Independent Consultant, Chennai, India. E-mail: clakshman2007@gmail.com

Received 4 September 2008; Revised 29 October 2008; Accepted 7 January 2009.

Abstract

This study examines corporate social responsibility (CSR) in an Indian context, a region which has not found much attention in the research literature in this regard. It focuses on identifying gaps in the growing theoretical literature on CSR around the world and aims to inform some of those theoretical gaps with a case description and analysis of ITC Ltd and its activities in the social responsibility realm. Specifically, this study focuses on providing empirical details that throw light on a few gaps in the theoretical literature on CSR. First, it contrasts the different (etic and emic) conceptualizations of CSR across countries, by focusing on how CSR is conceptualized in India. Second, this study focuses on an examination of leadership and its role in influencing CSR. Third, this case description and analysis of ITC also provides valuable lessons on how resources have been configured in an innovative fashion to create value in 'bottom-of-the-pyramid' markets.