Cause Related Marketing by Management School: A Case of Creating Livelihood for Tribal People in Jharkhand, India

Cause-related marketing is an arrangement between non-profit and for-profit organizations that benefits a cause through increasing awareness and financial contributions from sales. It is a win-win situation for all stakeholders. The present paper illustrates the case of cause-related marketing by a business school where livelihood opportunities for tribal women were created by marketing tribal products. Tribal Cultural Society, a non-government organization NGO based in Jamshedpur had trained members of a self-help group (SHG) in making Saura and sohrai paintings. The team from the business school IMT Ghaziabad promoted the cause of tribal paintings by marketing activities. The paper discusses the benefits accrued to all stakeholders.