Respondent 1 (R1): V. Satish, Exp.

9 years, Finance & Accounting, Head Regulatory Affairs

Respondent 2 (R2): Apporva Shukla, Exp. 6 years, Mining, Sr. Manager Regulatory Affairs

Respondent 3 (R3): Ankan Mitra, Exp. 18 years, Mining, Head Regulatory Affairs

Respondent 4 (R4): Sachindra Kumar Sinha, Exp. 16 years, Mining, Resident Executive Regulatory Affairs

Respondent 5 (R5): Aparajita Agarwal, Exp. 3 years, Finance & Accounting, Manager Regulatory Affairs

Respondent 6 (R6): Shruti Agarwal, Exp. 6 years, Finance & Accounting, Sr. Manager Regulatory Affairs

Respondent 7 (R7): Manish Mishra, Exp. 26 years, Chief Regulatory Affairs

Moderator: What the first thing comes to your mind when hear the word CSR?

R3: CSR means giving back to the society, a corporate identity exist in the society work with the member
of the society so responsibility of giving it back to the society. Social License to operate: The acceptance
of people that the business should exist here and continue to operate. Extending stakeholder base
touching more and more life. With new companies act it’s also a regulatory compliance.

R1: Creating Happiness around you. Giving it back to the society from which you have taken a lot
especially company in the field of mining and metals.

R4: Taking Care of people around you. An investment to create goodwill. Creating Acceptance. Trying to
create some equality. Social Up-liftment: the places where we operate people don’t have basic
amenities, bringing people to a level at least the basic facilities are provided.

R5: From business point of view corporate brand. Sustainability is one of the key issues of CSR. Fulfilling
the basic needs: May be CSR in the case of education. It’s there in the value system of Tata.

R2: Making their life better, Maintaining Harmony. Empowering them. Creating a good image. Part of
business

R6: Social Up-liftment making a difference, our profit has a purpose not only making money

R7: Enabling people to realize their potential. At some stage you want to partner with community. Inter-
generational equity what you do for the future generation to come, CSR plays that role. From Tata group
perspective if we look back it’s also part of nation building. This done beyond business, educational
institution, hospital & infrastructure which would have come later if governments would have done. So
business through CSR helps contributes to the nation building.

M: What is not CSR?

R7: Taking care of your employees is not CSR. Charity is not CSR, just by giving money and thinking we
have done our duty. If CSR is not for community is not of the it’s not csr. Something you do for further of
business camouflaging it with csr

R1: Milking money, Profiteering, if the CSR doesn’t have sustainability quotient
R6: Money mindedness, Damaging your surroundings (physiacally/other) without cring about
environment. If you havenot made any diff to someone life then its not csr

R3: Not caring about environment.

R4: Just accounting practice for regulatory requirement

M: Activities under CSR

R1: Education, promotion of sports (setting up academy), water

R2: seeds for agriculture, infrastructure, transportation

R3: Education, Health, skilling, employment, self employment, hygiene

R4: Health program, availability of water, culture, cleanliness

R5: Training program, green practices, sustainability measure that the company takes, uplifting tribals,
innovation, safety

R6: empowering of women in rural areas

R7: employability, go to the remote areas the tribal culture gets vanish so you try to preserve that,
children, awareness

Infrastructure: Black top roads in vilalge, Pakka houses, electrictity, community center, primarily health,
school, water, infrastructure

Health: Organizing health camps, blood donation, health centre, nutrition (food fortofocation),
distribution of nets,

Self-employement: promoting self help group may b after the skiling part form a small cooperative,
selling of arts and crafts, earning money, fishery, facilitation of loan

Green: to make them understand that the some activities of theirs affecting them and environment and
a safer way to pursue such things (like use of chulha, instead a bio gas), desalination of ponds,
afforestation, taking care of bio-diversity, both direct and indirect (some direct and some through
awareness program)

Sports: sports is one big area where companies are doing great things specaillly in the area of jharkahnd
and Orissa they got lot of skills like hockey football, archiery, to tap these talent and nuture them, 4
academy of sports, deepika kumara an example, bachendari pal is heading mounterring

Women: mansi for wowen health, women entrepenuship program, self help group, literacy, make some
money out of it, education on hygiene, how to bring up children

Water: Irrigation, drinking water, lift irrigation, underground water during mining water is pumped out
we provide 100% iirigation pumps, vhannelise, portable water

Culture: sukada silk (nurturing them), underculture want to reconnect them with what they stand for,
and provide them platform, languages (ho) revival,
Innovation: dharma turtle moves towards moon but developed a lighting system so they move towards
safe area, r&d fortification powder for nutrition at cheaper rate to reduce malnutrition include in mid
day meals, collaborate with government, promote fortification

Hygiene: health, women

Safety: organize road shows how to ride vehicles, connected to employee basis, try to educate people,
involve community through nukkad nataks

Childern: health of children, polio drop, vaccination, cards for health checkuop, partner with
government (mid day meals), cleft free jharkand, eradicsation of leprosy, mobile medicine,
rehabilitation, special shoes catering to 6 states. Collaboarrtaion with US, bridge schools (drop out don’t
go out so 11 months residencial program), young astronaut talent (in 11 year)

Transport: bus facility, ambulance

Awareness: MRA (moral rearmament camp) connected to tribal youth bring them back to drug edicts to
nomal society. Taken to camp counselling, every year 4-5 bachtes, similar scheme for truck drivers for
aids awareness, green school awareness on environment protection, awareness with women hygiene
and their rights about getting beaten.

M: Clustering of activities

Education, health, sustainable livelihood, sports, one more

R2: Hygine n sports

No food to it but talking about transport

Innovation is for luxury

M: Middle?

R6: women empowerment as teaching them would teach the whole family,

R7: As it has a long lasting impact

M: Looking at this (Chart) anything to mention?

R5: we need to prioritize longterm, short term and middle term practices and that’s how CSR money
should be allocated

R7: The we have responded talks about the maslows theory

M: What comes to your mind when you hear the word brand?

Reputation, perception, goodwill, identity, image, value, trust,

M: What is a brand personally?

R5: Whatever the company projects.

R1: Brand is a promise

R4: What one things company is about…

R7: It’s a reflection of value which company stands for

M: What is the corporate brand?

R6: Same thing with corporate in the beginning, companies reputation

R3: perception of company, iirespective of product. overarching perception of company

R7: the responses were related to corporate brand

M: Assuming that the above mentioned are the brand than what is corporate brand?

Quality, formal mechanism, anything can be brand, brand is product, customer segment the brand
belongs to, some ppl are brnad fedrer, modi etc

M: Role of corporate brand?

R1: It unites people, products also comapnies if you look at corporate brand it could be probably a
holding company brnad like Tata

M: as an individual what it is for you.

Feeling proud, self respect: like we are employee of tat group we feel pride (incident: sbi one day for ppf
account dint had the document but manger open my account without document, he open the account
as I ma from tata he said u r from tata thay y)

Train identity proof

Passport id in bhubhaneswar

Airport it works

As good as govermnet

Like a person has a personality, Corporate brand has a personality, when you think of tata you think
trust Assurance, values

May be

The association that’s get form with the image

Drawings:,,,

R7: the moment you said.. I realte the group outside this group, mother teressa for reasons that though
she doesn’t have that power but soft power loks feeble but respect across

Caring giving,

Mother treating child equality

Sata claus:Giving bounties fro nation building,

Bhisma piatah: old, when to live when to die, standing for values, accepatbel across, war ready,
commanded resepct from friends and foes

Elderly people, warm n caring, they are globel citizen experience knoeldgable, trustweth, warm

Fomally dressed , modest, electric vehicle

Values for person

Eauliaty, comapsssion, trust, caring for common good

Not tolerateor

Non ethical behavior, against law,

M: activities pushing the image the most?

Nurturing: employability, skiling, women, health intiatives, sports

Caring nature : health

Whatever we do lifelong feeding you to take up challenge

Caring and compass

What activities pushing the value most

Equility: education and skilling

Compassion: health, trival issues, children

Common good: infrastructure

Giver: everything, but self employement, water, infra,

Not push :Green practices (common good long term vision), transport (accessibility)

M: As you know that the brand is associated with certain choices how does it affects your choices in
daily life as an individual. How does employer brand engagement matters to you

R3: Motivation level (education, self-employment, employability, health)

R5: Employee also feel nurtured and care for as they are for others (health n education, skilling for
uplifting, MRA (rehab, drugs wala),

R4: Respect you get (sports as it goes beyond, green practices long term effect, women, health n
education, children as they are the future, tribal culture because it make alive the dead art)

R7: gives sense of purpose (sports, bridge school, children, effort putting in infrastructure you can see
the solid building)

R1: It gives you satisfaction as you are making a difference.

R6: extending the life cycle of a person, it doesnot depends on person, if you are giving back to society it
has more acceptance and allow you to operate for long time (education, self-employememnt, skilling,
answer sustianbaility aspect)

R2: the efficiency increases (health, innovation – because something is good for company helping
company and society both direct impact on company process alsso)

R3: sense of purpose (women empowerment, sports, green practices, tribal, individual acheivment of
people who has done well, premlalta, deepika) when outcome bring achiebemnets

M: most proud of which activity

Sports: Individulas are motivation for everyone for else (premalalta), example for daughter, deepika,
TFA (captain of football team), one of the student went on to scale mount Everest, company sponser
and sport, bend of mind people are respect, we provided the opportunity. Going out of the way with no
stake, read the history of institution IIsc, bahbha atomic, the vision make proud, when nobody was
doing

Tribal culture:

Skilling

Education: not only building school getting education not only on paper reach a level given support
mentoring help, scholarship, parents are informed about the importance.

Health n education are prioprity.

M: CSr and it’s role in employees disscision to connect? Does it make to checklist

R3: Yes it is there in the though consciously or unconsously it’s in the mind that if it can do this much for
the society how much can it do for the employees.

R4: Not directly csr but the brand that is created due to csr

R1: May be may not be because of the CSR. For me I don’t think there is the link

R2: for me also don’t find a link. Mstly it depends on the level one is joining if someone is joining at entry
level he may not look at CSR initiatives but may be higher level or mid management level

M: why low for score?

R2: Most employees are at low level and they may not be very likely to understand the importance of
CSR or value them.

R1: Cerstain aspect of brand image is important, trust, transparency such things but I don’t think CSR as
a stand alone matters to me as such as value system like other.

M: So you think these can from non csr activities?

Yesh it can

R3: A company is doing world of good to society my perception is that it will certainly do good for me.
M: Activities which generates most in the 9/10 value?

R3: education

R4: good for ppl around us so we feel in connect. Education because it helps ppl to grow example pf two
generation where primary education not possible, there children are having great education, sustainable
future, transforming life

R5: It should be looked holistically, women in the rural areas, tribals, looks at their health education.
Health n education. Because of the country we are living in. health n education can bring ppl equal

R6: one ground I can see the difference at bridge school

Personal experience

R2: mines 3 acre lands to vegetable producing, self help group of women helps. They got huge benefit
monetary. She started crying and saying how it helped her

R4: Jharia district school, one student poor got free education . he cracked iit , went to us and now take
cares of 5000 studenst in India

M: Endorse the company as a place to work because of the CSR?

R: not only because of CSR

M: considering all being equal, have ever said that this a caring company so work here

R1: Yes not csr but corporate brand, caring yes.

R2: CSR is given for us

M: CSr is given of but don’t think actively

R: we do think about csr, but we don’t it to be usp.

R6: it is

M: is csr part of discuaiion in company or takes a back seat

R6: tata engage, which happens twice a years, post picture what you have done. Your contribution to
the world. Volunteerism

These are vouluntry, they are csr but doesnot count as 2% of csr, from our pocket

Spend time with college or place as a professional. Not csr

M: negative of csr

R6: give money as of csr, people consider as extortion

R2: handling power stakeholder

R1: increased level of expectation

R5: CSR gets all the attention, not the innovation and all
M: comparison with previous concern

R3: its almost same

R4: huge difference with e& y, u feel work is done on the ground

M: social individual, your recommendation for the enhance the csr activities in a better way

R2: the csr activities should be linked in training period so that ppl understand the values

R3: align with government to increase the reach and work in joint venture like. Mid day meal etc

R6: existing govrt schools are adopted, decorated school to bring attraction

R5: there should be measurement criteria t measure the impact. Not just putting resourece n money but
some tangible to see the difference

R6: ppl have stopped valueing it.

M: why tata

R5: I feel cared for at organization that was not the reason to join but reason to stay

M: moving form tata. Percentage of monetary value, quantify as percentage

More than 50% and 100%, CSR reflects the basic nature of the company, inside the office the culture id
visible. If someone joins. It’s the undercurrent of orgnisation. Has it come from csr culture. CSr starts
with india then it became laws. With in organization. The value started within.