Inclusive hiring practices vis-a-vis Persons with Disabilities: A case study of Café Coffee Day

In the recent years the CSR activities of companies have grown rapidly, consequently hiring of Persons with Disabilities has become a topic witnessing more and more research. The past researches and studies in the area show contradicting results vis-à-vis attitude of employers towards hiring of PwDs. However, relatively fewer researches have enlightened the inclusive hiring intentions of businesses in retail industry particularly in Indian context. The current study addresses this knowledge gap by exploring how India’s largest coffee chain, Café Coffee Day is practicing and promoting inclusive hiring. The findings reveal the challenges and potential benefits on the business of differently hiring practices. The study makes three important contributions to the CSR literature. It provides empirical evidence of the benefits and challenges of hiring of PwDs in retail industry by studying the case of India’s largest coffee chain. It states the importance of diversified and inclusive hiring practices, it also accentuatse the prospective competitive advantage that hiring of disabled employees create for businesses and customer responses towards the same.