Times Property - 29th Jan 2011

A RESPONSIVE ACT

As the real estate industry in the country matures, developers are beginning to recognise the importance of corporate social responsibility initiatives, says SUCHITA PATIL

DEVELOPERS ARE RECOGNISING THE NEED FOR CORPORATE SOCIAL RESPONSIBILITY INITIATIVES HEALTH CAMPS, EDUCATIONAL PROGRAMMES AND DONATIONS TO THE UNDERPRIVILEGED ARE AMONG THE CSR MEASURES THAT THEY ARE UNDERTAKING

Corporate social responsibility (CSR) is not a new concept. There have been initiatives taken by various segments of society to create a growth oriented environment by extending support to various social causes under CSR. While CSR not only creates a positive image for the organisation it also play a vital role in improving the quality of life of the employees and the community at large. 

With real estate being one of the major sectors with regards to employment, developers are realising that their commitment towards the society is wide-ranging and are therefore coming forward with various measures. These include by organising health camps, giving donations, forming trusts and giving a helping hand towards the needy. 

Pujit Aggarwal, CEO and MD, Orbit Corporation Ltd, says, “As a first step towards CSR we have the Orbit Socio Foundation, a charitable organisation promoted by the group wherein one per cent profits are donated towards the foundation. Our CSR activities largely focus on the betterment of the city which involves educating the underprivileged, answering to the medical needs of the old age. We donate 500kg of food grains, oil and rice to NGOs in the city every week.” 

Developers now seem to enter various fields to promote the social causes as a part of CSR initiatives. Under their new initiative ‘Vision Mumbai’ DB Realty has taken a step by associating with prominent theatre personality, Feroz Khan, who has directed the Indian adaptation of the 2000 Pulitzer award winning play by Donald Margulies ‘Dinner with Friends’. As a part of the series of charity performances across the country, the play Dinner with Friends was held on Saturday, 22nd January, 2011 at Tata Theatre NCPA.

Feroz Khan, who has won several international and national awards, says, “It is a privilege to be a part of such a terrific idea. Having led the growth story of the city and benefited from it, the participation of the real estate industry in nourishing the cultural landscape of Mumbai will help in making Mumbai a more sensitive and deeply caring place in which to live.”

  Vinod Goenka, MD, DB Realty said ,“We at DB Realty will use the platform of art to bring to the forefront social problems and issues which touch all of our lives. We are committed not only to building world-class homes but are also committed to support organisations engaged in helping those who are socially disadvantaged.

 “The ‘Vision Mumbai’ programme amongst other activities will extend support to NGOs dealing with issues related to shelter, education, health, environment, women’s empowerment and children. The breadth of this involvement will bring a smile to the people of this extraordinary city.”
   

 Along with society, concern for environment has also been a part of initiatives taken by the developers. “On an individual level we make sure that all our buildings are green compliant with systems like water harvesting, sewage treatment plants, solar panels, quadruple glazing to make the buildings more energy efficient along with landscape greenery to add to the aesthetic appeal of the area,” says Aggarwal.
   

CSR is an important part of any organisation. It not only has a wide reach but also far reaching effects.