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The case highlights on CSR responsibilities of ITC Company towards its customers. It brings out new dimensions such as economic, social and environmental which are important in modern world. The case depicts different facets such as ITC’s social performance and adaption of Triple Bottom Line (TBL) to establish Corporate Environmental Responsibility (CER). It highlights the concern for companies like ITC whose major earning are from cigarettes to reinvent their strategy towards environmental degradation. It raises a major question that is adaption of TBL reporting a measure for environmental degradation?
ITC Company was incorporated on August 24th 1910 under name of “Imperial Tobacco Company of India Limited” and later it was renamed as India Tobacco Company (I.T.C. Limited). During its journey starting from 1910, it has diversified into various business divisions such as Cigarettes, Packaging and Printing business, hotel business and paper board etc. ITC Limited (ITC) earns 60% of its revenue from cigarette, so the company is seen as anti-environmentalist and causing injury to public health. The company has made an attempt to establish its Corporate Environmental Responsibility (CER) through Triple Bottom line (TBL) approach. The approach focuses on fulfillment of three objectives such as economic prosperity, ecological prosperity and social responsibility. The company has adopted “Six Sigma based development process” for production of cigarettes. The company has also adopted four goals such as Performance beyond Compliance; Carbon Positive Footprint; Water Positive Footprint; Zero solid Waste. The company has made a mark on environmental performance by enforcing Zero solid waste discharge and creating four times rainwater harvesting than ITC’s net consumption. Currently the company’s major business division is Cigarettes and Leaf Tobacco. These products have adverse effects on Triple Bottom Line factors. Some of the challenges from social context are smoking