In our CSR in India project, we anticipate the cultural issues of hierarchy based on ideas of caste and social status to affect the outcomes of our project. As corporations seek to pinpoint which issues and NGOs to partner with in the field of civil society for their CSR efforts, we anticipate preconceptions of social status may be a factor that corporations depend on. It may be an underlying issue, one that is not explicitly stated, but nonetheless must be addressed.
In addition, we expect cultural norms related to who believes to be the responsible party for innovation in India to be another issue. In India, there is a complex system of interactions between the government, the public, civil society, and the private sector. Within this system, there does not seem to be clearly defined norms for who is held responsible for addressing developmental and social issues that civil society often ends up rallying. In a cultural sense, there is little accountability and trust in local villages and communities put upon larger entities like the national government or big corporations. Navigating this system while defining who is responsible for change will be a crucial task for our project.
Finally, as a society rich with traditional norms and practices, India has sprung as an evolving, modernizing country in the last half century. However, this process towards modernization, both through economic and social spheres, has been uneven across the country, largely due to the great diversity each region holds. One step forward in Maharashtra means a different step forward in Uttar Pradesh. Therefore, a cultural issue that will affect our project is understanding the hold on traditional ideas and perspectives that the organizations hold within our region, as well as how we can anticipate these ideas to change. Like citizens of many developing countries moving at a fast pace, Indians can view change as threatening to their livelihood and another form of white colonization even after independence.
My family, originally from India, moved here in the 1980s in search of the American Dream. Growing up in America, I had a very different perspective on how culture factors into progress and innovation than they do. I have observed these social situations at home, in varying forms. Ideas about caste and hierarchy are not something explicitly expressed by most Indian households, but they are the undercurrent for all social activities. For example, my parents are taking on the more traditional route right now as they search for a suitor for my older sister. Criteria include being of the same caste and religious background. Even while looking for someone in America, they hold onto these beliefs and hope it continues for generations. Another example I have seen this situation at home is my family’s views on politics. While they see the importance of the government’s role in facilitating change, they often view it as ineffective for listening to every local situation. And there is almost no expectation for corporations to hold any of that responsibility to give back to the community. Lastly, living in America as a first-generation student has taught me the precarious balance between accepting Western values and norms while also holding onto my cultural background. Expectedly, I hold more liberal and open views than my parents on topics of family dynamics, gender roles, and even career choices. Becoming flexible with the current times has not been easy for my immigrant parents, but they have adjusted well and have also learned how to walk that fine line.
Cultural practices that can be leveraged to address community/market problems include taking advantage of the community mindset, as well as the importance of selfless service and nationalism. Like many Asian cultures, Indian culture is very community based, where trust is strengthened by those who are close to you in proximity and in relation. This should be the basis of all CSR activity — an emphasis on defining that community in a broader spectrum. Why can’t those who are outside your normal social sphere also be part of one’s community if they share the same beliefs and goals as you do? In the age of technology, harnessing this community mindset to expand it further can be an advantage in connecting, and therefore helping, those in need to those who want to give. Additionally, the importance of selfless service (seva) is an important cultural practice widespread throughout the country, highlighted especially in Hinduism practices. Individuals feel the obligation, if they are successful, to give back to their community based on principles of ethics. CSR can be a way to channel this obligation into more meaningful practices. Individuals and corporations should not have to blindly donate to any cause, but should give to the most meaningful issue area that needs the aid the most. Lastly, nationalism can be defined as a cultural practice, although it has strong political implications. Whether it be pride in your community, village, town or country, nationalism is strong associated with community-oriented practices in India. Channeling the pride one feels for your neighborhood is correlated to making every effort possible to improve and uplift those around you as well. CSR therefore should and must be a source of national pride as it creates positive effects.
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