Challenging Traditional Discourse: Corporate Social Responsibility in Nepal’s Airline Industry

The essence of the research is to understand the logic behind Nepalese airline company, Buddha Air, initiating its Corporate Social Responsibility (CSR) in a diverse field of agriculture and to comprehend the outcome; and to know whether it is a rhetorical facade or a sustainable philanthropic deed. For the betterment of the livelihood of the rural farmers and to fight poverty alleviation, the CSR has assisted in raising productivity, lowering cost of production and generating employment opportunities. More than 31,000 farmers have been assisted through mechanisation and efficient ways of farming. However, since CSR is not mandatory in Nepal, Buddha Air’s philanthropic endeavour is neither embedded in the institutional framework nor is it sustainable; it is more a ‘Corporate Social Action (CSA)’ than ‘CSR’. As seen in the research, the outcome of the CSA is neither a rhetorical facade nor a public relation stunt, but rather a reality of giving back to the society. It is an unconditional commitment by an individual and way beyond philanthropy.