CSR: Will Dorothy find a way home?

INDIA: AND it’s lot tougher to ask others to stand up and join you in action. Not that all people suffer from the vice of penny-pinching, but there’s lot more from the menu of seven sins that haunts us in everyday lives — oblivion, oversight, laziness, inertia, lack of direction and disorientation.  Some of us lack the wisdom, some lack the courage, while some really unfortunate ones lack the heart. To gather these straw men, lions and tin men, can be quite a daunting and at times a thankless job, more so in a rudderless ship. But then the very challenge and high of ‘making a difference’ is quite singular in itself.

Here’s a team that has been persevering hard to navigate all these challenges. Trying to pave the yellow-brick path in the vast fields of IT industry, they have managed to cover quite some ground on issues like e-waste, innovation and social parity. It’s not only the causes they pick to espouse, but the way and the vision with which they galvanize action that catches your attention.

We get to speak to Rita Soni, CEO of NASSCOM Foundation (NF), the social development arm of NASSCOM, India’s premier Information Technology (IT) industry body. Earlier, she was with the American India Foundation (AIF) heading Communications & Advocacy for the India operations, and prior to that a founding team member of the International Fellowships Program (IFP) at Ford Foundation. In this interview, we understand NF’s work in a new light and also take aim at many witches like CSR as a publicity gimmick, the need of project management DNA in such initiatives, open source s/w, industry volunteerism, youth participation and a lot more, in this interview. Join in.

Let’s begin with your recent feat at E-Waste. What stirred the idea for this campaign and how has the experience been so far?

The vision mushroomed after a strong need for computers was felt in our community initiatives, and we thought why not ask some companies. It solves a dual purpose since 80 per cent of carbon emitted is related to computer manufacturing, and anything we do in this direction, will make a huge impact. What we are doing would extend the life of the so-called ‘old’ computers by three to five years. As we started approaching companies, there was a huge level of support. We want all our member companies to participate and make this campaign a strong vehicle for addressing e-waste issues.

So, what are the numbers so far?

The BiG Bridge program engaged more than 50 NGOs across India.  Companies like Microsoft, Cognizant, HSBC, Thomson Reuters, Bank of America, Core-logic, Societe Generale, GE, Mphasis, Genpact, Deloittee, Tata Teleser-vices, Aegis, Nucleus Software were part of it; and we saw donation of more than 3000 refurbished computers.

Is it easier or tougher to rouse action from the ‘corporate’ segment in giving back to the society? Is it about time, money or interest?

Giving back to society can be done in several ways. Human resources or monetary resources, both are equally good. But IT industry can help in many more ways as well. Just see the way Telecom revolution has changed India, there are so many possibilities with IT too. It can create space for the excluded ones. BPOs can drive employment for tribal or women segments. Global warming and climate change can be solved with a lot more efficacy. 

Is it fair to draw comparisons with the likes of OLPC or Melinda Foundation etc? Do we lack a project approach to social initiatives in India?

Even the international ones face a lot of criticism, though they are positive initiatives in themselves. There are barbs about not-enough-whole-heartedness, or just some issues in the modus-operandi. Each company is working in areas it can contribute more to. Inclusion and more involvement with society will help companies look beyond the traditional CSR. A project approach to social initiatives will result in greater impact and reach which has been a challenge for development projects both international and domestic ones. The private sector and particularly the IT-ITeS industry can facilitate greater rigor on results.

Talking of CSR, isn’t it still a marketing gimmick for many?

It would be an extreme thing to say. If we walk around in the industry and see the gamut of things that are happening- Cloud initiatives, Carbon footprint measures, huge volunteerism etc, and then you get a different scenario. The bigger question is how to sustain effort and involve more people.

Is volunteerism progressing adequately and in the right direction? What about tapping the youth contingent and the sheer energy and will they are bustling with?

India has around two million people with an average age of below 25, and thankfully, many are interested in volunteering. We have done many campaigns with the youth in mind. About 25,000 people signed up in our volunteer program and 1000 are active at the moment.

Open Source Software? Does it make more sense and difference?

Free software for non-profits is a good idea and various companies are giving resources to NGOs. Piracy-reduction should be important. But I am not an expert to comment too much. There’s potential in it from the point of view of collaboration, but often this genre of software needs some customization. Other off-the-shelf products, be it MS or some anti-virus products are more useful, in comparison.

What is the foundation’s vision in context to the industry from here?

There are many big issues to be targeted and companies should have a big appetite for them, especially because there’s so much the industry can bring in as a special touch — entrepreneurship or using business models etc. Our vision is to highlight that technology can facilitate productivity, transparency and reach. Market research and reach for Indian devices; knowledge networks, disability-sensitive employment, e-governance etc top our list. I think the CIOs and CTOs can help a lot in making India a more inclusive place and in addressing the bottom-of-the-pyramid successfully.