Sure there are non-profits that do a lot of good but that doesn't mean what Snapdeal has done is not worthy of recognition nor does it mean CNN should not cover them. And because Snapdeal is a startup likely busy trying to make money, scale, etc, their action is "unexpected" and perhaps more newsworthy as a result. Unfortunately, "Red Cross helps village" would not be a particularly interesting story for CNN or any news outlet.
Yes - it is good PR for Snapdeal and whether it was a calculated PR move or just a good action being rewarded with press (I think it's the latter), it shouldn't matter. They did some good and if this was actually a calculated PR move, good for them for finding a PR hack that gets them onto CNN while actually doing some substantive good work at the same time.
And last somewhat unrelated point, as a fellow Indian (Indian-American), I always find it curious and somewhat unfortunate that there is a contingent of "the tribe" that can't just be happy when others in the "the tribe" do well. Can't we just be happy for the guy, the village, the company, etc and do without the scorn?