2025, Vol. 7, Issue 1, Part F

author(s)
Neeraj Singh and Ashish Bajpai

abstract
Among the 14 activities
as notified by the Ministry of Corporate Affairs which are acceptable as
Corporate Social Responsibility (CSR in this paper) activities, one specific
activity which shares a bare minimum of 1% of spending by the corporate is
safeguarding the heritage, art, and culture. (csr.gov.in 2023). Several
CSR initiatives are unnoticed and thus do not have any influence on corporate
or brand image. Consumers’ affinity for the CSR activity plays a major role in
evaluations and choice and consequently, managers have to carefully think about
the choice of a suitable cause for their social activities. (Canli & Fries,
2023). This paper attempts to identify the need and benefits along with various
problems faced by organizations in spending the mandatory csr amount on
safeguarding the mythological monuments present in the rural areas.