ABSTRACT

This study examines how corporate social responsibility (CSR) influences brand activism and business outcomes in Indian startups, focusing on Zomato. It analyzes the impact of economic, legal, ethical, and philanthropic responsibilities on a company's brand and competitive advantage. Integrating stakeholder, legitimacy, and attribution theories, the research explores the theoretical processes linking CSR, brand activism, and business performance. Using secondary data, the study assesses Zomato's CSR and brand engagement alongside its market fundamentals and financial performance. The findings emphasize the importance of implementing ethical and philanthropic aspects of CSR to achieve successful brand reputation and manage brand activism. The study contributes to the literature on the stakeholder approach to CSR and the challenges faced by startups in emerging markets. It provides recommendations for entrepreneurs and managers, highlighting the significance of aligning CSR with stakeholders' perceptions and organizational values, as well as effective communication and stakeholder management. Future research directions include analyzing CSR and brand activism across industries and using primary data to examine stakeholder perceptions.