The Hindu Business Line : Companies bolster brand name by going green

New Delhi, Aug. 16 It is a green revolution of a different kind. From B-schools to retailers, everyone is hurrying to be a part of the green bandwagon. And this is not just to earn brownie points from its customers but also to cushion itself from rising input costs.

The measures adopted by companies include focusing on energy alternatives, tapping industrial waste for saving, using biodegradable products, besides creating general awareness.

“Companies are increasingly considering their environmental costs as a way to bolster their brand name and consumer confidence in their product. Many organisations are now focusing on green efforts as a cost-saving measure for the long run. Customers too, have a warmer feeling towards brands which adhere to global best practices,” said Mr Dilip Kapur, Founder-President, Hidesign, a premium brand in leather products. The company has invested in a tannery which uses only organic products.

Watch, for example

Take Titan Industries for instance. It has launched an exchange offer where in an old watch bought from customers will be discarded in an eco-friendly manner. “At Titan, we always strive to give consumers exciting reasons to buy our brand. We will also be contributing to the environment by adopting an eco-friendly process for recycling the discarded watches,” said Mr Ajoy Chawla, Vice-President, Titan Watches (Global Business Head), Titan Industries Ltd.

It is not just retailers but also B-school campuses such as JK Business School which are going green. The school has developed a green campus with the expertise of the Centre for Environment Education.

Companies are also reported to be undertaking major capital projects to cut energy costs. According to a PwC survey, companies believe that energy-related inputs could hamper bottomline in a significant way.

Investment tab

Observers and Greenpeace activists note that top companies in India are investing about 3-5 per cent of their IT budgets on eco-friendly processes. “A lot more, like constant energy audits and generating awareness at an individual level, needs to happen,” they say.

Homegrown companies such as Wipro, too, are all for green products. The company, last year, launched a greenware range of desktops and laptops fully compliant as per the Restriction of Hazardous Substances directive.

At the retail level, Reliance Timeout has collaborated with TERI to launch a series of children’s book. Terrapin books are aimed at sensitising young children to environmental problems and the urgent need to protect our planet.

Mr Deepinder Kapany, Head of Reliance TimeOut, said, “All books are printed on recycled paper and we are planning to launch 100 titles in 2008-09”.

Paints too

German automobile manufacturer Audi has signed an agreement with paint major BASF, approving the eco-friendly waterborne refinish paint system ‘Glasurit’. Audi is the first car manufacturer in India to work with BASF on this.

Mr Benoit Tiers, Managing Director, Audi India, said, “Environmental issues are important in this country and we are taking a big step in this direction with combining the highest quality in after-sales service with eco-friendly solutions for our luxury cars.”