Global Journal of Management and Business Research, G: Interdisciplinary, Volume 23 Issue 1

policies are a source of capital for private businesses and therefore help them finance their expenditures, with this source of capital, according to guo, he and xiao, this creates an opportunity for private firms to access banks and investment organizations for loans and investments. Further on, with the availability of funds through loans and investments, the efficiency in social contributions can increase along with that firms can start initializing investments in CSR with more money in hand, supporting this statement, Jia and Liu ⁴⁰ argue that firms willingly engage in CSR after receiving subsidies. If we talk about incentives provided by the Indian government, CSR expenditure, which is of the nature described under sections 30 to 36 of the IT, was allowable as a deduction, say CSR expenditure laid out or expended on Scientific Research related to the business is allowable under section 35 (1)(i) and 35 (1)(iv), etc. As an aside, it may be mentioned that there have been conflicting views whether the Explanation to section 37 (1) is retrospective or prospective in its operation. Expenditure on CSR could take many forms. There could be expenditure on projects directly undertaken by companies, such as setting up and running schools, social business projects, etc. Such expenditure would include expenditure otherwise falling for consideration under section 37 (1) of the IT Act. On the other hand, companies, instead of undertaking or participating directly in a project, may choose to give donations to institutions that are engaged in undertaking such projects. While expenditure falling within the ambit of section 37 (1) would undoubtedly not qualify, the issue is whether donations, which indirectly help to meet the CSR obligation, would qualify for deduction under section 80G, if the donation otherwise satisfies the conditions laid down in that section. Case study 1 Purpose The purpose of this case study is to show us the practical implications of many of the research displayed in this paper above. This case study will show us how a B2B company can actually create a win-win situation for three parties, which are company, community and the customers, in other words, how company and the consuming company can both generate comparatively more revenue, simultaneously help and uplift the community. 52 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )G © 2023 Global Journals Golden Win-Win Situation Created by CSR Preliminary information In this case study, the company we will be taking is Kishore exports. They are a garment exporter, the customer in this situation is the retailer who buys from Kishore exports and the community in this situation is the mentally disabled community. Kishore exports directly and indirectly to help a Institute of Mentally Challenged people known as TEARS. Kishore exports is supporting TEARS in multiple ways:- 1. Kishore exports is supporting them economically by donating or supporting them by providing things which they require (sometimes computers, tv screens, maintenance of classroom furniture or some physiotherapy equipment, etc.) 2. Contribution by their own efforts like performing small talks, consulting with the management of TEARS, liasioning and enjoying some government bureaucrats to help TEARS, organizing some events. 3. As many hesitate to hire people from this institution, Kishore exports hire some pass out students from TEARS in their company. Analysis This contribution of Kishore exports is a sign of goodwill and act of kindness, but in addition to it, it is a cause marketing strategy, this is so as they get more advantages from it like:- 1. It builds and strengthens their brand equity and csr, eventually standing out and getting more potential customer companies as these companies see their own advantages and sees the potential to grow its own brand equity and csr by buying from Kishore. 2. Whatever people Kishor hires from TEARS in their factory, the PF (provident funds) and the medical coverage is supported by the government of India, as govt promotes hiring of handicapped people. Also, the efficiency of these people are somehow better than normal people in some basic jobs (also attrition rate is much lesser. So, these people remain with Kishor). 3. Then, as TEARS generally involves a lot of government bureaucrats, dignitaries and politicians in their various functions, Kishor also gets to have a good liasioning with these bureaucrats and politicians. These liasioning come in pretty handy while ensuring a smooth functioning of a factory in the Indian environment. So, that is a very clear example of how Kishor draws commercial advantage by doing this social contribution. Now, the biggest question is will Kishor's Philanthropy be considered a "selfish approach" as this is facilitating them build their brand reputation along with developing brand equity by this technique. In my opinion, very well, no, because although having these advantages helped Kishore build its brand equity, and, they also have a stronger relation with the customer. But kishore does help eventually the school years and its students a lot because of not only the help and donation and contribution of Kishore directly, but also by enrolling customers with TEARS who also help TEARS