CSR as a strategy in Tata Power Delhi Distribution Limited

Pratigya Kwatra (MART, Noida, India)
Nimisha Singh (Department of Operations, Decision Science & IT, Birla Institute of Management Technology, Greater Noida, India)
Akhil Pandey (Centre for Research, Birla Institute of Management Technology, Greater Noida, India)
Arunaditya Sahay (Department of Human Resources, Birla Institute of Management Technology, Greater Noida, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 9 November 2016

Abstract

Subject area

The subject area is corporate social responsibility (CSR).

Study level/applicability

The study is applicable to undergraduate- and graduate-level courses on CSR.

Case overview

The case discusses the issue of integrating CSR in TPDDL’s (TPDDL – Tata Power Delhi Distribution Limited) business model. TPDDL was formed as the result of a joint venture between Delhi Vidyut Board and Tata Power. At the time of the joint venture, a large number of users of electricity in Jhuggi-Jhopdi (JJ) clusters were not paying for electricity usage. A huge number of residents were not even in the system where they could be billed. The ones who were in the system had strong political banking as they were huge vote banks and hence would not pay. Only 40 per cent of electricity that was going to JJ cluster was billed due to this TPDDL was incurring huge commercial losses. As residents had very low income, TPDDL decided to invest in CSR activities to train the residents so that they could secure a job and pay the bills as well. Mr Praveer Sinha, MD and chief executive officer (CEO), urged his team to bring 100 per cent JJ clusters under the billing net without any coercive measures. TPDDL adopted parent company Tata’s CSR code and came up with innovative ways of engaging with these communities.

Expected learning outcomes

The outcomes are: strategic CSR initiatives for business excellence; incorporating CSR in existing business Model 3; role of stakeholders in CSR implementation; and benefits accruing from CSR activities.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 11: Strategy.

Keywords

Acknowledgements

The development of the case has been facilitated by BIMTECH Centre for Case Development.

Citation

Kwatra, P., Singh, N., Pandey, A. and Sahay, A. (2016), "CSR as a strategy in Tata Power Delhi Distribution Limited", Emerald Emerging Markets Case Studies, Vol. 6 No. 4. https://doi.org/10.1108/EEMCS-03-2016-0034

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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