This study is a deliberate exertion to find out the role of corporate social responsibility (CSR) on brand building, with
the sample being a select group of multinational FMCG companies operating in Odisha state with the best global
brands. On the basis of instrumental stakeholder theory, we contrive that CSR is a legible source of cryptic competitive
advantage. It has not been used, however, to its full potential, given that CST has lesser role on economic performance
than that of the size of the company and other classical financial emblem. We contented that this undervaluation is
due to nonalignment of CSR initiative with corporategame-plane. The vale addition of this study in terms of methodology
is the ascendant employment of the panel data technique and the introduction of brand building as a measure of
corporate game-bit. We also provide empirical evidence of the long-term cosmology of the CSR acumen of the
enduring nature of the impact of CSR agile on corporate performance.

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