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Brillio Technologies and ‘Bringing Smiles’

Achuta Ratna Paluri and Vandana Sonwaney

Asian Journal of Management Cases, 2022, vol. 19, issue 1, 20-38

Abstract: Firms are under constant pressure to minimize negative externalities and increase positive externalities. These pressures are translating into the corporate social responsibility (CSR) activities by firms. CSR is emerging as a widespread business activity, and firms are undertaking CSR voluntarily. This case provides a brief discussion of the scenario of CSR in India. It goes on to discuss the educational activities undertaken by firms under their CSR programmes. Brillio Technologies is one such company that has adopted CSR voluntarily, from the very first year of operations, in 2015. CSR actions of Brillio go beyond the legal requirements as it achieved remarkable results in community engagement and employee engagement. CSR activities of companies are internal to the organization, such as reducing and recycling waste, or external to the organization, such as reducing its carbon footprint. While Brillio undertook numerous internal activities, its focus was on external activities through its flagship programme ‘Bringing Smiles’. The programme successfully reached 100,000 underserved students through STEM education by 2020—the company partnered with NGOs and schools to achieve its social goals. Participants need to evaluate the existing programme and strategize for achieving the goals. They are posed with three choices: (a) increase employee volunteering hours, (b) partner with more NGOs and (c) recommend a foundation for taking up CSR activities. These strategies could be a huge drain on the resources, hence there is need for a cost-benefit analysis of the alternatives.

Keywords: CSR; employee engagement in CSR; India; CSR in education; NGO (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:19:y:2022:i:1:p:20-38

DOI: 10.1177/0972820121994961

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