A majority of Indian consumers are familiar with green products, have confidence that green products are better for the environment, and feel that bio-based ingredients enhance the desirability of a product, according to The DuPont Green Living Survey: India.
The US-based science and engineering major DuPont commissioned and conducted this nationwide survey by TNS Global with the objective of better understanding the awareness and attitudes of Indian consumers toward green and bio-based products.
The survey was the third such study by the company, with the first in North America (the US and Canada) and the second in China. The research took place in 12 major Indian cities with 1,270 respondents giving face-to-face interviews.
“Science is at the heart of everything we do at DuPont. We are working collaboratively to find sustainable, innovative, market-driven solutions for the Indian market. We see great opportunity for bio-based solutions in India, and our new biosciences laboratories at the DuPont Knowledge Centre in Hyderabad are specifically focused on meeting the green aspirations of Indian consumers,” said Balvinder Singh Kalsi, President, South Asia and ASEAN, DuPont.
“Green and bio-based solutions are not only essential to address the challenges of India’s growing population, but are also an expectation of a younger generation and rising middle-class. There is broad awareness of green products across the country, with India’s younger generation leading the way,” Vikram Prabhu, regional business director, Asia Pacific, DuPont Industrial Biosciences, said.
Over 63 per cent of consumers are familiar with green products and of those, 85 per cent have confidence that they are better for the environment. These consumers believe bio-based ingredients not only make a product green, but also provide better performance, critical to long-term adoption.
India’s confidence in green products being better for the environment (85 per cent) is higher than other countries surveyed by DuPont in previous years. Previous studies showed China with 70 per cent confidence, Canada with 65 per cent and the US with 60 per cent.
However, Canada (78 per cent) and the US (76 per cent) lead in overall familiarity with green products over India (63 per cent) and China (43 per cent).
The survey highlights regional preferences and purchasing trends.
The Green Living Survey confirms that India’s population is increasingly becoming environmentally conscious and demonstrates their growing preference for more sustainable products.
DuPont sees immense scope to work with Indian companies offering their technology solutions. Several of its innovations are set to be deployed such as Sorona, an environment-friendly fibre in ethnic textiles and a product for improving the output in the poultry industry