Coca-Cola India's Corporate Social Responsibility Strategy


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Case Details:

Case Code : BECG093
Case Length : 24 Pages
Period : 2002-2008
Pub Date : 2009
Teaching Note : Available
Organization : Coca-Cola Company
Industry : Consumer Packaged Goods/ Beverages
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Coca-Cola India undertakes a diverse range of activities for the benefit of the community across the country. As part of our CSR strategy, sustainable water management remains our top priority."1

- Deepak Kaul, Regional Vice-President, South, The Hindustan Coca-Cola Beverages Pvt. Ltd., in 2007.

"It is in India where the company's abuse of water resources have been challenged vociferously, and communities across India living around Coca-Cola's bottling plants have organized in large numbers to demand an end to the mismanagement of water…. In response to the growing Indian campaigns against Coca-Cola, the company has decided to promote rainwater harvesting — a traditional Indian practice — in and around its bottling plants in India. Touting rainwater harvesting initiatives is now central to Coca-Cola's public relations strategy in India."2

- Amit Srivastava, Coordinator of India Resource Center3, in 2007.

Introduction

On February 18, 2008, leading beverage company in India, The Hindustan Coca-Cola Beverages Pvt. Ltd (Coca-Cola India), was awarded the Golden Peacock award4 for Corporate Social Responsibility (CSR) for the several community initiatives it had taken and its efforts toward conservation of water. The award recognizes companies for their commitment toward business, their employees, local communities, and the society. Atul Singh (Singh), CEO, Coca-Cola India, said, "Coca-Cola India has always placed high value on good citizenship and has undertaken several initiatives for community development and inclusive growth.

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1] "Coca-Cola Reaffirms its Commitment to Water Stewardship and Community Development in India,"www.thecoca-colacompany.com, October 6, 2007.
2] Amit Srivastava, "Indian Campaign Forces Coca-Cola to Announce Ambitious Water Conservation Project,"www.indiaresource.org, July 30, 2007.
3] India Resource Center is an organization that keeps track of activities related to corporate globalization in India. As of 2008, Amit Srivastava is the director of IRC.
4] The Golden Peacock Awards were instituted by the Institute of Directors (a non-profit association of company directors) in 1991 to recognize corporate excellence in areas of quality, innovation, training, governance, environment management, and corporate social responsibility.


 

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