The present study is an investigation of cause related marketing initiative “Aashirvaad-Boond Se Sagar” of Indian Tobacco Company Ltd. The Agri-business companies are increasingly undertaking the CRM initiatives (a type of CSR), wherein these companies have a scope of undertaking social causes along with achievement of their marketing objectives. Therefore, through this study an attempt has been made to understand consumer perception towards such campaigns. For the same, it was undertaken to study the cause familiarity and cause importance of ITC’s- “Aashirvaad-Boond Se Sagar” initiative. The second objective undertaken was to analyze the input of cause familiarity and cause importance on attitude towards the brand and further in the third objective the impact of attitude on purchase intentions was studied. The present study was undertaken in the Jammu City and the data was collected from 200 consumers of Aashirvaad brand. Sequential Sampling was used to collect the data through survey method. The data collected was analyzed using Descriptive Statistics and Regression Analysis. The result of the study indicated that the respondents were of the opinion that ITC has promoted an important cause, but the familiarity to the same was somewhat low. There was a clear indication from the analysis that cause familiarity and cause importance have a significant impact on the attitude towards the brand and also the attitude thus formed through CRM initiative further leads to enhanced purchase intentions. Thus signaling the overall effectiveness of the CRM initiative of ITC’s Aashirvaad brand.