Research Project Background
This case study is one of ten that were chosen as part of the ‘Enhancing Business-Community
Relations’ project in India implemented in collaboration with The Energy and Resources Institute
(TERI). These cases document examples of engagement between businesses and communities and
can be used as learning tools for the promotion of responsible business practice and sustainable
development. The Enhancing Business-Community Relations project is a joint international initiative between United Nations Volunteers (UNV) and the New Academy of Business. Implemented in seven
developing countries, the purpose of the initiative was to collect and document information on
business-community practices as perceived by all stakeholders, build partnerships with them and
promote corporate social responsibility practices. It is also intended to enhance international
understanding of business-community relations through information sharing and networking with
other countries especially those participating in the project - Brazil, Ghana, India, Nigeria,
Philippines, South Africa and Lebanon.
The findings and recommendations reflected in the case study are those of the author and do not
necessarily reflect those of UNV, TERI or the New Academy of Business. It is important to note
that these cases were written as examples of business-community initiatives. They do not constitute
a comprehensive assessment of the company’s social responsibility.
Introduction
The following case study provides one of the most interesting accounts contributing to the India
part of the ‘Enhancing Business-Community Relations’ project of the difficulties businesses can
face in being accepted as a true “corporate citizen.” Although Coca-Cola India has a department
that deals specifically with social and environmental community initiatives, this has not proved
enough in the attempt to escape controversy, particularly regarding before-profit practice. In light of
reported recent events in Kerala, this case study will not only discuss philanthropic activities in
education, healthcare and water conservation, but also the alleged contamination of local water
supplies by the company and issues that arise from the allegations.
Company Profile
The Coca-Cola logo is one of the world’s most recognised trademarks, an indicator of the extent of
Coca-Cola’s penetration into communities across the world. Since launching in the Indian market in
Agra in 1993, Coca-Cola has invested over US $840 million to build new infrastructure and
strengthen that already existing. In so doing Coca-Cola India has helped generate US $163 million
in foreign exchange, and has innovated in the beverage industry in areas of production, distribution
and marketing. Principal commodities exported out of the India plants are glass bottles, trucks,
black pepper, sesame, green coffee and black tea. Coca-Cola has also become one of the largest
buyers of Indian coffee.
Project History and Development
The Coca-Cola Company exists to benefit and refresh everyone who is touched by our
business. The Coca-Cola Promise Coca-Cola India has always emphasised the importance of before-profit responsible practice. The company has a global tradition of serving local communities by providing financial assistance as well as goods and services, including technical advice during production stages. Assistance is provided to local suppliers enabling them to meet the company's rigorous quality standards. Modern technology and skills have also been made available to bottlers and suppliers. In this way, the company contributes not only to the development of the soft drink industry, but also to the development of related industries and the economy as a whole. However, five years ago a “Corporate Citizenship Programme” was launched, which has consisted of a series of CSR projects in communities close to company plants. In addition to the sponsoring of sports events and cultural festivals, Coca-Cola India has sponsored projects in education, health, and water conservation. These are detailed below.
Education
Direct Investment
Jagriti Learning Centres provide primary education to the underprivileged, and benefit over 1800
children. Based near Coca-Cola plants in Pune, they are managed by some of India's best known
NGOs, such as CRY (Child Relief & You), Pratham, Prayas and Literacy India. Coca-Cola India
supports them by:
• Providing capital to buy computers and train teachers
• Promoting a community awareness campaign with Literacy India in Gurgaon
Future Education Programmes
In line with goals set by the United Nations, Coca-Cola India hopes to partner ANAWA (the
Indian Army, Navy & Air Force Wives Association) and UNESCO in launching remedial
educational schools. This will be Coca-Cola India's “signature” programme in the CSR field. The
project aims to raise awareness levels, provide health education thereby preventing communicable
diseases such as AIDS and Hepatitis-B. It will involve a one-off investment to build the schools,
which aim to attend to the needs of the urban poor.
Health
Sponsorship
Following the success of a partnership between Coca-Cola India, the Indian Red Cross and Delhi
state government in conducting Health Education Camps, the project was repeated in summer 2003
in partnership with the St. John’s Ambulance Brigade. The objective was to raise awareness
amongst the urban poor in slum areas on key issues such as HIV/AIDS, communicable diseases,
immunization, hygiene and sanitation, reproductive and child health.
Coca-Cola India has also adopted Primary Health Centres in areas close to company units, and
conducted basic training to the local communities. One future scheme involves partnering two
resident welfare associations Coca-Cola India to fund an efficient garbage disposal project in Delhi.
Water
Harvesting rainwater is a huge initiative being promoted by the Indian government to combat
water scarcity and reduced ground water tables across the country. Therefore Coca-Cola manages
rainwater-harvesting projects at Delhi schools in partnership with the Central Ministry of Water
Resources. A community water project at Jaipur, Rajasthan near the Coca-Cola plant in Kala Dera
has been adopted. Rajasthan is India's desert state with depleting ground water and minimal rainfall.
To enable availability of potable drinking water Coca-Cola has installed five hand pumps in Kala
Dera village and two hand pumps in Malikpur village near Jamshedpur, Jharkand in East India. At
Sridungri Village near to another Coca-Cola plant, the company supplies water throughout the
summer season. As it is, all the Coca-Cola plants are meeting statutory rainwater harvesting requirements.
Partnerships
Most of the activities by Coca-Cola India are implemented in partnership with local government or
NGOs. The company supplements the infrastructure network of the Indian government with its
education and healthcare programmes at State and District levels. It also executes its rainwater harvesting programme working with a central government agency.
Attacks on Coca-Cola:
Coca-Cola India’s commitment to after-profit investment in local communities cannot be denied.
The company has worked alongside many government and non-governmental organisations in
funding various education, healthcare and water conservation initiatives that target poor
communities and those most in need of help.
However, criticisms of the company’s before-profit practice in India have increased over the
course of the last year. There have been reports of sit-ins and other protests directed at the Coca Cola plant in Kerala, Southern India. Much of this relates to water conservation. It has been claimed
that;
• The Kerala plant has drained in excess of one million litres of water per day reducing
local supplies leaving many families and farmers with dry wells.
• This in turn has created unemployment as coconut groves and vegetable crops have
dried up.
• The industrial waste (or “sludge”) that Coca-Cola sells or gives to local farmers as
fertilizer due to its high phosphate content has been alleged to be of no chemical use to
agricultural land.
• It is also alleged that the sludge is dumped in dry riverbeds
which has led to concern
over the safety of local drinking water supplies. One report, having analysed water from
around the plant, claims that it contains high levels of cadmium and lead – both of
which pose serious health risks to flora and fauna and can affect the growth of
children’s nervous systems, and cause cancer, kidney and liver damage in any age
group.
Coca-Cola’s Response
The company has so far denied all the above claims, and states,
"These allegations are false. Neighbouring communities, tribal leaders, NGOs,
environmental scientists and government officials have repeatedly rejected the
extremists’ allegations as totally groundless. The protestors continue to ignore the
facts… Since investing in Kerala in 2000 the local communities have welcomed our
business as a good corporate neighbour. "
Coca-Cola Viewpoint
24 January 2003
will stay open. However, the allegations against Coca-Cola, regardless of whether or not they are
valid, holds several lessons that are applicable to many companies in conducting their business community relations.
Key Outcomes and Lessons Learned
One lesson that can be learnt from this case study is that large corporations are never out of the
limelight, even when conducting business in developing countries many thousands of miles from
global headquarters. Public concern over multinational (mal)practice has grown in recent years, and
as such any large company must be prepared to take full responsibility for its actions and be held
fully accountable at all times. This is probably the best way in which to avoid bad press, public
protests and a smear on the company name, even if the company is victim of malicious extremist
attacks.
As such, Coca-Cola needs to tread carefully with how it treats protestors and the media. While the
allegations remain unproven, it seems that the company is understandably acting defensively.
However, a refusal to accept that there is a problem, or to take on board what the protestors are
saying, might ultimately do the Coca-Cola brand more harm than a CSR programme does good.
Which leads to the final issue arising from this case study, and that is the nature of “corporate
social responsibility.” Coca-Cola India’s “after-profit” initiatives are undoubtedly serving poor
communities and benefiting many people. Yet there is still great dissatisfaction regarding the
company’s “before-profit” behaviour, whether the allegations are valid or otherwise. Indeed, the
manner in which a company makes its money is still more important to people in the vicinity of a
plant than how the company spends or reinvests its profits later. Therefore CSR might be better
understood as charitable after-profit investments only when before-profit policy and practice is
environmentally, and socially, responsible.
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