• Dr Medha Bakhshi
• Dr Sushil Kumar Pare

Corporate Social Responsibility (CSR) has come a long way and has gained unprecedented importance in India in the last couple of decades. CSR encompasses the fundamental responsibilities of the company and all its contributions to sustainability irrespective of whether the activities concerned form part of or lie outside the conventional boundary of its business. With this understanding, there has been a shift in the mindset of organizations implementing CSR - from simply writing a cheque to a charity to actually investing, not just money, but also skilled resources, company time and constant support to build a better community. Following the principle of sustainability itself, it covers all three dimensions of sustainability i.e. ecological, economic and social. With such a broad palette to work with, companies are now looking at methods to add strategic brand value through these investments, especially through human resources, thus, not limiting itself to a one-time, purely external activity, but making it an integral part of the organisational culture and a means to create employee engagement and employee value proposition for prospective employees. The paper investigates the role of CSR as a part of Company Strategy and Culture, and the impact it has on employees.

Corporate Social Responsibility, Organisational Culture, Strategy, Sustainability

"Galvanising Corporate Social Responsibility for Sustainability", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.795-799, June-2019, Available :http://www.jetir.org/papers/JETIR1906892.pdf

"Galvanising Corporate Social Responsibility for Sustainability", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp795-799, June-2019, Available at : http://www.jetir.org/papers/JETIR1906892.pdf