Recently KitKat installed a bench made from recycled plastic packaging and Adidas launched a sustainable clothing line. Godrej Consumer Products Limited unveiled a sustainable shower gel Magic. Last year, Colgate launched a tube of recyclable toothpaste, and Dabur removed the “red toothpaste” outer packaging as a component of the company’s eco-friendly initiative. The list of brands that have stepped up their sustainability efforts in recent years is long. this could be in response to the growing environmental awareness of consumers. in line with Mintel’s 2022 Sustainability Report, 77% of Indians believe doing things that help the environment.
Nevertheless, India produces 3.5 million tonnes of plastic waste each year. What else should brands do to handle this issue? Of all the issues consumers face when choosing sustainable products, the value factor is one all told the foremost important. According to Matthew Crabbe, Regional Trends Director (APAC) at Mintel, ‘sustainable’ means ‘more expensive’ for several consumers. “If brands can demonstrate that their sustainable products aren’t only sustainable but are cost effective, they’re going to greatly contribute to increased adoption. there’s also the question of availability. Body care products contain lots of water, so several liters of water are pumped out before production to form the last word product more suitable for people, making transportation tougher.
Godrej’s Magic series, seeks to unravel these problems by reducing plastic packaging and energy consumption within the manufacturing process. During the launch of the merchandise, Sudhir Sitapati, MD & CEO of GCPL said, “Godrej magic and other pioneering environmental innovations taking off of India with a green discount and not a green premium are the long term.” Brands built on the core idea of sustainability. While there are traditional brands that are increasingly betting big on sustainability initiatives, there are many others that are entirely built on the core insight of sustainability and being eco-friendly. Honda Consumer Product’s Mamaearth has planted nearly 20 lakh mangroves and trees and every time a product is bought from the brand, it plants more trees. Neeman’s shoes are made of recycled plastic bottles and BECO, an eco-friendly homecare brand attempts to make consumers switch to sustainable alternatives to daily use products.
Speaking about how the brand can make the masses adopt its products, co-founder of Beco, Aditya Ruia says that it’s visiting not be possible instantly, but by launching superior sustainable products, ensuring enough demand and using that to drive the value down, it’s possible to form living sustainably easy. Vaitheeswaran K He adds, “For this most of them end up releasing sustainable packs and other initiatives for the environment. However, the packaging does not cover all products, only limited variations, and small quantities, showing brand shareholders and consumers in general how sustainable the brand is. Eco-friendly packaging has a very short shelf life. “While this situation will not change, we will continue to see brands developing sustainable packaging and initiatives,” says Vaitheeswaran.
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