HARVEST TO HERITAGE:TRACING THE FOOTPRINTS OF CORPORATE SOCIAL RESPONSIBILITY TOWARDS RURAL DEVELOPMENT IN INDIA

Abstract

Purpose- In this competitive market, every company is running after profit. While running after profit , they should remember that like government , they are also equally responsible for the upliftment of the society. Since India lives in its villages, so their area of concern should be more focused on rural development. Thus, this paper is basically highlighting on rural development through CSR initiatives with respect to areas Livelihoods, Medical Facilities, Education Facilities, Infrastructure Development, Disaster Management, Environment Sustainability Programmes and Women Empowerment by some corporates and also evaluating the current status of CSR activities towards rural development and also suggesting the various ways to  promote rural development through CSR activities in this COVID-19 pandemic situation.

Approach- This study is a qualitative study which follows a descriptive research design comprising of 20 public and private companies. The findings are based on the various projects undertaken by the mentioned companies during the year 2018-2019 towards rural development.

 Findings-The findings of this research reveals that under this COVID-19 pandemic situation, the companies are lacking in disaster management initiatives like conducting adequate programs towards awareness of Covid-19 Pandemic among the rural people, providing adequate healthcare facilities in rural sector and also in  providing livelihood opportunities for migrant labours.