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With corporate social responsibility (CSR) becoming mandatory, several firms in India have been compelled into spending resources on CSR while their business strategy and processes were unprepared to take up CSR activities, effectively. In this light, the CSR relationship with other business functions would be altered. Using Thomson Reuters data from 2010 to 2018 (pre-mandate to post-mandate) this study aims to re-examine the relationship between CSR and financial performance.

The current study is rooted in the bandwagon-bias effect theory and uses a long-term data (2010–2018) of Indian firms. It uses Refinitiv Thomson Reuters ESG rating to measure CSR and accounting measures for financial performance (FP) to make a pre-post analysis of the impact that mandatory CSR regime has had on firms performance. The study uses the weighted panel regression method.

The relationship between CSR and FP is different when CSR was voluntary than when it has been mandated by Law. CSR has a positive effect over the FP during the voluntary phase but this positive relationship weakens during the mandatory phase. The waning effect of CSR over FP substantiates the presence of bandwagon bias effect which can be explained by the crowding-in of several companies engaged in CSR activities because of the mandatory CSR law.

Few countries have made CSR mandatory therefore CSR literature is limited. But mandating CSR is a growing phenomenon so this study augments to the body of knowledge. Until now literature generally converged on a positive relationship between CSR performance and FP but the current study shows altering directions to this relationship in a changing CSR environment. The use of the bandwagon-bias theory contributes to the theoretical approaches. Theoretically, the findings add to the body CSR literature and offer impetus to the evolving domain of impact measurement and reporting.

Results of the study offer a clear indication to managers that they need to re-strategise their CSR activities during the mandatory CSR environment if they wish to draw instrumental benefits of a positive impact on the FP of their firms. CSR expenditure is now a leveller so managers may either exceed the mandatory 2% expenditure as some firms did during the voluntary CSR phase or else design their CSR implementation plans to bring about a more impactful positive change. Communicating the impact of CSR to influential and powerful stakeholders beyond the mandatory reporting to the government is yet another way through which managers can draw benefits of CSR activities. Additionally to draw positive results from CSR activities firms may consider adopting international reporting and benchmarking standards such as the GRI and ISO 26000. Finally, the results of the study can be used by policymakers to make a note that the CSR law is causing a weakening of the financial benefits and therefore.

The results of the study can be used by policymakers also need to make a note that the CSR law is causing a weakening of the financial benefits and therefore firms are adopting shortcuts, by donating the required amount of funds. But donation of funds defeats the real purpose of mandatory CSR which is social impact, therefore the regulators may want to make the necessary changes unplug the gaps in the CSR law to ensure better adherence to the law in spirit and a real impact on the ground activities.

While CSR–FP relationship has been extensively explored but limited studies have explored this relationship in a mandatory CSR environment and no other work presents a comparative view of the CSR–FP relationship, namely, before and after the mandatory CSR policy. The current study is one of the limited few studying the impact of mandatory CSR policy on FP, and the only one that uses the bandwagon-bias effect to explain the phenomenon of weakening impact of CSR on FP of firms. Bandwagon-bias effect has been used in studying consumer behaviour, where group effect impacts behaviour of individuals and with mandatory CSR policy, firms following the other firms leading to crowding in. Using the bandwagon-bias effect has found limited attention from the CSR scholars, the current study uses this theoretical basis and therefore augments the CSR literature.

Development needs of a country like India are extremely disparate, and therefore a unifocus of financial and government agencies on investment considering economic returns shall fail to achieve overall development of the country. The gradual trickle of impact investing in India should begin to look beyond the traditional sectors like manufacturing and agriculture towards nontraditional sectors like culture and heritage which involves the affective and cognitive attributes of the community while being a part of its daily chores. If funds are judiciously channelized towards this sector, then a holistic impact on social and environmental growth can be expected along with the economic returns. Tourism and allied industries would be a direct economic beneficiary which would help generate employment, preserve tangible and intangible heritage manifestations and inculcate a sense of pride in the self and social cohesion. The current article presents two conceptual models arguing the higher efficacy of the impact investing model over traditional financing model.

Ample literature is available on the impact of socio-cultural and political conditions on corporate social responsibility (CSR), but the reverse has not been adequately studied. COVID-19 pandemic disrupted humankind and business, but CSR was resilient. COVID-19, an unprecedented crisis, developed into a disaster but had some positives too. In fact, it championed the businesses' role and relationships between businesses and regulators, society, stakeholders, environment at large. Some available literature analyses how CSR metamorphosised itself and disrupted and converged into all similar and associated phenomenon like philanthropy, charity, governance, sustainability, and as a regular business activity. The present research uses mixed methods to analyse the CSR data published by the government of India during COVID-19 years and refer to the firms' disclosures in the CSR reports. Findings offer a nuanced input to the understanding of the impact of COVID-19 on CSR by studying it in a regulated environment where firms emerged as responsible corporate citizens attending to the needs of all the stakeholders. Firms acts of responsibility transcended law and contributed in form of funds (PM relief funds) and other necessary health equipment like PPE kits, oxygen cylinders, masks, sanitizers, vaccines, etc. Interestingly, the government amended the law to include contributions to COVID-19 mitigation as a part of CSR. While the current study is based on a data from a limited time, it lays a ground for future studies analysing the nature of shift (short term or long term) and how changes have impacted the policies (public and organisational policies).