Chandigarh Industrial and Tourism Development Corporation Ltd: Integrating Corporate Social Responsibility with Sound Business Sense

            
 
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Please note:

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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Case Details:

Price:

Case Code : BECG075 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Corporate Social Responsibility, Public Sector Innovation
Case Length : 11 Pages
Period : 2006-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : Chandigarh Industrial and Tourism Development Corporation Ltd.
Industry : Public Sector, Tourism
Countries : India

Abstract:

This case is about a corporate social responsibility (CSR) initiative of Chandigarh Industrial and Tourism Development Corporation Ltd (CITCO), a public sector organization in India, to open India's first condom themed bar-cum-discotheque at the north Indian city of Chandigarh. Through this initiative CITCO wanted to promote awareness about HIV/AIDS, a growing pandemic in India. Through its very ambience, the Condom Bar promoted the message of safe sex. The bar also gave away free samples of condoms and also sold condoms to its customers. The cost of the food and the drinks had been kept very affordable as the bar was being run as a not-for-profit organization.

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The inflow of customers into the bar had increased markedly. It was also able to draw the attention of the world. CITCO's initiative has been appreciated by experts who felt that it deserved extra kudos as it had gone ahead with such an innovative idea despite being a semi-government organization.

But the initiative also drew criticism from some quarters as the critics believed that the bar was against Indian culture. However, CITCO's Condom Bar was cited as yet another example of how corporations around the world were engaging themselves in HIV/AIDS related CSR.

Issues:

Understand the corporate social responsibility initiatives of a public sector organization with regard to countering the HIV/AIDS problem in India

Discuss the issues and challenges faced by a public sector organization in formulating and implementing an innovative CSR initiative to spread awareness about HIV/AIDS

Contents:

  Page No.
Raising the Bar in HIV/AIDS Awareness? 1
Background Note 2
A Bold Initiative to Promote HIV/AIDS Awareness 3
The Ambience of the Bar 4
Early Signs of Success 5
Criticism and Citco's Response 6
Outlook 7
Exhibits 8

Keywords:

CITCO, Chandigarh, Corporate Social Responsibility, Public Sector, Tourism, Condom Bar, Branding , HIV/AIDS related CSR, Word-of-mouth advocacy, HIV/AIDS awareness, Safe sex, Red Ribbon, India, Theme restaurants

Raising the Bar in HIV/AIDS Awareness? - Next Page>>

 


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