The Green Story in India

India hasn’t had enough of the consumption story yet

• Indians are still enjoying the fruits of the economic upturn in the last decade and many are still experiencing the basics for the first time, the thought about the alternative is not top of their minds

• Example:India has 12 motor vehicles per 1000 people as against, 128 for China and 779 for the United States.

Source: http://en.wikipedia.org/wiki/List_of_countries_by_vehicles_per_capita

Where basics are still not in place, Green is an evolved ambition

Example:

With virtually no mass transit in Bangalore, Indian technology firm Infosys Technologies Ltd. spends $5 million a year on buses, minivans, and taxis to transport its 18,000 employees to and from Electronics City. And traffic jams mean workers can spend upwards of four hours commuting each day. "India has underinvested in infrastructure for 60 years, and we're behind what we need by 10 to 12 years," says T.V. Mohandas Pai, director of human resources for Infosys.

http://www.businessweek.com/magazine/content/07_12/b4026001.htm

Three Indias

Green Consumption is yet to hit mainstream India

Active India – Few Initiatives

• Say no to Crackers - A campaign by the school students for the students – Say No to Crackers was launched in Delhi some years back. It has made a significant decrease in the pollution levels of the city, as the youth and children have voluntarily decided to boycott the use of crackers and celebrate a smoke free and noise free Diwali.

• Green Entrepreneurship - Anticipating the possibility of load shedding in the summer of 2007, young green entrepreneurs in Mumbai embarked on a Save Power Campaign called ―I Will and Mumbai Will. These activities were initiated to educate and motivate the consumers to switch over to CFL lamps which, in partnership with Phillips India, were made available to consumers at discounted rates

• Climate Change - The Indian Youth Climate Network (IYCN) is a coalition uniting Indian youth and Indian youth oriented organisations who are concerned about climate change. We, as the future leaders of the country can generate awareness and establish consensus on what role India should play in the global debate, and how it should address domestic issues of climate justice and adaptation

http://www.youthkiawaaz.com/2010/05/the-indian-youth-and-the-sustainability-challenge/http://www.planetcall.org/partnershttp://www.youtube.com/watch?v=TXQ4HmZGc4o

• “My attitude is that of concern as we need to protect our environment for our childs future as they will be living and breathing the same”

• “major problem is population and deforestation. I do my part by planting trees and staying close to nature and teaching my kids to value the same”

• “my facebook profile keeps updating the latest news on environmental issues and news around the world, it is really interesting”

• “I make it a point not to litter, i argue with people who litter the streets, i carry my own bags to the supermarket, i cycle to work; some of the tangible things i do.“

• “if it isn’t broken to breakdown levels we are good to ride along”

Youth Speak

•“Its is ironic though, as India, Hinduism which dominates India, was based on a special relationship between Earth and people”

•“The problems are plenty. And we should keep it mind that we cannot develop unless forest are cleared, mountains are smashed. But how we converse and nurture what we are left with is critical. I plant trees and recycle plastics bags and paper”

•“I try to make the change myself first, i do not litter, i use plastic bags very minimally”

•“Govt is equally to blame. no proper garbage disposal system.. not enough street side dustbins.. no seperate recycling collection points for plastics, etc .laws on emission and energy efficiencies and de-forestations have been strengthened”

Youth Speak

Green Premium – a perspective

If a product costs Rs.100, how much would you pay for a greener alternative?”

Most people are still undecided on whether they’ll buy into an greener alternative, also there clear concerns of profiteering by businesses through “greenwashing”

Convenience over Green

• Organizations going green mostly to save costs 

• A recent study by Hewlett-Packard and IDC cites that 46 percent of the organizations say cost rather than environmental sustainability is the main driver for adoption of Green IT products and services

• People are willing to pay Rs.2 for a plastic bag at shopping malls because they cannot afford to carry their own bags everywhere

• As long as it doesn’t affect their lifestyle, people are willing to go green

Corporates and Green

Some major corporate campaignsGarnier- Take Care Take Charge

• Every city participates and comes up with unique Go Green Ideas for their respective cities. It includes pledges, human chains, tea plantations, no plastic bags, clean up

drives. The city with unique ideas are rewarded

• Suzlon- www.pals.in (Pure Air Lovers Society)• Forming a group of people who work towards keeping the air pollution free

Government & Green Initiatives

• Delhi will join a premier league of global cities on Thursday when the cleaner and greener ultra-low sulphur diesel (ULSD) is introduced, a step aimed at curbing vehicular pollution in the capital. Currently, Delhi has over 60,000 diesel vehicles, considered a major source of vehicular pollution in the city

• Haryana government plans to generate power from biodegradable waste such as kitchen waste, garden waste and horticulture waste

• Punjab government has decided to initiate a novel concept to create a 'wall of forests' around industrial cities of Ludhiana, Mandi Gobindgarh, Jalandhar and Batala to reduce the level of pollution there. As part of this campaign, sapling worth Rs two crore would be planted around these cities

• Patna sets  will get greener with the state forest department planning to plant as many as 26,000 saplings over the next five years at a cost of Rs 8 crore

The Barrier to Green Thinking:

Individual impact on the environment is not measured,

hence the apathy

Annexure

I would be prepared to pay more for environmentally friendly products

I would be prepared to pay more for environmentally friendly products

I think environmental activists are impeding progress of the country

I am prepared to make lifestyle compromises to benefit the environment