Corporate Social Responsibility (CSR) is a ‘term’ quite frequently used these days and more and more corporate are coming forward to take this challenge. Let it be the Media sector, the Insurance Sector, the Retail sector, the Petrochemical Sector, the Chemical Sector, Food & Beverages, IT Industry, Healthcare Industry, Telecommunications Industry, Automotive, Construction Industry, Crafts, Energy, Banking and Insurances every corporate are trying to find ways of spending money for social responsibility.

As intensive researches are carried on in the best universities of the world, the first initiatives on CSR are generally taken by oil and chemical industries. There is a rise to prominence of CSR in particular companies, we also observe the emergence of something like the CSR ‘movement’ with a aim to find ways to serve humanity as well as finding business opportunities in the growing popularity of the subject.

The reasons are simple; the earth has seen so many natural disasters along with changes in environmental phenomenon due to rapid growth of industrialization. The money received from environment is now being thought to be utilized for the construction of the same. It’s like the saying which states that whatever energy we spent in our entire life for wealth at the cost of our health is later spend for our own wellbeing. These days even customers and clients look at their brands for something new done for society.

Pressures from Media, NGO’s, International Organizations, Government are making corporate to take up tasks which give fast results and are fast visible, which are dangerous because it do not serve any purpose for the community and neither for the organization.

While the world is still researching into CSR, there is a need to understand its long term goals, its long term indications, before any investment decisions are taken. If we take a closer look at the recent rise of CSR, some might well argue that this ‘new’ management idea is all about a recycled fashion; something which again sees ‘business in new way’. It’s actually more than that, it’s about ensuring more humane working conditions for its employees, building good healthcare systems, creating new educational opportunities for the have-nots, making development in areas where people fight for basic amenities and lots more. It’s absolutely not about standing in front of a hungry man providing him/her food with your industry’s photograph. That doesn’t help.

Some of the questions which arise are:

a) Are we investing something which will serve the community in long term?

b) Are we investing keeping in mind the long term objectives of the organizations?

c) Are we really doing something apart from writing reports on corporate social responsibility?

d) Are the amount allotted for CSR meeting the needs of the needy and targeted people?

e) Are the money used for the organizational goal increasing your brand value in real terms?

While all these questions looms around, we need to introspect on our policies and plans with new innovations. Marketing is a secondary thing and brand value increases when those thoughts are put into action and things starts moving on ground. There are industries who had served many in different fields and those industry leaders still flashes in our minds as souls who came into this world to bring a change. Their company values are not counted by their financial strength in billions but by their work which had touched a billion hearts. There are many positive events happening in the world on CSR as Industry associations are coming forward to coordinate and create synergies among individual business approaches to CSR.

Let’s be that messiah for change and lets that thought of change percolates through our minds and together move towards a safer world for our future generations.

Thanks and Regards,

Mainak Majumdar

Assistant Director in Industry Association/Body

Disaster Management Specialist and Consultant

Weblink:     http://www.theideas.in/



Disaster Management is a combination of environmental, developmental and social issues coupled with administrative directives, operational skills of an organization and its capacities to implement those to lessen the adverse effects of an emergency. The other important constituent of risk management is precise information flow which in itself is a form of disaster response in its own right.

May it be a Mexican Earthquake or an 8.7 earth shattering phenomenon at the city of Banda Aceh or the northern tip of Indonesia’s Sumatra Island or Chile or Haiti Earthquake, which leads to eradication of hundreds of lives.
Seismic activities occur everywhere and coupled with floods, hurricanes, tornadoes, drought & landslides, they compose a complete chronicle of human destruction. The challenges seem to be more and but it also provides saving options. The risks faced due to any environmental disaster are not only due to losses in lives, environment, health status, livelihoods and assets but also for the services that could occur in a particular community or a society over some specified future time period.
Environmental Calamity Management is a highly complex problem and has diverse manifestations. It is a phenomenon which affects people in different ways and is the result of social, cultural, economic and political factors. It is to be noted that all crises do not give rise to emergencies and the radical changes do not mean that it is always in negative.
The vision of the policy makers should be to assist the vulnerable and poor people to bring about positive change and to support their capacity to withstand adverse changes that may affect their social and economic developments. The changes should be made after proper judgment as any changes for the vulnerable people or the communities may give rise to a crisis that may overpower their capacity to cope and hence is an uncalled emergency. Crisis is not only about this unexpected catastrophe but also the sum-up of this slow build-up of political, social, economic and environmental factors. Along with all these issues, there is a combination of unexpected incident such as cyclone, flood, earthquake, drought or any other type of major accidents, which would definitely add to these changes in a very negative way. Hence, it is critical that relief interventions addresses these issue which are the standing parameters for a crisis and which leads to Environmental Catastrophes.
It is this inequity and poverty, which make people more vulnerable to the effects of Natural and Industrial Hazards. It is a well known fact that Natural Resources are divided into two categories, renewable and non-renewable sources of energy. Human Beings would never lack vital materials if he/she would adjust his population size and resource demands at or below the level that allows the biogeochemical cycles to operate in such a way that materials as well as organizations are “reassembled” as fast they are “dispersed”. The shift from “special interest conservation” to “total ecosystem conservation” helps to establish the fact that human beings are a part of a complex environment which must be studied, treated and modified as a whole and not on the basis of isolated “projects”. Hence there is a need to take cautions while tampering with the Environment with lakes to draining, fillings, dredging, pollutions, stabilizations, mosquito control, algae control and the planting of any fish, which are able to swim. It is we humans, who constrict them with levees and dams and then flush them with dredging, channelizations and floods and silt of bad farming.
The other most important factor is proper flow of information. Responding to the Indian Ocean Tsunami Aid Agencies distributed remarkable amounts of relief aid. But despite this, some needy groups were missed. In some cases, aid went to men and the specific needs of women were not met. In others, aid went to dominant social groups, sidelining tribal people and outcastes. Information about them was lacking.
The obvious questions are: Does the people in a disaster stricken area get enough information? Do they receive the caution before a natural disaster? Do the people of a country have the power to involve themselves in management of environmental disasters?
In a disaster area, there are different types of information: It includes everything from facts to deep understanding & may include lies and deception. It should be kept in mind that gathering data is a one-way process. If one has to acquire knowledge and wisdom, we need to involve and exchange ideas and analyze those in the light of experience, through discussion and interviews or multiple channels of communication.
If the disaster victim can recognize an aid agency’s capacity and viewpoints, they can give better advice as how to help them. It is the dialogue than the data that matters.
If we analyze the intensity of a cyclone & its destruction, the deaths and damages caused, it would indicate very diverse co-relationship between the economic leader of the countries and the actual loss of the communities. One of the deadliest cyclones- the cyclone Bhola of 1970 in East Pakistan was classified as Category III (maximum wind speed 205 km) and it killed three hundred thousand people while the economic loss was estimated at US$ 86.4 million.
If we go back to 2004’s hurricane season at Cuba, the country proved again how effective it is in protecting human life from the worst disaster. It was Hurricane Charley which swept into Cuba on 13th August 2004 where 70,000 houses were severely destroyed and four people died. When hurricane Ivan came to the coastline of Cuba, with greater force, over 2 million people were evacuated but none of them lost their lives.
So, how does Cuba do wonders and save lives from the clutches of such horrible hurricanes?
They overpower natural catastrophes as they take Disaster Management in a broader sense addressing issues and policies related to environmental sustainability, social sustainability, information flow and channelization of those in masses and also focus on needs for good quality education in environmental disaster management.
In Cuba, evacuation orders are mandatory – an important distinction from other neighboring countries. Public transport is provided to get people to shelters. Local branches of Federation of Cuban Women help and persuade reluctant people to accept evacuation, so it is rare that the police or army has to step in.
There is a need to ensure that disaster mitigation efforts are not just top to down and is rather based on direct information from the communities.
Risk Mapping is about consideration of direct link from the environmental factors, logical responses and changing pattern of tensions and relationships. Social division and inequality effect risks and its management. Hence there is a need to develop a methodology for analyzing conflict, which should be based on drawing up ‘maps’ of causes and can be superimposed on a similar map of responses.
The next factor is Environmental Sustainability. When the human population of an area is small, poor land use may affect only the people who are guilty of bad judgment. As the population increases, everyone suffers if land is improperly used because everyone eventually pays for rehabilitation or is now too often the case; everyone suffers a permanent loss of resources. A small example is if grasslands in low regions are plowed up and planted to wheat (poor land use), a “dust bowl” or temporary desert will sooner or later be a result. If the grass cover is maintained and moderately grazed (good land use), no dust bowl will likely to be developed. It is a general observance that good land use planning has come only after human has first destroyed or damaged a landscape. It is just as the saying goes that Human does not seem to understand a system which he did not build and therefore he seemingly must partially destroy and rebuild before use limitations are understood.
One solution to these problems are:
i) Cluster development: A cluster development of residential housing around village or town centers with each unit separated by broad green belts.
ii) By retaining stream valleys, steep slopes, lakes, marshes, aquifer recharge areas, waste disposal areas free from houses, buildings, and other high density uses. Without such planning, there might be no open space, and which would lead to the same kind of urban blight, chronic pollution and social disorder that we now observe in older, unplanned cities.
Generally, the short term profits that can be made by exploiting urban land are so huge that it is difficult for people to foresee the socio-ecologic backlashes and overshoots that accompany uncontrolled growth.
With the increase in population, food supplies will reduce resulting in increasing prices.
In other words, the size and quality of the “environmental house” should be an important consideration and not the number of resources; we can relentlessly squeeze from the earth. A reasonable goal could be to stress on the fact that a third of all land could be under open space use. The dependence of a city on the countryside for all its vital resources (food, water, air and so on) and the dependence of the country on the city for economic resources become so widely recognized that the present political confrontation that exists between the rural and urban populations is obliterated.
The next obvious aspects are creation of Sustainable Livelihoods. The real basis for assessing the appropriateness of any type of intervention is an understanding of livelihood systems and the strategies in which people are already engaged, the problems which they face and the ways in which they are adapting to changing environmental and economic conditions. The notion of “livelihood” systems” takes into account the wide range of people’s roles, activities, personal capacities and resources, which make up the way they make a living; and how these elements are related to each other.
It is here comes the concept of serving the poor profitability. These are the people who have great needs, but they can’t express their requirements in a way which may matter to markets. Markets seem to avoid the needs as it doesn’t bring profit and hence poor always tend to remain poorer. It is where Government and corporate houses comes into play and try to make a difference. But today Corporate Social Responsibility seemed to break that ‘tax free’ attitude and has come for the betterment of the World as more World Business Leaders tries to come forward with their aim to improve the smaller parts of the globe where their presence is felt.
Hence the ways forward are:
a) Recognize that Environmental Sustainability is a must for containing a Disaster
b) Recognize that Social Sustainability along with development is necessary for good Risk Reduction
c) Recognize information as a form of disaster response in its own right
d) Support better access to information and communications along with technology for vulnerable communities
e) Build a partnership for sharing information with communities, local governments, media, telephone companies and Industries.
f) Women and men of all ages from disaster affected areas and wider local populations, including vulnerable groups should receive information about the assistance programme and are given the opportunity to comment to the assistance agency during all stages.
Its then we could save many number of human lives with minimum causalities.

Please send your feedback in the e-mail address given below.
Thanks and Regards,
Mainak Majumdar
Disaster Management Specialist and Consultant

Weblink:     http://www.theideas.in/



September 11 attacks or the spread of Anthrax or the rising fear of a Nuclear Disaster, the emergence of the term Chemical Biological Radiological and Nuclear Disaster (CBRN) is becoming a challenging issue infront of Governments of the World. Central to such preparation and response planning are the roles of districts, states, local -self Governments, National Government Departments, which includes activities ranging from global intelligence gathering to local emergency response. Beginning in the mid-1990s and accelerating rapidly since September 2001, all levels of Government have focused on improving their capabilities to foresee, intercept, prepare for and respond to these CBRN disasters.

Many Government Agencies, non-governmental organizations and individuals charged with emergency preparedness, response and management are being encouraged all over the World to intricate emergency Plans into training, education and public awareness campaigns. These days, Governments and Industries are enabling themselves to co-operate and find solutions to this blazing problem.

CBRN is an initiation for chemical, biological, radiological and nuclear disaster. The term is used worldwide to refer to incidents or weapons in which any of these four hazards have presented them. In the fifties the expression ABC (Atomic, Biological and Chemical) was in use and was modified during the cold war to NBC (Nuclear, biological and chemical). Later the term R (radiological) was introduced as a consequence of the “new” threat radiological weapon (also known as the “poor man’s atomic bomb). CBRN agents are commonly referred as weapons of mass destruction. A wide range of these agents are available, but there are problems related to their manufacture, storage and disposal.

A CBR device functions by wind dispersal. During that instance the evacuation of people and control of ventilation turn out to be a main concern. The methods that are followed are prevention, detection, preparedness and response. Justifiably in order to protect the populace from any eventualities of CBRN attacks, there is a requirement of co-ordination between various Government agencies, Industries, Non-governmental organizations and departments like transport, home, environment, health etc, which would work in close cooperation as an assistance provider to the civilian authorities. There are two main issues, which in the intervening time have increased the risk of CBRN viz. trafficking and dual-use nature of CBRN materials. Hence there is a need for a number of national and multilateral legal instruments to come forward to stop the access of CBRN materials as pillars of prevention and agree to a uniform policy package on chemical, biological, radiological and nuclear (CBRN) security. The world needs to have all necessary tools at hand to counteract this menace and spread awareness about the grave nature of CBRN threat. There is a requirement for discussion on these issues with proper documents prepared and adopted by various institutions as well as the National Government to present the Indian endeavor to address risks of CBRN disaster.

Chemical, Biological and Nuclear emergencies having potential of becoming a disaster may occur due to accidental spill, terrorism activities as well as use of chemical and nuclear warfare agents. It is difficult to predict when such activities will occur or whether the target will be military or a civilian unit. It has been observed in past that it occurred when it was least expected. In some countries the Department of Atomic Energy (DAE) has been identified as the nodal agency in the country in respect of human made radiological emergencies in the public domain. For example, a Crisis Management Group (CMG) has been functioning since 1987 in DAE, India. In the event of any radiological or nuclear emergency in the public domain, the CMG is immediately activated and will co-ordinate between the local authority in the affected area and the National Crisis Management Committee (NCMC). The CMG comprises of senior officials drawn from various units of DAE like the Nuclear Power Corporation of India Ltd. (NPCIL), Bhabha Atomic Research Centre (BARC), Heavy Water Board (HWB) and the Directorate of Purchase and Stores (DP&S). It also includes senior officials from the regulatory authority and the Atomic Energy Regulatory Board (AERB).

In general chemical and biological agents are considered to be cheaper and easier to produce. Radioactive materials that could be used for such contamination are available from a wide range of relatively non-secure facilities, including hospitals, medical and research laboratories, universities, waste dumps and so forth. The use of biological weapons become more eminent as apart from the natural transnational movement of these pathogenic organisms, their potential use as biological warfare and bio-terrorism has become far more important now than ever before. Small Pox and Anthrax are the most common agents and has the ability to cause widespread calamity. These types of incidents trigger human panic. These biological agents mainly bacteria, virus, toxins, fungi are living organisms and their toxic products can kill or incapacitate people, livestock and plants. These agents can be dispersed by spraying them into air, infecting animals that carry disease to humans and by contaminating food and water. Potentially hundreds of human pathogens could be used as weapons; however public health authorities have identified only a few as having the potential to cause causalities leading to civil disruptions.

The United Nations had closely been associated with CBRN disasters through its different programmes and specialized agencies. It was acknowledged later that there was a need to tackle the consequences of nuclear and biological related disasters, which has spurred the development of wide ranging international co-operation in science, humanitarian assistance and technology. National Disaster Management Authority, Government of India have proactively taken steps in the direction of institutionalization of the framework for “all hazard” emergency response in disasters culminated into the formulation of the National Guidelines on Medical Preparedness and Mass Causality Management, Nuclear and Radiological Disaster Management, Chemical Disaster Management etc. World Health Organization has been associated with Medical, Biological and Radiological Disasters for long. It was in the year 1989 WHO first raised concerns that local medical scientists had incorrectly attributed various biological and health effects to radiation exposure during the Chernobyl incident. Nuclear Power Corporation of India (NPCIL) has been spreading awareness about Nuclear Disasters for long and one example is at Jitapur, Maharashtra, India where this public sector enterprise is actively working to set up a nuclear plant keeping all concerns into account & carefully finding the mitigation strategies. In Fiscal year 2009, USAID and Office of U.S Foreign Disaster Assistance responded to 63 disasters in 49 countries to assist nearly 55 million disaster-affected people. In Africa, OFDA disaster responses included assistance to populations affected by complex emergencies, food insecurity, ammunitions explosion, cholera and measles outbreaks.

There are new CBRN detection tools which will help us to use our ability to employ adequate detection methods, use modern and effective decontamination technologies and equipment, deal efficiently with decontamination wastes and do all of these in a safe manner. It’s a challenge for the Research Teams to come up with more innovative solutions to better equip and protect the community from these types of disaster.

Hence solutions need to be found for response strategies at the personal levels to these types of attacks or accidents. Though it needs some effort but a small step to aware and to empower ourselves with knowledge about disasters and its management could give us more days to live life and make a safer world for us as well as for the future generations.

Thanks and Regards,

Mainak Majumdar

Weblink:     http://www.theideas.in/


Tips to save yourself from Hurricanes

Lets now take a look into the management of Hurricanes, if it strikes in your area.
Having taken into consideration that, you have already read the letters posted previously, we will try to focus on the management of Hurricanes in short.

A hurricane is a severe tropical storm that forms in the North Atlantic Ocean, the Northeast Pacific Ocean east of the dateline, or the South Pacific Ocean east of 160E. Hurricanes need warm tropical oceans, moisture and light winds above them. If the right conditions last long enough, a hurricane can produce violent winds, incredible waves, torrential rains and floods.

Hurricanes are known by different namesin different parts of the world.
In the Northwest Pacific ocean it is known as a Typhoon
In the Southwest Pacific Ocean west of 160E or Southeast Indian Ocean east of 90E : – its known as Severe Tropical Cyclone
In the North Indian Ocean, its known as the Severe Cyclonic Storm
And in the Southwest Indian Ocean it’s known as the Tropical Cyclone.

So, whatever be its name, Its capable of causing immense destruction taking the death toll to millions of our brothers and sisters. In general, these Hurricanes rotates in a counterclockwise directions. The centre of this cyclones is called an “eye” . When the wind speed reaches 74mph, it takes the form of a hurricane.In the year 2006, there were many Hurricanes in the Atlantic region. They are:

Alberto, Helene, Oscar, Beryl, Isaac, Patty, Chris, JOyce, Rafael, Debby, Kirk, Sandy, ERnesto, Leslie, Tony, Florence, Michael, Valerie, Gordon, Nandine, William etc… the list might go on.

Dear friends, it becomes very easy to name the cyclones. But imagine all this cyclones have brought along with it lots of destruction. Many childs have become hurricanes, many mothers have lost their son or daughter, many wives have lost their husband and vice-versa.. many… infact many.. have lost everything.. their near and dear ones. Can we not stop all this things happening. Yes, friends, we can do it. If we have little awareness about the disaster we are prone to.

Here is some tip as what to do, when a storm just like Hurricane or a real hurricane strikes. Please read it carefully or please do take a print-out of the tips. Please do also forward it to your near and dear ones, so that everyone has the opportunity to read it and equip themselves in advance. Today’s temperature and climatic conditions are constantly changing. So, impossible things are also happening. FLOOD IN DESERT REGIONS!!! Who knows the next Hurricane can strike near by your area. So, please take some time to read it:

1. Have a disaster supplies kit ready with you.
2. Please do store atleast one gallon of drinking water per family member for atleast three days.
3. To be on the safer side, you must keep canned goods, dry foods which are  non-perisable. As, you never know, how long time it might take relief to come to your place.
4. First aid supplies, extra prescription medicines, eye glasses and hearing aid supplies if needed. Sanitary supplies.
5. Supplies for people in your family with special needs such as infants, the elderly or people with physical limitations.
6. You should make copies of your valuable papers in case the originals are lost and store them in a water-proof container.
7. In case you have pets in your house, please do plan as where to board them.
8. Have you checked window boards.. Are they lose? So, please check shutters on windows or purchase boards to fit windows.
9. Store enough drinking water to last for at least two weeks in case local water sources are unavailable.

Incase Local Officials advise you to evacuate, then please follow directions of local officials. Remember, evacuation routes can be closed by high winds and water many hours before a hurricane or tropical strom makes landfall. Additionally rainfall and local drainage conditions can flood evecuation routes quickly.


Now incase you do have to evacuate,
Know exactly to which place you are going and leave early.
The most imporatant thing during that time is to make sure that you have a FULL FUEL TANK IN YOUR VEHICLE, if you own one.
Lock doors and windows, leave a note on the door indicating your destination and identifying an out-of-area point of contact.

Please do remember at the last, that pets are not generally allowed in shelters. If you can not make arrangements for them in a kennel, provide a comfortable area in your home with PLENTY OF FOOD and CLEAN WATER.


We also request you to check our website on Disaster Management. Please let us know your views;


Thanks and Regards,

Mainak Majumdar

Disaster Management Specialist and Writer

Weblink:     http://www.theideas.in/