Coca-Cola India's Corporate Social Responsibility Strategy
| Case Code: BECG093 Case Length: 24 Pages Period: 2002-2008 Pub Date: 2009 Teaching Note: Available |
Price: Rs.500 Organization: Coca-Cola Company Industry: Consumer Packaged Goods, Beverages Countries: India Themes: Environmental Sustainability, Sustainability Management Structure, Sustainability Reporting, Supply Chain Issues |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Corporate Social Responsibility Initiatives in India Environmental Responsibility Initiatives
Environmental responsibility was a key aspect of Coca-Cola India's CSR initiatives. Since Coca-Cola India was involved in beverage production, its operations affected the environment in many ways such as through excessive levels of water consumption, wastewater discharge, high energy consumption, discharge of effluents, and greenhouse gas (GHG) emissions due to the use of refrigeration, vending machines, air conditioning equipment, etc...
The 5 Pillar Growth Strategy
In August 2007, Coca-Cola India launched a 5 pillar growth strategy to strengthen its relationship with India...
Criticisms
Though Coca-Cola India claimed that it had taken several such efforts, it continued to attract criticism from several quarters. The company was censured for depleting groundwater tables, leaving the local communities with no access to drinking water and water for farming which was their primary source of income...
Coca-Cola India's Response
Coca-Cola opened an exclusive website, www.cokefacts.org, which addressed the allegations related to India and other countries. In another official statement, Coca-Cola rebutted the charges against its bottling plant at Plachimada, Kerala.
The company said the plant was not responsible for the depletion of the underground water table. It quoted a study conducted in October 2002 by Dr. R.N. Athvale, emeritus scientist at the National Geophysical Research Institute (NGRI), which had concluded that there was no field evidence of overexploitation of the groundwater reserves in the area surrounding the plant...
Outlook
As of February 2008, Coca-Cola India had carried out its CSR activities across 45 bottling plants at an annual spend of Rs. 40 to 50 million on activities such as water conservation management, health, and education. By February 2008, the company had installed around 350 rainwater harvesting projects in several states of India...
Exhibits
Exhibit I: Criticisms against Coca-Cola India
Exhibit II: Coca-Cola's Global Water Conversation Goals
Exhibit III: Coca-Cola's Global Community Watershed Program
Exhibit IV: Coca-Cola India's 5 Pillar Growth Strategy
Exhibit V: A Photograph of Mass Demonstration against Coca-Cola at Mehdiganj on March 30, 2008
Exhibit VI: List of Awards and Recognition Received by Coca-Cola India
Exhibit VII: Print Ad of Coca-Cola India's 'Little Drops of Joy' Communication Campaign
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