Volume : 11, Issue : 5, MAY 2025

EXPLORING THE KEY DRIVERS OF CSR IN MUMBAI’S FAMILY-OWNED APPAREL RETAILERS

DR. PRIYANKA DAYA CHOUDHARY, JAYANTILAL SAVLA

Abstract

Purpose of the Research: Family firms often take an active role in socially responsible activities due to the value they place on maintaining strong emotional and social connections with their stakeholders. Their involvement generally tends to go beyond surface-level efforts with a sincere dedication to building social ties which makes a meaningful impact on their communities. The main purpose of this study is to examine the key drivers influencing CSR practices among family-owned apparel retailers in Mumbai city. The study explores the various key factors that motivates small apparel retailers to engage in socially responsible behavior. The study also throws light on the various challenges and outcomes of their CSR initiatives. This research is an attempt to uncover how intrinsic values and community engagement shape CSR efforts of the small family-owned apparel retail stores in Mumbai city.

Key Findings and Results: The findings of the study reveals that several factors drive CSR efforts in family-owned apparel businesses. Cultural traditions playing a central role as these businesses often inherit values that emphasize giving back to the community, which naturally shapes their approach to social responsibility. Generational leadership transitions also influence CSR activities, as younger leaders bring fresh perspectives which focuses on sustainability and ethical practices. Additionally, a deep-rooted commitment to supporting local communities forms the backbone of many CSR initiatives. The study results also reveal that certain external factors such as compliance with legal frameworks and growing customer awareness also encourage the CSR practices among small retailers to some extent. Unlike large retailers which focus on sustainable initiatives and employee welfare, smaller retailers emphasize localized community support. Limited financial resources, lack of awareness, and difficulties in measuring the impact of CSR activities are the major challenges for family-owned retailer to practice socially responsible activities.

Conclusion and recommendation: Corporate social responsibility can serve as both a strategic tool for enhancing brand reputation and a mechanism for fostering customer loyalty in family-owned apparel retailers. Recommendations include that by leveraging government support and fostering partnerships with NGOs can help family business owners to overcome barriers and strengthen CSR efforts.

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