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PERSONAL INVOLVEMENTAnant Nadkarni, who oversees Tata's community initiatives, says the way to maintain Tata's social ethos is through 'a holistic approach'. Tata may have to 'look beyond its current social expenditure of $30 million a year', he says. Throwing money at development 'misses the point. It is not a question of cheque book philanthropy but of personal involvement. We need to innovate. It is like a river confronted by a mountain. The river has to go round.'
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