Green Connection in Retail

Brands adopt green strategy to create special connect with consumers.
Green Connection in Retail

Retail is seeing brands moving towards a space where it’s just not about business but also how they can work towards a better environment. The brands have been running various campaigns to ensure a better and greener environment.

These initiatives are being taken either in their products, manufacturing, packaging or retailing.

Brands produce green

Brands are leaving no stone to grab an opportunity of adding the green factor to their products. They are trying to imbibe environment friendly technique to produce their product or add environment friendly elements to their products.

In this arena, recently Tata Coffee Ltd was awarded as the FE-EVI ‘Green Business leader’ award in the ‘FMCG’ category. It was felicitated for its continued commitment and actions towards Bio diversity conservation and natural resources management. It has been acknowledged and admired as an excellent case where Biodiversity conservation is done in a way that it becomes profitable for the environment, society as well as for the company.

On similar lines, Dabur India, was also awarded the Aaj Tak Care Award and was ranked as amongst the Top three Green Business Leaders in the FMCG industry at the FE-EVI ‘Green Business leader’ for its environment initiatives.

While on the other hand, Woodland, the well known adventure wear brand, is trying to grow this phenomenon of going green among professionals through social networking site LinkedIn. It recently started an initiative ‘StepOut2GoProPlanet’. It is a participative campaign that invites informative and innovative ideas from professional ProPlanters to make the environment, a greener place to live. Harkirat Singh, Managing Director, Woodland Worldwide said, “Professionals today are increasingly aware and inclined to contribute a positive change to their environment. Leveraging the power of LinkedIn’s member-base, we plan to take the ‘StepOut2GoProPlanet’ to professionals who understand the need-of-the-hour of conserving the environment, encourage them to share insights and work with us in developing a green environment and a green economy. This campaign is yet another initiative under our ProPlanet umbrella where we will reach out to professionals who want to make a difference and thus, we invite their participation in the effort towards making earth a cleaner and a greener place to live.”

Moreover, recently, also at Select Citywalk Mall in Delhi, brand and retailer The Body Shop organised a small event where in it gave people a quiz form on environment which they had to fill and also gave away Tulsi saplings.

Retailers go green

A south based retail chain M&M, recently kick started an initiative along with its season sales. Under this initiative, the stores will give away saplings to its customers to bring about a ‘green awareness’ and restore natural balance. This along with keeping sales moving motivates the consumers to keep coming back and doing their bit for the environment. These stores also have successfully run other initiatives like ‘Save Water – Save Life’ Campaign to educate people on water preciousness.

 On the other hand, hypermarket chain Easyday, also ran a similar drive for its consumers where in, 10 stores, organised a ‘Clean and Green’ drive in Delhi. The drive was to create awareness among citizens on environmental sustainability.  30 associates of easyday stores and customers cleaned the area and planted 200 saplings in Vikaspuri Park and Rajouri Garden Patel Market Park.  Moreover, the associates and customers, under the drive, also removed 200 kg of debris. Customers of easyday participated in the plantation drive and planted 200 saplings. Furthermore, 400 saplings were distributed to customers of easyday stores to carry forward the initiative.

Such initiatives not only educate and make people more sensitive about their environment but also create a stronger connect between consumers and retailers. Every brand and retailers is taking steps in its own way to engage customers in a better environment, better products and also better sales for the company.



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