While India’s new Company Act 2013 was enacted in April last year, making it mandatory for companies to spend 2% of their profits on Corporate Social Responsibility (CSR), industry experts maintain that it should not be looked at as a mere obligation or punishment, but more as a ‘business driver’. Jaideep Shergill, co-founder of brand consultancy firm Pitchfork Partners, says, “At this point, a large part is still chequebook CSR as a large number of companies don’t have a separate sustainability or CSR department. It is mainly the finance guys who take charge of these initiatives, but now the scenario is changing. The trigger isn’t only the bill passed by the government, but there is now a new world order. People are asking questions and they want to work with a company that makes a difference.”

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