Indian Businesses Pivot Towards Sustainability
In a market where sustainability can be a powerful differentiator, businesses have the opportunity to not only differentiate themselves but also educate consumers and foster a movement towards personal responsibility. Sustainability is a powerful differentiator in a clustered market, connecting with consumers on a deep emotive level.
A recent survey by Ipsos in India reveals a staggering 92 per cent of the population expressing some level of concern about sustainability, with two-thirds feeling that it is at risk.
Diverse Consumer Landscape
Amit Adarkar, CEO of Ipsos India, underscores the importance of authenticity in sustainability initiatives, emphasising the need for businesses to bridge the gap between claims and actions.
In a market as diverse as India, he believes, "If you have a bulk of the population who are disengaged or busy bystanders and are just chasing to earn more money and make do of more things, it's a bit of a worry."
Adarkar emphasises the emergence of a technological divide, creating a dichotomy between the 'tech haves' and 'tech have nots'. While the tech-savvy urban population seeks simplicity and basic experiences, the majority perceives technology as an enabler for improving their lives, remaining busy with daily pursuits, he explains.
Talking about the future, Adarkar asserts, "The next five years till the end of 2030, all things are fine but some of the things that we don't do right now will bite us back in the next decade and the decade after."
Marketer's Sustainable Stance
Businesses need to focus on offering products that epitomize sustainability. Collaboration with government initiatives and transparent communication about sustainable practices are key strategies to connect with this segment.
Ram Suresh Akella, Executive Director Marketing at Maruti Suzuki India, sheds light on the importance of tailoring sustainability strategies to resonate with different consumer segments. He points out, "When it comes to sustainability, particularly for the automobile industry, it's all about the environment, carbon neutrality, the goal or the path towards carbon neutrality and reducing carbon emission."
Akella highlights that the company has been at the forefront of adopting green fuel technologies, with a strategic emphasis on flex fuels like ethanol blends and biogas. Their trajectory includes a determined push towards electric vehicles (EVs), aligning with the evolving landscape of sustainable mobility.
Amid stringent Corporate Average Fuel Efficiency (CAFE) regulations set by the government, Akella comments, "Maruti Suzuki has the lowest carbon emissions in the industry, despite the fact that we are yet to introduce an EV in the industry. So I think that's a testament to the commitment of Marathi Suzuki towards improving or reducing carbon emissions and the commitment towards sustainability goals."
Akella shares that in the current year, CNG vehicles surpassed four and a half lakh units, with projections exceeding six and a half to seven lakh units in the upcoming year.
Sharing plans, he said, "We, at Maruti Suzuki believe that there is no one single solution but it has to be an overall technology agnostic strategy to deliver on lower carbon emissions and hence sustainability over a longer period of time."
Holistic Strategies
India's diverse culture and regional differences necessitate a nuanced understanding of consumer perspectives. The challenges of climate change, pollution, and biodiversity loss are more acute in the country, making it crucial for businesses to communicate effectively and genuinely without resorting to greenwashing.
Anurita Chopra, Chief Marketing Officer for India Sub-Continent at Haleon emphasises, "First of all, I feel that as marketers and as corporates, we have a certain responsibility. So wherever the consumer is, it's often that we have always played an integral role in shaping human thought." She advocates for genuine efforts, discouraging greenwashing practices with certain categories naturally aligning with sustainability efforts.
Using the example of a respiratory product, Haleon partnered with schools across India, providing air purifiers and converting collected carbon into pollution pencils. The initiative encouraged children to write letters on World Pollution Day, underscores Chopra.
