This study investigates the role of Corporate Social Responsibility (CSR) initiatives undertaken by Fast-Moving Consumer Goods (FMCG) firms in fostering rural development in Tiruchirappalli District, Tamil Nadu. Drawing on stakeholder theory and shared value perspective, the study examines how CSR activities influence rural development outcomes and consumer perception. Primary data were collected from 384 rural respondents using a structured questionnaire. The study employs correlation and regression analysis to test the proposed hypotheses. The findings indicate that CSR initiatives significantly enhance rural development indicators such as income generation, health awareness and educational access. Furthermore, CSR activities positively influence consumer perception and trust towards FMCG brands. The study contributes to the CSR literature by providing micro-level empirical evidence from rural Tamil Nadu and offers managerial implications for designing effective CSR strategies aligned with sustainable development goals.
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