Vol. 2, Issue 3, Part E (2016)

Abstract
Corporate social responsibility (CSR) is gaining more and more importance day by day. Maximum organizations are showing their commitments towards CSR either for enhancing their corporate image or to be in competition. Changing market situations and globalizations are adding heat to the CSR thought. Emergence of different marketing innovations demands has the direct linkage of corporate social responsibility practices with the business corporate strategies. In this relation Indian companies go ahead of their economic and legal obligations to establish mutual trust and accept responsibilities related to the betterment of society. The paper discusses the role of corporate social responsibility along with the major issues/challenges faced by Indian firms, and suggests remedial measures for effective implementation of CSR initiatives.