Management of CSR activities of
V-Guard Industries Ltd.
Submitted by
Aiswarya Martin
BBA-MBA 2017
20172152
THE REPORT IS FOR ACADAMIC PURPOSES, IT IS MADE FOR THE REQUIREMENT OF
BBA-MBA COURSE. THE REORT CAN ONLY BE USED AS AN EVIDENCE OF SUMMER
INTERNSHIP.
ACKNOWLEDGEMENT
Firstly, I would like to thank “The Almighty” for giving me the support and
strength to complete this project. A hearty thanks to Mr. Saneesh. K of CSR
department of V- Guard for being a wonderful mentor and a constant motivator
for encouraging me to achieve more and set new standards. I also take this
opportunity to thank Ms. Namitha in HR for accommodating me in V- Guard
and extending a warm welcome. The love and warmth extended to me from
everyone in the administrative department was immense and a heart touching
experience to cherish in future. The part played by my university O.P Jindal
Global university to make my internship experience a wonderful one is very
appreciable. I also want to thank my academic mentor Mr. Chitresh kumar for
helping me throughout the journey. His guidance was very useful in completing
the project. It was truly an honour to work for an esteemed organisation like VGuard and be a small part of it.
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DECLARATION
I Aiswarya Martin hereby declare that the report of summer internship project
titled “Management of CSR activities of V-Guard Industries Ltd” is submitted to
O.P Jindal Global University as part of BBA- MBA Course. It is an original
work and has not been submitted to any other university or institution for any
award. This is solely for the requirement of my course and can only be used for
academic purposes and not anything else.
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PREFACE
This summer internship was very rewarding. I got the opportunity to interact
with a lot of people and have a hands-on experience of how a corporate life is.
The internship was an eye opener as it helped me to see the reality with more
clarity. The experience was an enriching one as there was a right amalgamation
of theory and practical knowledge. The experience has increased my eagerness
to grasp more knowledge and apply it in real life scenarios.
I was able to be part of three projects during my internship and hence, the report
is divided into mainly three parts, Chapter 1, chapter 2 and chapter 3. The
individual chapters are a small account of the projects that I was involved in.
Each chapter takes one through the project outline, salient contributions and key
learnings. The last chapter is a bit long as it contains the impact assessment
study conducted by me in the organisation on one of V- Guard’s CSR projects.
The report also contains glimpses of work that has been done in each project in
between the chapters. A detailed attachment of all the evidences can be found
towards the end of the project.
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Table of Contents
COMPANY OVERVIEW ..................................................................... 7
CHAPTER 1: CSR REPORTING AND DOCUMENTATION ....................... 8
SALIENT CONTRIBUTIONS ....................................................................... 9
KEY LEARNINGS .................................................................................. 10
CHAPTER 2: DESIGNING A PROJECT FOR V-GUARD ......................... 11
..................................................................... 12
KEY LEARNINGS ................................................................................... 13
SALIENT CONTRIBUTIONS
CHAPTER 3: IMPACT ASSESSMENT OF TARANG ............................. 14
..................................................................... 15
KEY LEARNINGS ................................................................................... 16
RESEARCH METHODOLOGY ................................................................... 17
DATA ANALYSIS AND INTERPRETATIONS .................................................... 18
FINDINGS AND SUGGESTIONS ................................................................. 24
SALIENT CONTRIBUTIONS
APPENDIX 1 .................................................................................. 25
APPENDIX 2 ................................................................................. 26
REFERENCES ................................................................................ 28
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COMPANY OVERVIEW
V- Guard Industries is a well-known brand in the stabilizer industry since time immemorial.
The company was founded in the year 1977 by Mr. Kochouseph Chittilappilly in the state of
Kerala. They started as a small stabilizer manufacturing unit and grew into an empire of
manufacturers of electric and electrical goods. V- Guard has 15 product categories ranging
from water heaters to fans. The company had a turnover of 23.21 billion in FY 2017-2018.
Mithun. K. Chittilappilly is the managing director of V- Guard Industries LTD. V- Guard has
its presence all over India. They have 30 branches, 6 factories and 1 corporate office situated
in Kochi.
Since its inception, V-Guard has contributed generously to its community development. VGuard corporate office was the 1st green building in Kerala. The founder himself has donated
a kidney to a patient in need. The M.D Midhun Chittilappilly always say that V-Guard
considers the responsibility in CSR very seriously. All the activities of the CSR team were a
step closer to bettering the society and providing a new future.
The CSR activities of the V-Guard included various aspects. They aimed the overall
development of the community they live in. V- Guard has collaborated with numerous
NGO’s on different projects. CHAI, Goonj, SOS Village, etc are to name a few. They have
also partnered with the government to build homes for flood-affected victims, contributed in
the Swachh Bharath Initiative by providing rickshaws to collect waste and plastic recycling
machines. They have also partnered with several schools and hospitals to help them with
infrastructural developments and rendering quality services.
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Chapter 1: CSR Reporting and Documentation
A report is a document which is a lot more important in the future than in the present. The job
of a report in the present is to be an informant of things happening in the current time. A
comprehensive good report is one which can answer any queries of a reader. It should be selfexplanatory. Even after years the future viewers/ readers of the report should get a full picture
of what happened in a particular project.
There are two types of reporting, reporting for internal stakeholder and external stakeholders.
Both the reporting is important for its own purposes. Internal reporting is for the internal
stakeholders which include the board of directors, the employees involved in the project, etc.
these people expect the report to have everything in detail. The amount spent, the budget
used, its impact, its future achievements and a lot more. The external stakeholders include the
banks, investors, government authorities, etc who are more interested in the overall summary
and the monetary aspects of a project.
A report becomes a bible which contains true facts. True reporting leaves no space for
vagueness. Vagueness often leads to misinterpretations. This can be dangerous when viewed
without any other supporting material. These reports serve as documents to be referred for
future projects and arriving at conclusions.
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Salient Contributions
CSR reporting is very essential for any company. Section135 of Companies Act also
mandates companies for reporting the activities done. The reporting of events and activities
which was completed during the year 2018- 2019 was reported successfully and made into a
catalog. An additional brochure was also made regarding a project Navadharshan.
The reporting task was very cumbersome as a lot of files which contained project proposals,
implementation history, cost reports had to be browsed to categorize the data into different
heads. V- Guard this year did many projects mainly under 3 heads Edu care, health care and
Rebuild Kerala. The humungous task involved me to categorize the pile of data under these
heads.
Navdharshan was a very special project for V-Guard as it provided support for 5 special
schools in Kerala for developing their vocation training, therapeutic activities, and quality of
education. The three-year-long project had successfully completed 1 year. The brochure
contained all the activities which were carried out by V- Guard to give a platform for the
intellectually challenged children.
My work also included documentation of proposals for next year’s CSR activities and a study
of 50 companies in India about its CSR activities. I was able to summarise several proposals
for V- Guard to deliberate upon.
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Key Learnings
I received the opportunity to learn different kinds of reporting. I understood how two kinds of
reporting can focus on the same things in a different angle. The goal of the report to be selfexplanatory was the biggest challenge. Something important to me would not be important to
someone else. Highlighting the crucial points were very necessary. The reporting process
made me more patient and alert when reading big documents. It enhanced my ability to assess
things in a better manner. I never knew the importance of reporting and proper
documentation until I personally did the task.
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Chapter 2: Designing a CSR project for V- Guard
V-Guard has always tried focussing its CSR activities in certain areas. Last year it was Edu
care, health care, Skill development, and women empowerment. In the current year 20182019 they retained Edu care, health care, skill development and introduced rebuild Kerala
project to Provide a helping hand to support the flood-affected people in Kerala.
In India, most of the CSR activities revolve around Education and healthcare sectors.
According to data of Quarts India, 2,202 crores and 1,691 crores was spent in education and
health sector respectively in the year 2018 by Indian companies. The needs of these sectors
are never-ending and constant support is required for bringing it up to international standards.
This might be one of the reasons why V- Guard constantly supports the educational and
healthcare sectors.
V- Guard had to spent 3.63 lakhs through their CSR activities in FY 2017- 2018. The abovesaid amount is 2% of the combined average of profit before tax. They spent 3.65 lakhs and
became an example for their sister concerns and other companies i.e. they exceeded the
requirement by 2 lakhs. V- Guard as a company stresses on the work done rather than the
monetary aspect of their activities. This remarkable trait has made them create a rapport with
its customers and other stakeholders. Most of them are very happy to collaborate with a name
which supports multiple social causes.
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Salient Contributions
Designing a project for V-Guard is a prestige as well as a challenge for any 2nd-year student.
My main objective while designing the project was to contribute towards one of V-Guard’s
key areas which is women empowerment.
I was very much disturbed with the health and environmental hazards of using nonbiodegradable sanitary napkins during menstruation. This, and the recent film Padman made
me realize that a lot can be done by big corporates. Hence, the project designed by me
focussed mainly on the entrepreneurship of women SHGs and sanitary pad making.
The project was to bring out a biodegradable low-cost sanitary napkin for women, which will
be made, marketed, sold and bought by women. All the initial costs (machines, rent of office,
salary, etc) would be borne by V- Guard as part of their CSR activities. This was a project
which would satisfy all stakeholders. It is mainly because the project would result in
recurring income for the SHGs, zero harm for the environment and low-cost pad for the
women community (rural and urban).
The project proposal contained a market study, competitor analysis and cost analysis from the
initial stages to the selling of the product. Now the proposal has been submitted to the VGuard authorities for approval and further improvements.
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Key Learnings
A project should be defined in a way it can fulfill the objectives of the target group, the
organizers, other stakeholders and the designer herself. My initial thoughts were to just give a
medium of employment for women. Tackling multiple problems through one solution was
something I had to deliberate upon for days. Designing and redesigning a project for days
helped me receive criticism with more patience. In fact, my biggest take away from this
internship is my learning that constructive criticism is the best way to arrive at great ideas.
The necessity to have a bird’s eye view on a particular thing has enabled me to see the bigger
picture of everything in life.
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Chapter 3: An impact assessment study of Tarang
The aim of every company is to bring some change in the society it survives in and caters to
through its CSR activities. The change might be small, but the ripples should be able to create
a big wave. An impact assessment is the kind of measurement tool which helps measure the
effect of the ripples.
One might mistake impact assessment with outcome assessment. An outcome assessment is
done soon after the completion/ implementation of a project while an impact assessment
happens at least a year after completion of the project. Especially when a CSR project is
implemented it is necessary that one conducts an impact assessment study. This will help the
organizers to know the actual impact that they have made in the community.
Tarang was one such project by V- Guard which could create ripples. It gave skill
development training to unemployed youth in the field of electrical and electro-mechanical
field. V- Guard also provided placement to some of the students by giving them employment
in their ASPs (Authorized Service Partner).
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Salient Contributions
The task vested upon me was to conduct the impact assessment study of Tarang project. It
involved collecting data from the students by means of a telephonic interview and computing
the results to arrive at conclusions and findings. The impact assessment study was conducted
almost 1 year after the completion of the project.
I used random sampling method and 45 responses across Kochi, Bhubaneshwar, Noida, and
Hubli were received and recorded to further the studies. I introduced myself as a student
researcher to avoid biases in response. Tools like pivot tables, average without outliers, etc
were used to arrive at conclusions. The report had tables and charts for better understanding.
A findings section was also added to give a glimpse of the report for faster understanding.
An assessment report was made based on the data collected and submitted to higher
authorities. Suggestions were also recommended to increase the success rate of the program
in the future years. Apart from this an assessment study of vocational training programme for
Special schools was also initiated during my tenure. As part of it I visited 2 Special schools
out of 5 enrolled in the programme.
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Key Learnings
Failure or partial success of an event might not be received well as it is hard for the creator to
accept it. A project goes through several rounds of corrections, opinions, etc to reach the
implementation stage. Impact assessment is that process which allows an organization to
measure its impact. The flaws, the minor mistakes, overlooked facts, etc is revealed only in
an impact assessment report. How much one can grow after the assessment is what matters
the most. The fruition of a project ab-initio is rare. Big projects have taken enough time to
rectify their mistakes and emerge successfully. Assessments like these serve as constructive
criticism for your work. Drawing an impartial report is very necessary. Fabricating an
assessment to show other people that the project has succeeded is like cheating oneself.
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Research Methodology
Objective of study
•
To know how successful the project was.
•
To know the satisfaction levels of students enrolled.
•
To minimise glitches in the project.
•
To know ways to improve the project.
Research design
The method used was Random sampling. All the enrolled students were contacted to assess
the impact of the project. The questionnaire contained a mixture of qualitative as well as
quantitative questions. This judicious mix ensured a fair comparative scale for analysis of
data.
Period of study
The period of study is from 3rd June 2019 to 12th July 2019.
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Data Analysis and interpretation of Tarang impact assessment report
V-Guard started Tarang Skill development initiative to prepare youth for careers in emerging
Electronic and Electro-Mechanical service sectors thereby addressing issues of
employability and income generation and improving the quality of life of underprivileged
youth. Its impact assessment will help to know the success rate of the program.
The researcher tried to contact all the 100 students who were involved in the training program
but only received response from 45 students. Most of the respondents were from kochi. The
least response was recorded from Hubli.
Location of
Category
training
Number of people
Total participants
100
Respondents
Number of
45
responses
Bhubaneshwar
12
Greater Noida
13
Hubli
5
kochi
15
Grand Total
45
Survey Questions
1. Are you working in electrical/Electro-mechanical field?
2. Where are you working now?
3. Was there an increase in salary?
4. What was the difference in salary?
5. Are you ready to attend similar courses/TG2 if conducted V-Guard?
6. Will you be ready to impart the knowledge for other pursuers?
7. How satisfied are you with the course on a scale of 1- 10?
8. What all improvements can be added to the course?
9. Will you recommend the course to colleagues and acquaintances?
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1. Are you working in electrical/Electro-mechanical field?
Minimising skill gap in electrical and electro-mechanical field was the objective of Tarang.
The question helps us to know whether the objective is met.
Working in electrical/ElectroResponse
mechanical field?
No
28
yes
17
Number of people working in
electrical/ electro mechanical
field
16
Grand
Total
no
yes
29
45
62% of students have shifted from the field and is pursuing something different.
2. Where are you working now?
This question helps one to know where they are working right now. The training program had
offered placement to most of the candidates. The data will help in knowing whether they are
continuing in the same company.
occupation
Company
working
5
Not in the
field
28
Self employed
8
V-Guard
4
Grand Total
occupational status
Number of people
NUMBER OF PEOPLE
Types of
35
30
25
20
15
10
5
0
29
7
5
company not in the
Self
field
employed
4
V-Guard
TYPES OF OCCUPATION
45
It is very evident that most of the candidates working in the field has started selfemployment or has shifted to other companies.
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3. Was there an increase in salary?
This question explains how beneficial the project was in helping the candidates to attain
work which has a better pay than the previous one.
Responses
Salary change
Salary change
Decrease
2
No change
3
Yes
11
Grand Total
16
2
decrease
3
no change
11
yes
We can infer that 11 out of 16 are able to get a raise in their package after attaining this
course.
4. What was the difference in salary?
This question quantifies the change in salary in monetary terms to give the researcher a better
understanding of the increase and decrease in salary.
Salary
0
3
1000
6
3000
2
6000
1
9000
1
-1000
2
500
1
Grand Total
number of people
Salary change
Monetary change change
6
3
2
2
1
0
1
1
1000 3000 6000 9000 -1000 500
16
The data has outliers like an increase of 9000 for 1 person and even a decrease of 1000 for 2
people. 6 people are receiving a salary change of 1000.
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5. Are you ready to attend similar courses/TG2 if conducted V-Guard?
This question checks the passion of the current course pursuers interest to enhance their
current knowledge and how much they want to advance in their careers.
Interested to attend similar
Responses
Number of people
interested
courses/TG2
No
9
Yes
7
7
no
Grand
9
Total
yes
16
56% of the students are not interested to attain the course while the rest are. The Common
reasons for not attending the course included non-availability of time, current job contracts
etc. The data shows that more than half of the students are not ready to pursue more course
and advance in their careers.
6. Will you be ready to impart the knowledge for other pursuers?
This helps to know how confident they are about the knowledge they have attained.
Readiness to impart the
Responses
no
9
partially
10
9
8
6
yes
3
yes
4
Grand
Total
Readiness to impart knowledge
knowledge
3
4
4
Total
2
0
16
no
partially yes
yes
25 % of students are willing to teach a new batch of course seekers. The 18% who have said
partially yes are not that confident to teach a batch.
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7.
How satisfied are you with the course? 1- 10 rating
The respondents are asked to rate the course from 1- 10 according to the satisfaction they
received. Satisfaction being a qualitative term, it was necessary to quantify to compute the
real satisfaction of people. Below 5 meant below average, above 5 meant above average and
8 to 10 meant very good.
Satisfaction level
2
1
4
2
5
1
7
4
8
4
9
1
10
3
Satisfaction level on a scale of 1- 10
Number of people
Responses
Grand
Total
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
4
4
3
2
1
1
2
4
1
5
7
8
9
10
Scale
16
3 students rated the course below 5 points. 13 people rated the course above 5.
8. What all improvements can be added to the course?
A suggestion taken from the students will improve the course material and way of
conduction of the course. The inputs can be used to increase the course quality and
output.
Suggestions
Number
of people
Suggestions /Improvements
continue as it is
4
continue as it is
Must take students with
1
has to take students with
inter back,ground
inter background
3
More products information
1
More time required
1
More practise sessions
2
Better Placement
Grand Total
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4
4
Misinformation
4
16
Misinformation
More products information
1
2
More time required
1
1
3
More practise sessions
Better Placement
There was a request by 4 students for better placement. Interestingly, 3 students asked to
convey all the information very clearly ab initio. The students had thought that V- Guard
would take all students who are enrolled in the course in their work force.
9. Will you recommend the course to colleagues and acquaintances?
Students will only recommend a course when they find it useful for themselves. The
willingness to recommend a course makes it a successful course by itself.
Will recommend
Response
Number of people who will recommnd the
course
the course
5
No
5
Yes
11
Grand Total
16
no
Yes
11
Almost 70 % of 16 students are willing to recommend the course to their peers and family.
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Findings and suggestions
Findings
•
65% of the respondents have shifted from electrical or electro-mechanical field.
•
11 out of 16 had a positive change in their salary.
•
The drive to advance in career by learning new courses is less in the students.
•
Even when respondents said that the course was good, they were not happy with the
placements. Students also moved away from the field to pursue courses/ jobs in other
fields.
Suggestions
There should be more transparency in the proceedings. Some respondents complained of not
receiving stipends and certificates. The objectives of the company as well as students must be
matched to retain students in the same field. The program was not that successful as one of its
objectives was to lessen the skill gap. Since the students are not working in the same field the
gap remains.
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APPENDIX 1
The Navdharshnan Brochure
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APPENDIX 2
Glimpses of slides presented for project
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Glimpses of slides presented for project
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References
CII, 2017. Building a better society ,CSR activities by companies in kerala. s.l.:CII.
PWC, n.d. Handbook on corporate social responsibility in India, s.l.: CII.
Srinivasan, C., 2014. Taxmann’s Giude to Corporate Social Responsibilities. s.l.:Taxmann
Publications.
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