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GREEN

STARTUPS

HELPING INDIA

INDIA’S GREEN ECONOMY - AN INTRODUCTION

In recent years, India’s new age start-up companies

have increased their focus on environmental awareness

and are going beyond advocacy for plastic-free or

paper-free workplaces. The latest agenda is to drive

initiatives centred on responsibility towards

sustainability. Nearly all companies have begun

adopting greener practices to reduce their carbon

footprint- it refers to the amount of greenhouse gases

produced by a single entity and is measured as tonnes

of CO2 emitted per year. The following are some

examples of companies attempting to change their

carbon equation.

WASTE MANAGEMENT - A PROBLEM IN INDIA

According to experts, millennials in India are largely

responsible for this shift towards eco-friendly practices.

India’s demographic proﬁle heavily leans in the favour of

the youth who are driving awareness and change. “The

youth of today is extremely conscious of prevalent

issues that plague the environment, most particularly

waste management. This interest has been driven partly

by what they see around them, but also in large part by

companies mandating work hours to be spent on

community projects—employees now want to get involved at the ground level,”

said Manvel Alur, the CEO of ENSYDE during an interview with Economic Times.

ENSYDE provides design solutions on energy, water and waste management.

In India, >75% of the waste generated is recyclable, but ~30% is recycled. Waste

management is becoming a critical concern in the country and simply cannot be

ignored any longer. Recent estimates state that at the current rate of recycling,

India will need several landﬁlls as large as the city of Bengaluru by 2030 to dump all

the generated waste. According to the Central Pollution Control Board, <15% of the

municipal solid waste generated is processed or treated. In India, efﬁcient waste

management is plagued by various issues ranging from lack of proper guidelines,

planning on the part of authorities, poor waste collection, and treatment system to

poor awareness among citizens about waste segregation. Though there have been

numerous attempts from both urban local bodies and private stakeholders to

increase awareness about waste segregation among people, the impact has been

minimal simply because efforts were limited to only a few regions.

START-UPS ADDRESSING THIS CONCERN

To solve India’s waste miseries, several start-ups are getting involved and making a

difference. The following are some companies offering innovative, efﬁcient

solutions for waste management and repurposing waste for goods with commercial

value.

EcoBuddy manufactures environment-friendly products and is driven

by the idea of encouraging people to reduce the use of non-biodegradable products

in daily life. The company offers alternate options for daily consumables such as

bamboo toothbrushes, cotton grocery bags and organic detergents for dishes and

laundry. Founder of EcoBuddy is a Pune-based engineer Suraj Said shared with The

STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN

Better India that he launched this initiative because “There were quite a few

recycling units in the city, and yet there was so much waste. I wondered if it had

something to do with people’s lack of knowledge about waste and waste

segregation.” Initially, the organisation was involved in awareness campaigns but

as its outreach hit critical masses, it began manufacturing zero-waste products for

everyday needs.

Beco is another example of a consumer goods start-up,

which manufactures sustainable alternatives to single-use

paper and plastic products. The company produces

household items such as facial tissues, toilet paper rolls and

kitchen rolls made from bamboo pulp and corn starch.

These products are 100% biodegradable and do not deplete

natural resources such as trees and water.

Bare Necessities takes a cradle-to-cradle approach for each product

by using all natural, locally sourced ingredients that have no harmful

impacts on health or the environment. It is a zero-waste company,

hoping to change the narrative of waste in India. The company offers

a large variety of zero-waste lifestyle products ranging from home care,

personal care, dental care, hair care to stationary, mobile phone cases and bags.

Sutrakaar Creations is a project initiated by Neerja Palisetty

and offers solution to recycle paper waste anchored by the idea of

zero-waste. The start-up has invented an eco-friendly process to

recycle paper into textiles and is providing a source of livelihood for many

unemployed women. It uses discarded newspapers and all kinds of paper waste to

weave yarn from paper. The goal is to promote sustainable livelihoods in tandem

with environmental conservation.

Bluecat Paper, founded by Kavya Madappa, produces paper using

secondary agro and industrial waste such as cotton rags, ﬂax, lemon

grass, mulberry, rice stubble, coffee husk, banana stumps, coconut

husk and elephant faeces. To make tree-free paper, the company

collects ~20 tonnes of secondary wastes from ~100 farmers and ﬁve factories every

month and produces savings of 30 tonnes of wood per month. In comparison with

the traditional approach, this innovative method of manufacturing paper saves

upwards of 55,000 litres of waters a day.

Founded by Shagun Singh, Geeli Mitti Foundation builds cool, durable homes

using mud, bamboo, cow dung and lime in villages. The organisation vouches for

sustainability by creating spaces and structure that abide by the most natural form

of living. The project aims to provide

alternative housing in villages, along with

creating awareness on reusing waste

materials for productive uses. A former

marketing executive turned environmentalist,

Singh uses scientiﬁc knowledge in her

architectural design. In conversation with She

The People, she highlights that, “the earth

bag technique is extremely important. It is

highly beneﬁcial for earthquake-prone areas.

Many people do not know that during the

Nepal earthquake, in one area, only one

building kept standing while the others

STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN STARTUPS HELPING INDIA- GO GREEN

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GOGREENSTARTUPSHELPINGINDIAINDIA’SGREENECONOMY-ANINTRODUCTIONInrecentyears,India’snewagestart-upcompanieshaveincreasedtheirfocusonenvironmentalawarenessandaregoingbeyondadvocacyforplastic-freeorpaper-freeworkplaces.Thelatestagendaistodriveinitiativescentredonresponsibilitytowardssustainability.Nearlyallcompanieshavebegunadoptinggreenerpracticestoreducetheircarbonfootprint-itreferstotheamountofgreenhousegasesproducedbyasingleentityandismeasuredastonnesofCO2emittedperyear.Thefollowingaresomeexamplesofcompaniesattemptingtochangetheircarbonequation.12WASTEMANAGEMENT-APROBLEMININDIAAccordingtoexperts,millennialsinIndiaarelargelyresponsibleforthisshifttowardseco-friendlypractices.India’sdemographicproﬁleheavilyleansinthefavouroftheyouthwhoaredrivingawarenessandchange.“Theyouthoftodayisextremelyconsciousofprevalentissuesthatplaguetheenvironment,mostparticularlywastemanagement.Thisinteresthasbeendrivenpartlybywhattheyseearoundthem,butalsoinlargepartbycompaniesmandatingworkhourstobespentoncommunityprojects—employeesnowwanttogetinvolvedatthegroundlevel,”saidManvelAlur,theCEOofENSYDEduringaninterviewwithEconomicTimes.ENSYDEprovidesdesignsolutionsonenergy,waterandwastemanagement.InIndia,>75%ofthewastegeneratedisrecyclable,but~30%isrecycled.Wastemanagementisbecomingacriticalconcerninthecountryandsimplycannotbeignoredanylonger.Recentestimatesstatethatatthecurrentrateofrecycling,IndiawillneedseverallandﬁllsaslargeasthecityofBengaluruby2030todumpallthegeneratedwaste.AccordingtotheCentralPollutionControlBoard,<15%ofthemunicipalsolidwastegeneratedisprocessedortreated.InIndia,efﬁcientwastemanagementisplaguedbyvariousissuesrangingfromlackofproperguidelines,planningonthepartofauthorities,poorwastecollection,andtreatmentsystemtopoorawarenessamongcitizensaboutwastesegregation.Thoughtherehavebeennumerousattemptsfrombothurbanlocalbodiesandprivatestakeholderstoincreaseawarenessaboutwastesegregationamongpeople,theimpacthasbeenminimalsimplybecauseeffortswerelimitedtoonlyafewregions.START-UPSADDRESSINGTHISCONCERNTosolveIndia’swastemiseries,severalstart-upsaregettinginvolvedandmakingadifference.Thefollowingaresomecompaniesofferinginnovative,efﬁcientsolutionsforwastemanagementandrepurposingwasteforgoodswithcommercialvalue.EcoBuddymanufacturesenvironment-friendlyproductsandisdrivenbytheideaofencouragingpeopletoreducetheuseofnon-biodegradableproductsindailylife.Thecompanyoffersalternateoptionsfordailyconsumablessuchasbambootoothbrushes,cottongrocerybagsandorganicdetergentsfordishesandlaundry.FounderofEcoBuddyisaPune-basedengineerSurajSaidsharedwithTheSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENBetterIndiathathelaunchedthisinitiativebecause“Therewerequiteafewrecyclingunitsinthecity,andyettherewassomuchwaste.Iwonderedifithadsomethingtodowithpeople’slackofknowledgeaboutwasteandwastesegregation.”Initially,theorganisationwasinvolvedinawarenesscampaignsbutasitsoutreachhitcriticalmasses,itbeganmanufacturingzero-wasteproductsforeverydayneeds.Becoisanotherexampleofaconsumergoodsstart-up,whichmanufacturessustainablealternativestosingle-usepaperandplasticproducts.Thecompanyproduceshouseholditemssuchasfacialtissues,toiletpaperrollsandkitchenrollsmadefrombamboopulpandcornstarch.Theseproductsare100%biodegradableanddonotdepletenaturalresourcessuchastreesandwater.BareNecessitiestakesacradle-to-cradleapproachforeachproductbyusingallnatural,locallysourcedingredientsthathavenoharmfulimpactsonhealthortheenvironment.Itisazero-wastecompany,hopingtochangethenarrativeofwasteinIndia.Thecompanyoffersalargevarietyofzero-wastelifestyleproductsrangingfromhomecare,personalcare,dentalcare,haircaretostationary,mobilephonecasesandbags.SutrakaarCreationsisaprojectinitiatedbyNeerjaPalisettyandofferssolutiontorecyclepaperwasteanchoredbytheideaofzero-waste.Thestart-uphasinventedaneco-friendlyprocesstorecyclepaperintotextilesandisprovidingasourceoflivelihoodformanyunemployedwomen.Itusesdiscardednewspapersandallkindsofpaperwastetoweaveyarnfrompaper.Thegoalistopromotesustainablelivelihoodsintandemwithenvironmentalconservation.BluecatPaper,foundedbyKavyaMadappa,producespaperusingsecondaryagroandindustrialwastesuchascottonrags,ﬂax,lemongrass,mulberry,ricestubble,coffeehusk,bananastumps,coconuthuskandelephantfaeces.Tomaketree-freepaper,thecompanycollects~20tonnesofsecondarywastesfrom~100farmersandﬁvefactorieseverymonthandproducessavingsof30tonnesofwoodpermonth.Incomparisonwiththetraditionalapproach,thisinnovativemethodofmanufacturingpapersavesupwardsof55,000litresofwatersaday.FoundedbyShagunSingh,GeeliMittiFoundationbuildscool,durablehomesusingmud,bamboo,cowdungandlimeinvillages.Theorganisationvouchesforsustainabilitybycreatingspacesandstructurethatabidebythemostnaturalformofliving.Theprojectaimstoprovidealternativehousinginvillages,alongwithcreatingawarenessonreusingwastematerialsforproductiveuses.Aformermarketingexecutiveturnedenvironmentalist,Singhusesscientiﬁcknowledgeinherarchitecturaldesign.InconversationwithSheThePeople,shehighlightsthat,“theearthbagtechniqueisextremelyimportant.Itishighlybeneﬁcialforearthquake-proneareas.ManypeopledonotknowthatduringtheNepalearthquake,inonearea,onlyonebuildingkeptstandingwhiletheothers3STARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENcollapsed.Itwasbecauseoftheearth-bagtechniquethatitwasbuiltwith.”HasitGanatra,anengineer,foundedReMaterialsin2013toprovidealternaterooﬁngsolutionstovillages.Thestart-uprepurposesplasticandagriculturalwastetoproducerooﬁngtilesusinginnovativetechnology.Thecompany’sgoalistoprovidebetterrooﬁngsolutionsthanthetraditionalandmetalcementsheetscurrentlyavailableinthemarket.PhotoprintisaPune-basedenterprisethatupcyclesplasticwasteintoﬁlamentsfor3Dprintingusingproprietarytechnology.Thecompanyaimstoreducetheplasticwastethatremainsuncollectedandlitteredinthecountry.Accordingtostatisticspublishedbythegovernment,>15,000tonnesofplasticwasteisgenerateddaily;ofthis,~6,000tonnesendsupindumpsitesorlittered.Itpartnerswithwastepickerstogatherrawmaterialformanufacturing.Thisplasticrawmaterialisconvertedintoﬂakes,thenmeltedandextrudedtoproduceHDPEﬁlamentsfor3Dprinting.GPSRenewablesisawaste-to-energycompanythathaspioneeredcleanandlow-costtechnologyforbiowastemanagement.Itproducesbiogasandhigh-methane-containingbioCNG(compressednaturalgas)intheprocess.Thesefuelscanbeusedforpowergenerationandcookingpurposes.Thisstart-upwasfoundedin2012byIIM-Balumni,SreekrishnaSankarandMainakChakraborty.Thecompany’sbiogasunitsarecompact,prefabricatedsystemsrequiringminimalspaceandinstallationefforts.ThecompanyistappingurbanestablishmentstoinstallthebiogasunitsandusesitspatentedremotemonitoringtechnologytomaintainandmanageodourandoperationalefﬁciencybyusingIoTtechnologytoensureminimumdowntimeforclients.Thetotalwastehandlingcapacityoftheseunitsis30-50tonnesadayfor40units,preventingthousandsoftonnesgreenhousegasemissions.ChakrInnovationisacreativeventurethatconvertspollutantstoinkbysettingup‘sootcatcher’devices.Thesedeviceshavebeenspeciallydevelopedtoconvertsootspewedbydieselgeneratorsandenginesintoink.Thecompany’smaingoalistohelpbusinessescanmeettheirregulatorycompliancestandardsonpollutionandimproveairqualityintheirregion.Atclientsite,itplacesthedeviceclosetotheexhaustofthedieselgeneratortocaptureallparticulatematter.Thismatteristhenconvertedintoink,whichhascommercialvalueandissuppliedtolocalinkmanufacturers.Thismethod/techniquereducesthecompany’scarbonfootprintandensurescomplianceonindustrialemissions.AproGreenTech,foundedbyAbhijeetSirkarinMumbai,providesassistancetobusinessesandgovernmentbodiesoncorporatesocialresponsibilityandgreentechnologyinitiatives.Thecompanyalsohelpstheminplanningrural/urbandevelopmentprojectsandintegratinggreentechnologyininfrastructure.Ithasbeencreditedfordevelopinginnovativeusestorecycleplasticwaste.Oneofitsmainaccomplishmentsisthe‘SUSLOO’model,whichisasustainablesanitationsolutionforpublicspaces.ItconstructsspecialisedtoiletsbyapplyingApro’s4STARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN5patented‘BottleBrickInnovation’technologyusingplasticandglassbottles,recycledmilkandjuicecartonstoavoidtheuseofnaturalwood.Othersustainablesanitationinnovationsincludebio-toilets,dual-ﬂushsystems,eco-blocks,sensorsforwatertapinbasinstoreducewaterconsumptionanddivertingbasin-usedwaterfortoiletﬂushes.Thestart-uphasanotherpatent‘Hemptech’underitsbelt.HemptechisatechnologytoproduceHempcrete,whichisabiocompositemadeoftheinnerwoodycoreofthehempplant.Thisgivesalightweightcement-likeinsulatingmaterial,weighingaboutaseventhoreighthoftheweightofaconcrete.Hempcreteprovideamoresustainablealternativetoconstructionmaterialcementconcrete,whichisaknownsourceofheavygreenhousegasemissions.ThisForThatisapeer-to-peer,mobile-appbased,fashionswappingplatformforwomen.Thisstart-upwasamongtheﬁrstofitskindtochampionthecauseofreducingfashionwastewithwallets.Theirmessageappealedtoconsumersacrossthespectrumofcostsavings,freeshoppingusingbartersystemandbeingenvironmentallyfriendly.Theirbusinessmodelfunctionsontheconsumerneedtoregularlyrefreshtheirclosetwithoutﬁnancialoutlays.Theappenablesbuyerstopostitemsfromtheirclosetforacreditvalueandexchangeitforadifferentitemofsimilarcreditvaluewithanothermemberintheswapcommunity.Theaggregatorplatformensuresallqualitycontrolmechanismsarefunctioningwelltoensuresmoothtransactionsandhighcustomerservice.Textilewastemakesup>10%ofwasteinlandﬁlls,ThisForThatwantstotacklethisproblembyprovidinganalternativetofashionpieces.Throughtheirefforts,theyhopethateachitemofclothingcanhavealongershelflife.ProkleanTechnologiesishelpingindustriesreducetheharmfuleffectsofindustrialefﬂuentsonwaterbodies.Theseefﬂuentsareresponsibleforthebulkofwaterpollutionandextinctionofmarinelife.Prokleanhasdevelopedaunique,highperformanceandprobiotics-basedsolutionthatreplacessoapingagentsandchemicalsurfactantsusedbymanufacturingplantsacrossindustries.Thissolutionisnatural,non-toxicandfullybiodegradable.Thecompanycaterstothelargestwasteproducingsectorssuchastextiles,leatherandhospitality.Co-founderandCEO,S.SivaramPillai,explainedhisinnovativetechnologytoBusinessToday,"fortheﬁrst-time,auniquecombinationofnaturallyoccurringprobioticmicrobes(goodbacteria,inlayman'sterms)andcertainothernaturalingredientsarebeingusedtodeveloptheseproducts.Weuseaproprietaryfermentationandformulationprocess.Besidespollutioncontrol,thereareotheradvantagesalso,suchas20%watersaving.”Swajal,atechnologystart-up,hasﬂourishedinkeepingwiththecountry’ssustainabilityagenda.ThecompanyemploysIoTtechnologytoprovidecleandrinkingwatervendingsystemspoweredbysolarenergy.Co-founderAdvaitKumar,inaninterviewwithYourStory,said,“thesemachinesare80%cheaperthanreverseosmosissystemsorwatercoolers.”Mostcompaniesnowadaysrelyonsolarenergy,partlyorSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN6wholly,topowertheirofﬁcesandrelatedinfrastructure.Kumarbelieveshisproductsareanaturalextensionoftheongoingtransformationinsolarenergyapplications.BossLadyisanatural,vegan,cruelty-freemake-upbrandfoundedbyKajolMahendraBafnain2019.Mostmake-upbrandsresorttocruelproducttestingonanimals.ThisbrandwasfoundinMumbaiwithadesiretohavehumaneandresponsiblemake-upproductsinthemarket.Thecompany’sproductsaremadeusingingredientssuchasjojobaoil,sunﬂowerwax,almondoilandcalendulawax.Sincethecompanybeganitsoperations,BossLadyhaslaunched~15productsthatcomprisedifferentshadesoflipsticks,eyelinersandhighlightersthatprovidecruelty-freemake-upalternativestowomen.Ecoploreisagreenmarketingﬁrm,whichaimstoencouragepeopletoexplorenatureinaneco-friendlymannerandpromotehealthierlifestyles.Thestart-upwasnominatedamongthetopstart-upsfor‘SmartFifty’byIIMCalcuttaInnovationParkforitsuniquetakeonthetourismandhospitalitysector.ThefounderandCEO,PrernaPrasad’sdescriptionofherventurewithSheThePeopleis“Ecoploreisanendeavourtoprotecttheenvironment.Throughourventure,wepromotehotelsthatareatleast30%greeninsidetheirboundaryandaremadeofnon-concretematerial.Theideaistoprotectwhateversereneenvironmentweareleftwith.”AntaraChatterjeefoundedLittleLocaltochangethewayIndianstakevacations.Sheintroducedtheconceptofvolunteeringwhiletakingabreak.InaninterviewwithSheThePeople,Chatterjeesharedthat,“Ibecameobsessedwiththeideaofmergingtravel,communityimpactanduniqueexperiences.”LittleLocal’scommunityimpactandvolunteeringactivitieslargelycentreonenvironmentalconservation,withslightvariationsinactivitiesacrosscommunitiesbasedontheirneeds.DineshParikh,SachinSharmaandAdityaParikhfoundedDelhi-basedGEMEnviroManagementin2013.GEMcollectspre-andpost-consumerpackagingwastefromfactories,ofﬁces,hotels,motelsandinstitutes.ThewasteisthenrecycledintoproductssuchasT-shirts,capsandbags,whicharethensoldunderitsbrand‘BeingResponsible’.Thecompanyalsoorganisesvariousprogrammestoraiseawarenessaboutenvironmentalsustainabilityandtheimportanceofrecyclingincorporates,universitiesandinstitutes.ZunRoofisahome-techstart-upintroducingsmartandcleanenergychoicestohomeowners.Thecompanyhelpsgenerateelectricitythroughsolarenergybyusingunutilisedrooftops.Foundedin2016byPraneshChaudharyandSushantSachan,theGurugram-basedstart-upisaimingSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN7tobecomethelargestsolarrooftopproviderinIndia.Itclaimstohaveassessedover150,000homes,madedesignsfor17,000homesandhasinstalledsolarrooftopsinover5000homes.InconversationwithYourStory,Praneshtalksabouthowenvironmentallyconscioustheirofﬁceis,“Weensureouremployeesalwaysfollowthebestenvironmentpractices.Asaresult,thelastpersonleavingtheroomswitchesoffanyelectronicappliancethatisnotinuseintheofﬁce.Thereisabsolutelyzerofoodwastageandemployeeswaterthepottedplantsontheirdeskdaily.”Apartfromthis,ZunRoofdoesnotuseanypaperintheofﬁceforprinting,andensuresittakesfulladvantageofthefactthatitisatechstart-upandoptsforcommunicationviatechnology.“Technologyisakeydifferentiatorforhome-techstart-upssuchasours.Goingpaperlessisnotsomethingwehaveenforced,butwasratherinevitableasitsupportseasycollaborationwithinandacrossteams,ensuresconﬁdentiality,maintainsahistoricalrecordandkeepsouremployeesconnectedirrespectiveofwheretheyareworkingfrom,”saidPranesh.Speakingabouttheirothereco-friendlyinitiatives,heshared,“Ourofﬁceiswelllitwithnaturallightingandwedonotuseanyartiﬁciallightstill7:00pm,andonlyenergyefﬁcientLEDlightsareinstalledintheofﬁce.Wehaveastrictno-plasticpolicywithinthecompany,asaresultofwhichallemployeeshavebeenprovidedwithmetalwaterbottlesandonlyreusablemugsandplatesareused.Allcustomer-facingprocessesarealsodigitisedandexecutedthroughourmobileapp”.Gurugram-basedTheManCompanyisamalegroomingstart-upthatwaslaunchedin2015byBhishamBhateja.Accordingtothecompany,besidesgivingcustomerproductsthatarebeneﬁcialtotheiraestheticimprovement,itismeticulousaboutingredientsusedinproducts.Thecompany’sentireproductrangeisfreefromharmfulchemicalsandinfusedwithessentialoils.BhishamtoldYourStory,“Weuse100%naturalessentialoilsthatareextractedfromherbs,ﬂowers,seedsandfruits.Themanufacturingofsodiumlaurylsulphate(SLS)hasadrasticeffectontheenvironmentandusingproductscontainingsulphatespollutesgroundwaterandresultsinbio-accumulation.Allourproductsarefreeofthisharmfulchemicalandparabens.Wearealsostrictlyagainstanimaltestingandourcontainersarerecyclable.”Thestart-upalsorefrainsfromusingplasticsasmuchaspossibleinitsofﬁcespaceandallpackagingproductsarerecyclable.Speakingaboutbeingeco-friendly,andhowotherstart-upscandothesame,Bhishamsaid,“Eco-friendlyforusmeansreducingtheimpactwehaveontheenvironmentasmuchaspossible.Whilewedohavecertainpracticesinplace,thekeyonebeingnotusinganySLSorparabens,weknowthereisstillalongwaytogointhisregard.Eachcompanycandecidetheprocessforthemselves,andwhatbestsuitstheirvaluesandethos.Aslongaswestayhonest,authenticandtruetothevaluesandcommitmenttoourcustomers,wewillseesuccess.”Glass2Sandwasfoundedasazero-wastecompanytoaddressthegrowingmenaceofglasswasteinDelhi.FounderUditSinghalhasbeennamedbytheUnitedNationstothe2020cohortofyoungleadersfor‘SustainableDevelopmentGoals’,thehighest-proﬁlerecognitionopportunityattheworldbodyforyoungsterswhoareleadingeffortstocombattheworld'smostpressingissues.Throughhisinitiative,emptyglassbottlesareSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN8preventedfrombeingdumpedintolandﬁlls.Theseglassbottles,ifleftunattended,donotdecomposeforamillionyears.Hisventurecollectsandcrushesthemintocommerciallyvaluablesand.Glass2Sandhasstoppedover8,000bottlesfrombeingdumpedinlandﬁllsandproduced4,815kilogramsofhigh-gradesilicasand.Ahmedabad-basedEcoRightsellseco-friendlybagswithanemphasisondesigntoattractcustomers.Foundedin2017byUditSoodandNikitaBarmecha,wholaunchedthebrandinIndiaandtheUSviaAmazon,thestart-uphasexpandedintoothercountries,includingEurope,AustraliaandCanada.Thestart-upsellseco-friendlyjutebagsandpromotesanenvironmentallyconsciousmindsetintheofﬁcespaceaswell.Employeesdonotuseanyplasticsintheofﬁcespaceandinsteadusebiodegradablebags.Thecompanyalsopracticesrainwaterharvestingattheirofﬁcesandrunsentirelyonsolarpower.Itsegregatesthedailywasteintodryandwetwaste.Theexcessfabricusedinitsproductsissentfromthefactoryforrecycling.Apartfromthis,ithasreusableutensilsintheofﬁcesothatemployeesavoidusingdisposablecutlerythatcomesalongwithfoodorders.Thecompany’seffortsareaimedatmakingIndiaplastic-free.ItclaimsthateachEcoRightbagwillinturnreplacetheuseof50-100plasticbags.Havingsoldoveronelakheco-friendlybags,EcoRighthaspreventedtheuseof~5,000,000plasticbags.GOVERNMENTINITIATIVESPROVIDINGTHRUSTTOPRIVATEPLAYERSGovernmentpoliciesandcorporateinitiativesarehelpingIndiaforgeaheadwithitssustainabilityagenda.Thegovernment’ssupport—intheformofregulationsandcommitmentstoamplifytheuseofcleanenergyresourcesandpromotecleanenergyconcepts—hasbeenvitalindrivinggrowth.Also,theauthoritieshavebeenundertakingseverallarge-scalesustainablepowerprojectstoachievethecountry’stargetsaspertheParisAgreement.Indiaplanstohave175GWofrenewableenergycapacityby2022.The‘NationalSolarMission’waslaunchedin2010,whichaimstopromoteecologicallysustainablegrowthaswellasaddressIndia’senergysecuritychallenge.InJune2015,India’sPrimeMinister,ShriNarendraModiagreedtoraisethecountry’ssolarpowercapacitytargetundertheNationalSolarMissionistoreach100GWby2022.Underthismission,variousincentivessuchaszeroimportdutyoncapitalinvestmentsandrawmaterialsandlow-interestratesandprioritylendingsectorhavebeensetupfor2022.SkilldevelopmentinsolarandwindenergysectorsinIndiaisexpectedtocreateover0.3millionjobsby2022.Tomeettherisingdemandfortrainedmanpower,aNaonalSolarMissionistoreach100GWby2022STARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN9targetof50,000‘Suryamitras’ofskilledmanpowerinthesolarenergysectorwassetfor2019-2020.The‘GreenEnergyCorridorProject’inIndiahasreceivedaRs.75.26billion(US$1.05billion)softloanfromtheGermanDevelopmentBank.Thisprojectaimstoimprovethesectorframeworkandconditionsforgridintegrationofrenewableenergieswithconventionalpowergrids.Throughthissoftloan,40%ofintrastateand70%ofinterstatetransmissionschemeswillbefunded.DistributingdecentralisedsolarpowerandprovidingelectricitytoallhasbecomeamajoractionpointforthegovernmentofIndia.Theprogrammeincludesallhouseholds,urbanvillagesandslums,whicharecurrentlynotapartofthegridorcentraliseddistribution.However,thereareafewcleantechcompaniesthatofferstandardisedpackagesthatenablepeoplelivinginslumstoswitchfromkerosenetosolarpower.Forexample,PollinateEnergysellsrenewableenergylanternsandstovesonaﬁve-week,interest-freepaymentplantofamilies,withbare-minimumnecessities,livingintheslumsofBengaluru.Thegovernmentismakingeffortstoboostfundingforstart-upsworkinginthesectorbyextendingthecapitalgainsexemptionforinvestmentsbyayeari.e.tillMarch31,2022.Thegovernmenthasalsodecidedtoextendtheeligibilityforclaimingtaxholidaysforstart-upsbyayeartoMarch31,2022asanincentive.Inadditiontotheseextensions,theMsNirmalaSitharaman,MinisterforFinancealsoannouncedthatthegovernmentplanstoincentivisetheincorporationofOnePersonCompanies(OPCs)byallowingthemtogrowwithoutanyrestrictionsonpaid-upcapitalandturnover,andconvertintoanyothertypeofcompanyatanytime.Alltheseinitiativesaretiedtogetherwithacommonthreadofbuildingsustainabilitywithinthebusinessmodel.Asustainablebusinessisanyorganisationthatparticipatesineco-friendlyorgreenactivitiestoensurethatallprocesses,productsandmanufacturingactivitiesadequatelyaddresscurrentenvironmentalconcerns,whilemaintainingaproﬁt.Inotherwords,itisabusinessthat‘meetstheneedsofthepresentworldwithoutcompromisingtheabilityoffuturegenerationstomeettheirownneeds.’TheBrundtlandReportemphasisedthatsustainabilityisathree-leggedstoolofpeople,planetandproﬁt.Sustainablebusinessestrytobalanceallthethreeparametersthroughthetriplebottomlineconceptacrosstheirsupplychain-usingsustainabledevelopmentandsustainabledistributiontoaffecttheenvironment,businessgrowthandsociety.Sustainabilitygoalsaremetbyfollowingthetenetsofcarbonoffsetting,whichisawaytocompensateforemissionsbyfundinganequivalentcarbondioxidesavingelsewhere.Carbonoffsettingprojectshelpcombatglobalclimatechangeaswellascareforlocalcommunities.Inmanyinstancesprovidingmuchneededemployment,healthimprovement,biodiversity,reforestationandbroadsocialbeneﬁtstodevelopingcountries.Carbonoffsettingisdonebyastepwiseapproachofcalculatingemissions,settingtargetsforreduction,implementingreductionprogrammes,trackingsuccessofcarbonoffsetandcommunicatingcarbonoffsetefforts,allthewhilemeetingnationalandinternationalregulations.Indiaistheworld’sthird-largestemitterofgreenhousegases,afterChinaandtheSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN10US.DuringtheParisAgreement,Indiapledgedtoreduceitsintensityofemissionsby33-35%by2030,comparedwiththeemissionlevelsin2005.Indiahasalsocommittedtoreach40%ofitsinstalledelectricitycapacitytobesuppliedbyrenewableornuclearsourcesby2030.InlinewithitscommitmentsfuelledbythenationwidelockdownforCOVID-19,Indiaisontracktodecreaseitsemissions.AccordingtoCarbonBriefestimates,CO2emissionsfellby30mtonnesofCO2(MtCO2,1.4%)intheﬁscalyearendingMarch2020.ThisistheﬁrstdeclinerecordedinIndiainfourdecades.Furthermore,emissionsfellby15%y-o-yinMarchandby30%inApril2020.ECOSYSTEMFORSUSTAINABILITYClimatechangeandglobalwarminghavebeenrisingconcernsinrecentyears.Thenationwidelockdown’sdrasticimpactonimprovingairqualityinthecountrywaswidelydiscussed-bothinshockandawe.Thishasincreasedawarenessamongconsumersandledtotherealisationthateffortsonanindividuallevelcanhaveanexponentialimpacttothewhole.Asaresult,thecountryisrecordingashiftinconsumerpreferencesimpactingdailyhabitsandroutinestoevenpurchasebehaviourandbrandloyalty.Thefollowingaresomeofthekeyshiftsinconsumerhabitsimpactingthegrowthofthissector:BuildingPlastic-freeKitsConsumersarebecomingmoreplannedandthoughtfulintheiruseofdisposablesandsingle-useplastics.Practicessuchastravellingwithabagtogoshopping,bringingacoffeemugtotheworkplace,carryingawaterbottleandhavingahandykitofcutleryandmetalstrawshavebecomecommonplace.IncorporatingPlant-basedGreenMealsConsumersareslowlyshiftingtowardsplant-basedmeals,whilesomeareadoptingentirelyveganlifestyles.Theknowledgethatbreedinglivestockproducessigniﬁcantgreenhousegasesandconsumesexorbitantamountsofwateriscausingthisshiftinlifestyles.AuthorandactivistMichaelPollandescribesthenewlifestyleas“ifitcamefromaplant,eatit;ifitwasmadeinaplant,don’t”inhisbook‘InDefenseofFood:AnEater’sManifesto.’OffsetTravelFootprintTravellingbyair,railorroadburnsimportantfossilfuelsandcausespollution.Tobalancethedamagedonebytheirtravels,consumershavesoughtalternativemethodstooffsettheirfootprint.Somealternativesincludepickingadirectﬂightoverahoppingﬂightandusingthecarbonoffsetprogrammewiththeairline.Theseprogrammesﬁnanciallysupportgreenprojectsandinitiativesthatreducepollution.Giventhattravelisoneofthefastest-growingsectorsinIndiaandrankshighonitscarbonfootprint;thistrendislikelytohavepersistentconsumerdemandinthefuture.ElectronicWasteManagementDigitaladoptioninIndiaishappeningatalightningpace,butthisisgivingrisetoSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN11billionsofdevicesthatcannotberepairedorresurrected.Only5%ofthesedevicesarerecycledordisposedofresponsiblybyconsumers.AccordingtotheGlobalE-WasteMonitor,Indiagenerated>20lakhtonnesofe-wastein2017;thatnumberwasexpectedtogrowby500%in2018.However,inrecenttimes,electronicsstoressuchasCromahavebegunfeaturinge-wastedropoffkiosksforconsumers.Thismovecanmeetthedemandforproperdisposalofdeadelectronics/devicesandtherisingconsciousnessamongconsumers.WasteComposngStart-upssuchasTrustBasketandDailyDumparepavingthewayforIndia’swastecompostingmovement.Thesecompanieshavedevelopedcompacthomecompostingproductsthatcanturnfoodandkitchenwasteintofertiliser.Vinita,theleadresearcheratDailyDumpsharedwithVogueIndiathat,“atleast60%ofthewastegeneratedathomeisorganicwastethatdoesnotneedtogotothelandﬁll.”Zero-WasteStoresBuyersareadoptingzero-wastelifestylesandchampioningthecauseforzero-wastestores.Simplyreplacingaplasticbagwithaclothbagwhileshoppingisnolongerenoughtoundothedamagedoneinpackaginganddelivery.Shoppersareﬂockingtozero-wastestoresthatencouragebuyerstobringtheirownboxesandcontainerswhileshoppingforpantryprovisions.Brandsandstoresthatreuseandreﬁlloruseplantablepackagingareontherise.OneGreenInvestmentForward-thinkingconsumersarepledgingtomakeonegreeninvestmentperyear.Forsome,thismeansreducingtheiremissionsonfoodconsumptionbybuildingavegetablegardenfortheirkitchens.Forothers,itmayimplyrethinkingtheirpowerconsumptionandstrainingscarcefossilfuelsbyinstallingasolar-poweredroof.ReduceorRecycleConsumersarechampioningthetwincausesofsustainability—reductionandrecycling.Inthepeckingorderofthegreenmovement,refuseprecedeseverything.Ifitcanberefused,itdoesnotneedtobereduced,reused,repaired,repurposedorrecycled.Purchasinghybridautomobilesandelectricvehiclesisalsoapopularchoiceamongconsumerswantingtoelevatetheirgreenquotient.Pre-OwnedGoodsPurchasingorexchangingsecond-handgoodsforsimilargoodsofequalvalueisgainingtraction.Theage-oldbartersystem,coupledwithmodernaggregatortechnology,isenablingnumerousconsumerstocongregateandconduct‘swap’transactionsinseconds.Drivenbytheideaofmindfulconsumptionandknowledgethatfashionisamongthehighestwasteproducers,clothingswapapplicationsandeventsarewitnessingrecordattendancebyshoppers.Start-upssuchasExchangeRoom,ThisForThatandSwapareleadingthechargeintransformingmindsetsandpluggingtheconsumerdemandgap.STARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN12BrandLoyaltyStarkshiftinconsumerpreferencestowardsbrandswithrecyclablepackagingandreﬁllableprogrammeshasbeenobserved,especiallyinthefast-movingconsumergoodssegment.Environmentallyconsciousbrandswhoseproductsarefreeofsulphates,parabensandcarcinogens,andhavebeenproducedusinganetzerocarbonemissionapproacharegainingpopularity.sOnapersonallevel,wecanallaimtoreduceourownfootprintwithadietthatinvolveslessimport,andbyreducingconsumption,reusingwheneverpossible,mendingwhatisbrokenandengaginginasharedeconomybyrentingorswapping.Itistosay,shopifyoumust,butboycottblindconsumerism—itdoesn’tmaketheworldahappierplace,”suggestsdesigneractivist,CélineSemaan,inaninterviewwithVogueIndia.SheisthefounderofSlowFactory,asustainability-focusseddesignlab.Do-It-YourselfNaturalAlternavesConsumersareprivytotheunintendedpollutioncausebymicroplasticsinpackagedcleaningandpersonalhygieneproductssuchasdetergentsandshampoos.Theyarepreferringsoapnutsovershowergelsandshampoosorpurchasingsoapstarterkitstomaketheirownchemical-freesoapsfromscratch.Forcleaningproducts,consumersarepreparingsolutionsofbakingsodaandvinegarforachemicalandpollutant-freealternative.GoPaperlessPaper-freetransactionsinbanking,insurance,purchasereceiptsandgovernmentpaperworkarearisingtrendacrossthecountry.AsIndiaisadoptingandadaptingdigitalmodalitiesacrossitsproductsandservices,consumerscanhopetoattaina100%paper-freelifestyleinthefuture.AwarenessagainstGreenwashingThereisonedownsideofsustainabilitybecomingabuzzword,companiesandbrandsmaymakeunsubstantiatedclaimsofbeingenvironmentfriendlyasmarketingtactics.AccordingtoindustryexpertandfounderofSlowFactoryFoundation,CelineSemaanVernon,thereisahighmarginforunscrupulousbehaviour.ShetoldVogueIndiathat,“theproblemwiththefashionindustry’ssolutiontoturningplasticintothread,andlater,aﬂeeceorpolyesteritemisthatoncewashed,theseitemsreleasemicroplasticsintothewater.Soaretakingavisibleplasticbottleandreturningitintotheoceanasinvisibleparticles.”Theawarenessaboutthisissuehasconsumersdemandingdetailedinformationonproductdevelopment,rawmaterialssourcing,conservationandrecyclingeffortsinproductionanddistribution.TheconsumerdemandforsustainableenergyandtechnologysolutionshasboostedtheIndiancleantechindustryinthelastfewyears.Thecountry,withitsSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN13aimtosecureenergyconsumptionandreducepollution,isnowseenasadesirabledestinationandhasabigmarketforcleantechnologywithhugeFDIinvestments.Thecountryisexpectedtogrowitsrenewableenergycapacityto192.1GWby2023.The2015-18economicboomwasakeydriverintheproliferationofcleantechnologiesinthemarket.Duringthisperiod,Indiawasoneofthefastest-growingeconomiesintheworld.Theacceleratedeconomicgrowth,coupledwiththedemandforcleanpowerandgovernment’ssupport,madeIndiaanattractivechoiceforeco-friendlyinvestors.Investmentsincleantechnologyandtherenewableenergysectorarebeingdrivenbyrapidurbanisation,depletionofnon-renewableresourcesandeffectsofclimatechange.Theworld’slargestsolarpark‘ShaktiSthala’isanexampleofonesuchinvestment.ItwaslaunchedinMarch2018inKarnatakawithaninstalledcapacityof2,000MWbyaninvestmentoutlayofRs.65billion(US$2.3billion).Inaddition,privateequityinvestmentsinwindandsolarpowerincreasedtoRs.60,000million(US$836million)in2017.Regardlessofallgrowthfactors,thissectoralshiftisobstructedbyafewsystemicchallenges.Renewablesourcessuchaswindandsolarareunreliableacrossseasonsandregionsandcannotbetrustedtogeneratelargeamountsofenergywithouttheabilitytostoresurplusquantitiesforlateruse.Furthermore,theseresourceshavelimitedcapacitytoscaleinlinewiththerisingdemandforpower.Anothercrucialchallengeforthesectoristheﬁnancialoutlayforinstallationandmaintenance.Asharnessingsolarandwindenergyentailspropersystemplanningandintegration,whichrequiresadditionalcostsofresearchandtechnologicalintervention.ConclusionInnovationsbyIndianstart-upsareatestamentoftechnologicalprogressandpositiveimpactrenderedfromhavinganenvironmentallyconsciousapproachtobusiness.Globalclimate,governmentsupportandprivateinvestmentshavecreatedahealthyecosystemforstart-upstoexperimentanddevelopsolutionssuitedforIndia.Simultaneously,rapiddevelopmentacrossIndiainthepastfewdecades,especiallyinmobility,infrastructureandurbanisationhaschangedthebalanceoftheenvironmentunfavourably.Thecountryneedstotakeleapsandboundstowardsbeingmoreenvironmentfriendly.Beingenvironmentfriendlyisabouttakingthenecessarystepsandmakingconsciouseffortstochangelifestylesandconserveresources.Theefforttogogreenhasbeenfeltbymanyindustries,ascompaniesarebeginningtorealisehowtheiroperationsimpacttheenvironment.Fromusingrecycledorrenewableresourcestoreducingenergyconsumptionandwaste,thereseemstobeauniversaleffortbycompaniesandstart-upsinIndiatoprotectourplanetandpreventclimatechange.STARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREENSTARTUPSHELPINGINDIA-GOGREEN

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