This is a personal experience of a close friend, who went for a meal at the restaurant, Sachin’s. Part or whole of this restaurant chain is owned by Sachin Tendulkar.
He happened to notice, AFTER returning back from the restaurant, that an amount of Rs. 5/- had been put on the bill, under the head of ‘charity’. My friend was not asked at the time of presenting the bill, whether he wanted to contribute to the charity. Next day when he called and enquired about this, they were apologetic and offered to refund the money the next time he went there for a meal.
The other part of the story is that the charity so collected from patrons is being contributed to an organisation run by Sachin’s mother-in-law, and is probably going as Sachin’s contribution to the charity! When it actually is coming from patrons eating at the restaurant.
Makes the whole thing seem very creepy. Especially when it involves Mr. Clean, Sachin Tendulkar??!
Random Musings 
I agree, that is bad. But just to defend him a bit, it would be interesting to see if there is any mention of this “charity” contribution on the menu or at the entrance or something.
I don’t think there was any mention, at least not in the easily viewable space. It is on account of this, that my friend got so pissed and spread the word. Obviously it is not an issue of the Rs. 5/- amount!
My own guess is that some of these ventures in the name of Sachin, might actually be run by his in-laws. And a step of this kind might be viewed as being kind of ‘harmless’, and for a ‘good cause’ after all. Not realising that Sachin’s brand equity is so much more valuable that you cannot play with it, for things like these, even if it is done with the right intentions!