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Sunday, October 18, 1998

Business community projects get a helping hand 

Rajiv Tikoo  
It's a paradox. Corporate responsibility doesn't end with giving. It only increases. The giver is morally bound to ensure that the responsibility is discharged properly to achieve the avowed purpose. This may seem particularly burdensome to corporates since development is not their core business. But they need not despair.

Dedicated organisations, such as Partners in Change (PiC), the India Business & Community Partnership Trust (IBCPT) and the Indian Centre For Philanthropy (ICP), function as one-stop solution shops for conceiving and designing projects for the community. Some professional outfits -- Asian Centre For Organisation Research & Development (ACORD) and Advantage India (AI), for example -- even execute projects.

Explains PiC chief executive Shankar Venkateswaran, ``Ours is a non-profit society for providing an institutional framework for sustainable partnership between socially responsible companies and disadvantaged communities, both directly and through NGOs.''

IBCPT's approach is slightlydifferent. ``Apart from corporates and NGOs, we involve government bodies also,'' points out project manager H R Purshotamraj. IBCPT, in association with the Prince of Wales Business Leaders' Forum, which is led by Prince Charles, seeks to promote the idea of partnership between sectors working with NGOs, institutions and public bodies to sustain a healthy, harmonious and competitive economy. ``IBCPT is a special leadership group as it is transnational in membership, providing a unique platform for international collaboration,'' adds he. In contrast, ICP is philanthropic in nature as the name suggests. Says executive director Pushpa Sundar, ``ICP is a registered society for fostering a caring and sharing culture by encouraging the giving of time, money, knowledge, skills and other resources.'' The aim is to increase the impact of philanthropy by developing attitudes and relationships.

Similarly, ACORD is a non-government, non-profit society that offers services to corporates to promote socio-economicdevelopment. Says Dr Meera Mitra, senior director, ACORD, ``Our services are available in sectors such as agriculture, rural and urban development, education, health, sanitation and environment.'' Adds Meenakshi Parimoo of AI, ``AI formulates structured, focussed and planned strategies for corporates to enable them to acquire a more human face.''

Project reports aren't available off the shelf, though. They are conceived keeping in view individual requirements. Elaborates Shankar Venkateswaran ``PiC plans and designs projects for corporates in such a way that initiatives are in line with their policy priorities.'' Besides, staff is trained to handle social development issues, identify reliable NGOs and monitor, evaluate and review projects.

Adds Pushpa Sundar, ``ICP assists donors to identify recipients, corporations to develop corporate community relations programmes, and foundations to lay down grant-making procedures and programmes.'' ICP also fosters cooperation between donors, like individuals,trusts andcorporations, and recipient organisations, and identifies priority areas of need in the community.

Some outfits even execute projects. Elaborates Mitra, ``Apart from undertaking research, surveys, monitoring, evaluation, feasibility and impact studies, ACORD not only plans and designs projects, but also builds model projects.''

AI goes a step ahead, and does not confine itself to model projects only. Says Parimoo, ``AI executes projects on a regular basis.'' This is besides identifying reliable NGOs, providing effective monitoring and evaluation mechanisms for the management of projects, and managing social development budgets to ensure their optimum and appropriate use, she adds.

While ACORD and AI charge corporates for their services, other consulting organisations depend upon their parent organisations and aid agencies. PiC's core activities are supported by Actionaid. Besides, the society works in partnership with other development support agencies such as the Aga Khan Foundation, ChildRelief and You (CRY), Concern India Foundation and Oxfam (India) Trust. PIC has also been working with apex industry associations such as CII, FICCI and ASSOCHAM.

IBCPT is supported by 15 international business leaders and international agencies such as the World Bank, European Union and the UN agencies. Little wonder they can concentrate more on corporates' requirements than ontheir own.

Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.


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