Impact of CSR in brand equity as a marketing tool : a study on registered medium enterprises of consumer durables in Kolkata, West Bengal

The economic scenario of the world is changing fast. People are becoming more cautious that there won’t be anything fixed for particular days. Liberalization is the buzz word and divestments and the free-market economy is what people are now talking about. The business should be based on society and as such, they have to perform minimum service to the betterment of society. Customers are god and customers are from the market. Every corporate house should perform social duties to render service to the society for their betterment and development. Indian economy being no exception, it is a definite expectation from the businesses that they will render full support to the backward areas of the country. As the economy is still on a mixed pattern, both the private and public sectors need to contribute to this. The main purpose of this article is to elaborate the laws related to CSR in India in brief and to analyze the role of CSR activities in developing brand equity for the companies. To study the sample exploratory, as well as descriptive studies, are used. The legal frameworks for corporate social responsibility prevailing in India are analyzed from secondary data where the primary data have been collected from 255 respondents on the MSME Sectors of West Bengal. The Consumer durable segment of medium enterprises have been selected as study element.