Abstract

HP's i-community project at Kuppam in AP, was one of the company's e-inclusion initiatives. These initiatives were taken up in order to bridge the digital divide by providing access to information and communication technology (ICT) to an increasing number of people across the globe. The Kuppam i-community project aimed to make Kuppam a self-sustaining economy through the creation of appropriate technology innovations for the local community. HP tried to carry what it learnt in Kuppam to other parts of India and outside India. The case details the planning that HP undertook to execute the project. The case also indicates the role of partnerships in the success of the Kuppam i-community project. The case ends with an assessment of how HP was able to generate stakeholder value through its engagement at Kuppam.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Linking corporate social responsibility
• activities with new market development
• Role played by NGOs and partners in increasing the effectiveness of CSR activities
• Creating CSR initiatives based on understanding the needs of the target population, rather than offering an initiative based on what a company can offer.

Keywords

Hewlett Packard (HP), Kuppam HP i-community, Village Photographer Scheme, e-inclusion, Corporate Social Responsibility, Social Investment, Information and communication technology (ICT), Philanthropy, Sustainability, Cuddalore, Self Help Groups, Systems Thinking, Multi-User 441 Desktop Solution, Andhra Pradesh, India and Market development