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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Tata Steel Limited (formerly Tata Iron and Steel Company Limited (TISCO) is an Indian multinational steel-making company founded by Jamshedji Tata and established by Dorabji Tata on 26 August 1907, headquartered in Mumbai, Maharashtra, and a subsidiary of the Tata Group.

Tata Steel is one of the top steel producing companies that is globally recognised,  its marketing headquarters in the Tata Centre in Kolkata, West Bengal and also has presence in around 50 countries with manufacturing operations in 26 countries, including: India, Malaysia, Vietnam, Thailand, UAE, Ivory Coast, Mozambique, South Africa, Australia, United Kingdom, The Netherlands, France and Canada.

They primarily serves their customers in automotive, construction, consumer goods, engineering, packaging, lifting and excavating, energy and power, aerospace, shipbuilding, rail and defence and security sectors and also produces iron, soft iron, cast iron an alloy. Tata Steel's major competitors include Arcelor Mittal,  Essar Steel, Jindal Steel and Power, JSW Steel, SAIL, Bhushan Power and Steel and VISA Steel.

Mission: Tata Steel strives to strengthen India's industrial base through effective utilization of staff and materials. The means envisaged to achieve this are cutting edge technology and high productivity, consistent with modern management practices.

Tata Steel recognizes that while honesty and integrity are essential ingredients of a strong and stable enterprise, profitability provides the main spark for economic activity. Overall, the Company seeks to scale the heights of excellence in all it does in an atmosphere free from fear, and thereby reaffirms its faith in democratic values.

Vision: ‘We aspire to be the global steel industry benchmark for Value Creation and Corporate Citizenship.'

Moreover, Tata Steel is a beacon to the corporate world, in its endeavours to enrich the lives of the people and communities it touches pertaining to its mission and vision of the company. Through various programmes/ projects initiated and implemented by the company that seeks to engage the ultimate beneficiaries of an initiative right from the conceptualisation and planning stage to the implementation, with the company playing the role of a catalyst eliciting positive changes thereby inculcating the urge or the attempt to get the individuals to act out of their own convictions, and support them in their efforts to build a better future through sustainable developments. The initiatives taken by the Tata steel and also the areas impacted on the general society are discussed below:

 Education

 Health

 Sustainability

 Improvement of livelihood

 Preservation of ethnic identity

 Empowerment of women

The Tata Steel CSR policy encompasses initiatives to conserve, sustain and renew the environment, to encourage sustainable socio-economic development of the community and to improve the quality of life of the people living in the areas in which it operates.

CSR initiatives are followed through a participative model, thereby offering resources in the form of expertise, guidance and direction. This model has been very successful and has in fact become a benchmark in the industry for its business practices and CSR programmes. Tata Steel has also been acknowledged as a best practice leader in the area of corporate social responsibility since 1993. Through its work in CSR and sheer perseverance, the Tata Steel team has proved its fidelity to the Tata Group's enduring commitment to “Improving the quality of life of the communities we serve.”

The CSR programme is managed by three organisations — Tata Steel Rural Development Society (TSRDS), Tata Steel Family Initiatives Foundation (TSFIF) and the Tribal Culture Society (TCS) thereby ensuring the mission and vision of the Tata group.

 Tata Steel Rural Development Society (TSRDS - a registered society under Societies Registration Act, 1860) established in 1979, has faithfully executed its mandate of enriching the quality of life of the communities in which Tata Steel operates. The idea was to encourage the ultimate beneficiaries to play a more active role in the projects so as to make it more self-sustaining. To ensure this, TSRDS conducts periodic leadership camps, where youngsters are encouraged to develop their talents in the service of their own people, focuses on income generation, health and hygiene and empowerment and has also established a network of health stations and trained staff who act as providers of basic health care.

Its projects have included the developing of water sources, training   farmers on improved agricultural practices, promoting rural enterprise, infrastructure development to boost the village economy, encouraging animal husbandry, promoting art, culture, sports and games. Some projects have also been in the area of sanitation, water conservation, tube well installation and the enhancement of livelihood.

The greatest achievement of TSRDS has been its ability to empower people, give them a glimpse of latent capabilities, and drive them to use their talents for the good of the community. Pleased with its commitment, the government has granted the status of a “mother NGO” to this society.

 The Tribal Culture Society (TCS- a registered society under Societies Registration Act, 1860) of Tata Steel has done outstanding work for the tribes of Jamshedpur and the surrounding areas in Jharkhand. The primary aim of TCS is the Empowerment of the marginalised community thereby focussing on three important issues: education, improvement of livelihood opportunities and the preservation of the ethnic identity of the tribal community.

Programmes like the Jyoti fellowship and other coaching programmes have served to create a positive impact on the lives of youngsters. SC/ST candidates appearing for the Trade Apprentice entrance exams are made to undergo a six-month residential training programme to increase their capabilities. Project Sahyog helped youth to gain a better understanding of themselves, develop leadership skills, and inculcate a feeling of fellowship. Beyond this, TCS decided to work on building the capacities of adolescents which gave rise to DISHA — Development Initiative on Supporting Healthy Adolescents, a programme seeking to delay the age of marriage, and provide access to information and better health services. TCS also nurtures the talent of youth chosen for their sporting abilities where training and financial support are given to them for participating in meets around the country.

TCS takes its goal of livelihood generation very seriously so as to improve employability. Self-help groups enable TCS to fulfil dreams of running microenterprises. The society arranges for bead and jute handicraft making, paper making, candle making, stone carving classes, etc.

They also support numerous local clubs and promotes tribal customs and traditions in an attempt to help tribal children understand their heritage. This programme includes a tribal appreciation programme to promote indigenous value systems. For Instance, A heritage hall has been created in Jamshedpur to showcase the rapidly dying culture and lifestyle of the four major and six minor tribes in Jharkhand. TCS has a library of books, which are available to students conducting research on tribal issues.

Through these and other measures, TCS has demonstrated that it has the will and the desire to give a helping hand to the less privileged sections of society.

 Tata Steel Family Initiatives Foundation (TSFIF- a registered trust under Indian Trusts Act, 1882). The objective of the trust is to undertake projects/programmes on reproductive health, prevention of drug or alcohol addiction and empowerment of women through literacy and income generation.

“TSFIF believes that investing in a health system is the key to improve the quality of life of people and is continuously striving for it,” explains TSFIF head Shakti Sharma. The foundation operates in Jharkhand, Orissa and Chhattisgarh.

TSFIF has six main focus areas namely: Maternal and Child Health, Adolescent Reproductive and Sexual Health, AIDS awareness, Drinking water and sanitation, Eye care and cleft lip, Lifeline Express

TSFIF also looks at livelihood concerns of the community through:

• Watershed management: It trains villagers on water use, crop diversification, multi-cropping, hybrid farming, maintenance of assets, etc.

• Land and water management: It teaches villagers to adopt improved agricultural techniques.

• Enterprise promotion: It trains villagers on financial management, entrepreneurship, etc. through activities such as goat rearing, poultry, banana cultivation, etc.

SUGGESTIONS:

• Periodic review of the CSR activities should be conducted by every business entity so as to identify the pitfalls and the areas left out.

• Innovation should essentially be a matter of concern, i.e. searching the untouched areas and scope of CSR or the formulation of CSR strategy or the implementation thereof.

• NGOs should be encouraged to act in collaboration for the CSR activities under different schemes and projects as they play a crucial role in the upliftment of the masses.

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