In 1965, the Prime Minister of India presided over a national meeting that issued a declaration on the social responsibilities of business, "..Every enterprise, no matter large or small, must, if it is to enjoy confidence and respect, seek actively to discharge its responsibilities in all directions.."

Traditional expectations of business are fast changing. It is no longer enough to simply employ persons, make a profit and pay taxes. Companies are now expected to be accountable and benefit society as a whole. This is the new agenda of corporate citizenship of astute business leaders. From a trickle it has become a wave sweeping boardrooms across the world. India's well-documented growth story is increasingly cognizant of reaching the "true India" by incorporating CSR into its DNA, as a value and strategy that guides it in all it does.

This issue, reflects CSR in the public-private-people partnership mode. To maximize the social impact, industry must work in partnership. Partnerships are not always easy to formulate, but through shared commitment and patience, valuable rewards can be gained, notwithstanding the smile it brings to "every Nisha's face" !