This document discusses green marketing in India and provides recommendations. It defines green marketing and examines how green marketing is in India currently. While India plans to add significant thermal power, CO2 emissions have doubled over the last decade. Green marketing in India could be more effective in educating consumers about green products and energy. The document recommends strategies like increasing funding for renewable energy research and requiring companies to allocate CSR funds and transition to green manufacturing to move India towards more sustainable practices.

1. 1
Green
Marketing:
How green is
it?
Indian Perspective
Raj Kamal Maharia, Asst. Prof.
Chandigarh University

2. 2
Green Marketing: Objective
 To understand the effectiveness of green marketing
in India
 To understand whether the policies of government
and manufacturers of green products actually
appreciate the concept of green marketing.
 To understand how can we move on from green
marketing to green manufacturing?

3. 3
Green Marketing-Definitions
Definition:
There is more than one definition of green marketing:
“green marketing is the marketing of products that are
presumed to be environmentally safe” (AMA)
“the holistic management for identifying, anticipating
and satisfying the requirements of customers and
society, in a profitable and sustainable way”
(Peattie 1995, p. 28)

4. How green is it in India
Source: CEA
Thermal Clean Source
Source Coal Gas Diesel Hydro Nuclear RES
Production
in GW
154.1 22.9 1.2 4.7 40.8 31.6
4
5.3 mMT added to atmosphere by power plants and manufacturing
companies, acc. to LEAP
Crop Reduction by 16%
Health Cost of $0.06 per kWH by coal power plant, acc. to EPA 2010

5. Effectiveness of Green Marketing
5
No strong measures on educating
end consumers to use green
products and green energy
India plans to add 69GW of
thermal power out of 118 GW
proposed during 13th plan period
CO2 emitted during last decade doubles
itself

6. Green Manufacturing: Govt. And Business policy
 National clean energy fund
introduced
 JNNSM to achieve 20GW of
clean energy by 2022
 Imperatives for business
organisations
I. Green Strategies
II. Incorporation of clean energy
III. Frame timeline to achieve 100% green
products
6

7. Backward Integration
 Old age process to move
to LEAN Green process
 Existing stars should be
turned to Cash cows
 Focus on Green
Manufacturing
 E.g. Apple and IndusInd
7

8. Recommendations
 Liberalization on renewable energy through
debt syndication at lower rate
 Allocation of part of CSR funds to produce
clean energy
 Research centres for technological
enhancements in renewable energy
 Education of end consumers to use green
products
 Energy consumption through solar panels
e.g. Solar heaters etc
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9. 9
Thank you!