Corporate Social Responsibility (CSR) has emerged as an important area of corporate attention in an informationally integrated world. Corporates are realizing that how they are perceived by the larger society, has a bearing on their capacity to function effectively and create shareholder value. The task of developing and implementing the CSR strategy for Torrent Group was entrusted to Markand Bhatt, a veteran executive in the group. Documenting the challenges faced by Bhatt and the decisions he was required to make the case details the context for an in-depth discussion on the process of design and execution of CSR strategy.

The case recounts a significant attempt at social transformation through a simple mechanism of providing cooking gas to the marginalised in society. Targeting about 80 million BPL (below the poverty line) households in India that still used dung cakes, firewood, and coal as the primary fuel for cooking, the government conceived the Ujjwala scheme to replace these traditional fuels with liquefied petroleum gas (LPG), a clean fuel. The scheme had the potential to achieve major social transformation through women empowerment. The women would have more time to engage in economic activities and improve the health of households. This scheme would particularly improve the health of women who were directly affected by the polluting fuels. Launched on May 1, 2016, the scheme was very successful in terms of the number of households covered, as the target group across the country enthusiastically embraced it. By January 2018, the scheme had already covered over 30 million families. While reviewing the scheme's progress, the Minister for Petroleum and Natural Gas-responsible for its execution-realised that several key decisions regarding Ujjwala would require careful resolution to ensure that the social benefits from the scheme were sustained.