Page 347 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24
After looking at the Axis Bank Foundation's (ABF) initiatives and concentrating on the kinds and

execution of CSR activities, it was determined that the ABF had a major impact on improving

rural India's impoverished communities, reaching over 0.9 million people in 25 states and over
10,000 villages. Even though the foundation had made great progress in many areas, there was still

room for development. Overall, the ABF's success in important areas showed how influential it is

to the advancement of society. (Kesavan & Srinivasan, 2022)

Subsequently, in Indian retail banking, research looked into how CSR activities affected
customers' intentions to make purchases. The study evaluated how awareness affected the

relationship between purchasing intention and CSR. The study found that Indian banks' customer
purchasing intention was positively enhanced by cultivating a socially responsible image. The

purchasing intention of customers was found to be substantially influenced by corporate ability
and was further impacted by CSR actions when customers were made aware of them. By

expanding our knowledge of CSR dynamics and how they affect customer behavior, this study
added to the body of literature on CSR. (Fatma & Rahman, 2016)

Hence the purpose of this study is to analyze Kotak Bank's CSR efforts in education and livelihood
for Viksit Bharat 2047's goals, addressing gaps in tangible outcomes and scalability. It evaluates

initiatives supporting learning, higher education, entrepreneurship, and livelihoods, aiming to
enhance corporate-led sustainable development aligned with Viksit Bharat 2047.

Despite CSR's growing emphasis in India, understanding its effectiveness and scalability,
particularly in education, remains limited, hindering alignment with goals like Viksit Bharat 2047.

This study addresses gaps in existing literature by examining Kotak Bank's CSR impact in
education and livelihoods, aiming to provide insights for future practices aligned with sustainable

development.

3. Objectives

1. Evaluate Kotak Bank's CSR success in education and livelihood promotion, with an
emphasis on learning results, further education, entrepreneurship, livelihood, and

inclusiveness.

2. Identify Kotak Bank's implementation strategies in education and livelihood CSR, examining

approaches, partnerships, and resource allocation.

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