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Mentor: R. Vidhya
Disha Tandon, Ravi Teza,
Siddartha Joshi, Suniti Singh
Water
A Green
Sustainable
Solution for
Management
Vellore Institute of Technology

2. Table of Contents
I. Executive Summary
II. Background: Problem Statement
III. Solution Overview and Ideation
Theme
IV. Market Description
V. Operation
VI. Business Model
i) Value Proposition
ii) Marketing Strategy
iii) Marketing Operation
iv) Economic Assessment of growing
the Casuarina tree
v) Production Costs
vi) Break even analysis
vii) SWOT analysis
VII. Social Returns
VIII. Conclusion
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3. Executive Summary
Vellore – one of the oldest surviving
cities of South India in the state of
Tamil Nadu. Also, it is the abode to
acute water problems and heavy up to treat tannery industry (forms
metal contamination. bulk of the Vellore industries)
wastewater. Stated in various
Vellore district consists of mainly
reports by the Ministry of
villages, which have agriculture as
Environment and Forests has been
the chief occupation. Dug wells and
the fact CETPs are the solution
tubewells are the major
to the dumping of toxic
irrigation source. Palar
A recent study effluents by industries across
River is the major
from a popular India. But to the people’s
drainage source of the
online news chagrin, little have the CETPs
district, but it remains
magazine’s been able to achieve. It has
dry for most of the year.
statement about been claimed by several
The water problems Vellore farmers that the CETPs don’t
faced by the people
treat the effluents but dump it
range from inadequate “The city
into their farmlands. Also,
water supply, highly famous for
reports have been obtained
contaminated water, its super
that CETPs let the highly
water borne diseases, specialty
contaminated wastewater
low crop productivity and hospital is directly into the Palar River.
resulting agricultural now
shifts. The poisoned acquiring a According to our research
water results from the through around 8 villages in
newfound
vast amount of polluting the Vellore district, we found
status of a
industries involved in the that water scarcity is not as
toxic hot
region, i.e. the tanneries, much of a problem for the
drug & chemical industry
spot as well” common people, instead they
and other large are worried by the fact that
industries. It has been a the water they are provided
delusion since many years now that for drinking either by the
the actual problem in Vellore Government bodies (supplies) or by
regarding Water has been its the dug wells and even the River
scarcity. Common Effluent Palar, is contaminated by extreme
Treatment Plants (CETPs) were set levels of heavy metals.
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4. To address such problems as through franchise model,
mentioned above, a sustainable distribution, service expansion
water management plan is needed. phases and even the utilization of
GROW provides the solution by the outcome for the best means.
Generating contaminant free water,
We will be selling our plants at
Replenishing the groundwater
suitable rates through the well-
table, Obviating the root cause and
established networks of NGOs,
Wealth generation for the farmers.
Government bodies, association
GROW offers a suitable green
with farmers and the industries.
solution for the contamination
problem by developing tolerant Hence, we suggest a solution
non edible crops, which take up the involving plantlets which have never
heavy metals from the soil and been used for the purpose which we
ground water beneath. Though are targeting. This clarifies the fact
taking up some time to bring about that as such, we won’t be having a
the effect, it is the most effective direct competition from any
method of eradicating water association or organization and
contamination problem when even other technologies as our
implemented. strategy is based on the eradication
of root cause and not just from the
We suggest this particular agrarian
profit perspective. We have devised
technology because India is best
a well-developed pricing strategy
known for its agricultural efficiency.
for the social good, thus putting less
Hence, to utilize the better part of it
pressure on the farmers, strata of
is the most beneficial and
low-income families, i.e., our
economical prospect of our plan.
indirect customers and side by side
As for our plan, it is not an easy task expecting a good profit from a
concerning the broad amount of business perspective.
technical knowledge and
Therefore, we believe the
unconventionality involved. Hence,
sustainability of our plan, which in
the structured model addresses the
the long run will not only benefit
various levels allowing for
our target city Vellore, but many
implementation of pilot plans and
other cities in India and the world
then the long term strategy. Both
which are netted by the shadows of
the levels will be undergoing
such problems.
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5. Background
THE SCENARIO OF THE TANNERIES
AND THE CETPs
Vellore is amongst those major
cities in India wherein, the tannery
business thrives at its best. A slight sight during our visit to one
According to our research, around of the CETPs in Vellore revealed the
400 tanneries throng the areas in fact thatthe entire toxic
and out of the waste goes into a pit
Vellore district. Areas The headlines from a inside the CETP
like Ranipet, prominent Indian compound. There it is
Vaniyambadi, newspaper “The sieved as it streams into a
Melvishram, SIPCOT, septic tank. But at this
Hindu”:
Ambur are amongst juncture the toxic sludge
the prominent ones. Residents of leaks out and
When we talked to Arasamarapettai contaminates the soil. The
the people residing in Vellore toxic waste has degraded
around those the fertility of farm land.
Corporation have
tanneries there, they Invariably only one in five
did complain complained that crop does well on an
reluctantly about sewage has average.
how sometimes they
mixed with One of the farmers told “I
are forced to drink
drinking water told the officials of CETP
the contaminated
that the inefficient
water. And not only and they could handling of the toxic
the tanneries but waste is the primary
not use the
also if we talk about reason for the crop on my
the CETPs, even the water being field drying up, but they
areas around them supplied by the just don’t care”
are no less than Corporation in
those of tanneries.
the last 10 days.
CETPs have always
been claimed to
purify the waste water out of the
tanneries by the Ministry of Forest
and Environment.
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6. THE GROUND WATER STORY year. They charge INR 50 for 1
tanker truck, that is, ten thousand
As our research advanced, we found
litres. Everyday hundreds of tankers
out that as these tanneries and
transport fresh water to the
CETPs require lots of water for their
tanneries and all the effluent is
day-to-day processing, long term
directed back to the riverbed.
water level fluctuations have been
observed in Vellore affecting the
Ground water recharge by the DUMPING THE WASTES IN
natural processes. LANDFILLS
This is the solution suggested by
Element Detection Limits the authorities for getting rid of the
tannery wastes. But ultimately, the
Chromium 0.1-1ppb
result is the same: contamination of
Lead 1-10ppb ground water. Moreover,
bioaccumulation is another
Nickel 0.1-1ppb hazardous result, which we are
going to discuss in the next section.
Copper 0.1-1ppb
Cadmium <0.1ppb
BIOMAGNIFICATION:
ACCUMULATION OF WASTES IN
THE FOOD CHAIN
LIMITS OF HEAVY METAL This is the process wherein the toxic
CONTAMINATION IN SOIL heavy metals from the tannery
AND IN WATER wastes accumulate inside the living
organisms when they feed on them.
As according to a biological food
chain, if the animals in the higher
The high pollution level of the Palar
strata feed on those in the lower
is because the tanneries are strata, the metals start
completely dependent on the river accumulating at each strata leading
for their fresh water used in the to hazardous results which include
production processes. The Ranipet epigastric pain, hemorrhagic
pumphouse is the place from where diathesis, toxic nephritis, renal
failure, intravascular haemolysis,
the tanneries source the fresh
circulatory collapse, liver damage,
water. They are paid 30 lakhs per acute multisystem organ failure,
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7. coma, and even death, depending
on the dose.
We have thus included some facts
proving our research in the form of
tables.
Cr Ni Zn Pb Cd
EC(2000) 60 50 150 70 1
Maximum
Permissible Limit
Range 197-523 63-220 200-372 47-117 0.02-0.32
Minimum 197.200 63.58 200.000 47.520 0.02
Maximum 523.200 220.76 372.300 117.300 0.32
Mean 351.500 129.10 277.700 83.100 0.108
SD 136.100 62.60 68.600 31.590 0.12
IDEATION THEME: A TINT OF generation if the ideation is
SOLUTION PHYTOREMEDIAITON implemented wisely.
We suggest use of such inedible Uses of Casuarina include fencing
plants which are able to take up material, wood industry(timber),
quantities of heavy metals from the paper industry, decorative items
soil and water and hence purify the and use as a bio fertilizer after the
same. post-harvest processing.
We emphasize on the inedible crops
because the edible crops will again
lead to biomagnifications at the
food chain level giving rise to the
problem rather than the solution.
Another important aspect of using
Phytoremediation as the solution
prospect is that it is a green solution
which will be the most effective in
the long run.
Moreover, as will be explained in
the later business models parts, it is
an excellent source of revenue
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8. PLANT TISSUE CULTURE: THE
TECHNIQUE
Explant: a plant part (tissue) from Casuarina is
taken.
The explant is cultured in suitable growth
medium supplemented with suitable plant
growth regulators and Cr.
An undifferentiated mass of cells is obtained.
Called as callus.
Callus cultured in suitable medium and growth
regulators for plant regeneration. (Artificial
seed can also be made, if desired)
Tiny plantlets planted into greenhouse for few
days to adapt to field conditions.
Hardened plantlets obtained. Sold to farmers.
2-3 yrs taken to achieve complete plant
growth.
RESEARCH RESULTS
Days Cr Ni Cd Pb
*0th 1.19 0.24 0.98 6.482
*Heavy metal concentration in
th
*30 0.68 0.21 0.62 3.601 the soil (conc. in mg/kg) from
*60th 0.31 0.18 0.22 1.907 pot culture studies
**Expected uptake capacity in
% Removal 73.94 25 77.55 70.58
from soil one year when similar amount
th
** Expected 5.353 0.365 4.623 27.83 of metal taken on the 0 day
7 Uptake

9. Market Description
Considering Vellore’s economy, be GROW’s potential customers.
GROW’s market will consist of the
farmers, the NGO’s and the
industries.
The industries will be the tanneries,
drug & chemical industries, and
other small scale industries.
Upcoming SEZ will also be a major
target. Due to the lime lighted
environmental concerns these days, .
industries are willing to reduce their
carbon emissions and involve in
social causes (such as afforestation),
GROW
which will also help them gain
carbon credits in return. As Vellore
boasts of plethora of industries
(already mentioned before) and FARMERS INDUSTRIES
ones having international market
such as BHEL (Bharat Heavy
Electricals Ltd), EID Parry (sanitary
ware product manufacturing
company) and TEL (Tamil Nadu
Explosives Limited), these may also
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10. Operation
PRODUCTION
The basic operation carried out by
GROW will be Plant Tissue Culture
operation. Setting up of the basic
infrastructure and greenhouse will
be the primary step for this.
Plantlets produced at the nodal
center will be provided to the
collaborated organizations and
farmers. Also, technical support will
be provided at @ share in the profit.
Quality Control will be maintained
so as to have uniform high quality
plantlets.
INVENTORY
An average amount of plantlets will
be maintained in the store. The
customers will have to place order
for the number of plantlets required
by them, GROW having a lead time
for ordering.
LOCATION - The location of GROW’s
nodal center must be easily
accessible by the stakeholders
involved. Convenient transportation
will ensure brisk business.
LEGAL ENVIRONMENT
The licensing and bonding
requirements along with the
requisite permits will be availed.
Insurance coverage and trademark
will also be worked upon.
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11. Business Model
The key activity and key
partners/customer segments are
already seen in Operation and
Market Description, respectively.
Other segments are discussed
below.
Value Proposition
Electronic Marketing Strategy
Media
Print Media Media publicity has the ability to
reach masses the masses to a large
Word of extent. The various means maybe:
Mouth
 Television
 Radio
 Internet – through the
various social awareness &
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12. agriculture centered
information sites. Also the
social networking groups and
promotional sites (Example :
YouTube, Google)
 Newspaper , Magazines
 Pamphlets
 Word of Mouth publicity
&Street plays
Marketing Operation
GROW will provide the
plantlets to the farmers. statistical data will be used to
Collaboration with NGO’s, assure the farmers of the
Government bodies and success of GROW’s venture.
Industries will be made. Such an economic assessment
Farmers can buy the plantlets will convince the farmers of
directly from the GROW the profit in growing the
nodal center or the Casuarina tree
collaborating NGO’s. Detailed
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13. Economic Assessment of
growing the Casuarina tree
Sl. Non Recurring INR
Costs
1. Land 30,000
2. Infrastructure 90,000
Total 120,000
Production Costs
Sl. Non Recurring Costs INR
1. Land 30,000
2. Infrastructure 90,000
Total 120,000
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14. SWOT Analysis
Sl. Recurring Costs INR
1. Media 6720
2. Consumable 2558.4
3. Power @ 500 INR per month 6000
4. Labor @ 4000 INR per month 48000
Total 63278.4
Sl. Remuneration INR
1. Sell Value @ 1 72,000 Break even analysis
INR per plantlet
2. *Technical 52317.6
support share
plant on a small portion of the field,
(5% of profit)
along with the crops previously
Total 124317.6
grown by him. MODEL CROP
COMBINATIONS for Casuarina are:
 Casuarina + Maize / Sorghum
 Considering 50% of the  Casuarina + Vegetables
customers seek technical (Chillies / Tomatoes /
support Pumpkin / Groundnut)
 Casuarina + Mango
 Casuarina + Coconut
Considering above statistics at  Casuarina + Banana
around 1.9 years, BREAKEVEN  Casuarina + Teak + Papaya
 Casuarina + Drumstick +
POINT will be achieved. After
Hybrid Tomato
attaining which, the profit of
 Casuarina + Tamarind +
almost 96 % can be expected. In
Drumstick
India, an investment of INR 40,000
 Casuarina + Teak + Eucalyptus
is quite much for a farmer to invest.
+ Guava
So, the farmers may grow Casuarina
 Casuarina + Coconut as line
planting
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15. Strength Opportunities
Innovative and socially appealing The idea of Phytoremediation by
option. Technical soundness will planting trees is still an unexplored
help the plantlet production. No arena. The support of
oppression faced due to market environmental organizations and
competition. collaborative endowment will
ensure our business venture’s hold.
Weakness
Threats
Being beginners, starting the
venture and establishing the vital Risks regarding acceptance of a new
contacts with the various idea by the populace. Attitudinal
organizations (government, NGO’s) shift & breakthroughs can be
and industries. With the guidance of brought about by widespread
mentors and financial backing by publicity, and explaining the
funding agencies, the business environmental benefits & monetary
venture will be executed. backing that the farmers can
generate.
Social Returns
BETTER
QUALITY
REVENUE
OF LIFE
GENERATION BETTER
FOR THE HEALTH
POOR
SOCIAL
GOOD
CLEAN
WATER
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16. Conclusion
GROW provides an easy as
well as feasible solution to a
critical problem being faced
by the populace of Vellore.
The affluent are able to buy
the privilege of clean water
but the multitudes that
belong to the economically
lower strata remain
unfortunate. This is a
problem not only plaguing
Vellore, but a number of
other industrialized locales
as well. GROW delivers
through Generation of clean
water, Replenishing of
water table, Obviating with
the root cause and Wealth
generation for the poor;
thus providing a complete
solution to the persisting
problems.
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