j

A corporate social responsible company

Website http://www.goodearth.in

Company Size :501-1000 employees Industry :Retail

Type :Privately Held

Slogan :Sustaining ecology and tradition

INTRODUCTION

.

.

ABOUT THE COMPANY:

• Founded by miss Anita lal ,

•Established in 1996 with its first store at kemps corner ,Mumbai

•Good Earth either asks a designer to work with them, or they interact with NGOs, or they directly engage with the producers themselves. Although ecological benefits are sought after in the designers or artisans' products, style and design remain the brand's priority.

PRODUCT/ SERVICE AREA

Good Earth has set new standards for stylish luxury retail across India by providing an assortment of beautifully designed products

by using traditional craft skills.

Entraining: signature jewel glasses, dinner wareLiving: lanterns, cushionsBed and bath: bed cover ,pillow shamWellness: ancient incense set, copper jugKids :pillow sets ,mugsGifts: poker set, eskander glasses

PRODUCT /SERVICE AREA:

To promote sustainable fashion – i.e. not trend-based, mass produced, “fast-fashion” garments, but clothes that can be worn forever, because of their quality and design.

j

h

CORE VALUESGOODEARTH is based on values of sustainability. sustaining tradition and the ecology is a core value.

VISION AND MISSIONEncouraging quality of craftsmanship and the revival of lost Indian traditions that are beneficial to the environment and to society ,is what they constantly work toward.

CSR INITIATIVE• One of the CSR initiative of Good earth is the :-• Goodearth educational foundation, which was initiated in

1996.• The four year project covered 63 governmental schools and

benefited 15,000 children. • The main focus was to bring quality in education with a special

emphasise on the girls child by ensuring that it is relevant ,effective and activity based.

• It  started providing substantial assistance to Dr. Shroff's Charity Eye hospital (a non-commercial, non-profit trust setup to enable people from all sections of society to receive quality eye care) in 1996 and started to support this institution with funds and expertise. 

ENGAGEMENT WITH CSR:• GOOD EARTH CSR policy has been developed pursuant to

section 135 of the companies act 2013 and relevant rules prescribed therein.

• The policy lays down the criteria for identifying programmes eligible for financial assistance.

• According to this ,any sur plus arising out of CSR programmes shall not form part of business profits of the company.

IMPLEMENTATION OF CSR POLICY• The CSR programmes are identified and implemented on its

own or through eligible third parties including goodearth education foundation .

• The company also collaborate with such parties for undertaking programmes in a CSR fit way.

• Environmental CSR: focuses on eco-issues such as climate change by producing the sustainable products.

• Community based CSR: businesses work with other organizations to improve the quality of life of the people in the local community.

• HR based CSR: projects that improve the wellbeing of the staff.

BENIFITES OF HAVING CSR POLICY

• The home décor retailer good earth which caters to a large number of customers abroad by entertaining emailed orders with having the CSR policy has a better market growth than the other home décor retailers like urbanladder, pepperfry , fabfurnish etc.

• Currently it has 10 stores across India generating about INR 110 core in revenue annually.

• It designs 80% of its products in-house.

BENEFITS

“88% of consumers said they were more likely to buy from a company that supports and engages in activities to improve society.”

- Better Business Journey, UK

This Companies no longer have to waste money on expensive advertising campaigns. Instead they generate free publicity and benefit from worth of mouth marketing.

It’s all about achieving long term results and business continuity /“shaping a more sustainable society”

.

Three out of 10 Goodearth stores in India have theme-based cafes. "The idea was to provide an experience to the shopping and make the stores a place to hang out at leisure," says Simran Lal, CEO of Goodearth.

Goodearth I s now considered as of premium retailers are banking on food and drinks to give their customers a holistic shopping experience

OTHER ASSOCIATION WITH THEIR CSR INITIATIVES• Now the GEF (good earth education foundation) is

implementing projects in thane, alwar , in partnership with the NGO Bodh shiksha samiti.

• The “Khadis”, produced in partnership with the NGO Wardha Khadi .

THEMES FOR CSR So , in my point of view this company can be a better one by

doing something extra things like: NGO for taking care of the indian heritage / historiry . Making the household women financially strong by teaching

them about making crafts . Can make garments for the needy peoples and go for charity.

REFERENCES

http://www.goodearth.in/ https://en.wikipedia.org/wiki/Corporate_social_responsibility http://www.goodearth.in/ http://www.hitachi-c-m.com/global/company/csr/contribution/mine/good_

earth/index.html http://economictimes.indiatimes.com/news/india-unlimited/csr/news/arti

clelist/msid-47068904.cms http://www.socialbrite.org/2010/04/22/4-examples-of-corporate-social-

responsibility-done-right/

THANK YOU