Sustainable development with Green CSR practices in India

A case study of the TATA group in India

Geetika Singh Ranjeet Singh ManhasAcademic Officer –JKBOSE J&K Lecturer Zoology-J&k State education Deptt09419173496,geetika1475@gmail.com 09419108526 , ranjeet07@ymail.com

AbstractThe earth is our mother. Whatever befalls the earth befalls the sons of the earth. The earth does not

belong to man; man belongs to the earth. Man did not weave the web of life; he is merely a strand in it.

We do not inherit the earth from our ancestors; we borrow it from our children."

The environment is the common heritage of mankind and its protection is the responsibility of the citizens.

All acts by nation and people should therefore be inspired by a deep respect for the protection of the

environmental resources upon which life itself depends.Over the last decades, sustainability has become

very popular term. Sustainability refers to activities, typically considered voluntary, that demonstrate the

inclusion of social and environmental concerns in business operations and in interactions with stakeholders

(van Marrewijk & Verre, 2003).

Business , being an integral part of Society at large ,is entwined in the web of sustainability. "Meeting the

needs of the present without compromising the ability of future generations to meet their own needs”, calls

for a broad-based alliance between industry and society to combat poverty, environmental degradation and

promote development. The environmental dimension of the Sustainability challenge lies in pursuing

economic growth whilst preserving and enhancing our natural resources. Organizations are being called

upon to take responsibility for the ways their operations ,business processes , outputs , technology , by

products affect the environment. According to World Business Council for Sustainable Development

“Corporate Social Responsibility is the continuing commitment by business to behave ethically and

contribute to economic development while improving the quality of life of the workforce and their families as

well as of the local community and society at large”. In recent times CSR is tilting towards Green CSR.

India’s rapid economic growth in last several years has made us aware of two stark realities: it has lifted

millions out of poverty; and that this economic growth has been accompanied by accelerated depletion of

natural resources and rapid deterioration in environment quality. Though India is home to 18% of the

world’s population, it only has 2.4% of the planet’s landmass, 4% of the fresh water resources and about a

percent of the world’s forest. India’s ecosystems are already highly degraded. The current paradigm of

rapid economic growth along with the need of conserving the natural and ecological resources, challenges

the very foundation of the manner in which business is done today. Taking up this challenge , a large

number of Indian corporate –big and small have adopted friendly sustainable business practices which

without compromising on the basic goal of business –‘to make profit”.

This paper showcases some of the ‘Green practices’ being adopted by Indian companies towards

sustainable development of the environment focusing on the TATA Group, thus contributing their share to

‘save the planet’ under the broad umbrella of Corporate social Responsibility.

Keywords : environment , sustainable development, corporate social responsibility , green business

practices, Indian companies.

INTRODUCTION

Each human generation chooses not only its place on the planet but also the state of the planet it will leave in

its place. Within the early decades of the next century , there must be a transition to a new path of human

development by shifting course to a new way of living and working that will make peoples live’s better

without degrading the planets life support systems.world population is expected to double within the next 50

years , placing enormous demands on resources for food , shelter , energy and most of all the natural

environment. There is no universally acceptable definition of sustainable development , nor do all

definitions of sustainable development yield practical guidelines for policymakers. The concept is perhaps

best described as development that maximises the long term net benefits to humankind, taking into account

the costs of environmental degradation. Sustainable development attempts to make conservation the

handmaiden of development while protecting the interests of future generations. An intelligent sustainable

development strategy thus permits the providential depletion of natural resources and the intelligent

utilisation of the environments waste assimilation services. The term ‘sustainable development’ emerged out

of the United Nations Conference on Environment and Development (UNCED) in 1987 and was quickly

seized on for the various objectives of the growing number of non-governmental organisations (NGOs).By

2002, it was estimated that there were 30,000 NGOs working around the world for concerns directly or

indirectly linked to issues of sustainable development (Shell International 2002). The work of these NGOs is

often oriented towards rebalancing the predominantly neoliberal economic focus that international

institutions such as the World Bank and the International Monetary Fund (IMF) are viewed to have taken

(J.Williamson 1998).

How can we make better choices about the environment and development to achieve the goals of sustainable

development within the fundamental goal of business –profit is a question most companies throughout the

world are pondering about.Sustainable business practices as a part of Corporate Social Responsibility is not

a fad or a passing trend, it is a business imperative that many Indian companies are either beginning to think

about or are engaging with in one way or another. Ethics, values and principles, corporate social

responsibility (csr),corporate citizenship and concepts of sustainability have been increasingly recognised by

companies as important in making their business acceptable to society. However, over the past few years, as

a consequence of rising globalisation and pressing ecological issues, the perception of the role of corporates

in the broader societal context within which it operates, has been altered.Stakeholders (employees,

community, suppliers and shareholders)today are redefining the role of corporates taking into account the

corporates’ broader responsibility towards society and environment, beyond economic performance, and are

evaluating whether they are conducting their role in an ethical and socially responsible manner.As a result of

this shift (from purely economic to ‘economic with an added social dimension’), many forums, institutions

and corporates are endorsing the term Corporate Social Responsibility (CSR).They use the term to define

organisation’s commitment to the society and the environment within which it operates.

I. RATIONALE

LINKING SUSTAINABLE DEVELOPMENT TO CORPORATE SOCIAL RESPONSIBILITY

Traditionally , the role of corporate by and large has been understood in terms of a commercial business

paradigm of thinking that focuses purely on economic parameters of success, as corporates have been

regarded as institutions that cater to the market demand by providing products and services, and have the

onus for creating wealth and jobs, their market position has traditionally been a function of financial

performance and profitability. However , Some of the reasons for the surge of debates on the role of

corporate towards sustainable development are- as a consequence of cross-border trade, multinational

enterprises and global supply chains, there is an increased awareness on CSR concerns related to

environmental protection, and health and safety, among other things. In an increasingly fast-paced global

economy, CSR initiatives enable corporates to engage in more meaningful and regular stakeholder dialogue

and thus be in a better position to anticipate and respond to regulatory, economic, social and environmental

changes that may occur.There is a drive to create a sustainable global economy where markets, labour and

communities are able to function well together and companies have better access to capital and new

markets.Financial investors are increasingly incorporating social and environmental criteria when making

decisions about where to place their money, and are looking to maximise the social impact of the investment

at local or regional levels.One of the United Nations Millennium Development Goals calls for increased

contribution of assistance from country states to help alleviate poverty and hunger, and states in turn are

advising corporates to be more aware of their impact on society. In order to catalyze actions in support of

the MDGs, initiatives such as Global Compact are being put in place to instrumentalise CSR across all

countries. According to World Business Council for Sustainable Development “Corporate Social

Responsibility is the continuing commitment by business to behave ethically and contribute to economic

development while improving the quality of life of the workforce and their families as well as of the local

community and society at large”.

The totality of CSR can be best understood by three words:‘corporate,’ ‘social,’ and responsibility.’ In

broad terms, CSR relates to responsibilities corporations have towards society within which they are based

and operate, not denying the fact that the purview of CSR goes much beyond this. CSR is comprehended

differently by different people.Companies which are serious about using CSR as a tool to contribute towards

sustainable development are - Allocating finance for treating CSR as an investment from which returns are

expected ,Optimising available resources by ensuring that efforts are not duplicated and existing services are

strengthened and supplemented, Monitoring activities and liaising closely with implementation partners such

as NGOs to ensure that initiatives really deliver the desired outcomes,• Reporting performance in an open

and transparent way so that all can celebrate progress and identify areas for further action. A long term

perspective by organisations, which encompasses their commitment to both internal and external

stakeholders. Unfortunately, these global aspirations remain far from being met in many developing

countries today.

International Legal framework linking Business with Sustainable development:

There are currently over 500 international treaties and other agreements related to the environment, and an

average 300 days per year are spent in intergovernmental negotiations to further develop and enhance

implementation of environmental law. Key international legal instruments are currently being negotiated,

such as a post-2012 international regime on climate change, an international instrument on access and

benefit-sharing related to genetic resources, and a legal framework on liability related to biosecurity, to

name but a few. Environmental law draws from and is influenced by principles of environmentalism,

including ecology, conservation, stewardship, responsibility and sustainability. The majority of such

conventions deal directly with specific environmental issues. There are also some general treaties with one

or two clauses referring to environmental issues but these are rarer. There are about 1000 environmental law

treaties in existence today; no other area of law has generated such a large body of conventions on a specific

topic. Protocols are subsidiary agreements built from a primary treaty. They exist in many areas of

international law but are especially useful in the environmental field, where they may be used to regularly

incorporate recent scientific knowledge. Kyoto Protocol -This international protocol to the United Nations

Framework Convention on Climate Change (UNFCCC) requires signatories in industrialized country to

meet GHG emission reduction targets relative to 1990 levels. The United Nations Climate Change

Conference, Durban 2011, delivered a breakthrough on the international community's response to climate

change. In the second largest meeting of its kind, the negotiations advanced, in a balanced fashion, the

implementation of the Convention and the Kyoto Protocol, the Bali Action Plan, and the Cancun

Agreements. The outcomes included a decision by Parties to adopt a universal legal agreement on climate

change as soon as possible, and no later than 2015.The challenge for corporate social responsibility (CSR) in

developing countries is framed by a vision that was distilled in 2000 into the Millennium Development

Goals—‘a world with less poverty, hunger and disease, greater survival prospects for mothers and their

infants, better educated children, equal opportunities for women, and a healthier environment’ (UN, 2006:

3).As the world’s largest, global corporate citizenship initiative by the UN, the Global Compact, a voluntary

initiative is concerned with building the social legitimacy of business.

CSR in India

The concept of CSR in India is not new, the term may be. The process though acclaimed recently, has been

followed since ancient times albeit informally.Philosophers like Kautilya from India and pre-Christian era

philosophers in the West preached and promoted ethical principles while doing business. The concept of

helping the poor and disadvantaged was cited in much of the ancient literature.The idea was also supported

by several religions where it has been intertwined with religious laws. “Zakaat”, followed by Muslims, is

donation from one’s earnings which is specifically given to the poor and disadvantaged. Similarly Hindus

follow the principle of “Dhramada” and Sikhs the “Daashaant”. Surging economies, including India, are

coping with issues related to poverty, child rights, community welfare etc and are a hotbed for an innovative

CSR Scenario where CSR practices contributing towards sustainable development can be benchmarked as

an example for others to follow. Corporates in India are also realising that their reputation is intrinsically

connected with how well they consider the effects of their activities on those with whom they

interact.Wherever the corporates fail to involve parties,affected by their activities, it may put at risk their

ability to create wealth for themselves and society.

II. METHODOLOGY

This paper seeks to complement empirical studies that have been done in researching the ‘business case’ for

sustainable development. The paper is based on desktop research and case study analysis .The Case Study

quantitative analysis represents an objective overview of the corporate social responsibility trends in India

based on the desktop research and case study analysis of the corporates to discern the status of CSR and

sustainable development initiatives and trends in India. Action in CSR in India largely spans a diverse set of

thematic areas – health, education, livelihood, poverty alleviation, environment, water, housing, energy and

microfinance, women empowerment, child development and infrastructure . Our paper endeavours to focus

on the efforts towards environmental protection and focuses on presenting a broad overview of

implementing the CSR practices that focus on sustainable development towards a greener future.

The focus of this paper is to showcase the sustainable development initiatives of the TATA group(A case

study of 5 group companies) , a leader in the area of owning up environmental responsibility and setting

benchmark practices for other corporate all over the world Our paper endeavours to focus on the efforts

towards environmental protection and focuses on presenting a broad overview of implementing the CSR

practices that focus on sustainable development towards a greener future.

III. FINDINGS

A SHOWCASE OF GREEN CSR IN INDIA- THE TATA GROUP

In 1902, the son of group founder Jamsetji Nusserwanji Tata wrote a letter to his son about building a

workers' city around his Tata Steel works: "Be sure to lay wide streets planted with shady trees, every

other of a quick-growing variety. Be sure that there is plenty of space for lawns and gardens." After his

death in 1904, the city took his name, becoming Jamshedpur.Today Jamshedpur, with a beautiful eco system

in place , free housing, free hospitals and free schools, sports stadiums and clean streets, remains the envy

of the country.

TATA GROUP ,INDIA

 Tata Group is one of the largest companies in India by market capitalization and revenue. It has interests in

communications and information technology, engineering, materials, services, energy, consumer products

and chemicals. The Tata Group has operations in more than 80 countries across six continents and its

companies export products and services to 80 nations. The Tata Group comprises 114 companies and

subsidiaries in eight business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group

is held in charitable trusts. Companies which form a major part of the group include Tata

Steel(including Tata Steel Europe), Tata Motors (includingJaguar and Land Rover), Tata Consultancy

Services, Tata Technologies, Tata Tea (including Tetley), Tata Chemicals, Titan Industries, Tata

Power, Tata Communications, Tata Sons, Tata Teleservices and the Taj Hotels. The 2009, annual survey by

the Reputation Institute ranked Tata Group as the 11th most reputable company in the world. The survey

included 600 global companies. The Tata Group has helped establish and finance numerous quality research,

educational and cultural institutes in India. . In June 2011, based on market value Tata Group has become

India's wealthiest group with $98.7 billion.

The Tata ethos places a special emphasis on environmental and Ecological issues. "Environment is a focus

area within our overall corporate social responsibility matrix," says Kishor Chaukar, chairman, Tata Council

for Community Initiatives, a centrally administered nodal agency that coordinates, among other activities,

the environmental efforts of group companies. A host of Tata companies also adhere to environmental

procedures drawn up by the Global Reporting Initiative (GRI), which operates under the aegis of the United

Nations.

The Tata Council for Community Initiatives (TCCI) is a unique initiative that lends structure to the Tata

group's approach of sustainable development while driving its community engagement and improvement

programmes. It is a centrally administered agency whose purpose is to help Tata companies and employees

engage in developing the community through specific processes. TCCI was established in 1994 to bring

together good practices within the Tata group in the sphere of corporate sustainability. Its charter is

extensive, embracing a range of sustainable development initiatives such as community outreach,

environmental management, biodiversity restoration, climate change initiatives and employee volunteering.

The group's contribution to conservation falls into two categories: the efforts of different Tata companies,

big and small, to preserve and enrich the environment in and around their areas of operation, and the

philanthropic thrust of the Tata trusts, which support a diverse cluster of non-governmental organisations

working in areas such as the management of natural resources, community development and livelihoods.

This dual canopy accommodates and nurtures a variety of initiatives in a range that extends from watershed

programmes and land regeneration to forestry projects and the protection of endangered species

CASE STUDY I

EARTH by TATA hotels Resorts and Palaces

Taj Hotels Resorts and Palaces follows green practices that conform with Green Globe Standards and is a

responsive partner in ensuring a brighter tomorrow for future generations. The organisation has launched

EARTH (Environment Awareness and Renewal at Taj Hotels), a movement that works to minimise the

impact of its businesses on the environment. The initiatives under this umbrella include environmental

training for all employees, energy audits every three years, and a phased reduction of freshwater

consumption. Earth friendliness will be a hallmark of the Vivanta line of “eco friendly hotels” launched

recently , just as it is at all Taj hotels and resorts. Vivanta by Taj, like all Taj properties, will adopt the

green best practices monitored by Green Globe, a leading worldwide certifier for the travel and tourism

industry. Green Globe’s benchmarking and certification program is based on the standards for sustainable

development endorsed by 182 heads of state at the United Nations Rio Earth Summit in 1992.The brand

now includes landmark city hotels like Vivanta by Taj-President, Mumbai, and Vivanta by Taj-Connemara,

as well as resorts like Vivanta by Taj-Fort Aguada, Goa, and Vivanta by Taj-Holiday Village, Goa as well as

Vivanta by Taj -Srinagar.Taj says its Vivanta hotels are “intended to appeal to the cosmopolitan global

traveler who appreciates new experiences and pleasant surprises, rather than the typical hotel stay.”  The

Vivanta brand is positioned to be “stylish and sophisticated, contemporary, vivid and creative and to afford a

cool avatar of luxury. At the same time, Vivanta shares a strong connection with the Taj warmth and

friendliness.”

At Lake Palace, Udaipur, which stands in the middle of the famous Pichola Lake, the Taj takes care to

avoid spoiling the lake water and harming its marine life. The hotel uses battery-operated boats instead of

those powered by gasoline, and wastewater is recycled and used for irrigation.The Taj Garden Retreat at

Kumarakom, is located near the Vembanad Lake and the Kumarakom Bird Sanctuary that is a favourite

haunt of several species of migratory birds. The hotel uses special lighting to reduce the glare so as not to

disturb animal life, and wastewater is treated before being discharged.

Located in a sensitive ecological zone, the Taj Exotica, Maldives, focuses on waste management. The use of

plastic bags is restricted and hazardous substances such as lead acid batteries are sent to Thilafushi Island, a

landfill area allocated for refuse. The Taj Coral Reef, located on a tropical atoll, takes great care to protect

the delicate ecosystem of the coral reefs. Trees are planted near the beach and extraction of sand from the

beach is not permitted. Organic wastes are processed and converted to fish food. Non bio-degradable waste

products are either incinerated or routed to Thilafushi Island.

Taj hotels use CFL lights, which consume 78 per cent less energy; Taj Coromandel, Chennai, generates

energy from windmills; solar water heating systems at the Taj West End, Bangalore, have saved over 51,000

litres of fuel over the last three years; a biogas plant at Rambagh Palace, Jaipur, helps in cutting energy

cost.In hotels where land is available, kitchen waste and dry leaves are converted into compost; waste paper

from printing is reused as writing pads; pipe steel waste is used as safety railings or in barricades; and old

bed sheets are used to make linen bags and cotton napkins.

CASE STUDY II

TATA CHEMICALS

Tata Chemicals is committed to a sustainable way of doing business. With its vision of serving society

through science, the company has initiated several programmes on climate change, environment protection

and ecology conservation. In a company-wide initiative, Tata Chemicals has assessed the carbon footprint of

all its operations and has embarked on a programme to reduce its carbon footprint by 20 per cent by

2020.With the growing need for climate change mitigation, Tata Chemicals has developed a range of

products that help reduce environmental impact. It has invested in developing biofuels such as biodiesal and

bioethanol; it offers Briskarb - a sodium bicarbonate-based product for flue gas treatment; the latest products

in its farm portfolio are customised fertilisers that minimise the chemical load on the soil while optimising

yields. The company's Innovation Centre is working on arange of advanced nanotechnology-based solutions

that help reduce raw material consumption.

Tata Chemicals has a clear policy of `avoid, reduce and reuse' that governs its business practices, with a

strong emphasis on resource optimisation. Initiatives to control and limit effluents and waste from the

chemical complex at Mithapur, Indiahave led to the setting up of a cement plant on the site that converts

waste material into high quality cement. A water management initiative for the Mithapur plant and township

led to the conversion of the waste product - salt - being processed, enhanced and marketed as a high grade

table salt - today Tata Salt is India's leading branded salt. In Kenya and the US, Tata

Chemicals'plantsproduce high grade soda ash from natural deposits of trona; these operations are far more

environment-friendly and have a smaller carbon footprint.

At Mithapur, where TCL's Indian soda ash plant is located, vast acres of salt pans are nurtured as a nesting

habitat for thousands of migratory birds. The waters of the Gulf of Kutchch are an acknowledged marine

sanctuary where the company funds conservation projects focused on the endangered whale shark, marine

turtles, mangrove habitats and the coral reefs of the Gujarat coastline. The whale shark project is a very

successful programme under the joint efforts of Tata Chemicals, Wildlife Trust of India and the government

of Gujarat.

Instead of depleting the scarce ground water resources of the drought-prone region of Mithapur, Tata

Chemicals has opted for reverse osmosis technology at its Mithapur plant. The Babrala plant is a benchmark

in low water consumption figures. Haldia has put up a condensate recovery system. All three plants have

instituted measures to recycle and reuse waste water, harvest rain water, and reduce consumption. In the UK,

British Salt, produces high grade salts in an operation that has reduced the impact on local water resources

and ecology to a minimum.Tata Chemicals ensures that all its plants strive to minimise the discharge of

effluents and go beyond meeting statutory norms for the quality of the discharge. Stringent solid and

hazardous waste management processes are also followed at all plants.Tata Chemicals' plants are certified

for the Environmental Management System standard ISO 1400.

CASE STUDY III

TATA POWER

Companies like Tata Power and Tata Chemicals believe in catching ‘em young. Channelling the earnestness

and idealism of youth as a power for good, they invite youngsters to take an interest in, and have a greater

awareness of the natural world and what the environmental issues involved are, that could impact our planet

adversely.

Tata Power’s Energy Club has Mr Ener-ji as its mascot. Being a power company, it encourages school

children to become energy champions, committed to sustaining and expanding the cause of energy

conservation. Today, the club has over 10,000 students as members, who have brought energy conservation

awareness to another 38,000 people and hopes to exponentially increase its membership in the coming year.

It also sensitises teachers and heads of schools to energy conservation and environmental impact issues.To

enter the world of Tata Power is to understand that it is not enough to create a sustainable industry without

the consensus of the people that live in its environs, or indeed without nursing the eco system itself.

The man monitoring this closely is Vivek Vishwasrao. Horticulturist by passion and education, the assistant

manager at Tata Power sits in his 20x20 foot office at Lonavala, Walwhan Dam garden, where he receives a

few dozen visitors a day. But, the one visitor he really looks forward to is the whistling schoolboy that trills

outside his window unrelentingly. “Can you hear him?” he asks, as he looks out the window to the 12 acres

of garden outside. It’s not just the Malabar whistling thrush that sings, but a variety of birds that chirp in this

haven.

The garden with an undulating landscape, trimmed with hedges, lined with indigenous trees and seasonal

flowers, was once a scrubland. Now it is a riot of colours and home to beautiful indigenous trees with

unpronounceable Latin names such as the saraca asoka, delonix regia, peltophorum pterocarpum, butea

monosperma, erythrina variegate, pongamia pinnata, dalbergia sisoo, thespesia populnea, mangefera

indica and syzygium cumini.But the Walwhan gardens are not just a verdant showpiece. It serves a variety of

useful purposes to the community around the area. Environmental studies are today part of the Indian school

curriculum and it is to the gardens at Walwhan that around 2,500 children come on field trips annually from

schools in the neighbouring towns and cities, to study firsthand the balance of nature and plant life.

Teachers are encouraged to conduct field trips to the Tata Power gardens, play ‘edutainment’ games with the

children that widen their knowledge of the environment — games like the Web of Life, where children are

taught about the fragile eco balance and the threats of climate change and deforestation.Mr Vishwasrao is

happy to note the enthusiasm of the youngsters who visit the Walwhan gardens. He sees their excitement at

identifying a flower that for them till then had only been a picture in a textbook. He notices the effect

gardens have on them. He particularly recalls a differently-abled girl, part of a recent school group: “The

sight of the flowers and plants moved her so much, that she got up from her wheelchair to touch the flowers.

We underestimate the positive energy of greenery.” To further sustain the interest in horticulture at the

school level, Tata Power has partnered with Bharati Vidyapeeth, a university in Pune, that runs educational

programmes for the teachers. One teacher from each of the 56 schools in the catchment area (covering about

107 villages) is trained in environmental studies

CASE STUDY IV

TATA MOTORS

The surroundings are sylvan. This could be a scenic spot anywhere in the world. Within the 1,160-acre

Pimpri Works of Tata Motors are 245 acres of lush wetlands including six water bodies, the largest of them

being over 40 acres. So, when you stand at the spot, watching a family of ducks waddle past, a bird diving in

to snag a fish, a frog plop around in the slush, you could be forgiven for thinking that here is unspoilt beauty.

Yet, you would need to credit this patch of greenery to the efforts of Tata Motors — India’s largest

automobile company. It is also the world’s fourth largest truck manufacturer and second largest bus

manufacturer. It entered the passenger vehicles segment in 1991 and is now amongst the top three in India in

this market.

When Tata Motors (established in 1945) first set up shop in 1965 in this area geologically described as the

Deccan Trap, the land was typical of a Deccan habitat: basalt rock with monsoon-fed scrubland and a low

water table.While it is true that Tata Motors had very ambitious plans for growth of the automobile industry

it was equally aware that effluents and solid waste would come as part and parcel of these

ambitions.Nonetheless, as Tata companies do, this one too had an environmental conscience. Under the

visionary eye of the late chairman of Tata Motors, Sumant Moolgaokar, environmental targets and

challenges were established as a necessary precondition for setting up the manufacturing plant.

Their first step was to create a perennial source of water by constructing a 350-metre-long stone dam to

contain rainwater that came in through the natural watercourses within the perimeter. The height of the dam

was subsequently raised to 10 metres, thus forming storage with a capacity for 60 million gallons of water.

Today, the calm, placid waters of the largest water body here, is named ‘Sumant Sarovar’ after the late

chairman.With the manmade lake providing enough water for horticultural purposes, the next step was to

plant saplings that would grow into a forest. A tree nursery was created, and simultaneously several fast-

growing trees were planted to create a green area as quickly as possible.This was not as easy as it appears,

because the basalt rock needed to be blasted to create pits of varying sizes depending on the type of tree to

be planted. Nurturing soil had to be carted in from fertile land.It took a while before the trees themselves

became water retaining agents and contributed to topsoil formation. Today 150,000 trees thrive where once

there were none.

Sustaining a green oasis is a continuous effort as the team involved will tell you. Building just one lake was

not enough. The second one, Lake Sharma, came up in 1984, this one dedicated to the late BD Sharma, then

the company’s chief horticultural officer, (with many horticultural innovations to his credit — including the

‘pole planting method’, wherein 10-foot branches are planted into deep pits as ‘cuttings’) to receive the

overflow from Sumant Sarovar.

Today, the six ponds and lakes are fed by rainwater and also by treated effluence of the factory. These lakes

have become an extension of the effluent treatment plants (ETP), with the treated wastewater being retained

by two ponds and two lakes, while allowing the excess to overflow from one water body to the next. As a

result of this progressive biological oxidation, the quality of the treated effluence is far superior to the

quality of the receiving water body into which it flows. The lake discharge is regularly monitored, and tests

show the quality to be well below the permissible norms stipulated by the Maharashtra Pollution Control

Board. Peter D’Souza, senior manager, environment management division, is quick to point out that the

aquatic life the lakes support is indirect but a tangible proof of the quality of the water.

The once arid scrubland with cupfuls of quickly evaporating rainwater has now become home to broods of

birds and aquatic creatures. Mr D’Souza points out the nesting area of the herons, as well as the juvenile

painted storks roosting in the trees that border Sumant Sarovar. Fish swim and proliferate, a testimony to the

clean waters that they live in. Again, these architects of biodiversity had to put in a great deal of thought and

effort.To make the lakes and ponds an attractive proposition for migratory and residing birds to home in,

they had to create several micro-habitats. Swampy areas were deliberately developed along the fringes of the

water to attract waders and cranes. Bulrushes were planted, so that these reed beds became home to molluscs

(snails, bivalves, etc), crustaceans (shrimp, crabs, etc) and amphibians (frogs). The marshy grounds are

interspersed with trees so that they provide perches for aquatic birds. Even the landscaped garden areas

adjoining Sumant Sarovar attract birds like quails, partridges, drongos and orioles. Of late, even peacocks

have been sighted in full glory.To complement the project, about 165 acres have been developed as dense

tree plantation, with considerable pockets of wild trees bearing fruits and berries. In season, it is quite

possible that the fragrance of mangoes fills the air, or you could walk on a carpet of wild figs and jamuns, or

find succulent jackfruits hanging weightily from the trunks of trees. Mr D’Souza explains that these fruits

are for the birds and animals.

Another reason why the biodiversity here only gets richer is because of a policy of ‘deliberate negligence as

maintenance’, where a tree is allowed to fall and rot of its own accord. What also nourishes the biodiversity

is the zero tolerance to tourism.Tata Motors takes great pains to ensure that this remains an almost ‘zero

direct-human-impact zone’. Access is prohibited except to the staff working on the project.Only students of

environmental science and a local bird watcher’s club are allowed here with special permission, always

accompanied by a project officer. Cattle and other grazing strays are strictly kept off the property.At a time

when natural habitats and wetlands are being destroyed by industrialisation and the urban sprawl, these

wetlands and afforested areas provide a safe haven to indigenous and migratory birds. In recognition of the

work done for conservation and rejuvenation here, Tata Motors, Pune, has been awarded the Bombay

Natural History Society (BNHS) Green Governance Award 2006 in the Conservation and Restoration of

Habitat category.

As one takes in the pure oxygen that the environment provides, in the cool of the trees, it is very difficult to

imagine a time when this place was just a barren scrubland.

CASE STUDY V

TATA TEA

At Tata Tea, every day is ‘environment day’.Through a process of assimilation and tradition, come to

embrace the concept of environmental protection and regeneration. The company has been at the forefront of

safeguarding the incredibly rich flora and fauna in and around Munnar, Kerala, the hub of its huge planting

operations and a region that has been classified as one of the world’s biodiversity hotspots.Tata Tea has,

over the years, initiated a number of innovative, extra-statutory practices aimed at limiting the damage being

done to the environment and to conserve and restore the biodiversity of the mountainous expanse that is

home to the company’s operations. The centrepiece of this breathtakingly beautiful spread, from the

environmental as well as aesthetic viewpoint, is the Eravikulam National Park. Etymologically, Eravikulam

denotes streams and pools.

Situated along the crest of the Western Ghats in the high ranges (called the Kanan Devan Hills) of the Idukki

district of Kerala, and bordering three of Tata Tea’s estates, the park measures 97 sq km and consists of a

shola grassland ecosystem that is perched at an average elevation of 2,000 metres above sea level. The

sholas are evergreen forests characterised by stunted trees with dense crowns, a thick canopy and small

coriaceous leaves. Most of the surrounding knolls and peaks rise 100 to 300 metres higher, and some

mountains climb to 2,500 metres. One of these mountains is Anaimudi which at 2,690 metres is the highest

peak in India outside the Himalayas.

The ecosystem of the shola grassland has a mixture of tropical and temperate climates. The unusual

combination of high altitude and low latitude has blessed the area with a profusion of orchids and balsams.

The spectacular mass flowering of the shrub Neelakurinji takes place every 12 years.

The Eravikulam National Park houses a large number of endemic and endangered life forms, including the

largest population of the Nilgiri tahr, around 700 of which graze here. Apart from the tahr, the park is the

abode of other little known fauna such as the Nilgiri Marten, ruddy mongoose, small clawed otter, dusky

stripped squirrel and of large mammals such as elephant, gaur (Indian bison), deer, tiger, panther, wild dogs,

etc. It also harbours about 120 species of birds. Elephants, gaurs and species of the deer family frequently

wander off into neighbouring estates, sanctuaries and reserved forests as they prefer the proximity of the

sholas, which provide forest cover. The tahr, on the other hand, prefers open grasslands and rock faced

cliffs.The Eravikulam National Park is jointly managed by Kerala’s Department of Forests and Wildlife, and

the High Range Wildlife and Environment Preservation Association (HRWEPA). This association started as

a game preservation association in 1928 with the main objective of controlling the indiscriminate killing of

animals and preserving the fauna of the area. In 1978, when Tata Tea owned and managed the estates, the

game association redefined its objectives to become HRWEPA, and joined hands with the forest department

in managing the park. Today this area, along with the neighbouring protected areas and natural forests, is

one of the largest conservation areas in the Western Ghats, offering unprecedented opportunities for

studying the biodiversity of montane vegetation and the ecological riddles of such ecosystems.

The HRWEPA has executives of Tata Tea, the wildlife warden of Eravikulam National Park and the

divisional forest officer, Munnar, as honorary members, and eminent environmentalists as its trustees. Since

its formation, HRWEPA has received the full support of Tata Tea.

A number of ecological challenges have come up in areas close to Tata Tea’s plantations. A study

undertaken by the French Institute of Pondicherry revealed that the ecosystem of the Kanan Devan Hills is

extremely fragile. Any disturbance or change could damage its delicate ecological and economic balance.

Approximately 2,200 hectares of the company’s holdings is shola jungle and interspersed grasslands. These

areas form a part of Tata Tea’s holdings as granted land, but they have been retained and form part of the

company’s protected areas.In the early 1980s, HRWEPA took the initiative of regenerating the degraded

shola forests in the company’s estates. This undid much of the damage wreaked by forest fires and the

disturbance caused by human habitation in this region.

Tata Tea ensured that all its estate nurseries raised shola species and planted them in identified areas.

Thereafter, a central nursery, established at Madupatty under the supervision of the company’s research and

development department, undertook centralised planting at these locations. To safeguard the area and to

enable its regeneration efforts, Tata Tea engaged security staff in all the estates to report any suspicious

activity in the protected private forests and the estates. It also appointed Muduvans, local tribals known for

their tracking skills, as watchers in the fringe areas to control poaching and encroachment, monitor forest

fires and report animal sightings. These watchers report to their respective estate managers, who are

designated as honorary HRWEPA wardens. This information is forwarded by each estate to the chairman of

HRWEPA, who in turn sends a report to the forest and wildlife department.

Another concern is cattle grazing in the fringe estates adjoining the Eravikulam National Park. If not

managed well, this can result in the outbreak of disease among wildlife. To mitigate this threat, the

veterinary department of Tata Tea monitors the health of the cattle and ensures timely vaccinations. In

addition, Tata Tea issues fuel wood, raised in its specially grown plantations, to its employees. This, along

with education and vigilance, has resulted in reduced dependence on the forests for fuel wood needs.

Further, the company assists the park management in fighting wildfires, which the grasslands are vulnerable

to.

Visitors to Eravikulam are fascinated by its beauty and serenity, but very few realise how much effort is

required to safeguard this haven. The forest and park officials have a hard time containing the menace of

marijuana cultivation in the region, which involves both poaching and tree felling. The largest sholas on the

western side of the park have been particularly affected. Small-time poaching by setting snares is common

along the estate fringes.

Sandalwood smuggling in the Anchanand valley means that gangs tend to use parts of the park as a transit

route. Unplanned fires during the dry months are also a source of concern and constant vigilance is required

to prevent accidents. The sudden tourist inflow has become another major problem. To manage the park

more easily, Tata Tea has licensed an area to HRWEPA and the wildlife department for setting up an

information and ticketing centre with parking facility. The department now runs its own buses and

undertakes guided tours to facilitate planned visits into the park.

Tata Tea also funds and supports the High Range Angling Association, which maintains a hatchery for

raising rainbow trout fish. The fingerlings raised are released in the streams that flow within the company’s

holdings. Since trout die in contaminated water, their survival in the streams serves as an ecological

indicator of clean water bodies.Tata Tea has also assumed responsibility for the conservation of swamps and

streams inside and near its estates. The company maintains about 1,100 hectares under swamps and streams

in south India as a protected habitat. This plays a crucial role in the availability of water for groundwater

recharging and water harvesting. Tata Tea has intensified the planting of vetiver in all its estates, because the

vetiver plant recharges ground water, is a good soil binder and is renowned for its eco-friendliness.The

pesticides used in tea cultivation are registered under the Insecticides Act, 1968. Use of such registered

pesticides prevents hazards to animals, human beings and the environment. In addition, the company has

committed itself to using approved agrochemicals in order to minimise the impact on the environment. This

affirms that none of its products and services have any significant adverse impact on the ecology of the

region.

The challenges have not fazed Tata Tea. It has gone beyond the call of mere duty and transcended the

prescriptions of environment statutes to introduce and encourage innovative ways to preserve the

biodiversity of the region.

IV. CONCLUSION

Management of environmental issues has reached relative maturity compared to other CSR issues as many

organisations have been reporting on environmental performance for some 10 years and in some sectors

compliance to environmental standards is mandatory. Good progress has also been achieved by the growth

of green markets .

The World Business Council for Sustainable Development has noted that a coherent CSR strategy based on

integrity,sound values and a long-term approach offers clear business benefits to companies and contributes

to the well-being of society. People always make better decisions when they understand the relationship

between the cause and effect of their actions  However, if we want our evolution to continue to be a success

story we need to fundamentally transform the dynamics of supply and demand globally and create systems

that will work and scale for a planet projected, by the UN, to have 10 billion human inhabitants by 2050.

The main challenge is to create strong positive dynamics in creating a global participative network that

raises the standards and monitors and responds to environmental priorities.

The crucial goal is the development of responsiveness capabilities and adaptive capacity to reduce

vulnerability from climate change and other environmental risks in the high risk sectors and regions.

The initiatives taken by the TATA group in India send a message , loud and clear to companies in India and

all over the world – “ DO IT TODAY” -Because sustainability matters ,for profits, for people, and most of all for the

planet.

References :Websites : www. tata .com

www. tata globalbeverages.com www. tatapower .com www.taj hotels .com/ www. tatachemicals .com www.tatamotors.com

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