Focusing on CSR during COVID-19 Pandemic

Over the past few years, Corporate Social Responsibility (CSR) has become an indispensable part of an organization’s business strategy. CSR activities serve as new ways in which a business can make a positive impact on socio-economic development of the nations through commitment. Particularly, the past decade has seen a huge rise in businesses focusing on CSR activities. Numerous large brands have set an example through their unwavering commitment towards creating a highly sustainable socio-economic environment.

With the outbreak of COVID-19, the CSR activities hugely seem to be centred around this global pandemic. Despite stringent preventive measures by the honourable Government of India, the infection seems to be on a constant rise. As the outbreak has extended across the globe, there has been significant economic slowdown worldwide. This has hugely impacted businesses across various industry sectors. However, even during these tough times, businesses are coming forward and making strategies to support the society fight this pandemic.

As coronavirus has been declared as a pandemic by the World Health Organization (WHO), Government of India declared that contributing towards the COVID-19 relief fund will be considered as a CSR activity. The global crisis has made businesses step up and align their CSR strategies with the declarations made by the Government of India. Brands are now taking this opportunity to serve as much as possible towards this cause. While most of the businesses are donating huge amounts of funds towards the ‘PM Cares Fund’, the others are focusing on supplying vital necessities such as personal protective gears, food and medicines to the underprivileged, hospitals and other health institutions.

Apart from setting aside some of their CSR funds towards COVID-19 relief, businesses are also setting up health check-up camps across tier-2 cities to check the migrants. Some brands, like our Vee Protect - a part of The Sona Group, have also started manufacturing and supplying sanitizers, masks, Personal Protective Equipment (PPE) and various products that help the government combat this pandemic. With intermittent lockdowns and the new normals, businesses are coming up with newer ways to help the nation fight COVID-19. However, considering the present situation, it is important for businesses to come up with CSR strategies to increase awareness about the serious impact of this disease and explain the importance of social distancing to prevent the spread of infection.

Several businesses have launched digital campaigns across various social media platforms to back the government in creating awareness on social distancing and staying indoors. However, it is very important to create this awareness among the underserved section of our society and migrant labourers about the depth of this crisis and educate them about the precautionary measures to be followed. All these strategies explain how businesses are trying to fill up the gaps in the supply chain and channelize the offering of the public bodies, which are affected by the lockdown.

Considering the magnitude and emergency of the situation, brands are now trying to co- create new solutions along with the Government of India to tackle the COVID-19 outbreak. Together, through one voice and right channelizing, we can protect the nation and help fight COVID-19.