Sustaining by working at the bottom of the pyramid: a case of Indian rugs manufacturing company

Abstract

The rural areas are highly sensitive to contemporary economic and social change phenomena, such as globalization as they are required to restructure and readjust, probably to a greater extent than the rest of society, and this imperils social cohesiveness1 in the small communities that are the warp and weft of rural areas. Thus to varying degrees, globalization is resisted by societies concerned with the social and environmental implications of large companies operating throughout the world. The present paper highlights the same through a company exporting rugs globally from rural India. The present work has potential inclusion of corporate social responsibility (CSR) concept in the small and medium sized enterprise by introducing the essentials of CSR conceptually and relating it with an Indian rug manufacturing company.