Twenty20 Vision of CSR in Kizhakkambalam

A prospective ideology and a value system are the core of Corporate Social Responsibility (CSR) and the same is being disseminated through the welfare activities. Thinking beyond the mandatory requirements and getting involved with the lives of the people in the community to alleviate the social problems and thereby creating resilience is the true reflection of such a strong philosophical foundation. The much discussed 'Kizhakkambalam' model had the true beginning as a CSR initiative of Kitex group and now this has grown as a model attracting the attention of policy makers, industrialists and academic community. The involvement of professional social workers and other welfare workers are very well evident in this model with the integration of community people. This article makes an attempt to document the model developed by Kitexgroup in 'Kizhakkambalam' based on a case study. The overall methodology of the study reflects a mixed application of quantitative and qualitative techniques. A base line survey conducted by the Kitex has been considered to understand the target population in the area and the in-depth interviews and group discussions were conducted among the stakeholders, including professionals engaged in the CSR initiatives to study the model. Sufficient literature has also been incorporated to explain the background and theoretical perspective of this study.