The European Commission advocates CSR as "Being socially responsible means not only fulfilling legal expectations, but also going beyond compliance and investing more into human capital, the environment and relations with stakeholders." The triangular relationship keeping three partners( industry, society and the state) forces enterprises to maintain and develop their brand image and operations through service to the society and also be highly responsible and responsive to its commitments. This case is about Coca-Cola's CSR initiatives in India. The well-known is one of the largest beverage companies in India, and has realized that CSR had to be an integral part of its strategy. According to the company, it was aware of the environmental, social, and economic impact caused by a business of its scale and therefore had decided to implement a wide range of initiatives to improve the quality of life of its customers, the workforce, and society at large. But many complaints are emerging since many years.

In India, Coca-Cola Inc. was engaged in a number of community-focused CSR initiatives, following various issues such as absence of pesticide residues in its drinks and water resource contamination. In order to rebuild its blamed brand image in this country, Coca-Cola engaged itself in a number of actions like executing an eco management system in 2003. It also adopted measures to reduce water consumption in its production processes. Coca Cola contributed a lot to the world community, something appreciated by its former General Secretary Kofi Annan. It helped HIV afflicted community, tsunami affected countries and promises to conduct business with the highest respect for universal principles such as human rights, workplace standards, responsible environmental practices.

But there are some inconsistencies noted as paradox with the giant beverage manufacturer. Since many years, there had been several complaints in the Asian and African countries. The