With India being as diverse as it is, it is inevitable that every Corporate venture into this territory will be affected in some way by the spectrum of economic inequalities within the country. In India there tends to be a perception that international companies are capitalist islands in a developing country and this endows them with a responsibility to contribute to the community in some way.
Adhering to CSR principles is directly related to positive public perception and building a solid reputation in a country. This also helps to avoid the inevitable criticism that the multinational brand is entering India with only profit as a goal with its concomitant allusions to exploitation. Football clubs may be particularly at risk given that their target audience is the young-either in terms of selling them merchandise or indeed selling them a dream though talent hunts and training programmes. Setting realistic goals and managing local expectations is a part of any successful CSR programme.
A football and youth oriented CSR programme could reach out to children from lower income communities and might involve providing space and infrastructure for children to play football. Alternatively more comprehensive programmes could include some level of peer training on adolescent issues within a sports training framework. Other CSR initiatives could be environmental, community health or income generation oriented.
Media Star Global is perfectly placed to ensure that CSR plans are properly designed, and correctly implemented with trusted local organisations as well as funding support from local commercial partners.
