Corporate social responsibility in Indian sugar industry: managers' reflections

Based upon data collected through semi-structured interviews of the top managers in Indian sugar manufacturing firms, we explore how they understand the concept of corporate social responsibility (CSR) and its implications for improving the level of motivation and commitment of stakeholders and the firm's reputation which consequently influences the performance of the firm. The study indicates that the concept of CSR is perceived by the managers in their own way highlighting the divergence about the understanding and meaning of CSR in emerging economies. However, it was agreed by all the respondents that CSR initiatives create an immense influence on winning over the trust and confidence of concerned stakeholders thereby improving the business sustainability and performance of sugar manufacturing units. The findings of the study seem to be consistent with the stakeholder theory in order to understand and explain the firms' responsibilities toward their stakeholders.