n ancient times, it was not just noblemen who undertook great public works. Businessmen also set aside a portion of their profits from a successful venture to give back to the community. In Rajasthan during the 1500s, this took the form of building bawaris- step-wells to provide water for thirsty travelers on the dry, dusty plains. Of course they didn't call it CSR back then, but the spirit was the same. And then there's the CSR record of the Tata Group, whose former leader, J.R.D. Tata, took to heart Mohandas K. Gandhi's idea that businesses should act as trusts for the wealth of the people. American companies are adding their own chapter to this long history. In an example of bringing things full circle, Coca-Cola India worked with Rajasthan government bodies to restore some of those ancient CSR projects- two bawaris around the city of Jaipur-to their former glory. Once filled with waste and silt, the Sarai Bawari in a small village off the Delhi-Jaipur highway is now home to healthy schools of fish, and provides water for residents without plumbing systems. "It's beautiful underneath; it has so many stairs," says Mohanlal Saini, a villager who played a key role in the restoration. The water level is so high now that the elegant archways are largely hidden-a happy problem indeed. Today, American companies' CSR efforts are more comprehensive than ever- so that even an accountant's job responsibilities
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include finding ways to serve the environ- says Carmine D' Aloisio, minister counselor ment. The commitments go deep into the for commercial affairs at the U.S. Embassy business, past the posters of smiling children in New Delhi. in the hallways and into the cubicles, where a recording system sits open for employees Bevond philanthropv to read out textbooks for the blind. And Though it's a frequently heard term, deeper into the ground itself, with rainwater harvesting systems that reach the water table Villagers of Bawari Gaon carry water for below the summer-parched surface. American bathing from a step-well in Rajasthan. The businesses take corporate citizenship "very step-well was restored by Coca-Cola India, seriously and do much in the way of educa- the Jaipur Municipal Corporation and the tion, outreach and employee involvement," Rajasthan Ground Water Department.
Hirakud Reservoir, Orissa: AES, an American company operating in India's power generation sector, has helped to build water infrastructure for villages. AES manages the Orissa Power Generation Corporation plant, which funded and executed an entire project to pipe drinking water to six villages.
expertise to create rainwater harvesting systems in schools to ensure drinking water for the students. This was done in Gwalior, Indore, Bhopal and Jabalpur.
Mumbai, Maharashtra: Abbott, an American pharmaceutical company, partnered with Rotary International to run a series of Mega Wellness Camps. Doctors Pondicherry: As part of Project Jyoti, Microsoft part- and laboratory assistants provided free consultation nered with local NGOs to set up a Community and education to walk-in patients. Other camps were Technology Learning Centre and trained fishermen to held ,in New Delhi, Lucknow, Kanpur and Varanasi. use computers. These fishermen now check timely weather information and the locations of fish schools Shillong, Meghalaya: As part of its global CSR initiavia satellite connectivity provided by Microsoft. tive to help underprivileged children, Amway's local office sponsors education and free health check-ups Jabalpur, Madhya Pradesh: In a public-private partner- for children at the AW Thomas Girls' Home. ship with UN-HABITAT and local and state government Employees and distributors donate money out of bodies, Coca-Cola donated funding and technical their own paychecks, which is matched by Amway.