Chandigarh Industrial and Tourism Development Corporation Ltd: Integrating Corporate Social Responsibility with Sound Business Sense

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Case Details:

Case Code : BECG075
Case Length : 11 Pages
Period : 2006-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Chandigarh Industrial and Tourism Development Corporation Ltd.
Industry : Public Sector, Tourism
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Condoms should be seen as friends and people should get over inhibitions regarding it. We at CITCO wanted to fulfill our social commitment and this bar has been initiated in this context."¹

- Jasbir Singh Bir, Managing Director, Chandigarh Industrial and Tourism Development Corporation Ltd. (CITCO), in 2007.

"The opening of the Condom Bar has served the purpose of breaking the taboo on talking about sex and condoms. What is more significant is that this effort has come from a government agency."²

- Sonia Trikha, Project Director, AIDS Control Society of Chandigarh,³ in 2007.

"The Condom Bar is not the first of its kind in the world...But Chandigarh's bold pub is attracting international attention."⁴

- The Economic Times,⁵ in June 10, 2007.

Raising the Bar in HIV/AIDS Awareness?

On May 02, 2007, the Chandigarh Industrial and Tourism Development Corporation Ltd. (CITCO), a public sector undertaking, opened the first condom-themed bar-cum-discotheque in the north Indian city of Chandigarh. In addition to serving liquor, the bar provided free condoms to its customers.

Through this initiative, which was part of CITCO's corporate social responsibility (CSR) activities, CITCO strove to promote safe sex and the use of condoms to that end. The ultimate aim of this not-for-profit initiative was to increase awareness about HIV/AIDS,⁶ which was fast emerging as a major epidemic in India.

CITCO felt that this initiative would also add to the attractiveness of the sprawling Kalagram⁷ complex, where the bar was located, for tourists.

According to experts, a condom was an important tool for the prevention of HIV, but in a conservative society like India, the topic of sex and condoms was never discussed openly and many people felt too embarrassed to ask for a condom.

At the same time, with more young people in India engaging in pre-marital sex, the problem of HIV/AIDS was expected to only increase in the future. CITCO felt that its 'Condom Bar' would help in this regard as the visitors to the bar would have access to condoms, and the bold safe sex messages and the very ambience of the bar would promote discussion on safe sex.

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1] "'Condom Bar' to Help Battle Aids in India,"www.mg.co.za, May 1, 2007.

2] Nirupama Dutt, "The Condom Bar,"www.boloji.com, May 26, 2007.

3] AIDS Control Society of Chandigarh is a non-governmental organization (NGO) that addresses issues related to HIV/AIDS.

4] Sabrina Buckwalter, "Condom Bar: Beer, Wine & Some Rubber ,"www.economictimes.indiatimes.com, June 10, 2007.

5] The Economic Times is a leading business newspaper in India.

6] HIV (Human Immunodeficiency Virus) is the virus that causes AIDS (Acquired Immunodeficiency Syndrome). A person infected with HIV is called HIV positive. In the long run, HIV leads to AIDS.

7] Kalagram or 'arts village' was a tourist spot in Chandigarh located in the Chandigarh-Panchkula highway.