Corporate Social Responsibility Approaches Followed by Delux Sports International, Punjab, India

Abstract

Delux Sports International, Punjab, India is the leading sports company of India engaged in the marketing and distribution of global sports and fitness brands. The company was started by brothers Mr.Ashok Aggarwal and Mr.Arun Aggarwal in the early 1970s and quickly went on to become the leading OEM to global cricket brands. The company has been deservingly conferred  the Sports Excellence award for many years by Sports Goods Export Promotion Council for its contribution to export of cricket equipment from India and their corporate social responsibility initiatives. This case addresses their CSR strategies and subsequent growth to show how corporate social responsibility not only benefits the society but also adds value and goodwill to the company’s name along with its impact on the company as a lucrative long term investment tool.

Keywords: Environmental strategy, employee welfare, philanthropy, investment tool.