Dish TV India Donate Campaign: Sustaining Transition from CSR to ESG

Launched in 2021, the #Donate2Help campaign of Dish TV India Ltd. (DTIL) encourages its subscribers to donate their unused set-top boxes (STBs) to underprivileged people for a noble cause. Using electronic devices, users can access free satellite infotainment content made available by the state-owned Doordarshan. The campaign was promoted through an advertisement showing the benefits of a STB for a rural girl who had limited internet access who used the device to gain access to content that furthered her education. DTIL intended to have a positive social impact and monetize the unused STBs. This campaign, the first in the direct-to-home industry, helped the company create positive brand perception. The reuse of unused STBs helps reduce e-waste by extending the life of the devices and not dumping them in landfills prematurely. However, the campaign needed more visibility, and its impact could have been better. DTIL intends to expand and scale up the campaign as a part of its adoption of environmental, social, and governance (ESG) guidelines.<br><br>India, the first country to make corporate social responsibility (CSR) mandatory by law, added an ESG framework to the Business Responsibility and Sustainability Report (BRSR) required by Indian companies in 2022–23. Initiatives like #Donate2Help are significant as regulatory obligations and stakeholder expectations pressure companies to contribute to ESG through their business processes and operations. Is there an overlap between CSR and ESG? How should the company operationalize its ESG commitment beyond regulatory compliance? What are the critical factors for successful ESG adoption in a competitive market being disrupted by ongoing technological advancements?

This case is suitable for undergraduate, graduate, and executive-level courses on business law, sustainable operations management, business strategy, business model innovation, and entrepreneurship. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the legal framework of CSR under the Indian Companies Act of 2013.</li><li>Assess the three pillars of ESG and their implications for DTIL.</li><li>Analyze the impact of the BRSR on investor sentiment.</li><li>Evaluate the critical determinants of companies operationalizing ESG.</li><li>Analyze the #Donate2Help campaign using Porter’s Generic Competitive Strategies framework.</li><li>Examine the options available for DTIL to scale up the campaign.</li></ul>

• Donate campaign
• ESG framework
• CSR