Impact of Corporate Social Responsibility on Shree Devi Textiles

Abstract

This study explores the impact of Corporate Social Responsibility (CSR) on Shree Devi Textiles, a prominent textile firm based in Coimbatore, Tamil Nadu. The research investigates how the company’s CSR initiatives influence brand reputation, customer loyalty, and overall business growth. Despite Shree Devi Textiles’ extensive efforts in environmental sustainability, employee welfare, and community development, the benefits remain geographically limited due to its single-branch presence. Using primary data collected from 204 respondents and applying statistical tools such as ANOVA, Chi-square, and Friedman ranking, the study reveals that CSR activities significantly enhance employee morale and customer perception. However, awareness of these initiatives outside Coimbatore is low. The study suggests leveraging digital platforms, storytelling, and strategic partnerships to increase visibility and engagement. It concludes that CSR is not only a tool for social betterment but also a strategic asset for sustainable growth and brand differentiation.

Introduction

Corporate Social Responsibility (CSR) has become a vital part of modern business, requiring companies to align operations with ethical, social, and environmental values. CSR contributes to sustainable development and community well-being, going beyond profit-making to address broader societal concerns. Initiatives include environmental sustainability, ethical supply chains, and community investments. In return, businesses gain competitive advantages such as enhanced brand reputation, operational efficiency, employee satisfaction, and customer loyalty.

II. Problem Statement

Shree Devi Textiles actively undertakes CSR initiatives, but their impact is confined to Coimbatore due to its single-branch operation. As a result, the company’s CSR efforts are not widely recognized outside the region, limiting brand awareness and customer engagement in other districts. There's a need to improve visibility and outreach of CSR activities.

III. Scope of the Study

The study evaluates how Shree Devi Textiles’ CSR efforts influence:

• Brand recognition

• Customer trust

• Business growth

It focuses on the limited geographical impact of their CSR and explores communication and outreach strategies to enhance visibility and market expansion beyond Coimbatore.

IV. Objectives of the Study

1. Analyze CSR’s impact on brand image and customer loyalty.

2. Understand customer perceptions and satisfaction related to CSR.

3. Examine CSR’s influence on employee welfare and community development.

4. Explore digital tools (social media, blogs, videos) to showcase CSR impact.

V. Research Methodology

• Sample Size: 204 respondents

• Sampling Method: Simple Random Sampling in Coimbatore

• Data Collection: Systematic approach using questionnaires

• Limitations: Small sample size, limited geographical scope, time constraints, and partial respondent access

VI. Statistical Tools Used

1. Simple percentage analysis

2. Chi-square test

3. ANOVA

4. Friedman Ranking Test

VII. Limitations of the Study

• Focused only on one company

• Limited geographical and customer segment coverage

• Time constraints affecting data depth

• Difficulty accessing premium respondents

VIII. Review of Literature Highlights

• CSR improves brand image, trust, and financial performance (Vishwakarma, 2019)

• The textile sector’s role in inclusive development and environmental impact (Dixit & Lal, 2019)

• CSR is shaped by institutional pressures and influences corporate reputation (Aggarwal & Jha, 2019)

• Regulatory and consumer pressures drive CSR in textiles, though implementation challenges exist (Sharma & Narula, 2020)

• Post-2013 CSR evolution in India, especially in education and healthcare (Vethirajan et al., 2020)

• CSR promotes sustainability in the fashion/textile industry via ethical labor and eco-friendly practices (Thorisdottir & Johannsdottir, 2020)

Conclusion

The study concludes that Corporate Social Responsibility (CSR) plays a crucial role in shaping the brand image, customer perception, and overall growth of a company. For Shree Devi Textiles, the limited geographical reach of its CSR initiatives restricts the potential benefits that could enhance its reputation beyond Coimbatore. By adopting strategic measures such as digital marketing, collaborations, and effective storytelling, the company can expand its CSR visibility, engage a wider audience, and strengthen its market position. This approach not only enhances brand loyalty and trust but also fosters positive societal change, making CSR a key driver for sustainable business development.

References

[1] Vishwakarma,V. (2019). Corporate Social Responsibility (A Literature Review). Shanlax International Journal of Management, 7(1), 36-42. [2] Dixit.P & Lal, R. C. (2019). A critical analysis of Indian textile industry: An insight into inclusive growth and social responsibility. Russian Journal of Agricultural and Socio- Economic Sciences, 88(4), 53-61. [3] Aggarwal and Jha\'s 2019 study, \"Pressures of CSR in India: An Institutional Perspective,\" published in the Journal of Strategy and Management, examines the institutional factors influencing Corporate Social Responsibility (CSR) practices in India. [4] Sharma, A., & Narula, S. A. (2020) explore the factors driving and hindering sustainability adoption in Indian textile firms in their study \"What motivates and inhibits Indian textile firms to embrace sustainability?\" published in the Asian Journal of Sustainability and Social Responsibility (Vol. 5, Article 6. [5] Vethirajan, C., & Ariyadevi, N. (2020) Improvement of CSR Activities in Indian Companies after the Amendment of Companies Act, 2019. JAC: A Journal of Composition Theory, 13, 418-428. [6] Thorisdottir, T. S., & Johannsdottir, L. (2020) Corporate Social Responsibility Influencing Sustainability within the Fashion Industry: A Systematic Review. Sustainability, 12(21), 1-26. WEBSITES [1] https://www.ijtsrd.com/ [2] https://www.shanlaxjournals.in/journals/index.php/management/article/view/554 [3] https://www.emerald.com/insight/content/doi/10.1108/13612021211222833 [4] https://www.emerald.com/insight/content/doi/10.1108/srj-06-2013- [5] 0074 [6] https://www.researchgate.net/publication/281389327

Copyright

Copyright © 2025 Mrs. M. Banurekha, M. Logeshwaran . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.