Mahindra Pride Schools
VILLAGE DEVELOPMENT
Tech Mahindra Foundation Impact Areas
The Tech Mahindra Foundation seeks to bring about the sustainable impact and social
transformation in the quality of the lives of underprivileged youth through its key focus areas -
Education, Employability, Disability and Corporate Volunteering.
The Foundation is running more than 150+ projects at 11 different locations in India reaching
out to as many as 36,723 direct beneficiaries.
With these, the Foundation has established itself as one of the leading CSRs in the country.
Impact: Promoting Education
ARISE is a key programme of the Foundation’s education vertical with a focus on enhancing the
learning experience of children studying at Government schools.
Shikshaantar is another education initiative which focuses on transforming the capacity of
Government school teachers, principals and inspectors.
Engaged in numerous initiatives like Content and Pedagogy Workshops, Lecture Series, the
Program is designed to enable School Teachers, Children and their Parents realize their
potential.
Initiatives in education positively impacted approx. 40+ schools with 13,262 students and 2,493
teacher beneficiaries under the Shikshaantar project in 2018-19.
Impact: Enhancing Employability and Economic
Empowerment
SMART (Skills for Market Training) is Tech Mahindra Foundation’s flagship employability
programme that creates exciting possibilities for the youth, wherein they metamorphose into
'job-ready' skilled professionals.
In addition to their pragmatic high-quality domain knowledge, students or trainees are also
given training in English, soft skills and IT.
Impact: Imparting Technical Education
Its vision is to create engineers, both men and women, to be entrepreneurial and innovative as
well as technically trained, to transform engineering education in India so that they are capable
of meeting the greatest global challenges of their era.
In 2019, Mahindra École Centrale had employers from all sectors of the technology industry
offering 150+ positions with an average salary of Rs. 7 Lakh per annum for the students.
SMART programme Established in 2007
India is facing a two-pronged challenge of unemployment and un-employability, implying the
scarcity of jobs as well as the lack of manpower with appropriate skill sets.
The SMART (Skills-for-Market Training) programme was conceptualised and designed to address
the need for employability skills among underprivileged youth. The programme, started with its
first center in September 2012 and scaled up to 65 centers by March 2015 .
 SMART PROGRAMME MODEL
SMART Model Target Group Courses / Trades Covered
SMART  Youth over 18 years of age Foundation course: Spoken English, Workplace
 Urban-socio-economically readiness and Basic IT and computer.
disadvantaged individuals Specialized courses: Customer Relationships and
 Able to read and comprehend simple Sales, Hospitality, ITES/ BPO, Nurse Aides, Office
English Administration, Pharmacy Assistant, Quick Service
 Job seeker Restaurants, Tally

SMART+ Young women and men with visual and Specialized courses: Hospitality, ITES/ BPO,
physical disabilities - people with Customer Relationships and Sales, Multimedia, Tally
 hearing/speech impairment
 visual-impairment
 locomotive disabilities
SMART T  Youth over 18 years of age Specialized courses: CNC machine operator –
 Urban-socio-economically Milling and Turning, Automobile Mechanics, AC
disadvantaged individuals and refrigeration Technicians, Electrical Maintenance
 Job seeker and Technicians, Basic and Advanced welders, Fitter
Maintenance Technicians
Objective of the Assignment
Assess the programme design and implementation model
Assess programme management processes and organisation capacity
Measure impact of the programme on students
 Provide inputs to further strengthen the programme and enhance the impact
 The performance of SMART programme on IRECS
parameters
Inclusiveness: The programme charges zero fee for trainings, which ensures that every youth, from
economically marginalized communities serviced by the SMART centers, can access training.
Relevance: There is a clear linkage between skills training provided at the SMART centre and jobs
available in the local market. The SMART centers are able to place an average of 72.19 percent of
students after completing the training
Expectations: The SMART programme has largely met the expectations of the students by ensuring
that students get desired job after the training. Students reported increase in self-confidence,
aspirations and respect from the community.
Convergence: The SMART programme leverage the skills and experience of the implementation
partners. It has tie-ups with experienced knowledge partners and corporates who are supporting the
programme with technical support or infrastructure.
Service Delivery: The SMART programme is being implemented across ten cities through registered
non-profit implementation partners.
Analysis framework
The performance of SMART programme was assessed using the IRECS framework and the impact of the
programme was measured using the SROI methodology.
Overview of areas assessed under each of these five parameters is provided below:
Inclusiveness: Assesses the extent to which communities equitably access the benefits of assets created and
services delivered. It also assesses the role of different stakeholders in the design and implementation of the
project.
Relevance: Assesses if the project is geared to respond to the felt needs of the communities.
Expectations: Examines the extent to which the process of project implementation meets the expectations
of the communities.
Convergence: Judges the degree of convergence with government/other partners; the degree of stakeholder
buy-in achieved; and the linkages with concurrent government programmes in the field.
Service Delivery: Assessing the state of operations of the programme outputs in terms of delivering the
intended services to the beneficiaries.
Impact assessment using Social Return on
Investment (SROI)
(SROI) is “a method, an analytic tool and an accepted form of stakeholder cantered evaluation.”
Principles used to assess SROI Assessment of SROI was based on following seven principles:
Involve stakeholders
Understand what changes
Value the things that matter
Only include what is material
Do not over-claim
Be transparent Verify the result
CONCLUSION
.In Conclusion, we can say that Social responsibility can go hand in hand with great business
profits and therefore, can generate win-win situations.
References
www.mahindra.com
techmahindrafoundation.org