Today `giving back' has acquired a new dimension for Indian corporates — the shift is towards developmental activity...Bharat Heavy Electricals Ltd (BHEL), for instance, has adopted 56 villages near its plants for all-round rural development. Says a company spokesperson, "We have taken up rural development activities not as an act of charity, but because we believe that rural development is an extension of the role and function of our business." [also refers to positive steps by Citizen Watches, Glaxosmithkline, Nokia, Cadbury Schweppes, Bajaj Auto, Nestlé, Indian Oil Corporation, Tata Motors, New Holland Tractors, ITC Foods, Ballarpur Industries, Hindustan Lever (part of Unilever)]