Corporate Social Responsibility (CSR) has come a long way since its inception. According to Neubert and Stroup (1987), popular consensus on CSR has changed from corporates' `voluntarily doing good' to `mandated' to now `doing better by doing good'. In the present context, this paper analyzes the CSR of TVS Motor company by following a case study method. TVS Motor company is located at Nanjanagud, Mysore district of Karnataka. The company's disclosures suggest that it is taking up several initiatives to improve the conditions of the underprivileged in the society and make a positive difference in their lives. In addition to the community initiatives, TVS Company has been working with the NGOs, local authorities and institutions, and local leaders and government agencies. This paper mainly analyzes the CSR objectives of TVS Company, their capacity to identify social issues, implementation of strategies and changes in the strategies after globalization, social relevance of the issues addressed by the company, and the attitude of the decision makers in the company towards CSR.

The World Business Council for Sustainable Development (WBCSD) based in Geneva, Switzerland has defined Corporate Social Responsibility (CSR) as "businesses' commitment to contribute to sustainable economic development, working with employees, their families, the local community, and society at large to improve their quality of life". The WBCSD also indicates that "a coherent CSR strategy, based on integrity, sound values, and a long-term approach offers clear business benefits to business firms and contributes to the well-being of society". The European Commission advocates CSR as "being socially responsible means not only fulfilling legal expectations, but also going beyond compliance and investing more into human capital, the environment and relations with stakeholders". In essence, CSR aligns a company's business objectives and practices with social values and the welfare of the society. The interests of the stakeholders are included in this concept. This is referred to as `the triple bottom line', which measures the social, environmental and financial success of a company. Transparency and accountability are essential to achieve this.

The debate to answer the question whether business corporations have social responsibility is not new and dates back to 1970s when there were questions about the social responsibility of the corporation. In the market-oriented economy, the corporate sector concentrates only on making profits and it is a theoretically acceptable argument. The influential essay of Milton Friedman `Social Responsibility of Business' first published in 1970 supports this argument and according to Friedman, profits and social causes are inimical to each other. He argued that there is one and only one social responsibility of business to use its resources and engage in activities designed to increase profits.

Corporate Governance Journal, Corporate Social Responsibility, CSR, TVS Motor Company, World Business Council for Sustainable Development, WBCSD, Business Corporations, Social Responsibility of Business, Corporate Sector, Environment Management, Promoting Human Resources, Community Development, Srinivasan Services Trust, SST, Human Development, Self-Help Groups, SHGs, Farmer's Associations, FA, Cooperative Milk Unions, Indian Corporate Sector.