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<ul><li>Ahead of <keyword id="18996" type="ORGANIZATION" weightage="20" keywordseo="World-Environment-Day">World Environment Day</keyword>, we speak to Manish Chowdhary, Co-founder, <keyword id="9450009" type="PERSON" weightage="20" keywordseo="wow-skin-science">WOW Skin Science</keyword> who tells us how the brand constantly reflects on its ecological footprint, and ensures that its innovations help the planet.</li><li>He also talks to us about its growth strategy and how it aims to achieve its target of Rs 800 crore in revenues this year.</li></ul>In the last few years, there has been a gradual shift in consumer preferences towards brands that use natural ingredients in its products and make a case for sustainability. The pandemic has also given an impetus to direct-to-consumer brands in the last 14 months. Bengaluru-based personal care brand WOW Skin Science is one such brand that has not only been successfully wooing consumers, it also been able to impress private equity firms. Recently, the startup raised around $50 million from India-focused private equity firm ChrysCapital, in exchange for a significant minority stake. Founded in 2014 by Manish and Karan Chowdhary, the brand has witnessed impressive growth. This year, the brand aims to achieve revenues of around Rs 800 crore. Some of their best performing offerings include <keyword id="11369045" type="UNKNOWN" weightage="20" keywordseo="apple-cider-vinegar-shampoo">Apple Cider Vinegar Shampoo</keyword>, Onion Black Seed Hair Oil, Brightening Vitamin C Foaming Facewash and Apple Cider Vinegar Foaming Facewash. A lot of the brand’s growth has come from word-of-mouth. However, the brand has also been investing on Digital to reach out to a targeted set of audiences while also using influencers to talk about their products. While the brand has been focussing on innovating on its offerings, it is also working towards making itself more eco-friendly. Ahead of World Environment Day on June 5, we speak to Manish Chowdhary, Co Founder, WOW Skin Science who not just walks us through the brand’s journey so far but also gives us a sneak peek into how it is working towards substantially reducing its carbon footprint. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?" text="Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?">Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?</cmsannotation> WOW Skin Science was born with the objective of offering natural, safe and affordable beauty products that delivered visible results and kept customers at the heart of everything we do. We dedicated a lot of time and resources into formulating nature-inspired, science-backed and safety-tested products, sourcing the best ingredients to create high-quality and effective products. We have worked with the idea that our products should not only bring a feel good factor but also truly benefit the users. We are overwhelmed by the love and positive response that our customers have shown our brand over the years. It’s been a fulfilling journey so far, but we have a long way to go. <cmsannotation type="cmsannotation" annotationid="Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?" text="Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?">Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?</cmsannotation> Yes, last year proved to be quite challenging for businesses in every domain. Fortunately for us, we experienced unprecedented growth throughout. Multiple factors contributed to that – we saw a greater preference for natural plant-based products, there was a paradigm shift in consumer behaviour in the personal care category and people showed increased interest in self care, <cmsannotation type="cmsannotation" annotationid="Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?" text="Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?">Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?</cmsannotation> Being environmentally friendly is at the core of our business values. We are very conscious of the responsibility we carry as a brand in all aspects from our packaging to the ingredients we source and use. We are constantly reflecting on our ecological footprint and innovating on best practices for better sustainability. In a bid to go eco-friendly, we started curating our packages with 30% post-consumer recycled packaging. We are also moving towards our goal of 100% PCR packaging made from ocean waste for reduced carbon footprint. We believe that it is our collective responsibility to safeguard the environment and do our utmost for it. <cmsannotation type="cmsannotation" annotationid="Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?" text="Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?">Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?</cmsannotation> Yes, as of now our refill packs are only available for face wash range. We are evaluating and planning to introduce this for other products as well in the future. <cmsannotation type="cmsannotation" annotationid="Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?" text="Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?">Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?</cmsannotation> Yes, that is true. Millennials and GenZs definitely form a huge chunk of our customers. Their notion of being conscious has helped us pave the way in building a brand that speaks the language of the millennial generation. But we feel personal care is not restricted to this demographic alone. We have a diverse range of products which are safe for everyone to use. All age groups could benefit from the natural goodness that our products have and the affordable luxury we offer. <cmsannotation type="cmsannotation" annotationid="Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?" text="Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?">Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?</cmsannotation> So far, we have employed a digital-first strategy to reach out to the maximum number of consumers and have succeeded to a great extent. Beyond word-of-mouth, being bestsellers on Amazon, social media outreach and influencer marketing initiatives has worked well for us. We did several ATL and BTL activities to engage a larger set of audiences. Last year, we also on-boarded Disha Patani and Bhumi Pednekar as our brand ambassadors and in the current year we engaged with a lot of OTT influencers such as Pratik Gandhi, Jasmin and Aly Goni to amplify our brand and push it in the right direction. Having said that, we had collaborated with a dermatologist with a firm belief of leading a very strong message of education and awareness of skin and hair care for the discerning consumers. With the right balance of these elements, we have reached the right consumer in this ever evolving world of digital media. <cmsannotation type="cmsannotation" annotationid="Q. Going ahead, what will your broader marketing strategy be?" text="Q. Going ahead, what will your broader marketing strategy be?">Q. Going ahead, what will your broader marketing strategy be?</cmsannotation> We aim to be present at numerous customer touchpoints and propel the user through the buying cycle. We are adopting a more aggressive approach on ATL &amp; BTL campaigns, performance marketing and establishing more strategic partnerships to grow the brand. We are also focusing on stronger content to play on our brand’s strengths. <cmsannotation type="cmsannotation" annotationid="Q. Where do you want to see WOW Skin Science in the next few years?" text="Q. Where do you want to see WOW Skin Science in the next few years?">Q. Where do you want to see WOW Skin Science in the next few years?</cmsannotation> We want WOW Skin Science to be present in every household in the country. We hope to be the go-to personal care brand for every Indian. <cmsannotation type="cmsannotation" annotationid="Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?" text="Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?">Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?</cmsannotation> We have never tried to replicate what other companies are doing. We pride ourselves on standing out from the crowd and remain focused on our ethos of being nature-inspired, customer-centric and agile. Our innovative formulations are inspired by traditional ayurvedic secrets to deliver the finest of health and beauty essentials. In terms of packaging, we have innovated with built-in brushes and applicators keeping our customers’ convenience in mind. <cmsannotation type="cmsannotation" annotationid="Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?" text="Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?">Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?</cmsannotation> We’ve seen tremendous growth over the past year and we hope to accelerate further. Our Onion Hair Kit, Apple Cider Vinegar Shampoo and Face Wash, Vitamin C Skincare range have become bestsellers in the market and we are aiming to achieve a revenue of Rs 800 crore this financial year.

Being environmentally-friendly is at the core of our business values: Manish Chowdhary, WOW Skin Science

<ul><li>Covid-19 has changed the way we buy, it has changed the reasons we buy certain products and brands too. There is an increasing focus on brands that are sourcing locally, helping the community and are transparent about everything that goes into making them.</li><li>Also, brands that are trying to help the environment, are sustainable are finding more and more takers, according to a recent study by <keyword id="172902" type="COMPANY" weightage="20" keywordseo="Mintel">Mintel</keyword>.</li><li>We look at this trend of an increased focus on <keyword id="9220437" type="UNKNOWN" weightage="20" keywordseo="localism">localism</keyword> and talk to a few brands that are gaining from it.</li></ul>Covid-19 has brought about a huge change in how and what we consume. Over the past one and a half years, people have become more and more conscious about where their products come from, the kind of ingredients that are being used, how closely brands are working with local communities and help benefit them and how serious they are about helping the environment. According to findings of Mintel’s recent ‘Attitudes towards Localism –Indian Consumer – 2021’ reports, consumers have been showing heightened interest in local products due to COVID-19. And no, it is not just Gen Z’s who are giving this trend a push. The pandemic led consumers across all age groups to lean towards traditions in foods, beauty regimes or health and wellness. The study, which took into account opinions of 3000 people across the country states that 39% of people aged 35-44+ expect brands to offer traditional ingredients in packaged formats. The pandemic has heightened concerns around product quality, and 48% of men aged 35+ look for products which offer transparency about use of local ingredients. The study also reveals that there is an increasing affinity for brands that give back to the society and are trying to support communities as 46% of 35-44 year old women are keen on products that support social causes. Moreover, around 45% of Indians switched to buying locally-grown produce since the pandemic, a trend highest among women aged 35-44 (58%). This same group of women also led the switch to buying more organic products. The report suggests that this is an opportunity for local brands to talk about their sustainability efforts by calling out how they source their products and how this impacts the environment. Speaking about some of the key factors that have led to people leaning towards localism, <keyword id="3056481" type="PERSON" weightage="20" keywordseo="Nidhi-Sinha">Nidhi Sinha</keyword>, Head of Content, Mintel Indian Consumer said, “The pandemic paved the way for local products to come to the fore. With challenges in the supply chain coupled with the need for familiarity, consumers increasingly took to local products. With the health halo at its pinnacle, people were inherently looking to increase their immunity, improve their health and also deal with mental health issues. The answer to these was in the usage of traditional, ayurvedic ingredients like giloy, ashwagandha and so on. “Another sentiment which led to consumers leaning to the localism pillar is the fact that these products help local communities. As people struggled to meet ends due to the imposed lockdown restrictions, consumption of local produce helped consumers to pass on benefits to local artisans, farmers and communities. 34% of consumers prefer products that support local communities. Technology enabled small time local setups to reach consumers. Usage of apps like WhatsApp, Instagram and Facebook helped connect consumers to producers thus making concepts like farm-to-fork easy to take to.” The need for comfort and familiarity has been one of the biggest factors in this trend. “With 37% of consumers looking for products that are aligned to local culture, consumers have been seeking familiarity and comfort especially in these tough times. The launch of products like thandai from paper boat and ubtan from Mama Earth are proof of how consumers look for familiarity in line with a global consumer trend of Culturally Connected,” shared Sinha. While Indians have been increasingly focusing on health for the past few years, the pandemic just gave this trend the right push. “Around 43% of consumers today expect products to have ingredients which provide added benefits. Also, the affinity towards online shopping as well as better last-mile-delivery means that traditional setups can reach consumers, thus, making local products easy to use,” added Sinha. <keyword id="9450009" type="PERSON" weightage="20" keywordseo="wow-skin-science">WOW Skin Science</keyword> is a brand that has witnessed good growth in the past few years. A lot of its growth has come on the back of its usage of natural ingredients in its products. It has also been actively working on making its products and packaging more eco-friendly. On whether its focus on local ingredients has helped it attract consumers, <keyword id="4759349" type="PERSON" weightage="20" keywordseo="manish-chowdhary">Manish Chowdhary</keyword>, Co founder, WOW Skin Science said, “There has been a greater preference for natural plant-based local products in recent times. Using high-quality local ingredients has been one of the factors responsible for our growth. Our product formulations are nature-inspired, science-backed and safety-tested, sourcing the best ingredients to create effective products that are also affordable. We’re completely transparent about the ingredients that go into our products and we stay true to our claim of being paraben, sulphate and silicone-free.” Just 7-years-old, this year, the brand aims to achieve revenues of around Rs 800 crore. Even when it comes to brands selling home décor, people are leaning towards brands that are intrinsically Indian, in terms of its designs and offerings. “We not only engage in sourcing our materials locally but also are actively collaborating with local artisans to introduce traditional arts and craft forms into the mainstream market. This includes products in our home décor and accessories range along with the addition of beautiful face masks made of Maheshwari fabric. As a brand that respects the value of tradition and heritage, we felt that this pivoting was a necessary step to keep our traditional crafts alive during the COVID-19 crisis. This range garnered quite a lot of attention, in fact, we sold out the range within a week of its launch and have placed repeat orders with these artisans for the products,” said <keyword id="3212292" type="PERSON" weightage="20" keywordseo="Krsnaa-Mehta">Krsnaa Mehta</keyword>, Founder &amp; Executive Director at <keyword id="3212293" type="PERSON" weightage="20" keywordseo="India-Circus">India Circus</keyword>. The brand has witnessed over 2x growth over last year with products in decor and dining categories leading the chart. For <keyword id="9095287" type="UNKNOWN" weightage="20" keywordseo="slay-coffee">SLAY Coffee</keyword>, that sources its beans from the mountains of Chikmagalur, growth was consistent through the pandemic. “In the context of the pandemic, consumers are increasingly preferring brands that they can trust where the experience is consistent, predictable, and of course safe. While there has been an increase in the number of ‘Made in India’ labels, Indian customers are witnessing a more subtle and a good change. Likewise, we are giving our customers products that are not just made in India but that are made for India. The pandemic outbreak has left a significant impact on the export and import industry. Amidst the labels like ‘Made in India’, we've been seeing a lot of domestic commodities and local manufacturers come into the light and such initiatives are producing profitable results and this is also good for boosting the Indian economy,” shared <keyword id="2754555" type="PERSON" weightage="20" keywordseo="Chaitanya-Chitta">Chaitanya Chitta</keyword>, CEO &amp; Co-founder, SLAY COFFEE. Whether this trend is here to stay, only time will tell. But for now, it is refreshing to see more and more brands listen to their consumers and offer them exactly what they have been wishing for.

Indian consumers are increasingly buying local products, brands that help benefit local communities and economies and focus on environmental issues after Covid-19

<ul><li><keyword id="9450009" type="General" weightage="100" keywordseo="wow-skin-science" source="Orion">WOW Skin Science</keyword> launches a new campaign. </li><li>The brand urges people to make a shift to natural products with their latest campaign featuring <keyword id="1515554" type="General" weightage="20" keywordseo="disha-patani" source="Orion">Disha Patani</keyword>.</li></ul>Leading Personal Care Brand WOW Skin Science urges people to make a shift to natural products with their latest campaign featuring Disha Patani - #AbNatureKiSuno. It is the brand’s endeavor to educate and get consumers to give up harsh chemical based products for natural products. With this campaign, WOW Skin Science is reiterating the value of imbibing and embracing all and everything natural for holistic growth and well being. <div type="Youtube" id="20yzRLaFozY" title="WOW Skin Science Red Onion Black Seed Oil Shampoo For 10x Stronger Hair ft. Disha Patani" thumbUrl="https://i.ytimg.com/vi/20yzRLaFozY/mqdefault.jpg"></div> In the film, WOW Skin Science brand ambassador, Disha Patani illuminates on how consumers rely on ‘experts’ for their haircare routine, often turning a blind eye to the harsh chemicals those products might contain. With this thought in mind, WOW Skin Science urges consumers to let nature be your expert and listen to its accord by investing in natural products that do greater good such as onions and black seed oil etc. The campaign highlights the difference between harsh chemical-based products and how they are not the ideal solution compared to natural products. While talking about the campaign, Manish Chowdhary, Co-CEO of Body Cupid Pvt Limited said, “With the beauty industry evolving, consumers have also become conscious of their choices, they are now well versed with the brand and they understand the implications of investing in a particular brand/product. Today’s consumers are cognizant of the ramification of using harsh chemical products and one can witness the evident shift to natural products. The awareness is entrenched in the belief system and with this campaign, we urge consumers that nature is the best teacher, the solution giver for all your woes and to encourage people to Be WOW, Naturally.”

Wow Skin Science urges consumers to not get deceived by shampoo ads with 'fake experts' and celebrities; suggests switching to natural products instead

<ul><li>Amazon launched ‘<keyword id="8250926" type="UNKNOWN" weightage="20" keywordseo="amazon-storyboxes">Amazon storyboxes</keyword>' to get closer to its customers this festive season. </li><li>With over half a million sellers on its platform, the boxes will entail seller stories — success of startups and medium businesses. </li><li>The story box is equipped with a scanner that will enable shoppers to scan the seller face to visit other seller stories as well.</li></ul>Online marketplace Amazon is getting closer to its customers this festive season by launching ‘Amazon storyboxes’. They will tell the seller's stories to the shoppers every time the orders are delivered. The story box is equipped with a scanner that will enable shoppers to scan the seller face to know stories. “We have over 5 lakh small businesses, artisans, women entrepreneurs, and emerging brands selling on our marketplace and every Amazon seller has a unique story behind their success,” Gopal Pillai, Vice President of Seller Services said. It means buyers will get to know the stories of over half a million sellers on its platform. It will entail stories of success of startups and medium businesses and business transformations. “We look for what’s inside the delivered box but are mostly unaware of who is behind these boxes. The Amazon box holds more than just a product; it holds lakhs of inspirational stories of the hopes and aspirations of sellers,” the company said. Manish Chowdhary, co-founder, WOW Skin Science said that they are a brand born on Amazon. “Storyboxes is that unique initiative that helps customer-focused beauty brands like us to connect with our buyers in real terms. While we have the option of interacting with our customers through the reviews, there was no way they could know about what goes behind the scenes of a brand like us,” he said. See also: <a href="https://www.businessinsider.in/business/news/amazon-kickstarts-a-pilot-project-with-indian-railways-for-its-consignments/articleshow/71698095.cms">Amazon kickstarts a pilot project with Indian Railways for its consignments</a> <a href="https://www.businessinsider.in/slideshows/miscellaneous/amazons-whole-foods-predicts-the-top-10-food-trends-and-products-of-2020/slidelist/71696334.cms">Amazon's Whole Foods Predicts The Top 10 Food Trends And Products Of 2020 </a><a href="https://www.businessinsider.in/careers/news/checkout-the-latest-job-openings-in-finance-and-accounting-sector/articleshow/71698476.cms">Checkout the latest job openings in Finance and Accounting sector</a>

Now, Amazon's boxes will tell stories of artisans and entrepreneurs

<ul><li>After the global pandemic, <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> and health seem to have become important factors for consumers.</li><li>According to Capgemini’s recent report, consumers engage more readily with brands and retailers that they perceive to be sustainable and genuinely committed to green practices.</li><li>The report found that 48% of consumers share an emotional connection with products or organizations that demonstrate eco-friendly qualities.</li><li>As we move forward this year and health concerns and sustainability continue influencing consumer decisions, we speak to brands, research and design agencies about how brands can integrate sustainability into their core values and move beyond mere lip-service.</li></ul>It might be a new year but the world continues to grapple with familiar challenges and threats: we are on the verge of entering the third wave of COVID-19, the country’s capital, New Delhi is currently facing alarmingly high levels of indoor air pollution and Uttarakhand's forest fires emitted nearly 0.2 megatonnes of carbon in the past one month, a record since 2003 (CAMS report). So 2022 will clearly be a busy year for brands as consumers get more serious about climate change and expect brands to increase their focus on living sustainably in harmony with nature. While businesses exist to make money, Manish Chowdhary, Co-CEO, Body Cupid Pvt Limited says that there are two ways to do that. He explained, “One is sustainable, by keeping other living and non-living things in mind. The other one is inspired by greed. So no matter how small a brand’s effort may be, it has to be aligned with sustainability if the brand wants to continue in the long run. Brands exist for consumers and it is important that we listen to what they want.” From driving workforce diversity to taking a stand on climate change, there’s a definite change that has taken place in consumer expectations. In the last few years, sustainability has become one of the biggest decision-making factors for consumers, and more so after the pandemic. They have realised that mother earth has suffered enough. In this digital world, consumers are demanding more transparency and are quick to call out greenwashing. They are expecting to see concrete actions. And as Chowdhary said, it has become imperative for brands to listen to what consumers want because they exist to serve consumers. Today’s consumers are not only pivoting towards more sustainable products but are also willing to pay a premium for them. Gen Z and Millennials lead all other age groups in this respect. When shopping for groceries, 72% of Gen Z and 66% of Millennials say they are willing to pay more for organic foods and in fact, did so the last time they were grocery shopping, compared to 56% of Boomers, found Capgemini. Its recent report said that 80% of consumers want to contribute to the fight to save the planet for future generations. And it is not just a phase. 70% of consumers agreed that post-pandemic, they will be more careful in terms of maintaining and protecting their personal health. Covid has only reminded us that there is a long way to go on sustainability. On how the pandemic has altered consumer behaviour, Lulu Raghavan, Managing Director, Landor and Fitch said, “The pandemic has fundamentally shifted consumer behaviour. An IBM study shows that 93% of consumers have changed their views on sustainability after the pandemic. This is totally understandable. The horrid virus which came out of nowhere has ravaged lives, ruined livelihoods. The only silver lining is that it has woken us up to the paramount importance of our own health and wellbeing and that of our Mother Earth. Sustainability is now a definitive transformative force that will upend existing industries and create new ones. If digital transformation was the buzzword in corporate boardrooms, ECG will take centre stage in the coming decade.” But what exactly is a sustainable brand? Ashwini Deshpande, Co-Founder and Director, Elephant Design defines it as, “A brand that values ethical sourcing and supply chains, is inclusive, and follows environment-friendly processes and materials while staying viable for its stakeholders is qualified to be labelled as a sustainable brand.” Kartik Johari, VP, Marketing &amp; Commerce, Nobel Hygiene believes that in the coming months, people will start to question what is sustainable and what is not along with how we can continue to reduce our carbon footprint across all aspects of our lives. He said, “Consumers at the end of it are people and they expect what is good. The ‘brand promise’ is essential to them. Now, alongside they are also making space for the environment due to excellent work by activists and journalists around the world. You will remember, for example, that riveting photo of a straw stuck in a turtle's nose. How many millions of turtles have we lost to this? Yet it took just that one photo to break through the global psyche. Now straws are the Number One environmental enemy. But this does not mean the onus should be entirely on people to choose better! Companies have to improve their offering. And that is correct for consumers to expect. Moreover, important to note, there are some 50 or 60 companies in the world, which are responsible for majority of emissions. Strong regulations on them can solve what collectively 500 million people may have to do. But who’s going to bell the cat? As Mr Musk rightly has been saying that, give the solar industry the same amount of subsidies, for a year, that you give to oil and gas, and see the amount of transformative change it brings! The onus cannot be on that one little end consumer and their war to save their environment.” During the pandemic, brands like WOW Skin Science, Diageo and Dettol launched eco-friendly packaging to test the waters, indicating that more brands in India have started reevaluating their packaging strategy to put the environment first. Big FMCG companies such as Marico, HUL, Nestle India, Future Consumer, Coca-Cola, Pepsi-co, Parle Agro also announced in 2020 that they will move to 100% recyclable packaging by 2025 helping towards a sustainable future. Joining the bandwagon, the Indian Government has also started its efforts towards reducing our country’s carbon footprint. Currently, India is the world’s third-largest emitter of carbon dioxide, after the US and China. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. And consumers aren’t ignoring these horrifying numbers anymore. Elysha Young, Trends Manager, Mintel APAC said, "India’s Prime Minister has pledged it will reach net-zero carbon emissions by 2070, backed by aggressive 2030 targets. By laying the groundwork in the form of policies, India is signaling that it is open and willing to support innovation around sustainability, and indeed that carbon-emitting industries will no longer be tolerated. This presents an opportunity for global companies looking to tap into India's vast population but also issues a challenge to foreign and domestic companies to ensure they are cutting emissions throughout their value chain. It's in India's self-interest to stem global warming, with the nation of 1.3 billion people being one of the most vulnerable to the impacts of climate change. The nature of the short-term targets means that action will need to be taken immediately, which will see a strong focus on renewable energy sources like solar and wind power, as well as the batteries needed to store such energy. Companies would do well to look at the emissions within their own value chains and determine where cuts can be made. Communicating these to consumers will help them to make choices that align with the national strategy; the opportunity exists to ensure consumers feel like they're also doing their bit." In 2022, brands that snooze will definitely lose More and more consumers are becoming aware of their choices and realising that whether it is a worn-out piece of mask they decide to throw or a sanitary napkin or even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. Human activities are clearly harming the global environment and brands have no choice but to migrate to sustainable solutions and work towards building a circular economy. So, in 2022, if brands don’t switch, they lose consumers, investors, and all stakeholders. Chowdhary said, “At the industry level, there is nothing without sustainability. The consumers of today are conscious and aware. They know the choices they are making. So if companies &amp; brands do not opt for sustainable practices, eventually the smart consumers are going to make a switch. We can only expect the awareness to grow and actions to increase, especially with the challenges that our planet is facing today.” Anjali Malthankar, National Strategy Director, Tonic Worldwide sees sustainability as one of the big topics in 2022 – right from fashion, green products, green living to electric vehicles, every category will be touched by sustainability filter. She said, “If the brands have already not made sustainability part of their commitment in any form yet, it’s high time they join the eco-wakening movement. Consumers are already looking for some form of reassurance or the other from brands in terms of conscious behaviour, as consumers are at different stages of adoption – it is a mix of curious, concerned, and advocates. At the very least, they are looking to not feel guilty about consuming the brand. Conscious living, mindful living, Green living, purposeful living are all the buzz words in communications today. For brands it is inevitable to have sustainability as a larger goal.” It is not just the environment and consumers who benefit from eco-friendly practices, businesses with low carbon footprints are more likely to have a better brand image and can easily woo consumers. Deep Bajaj, CEO &amp; Co-Founder, Sirona Hygiene said, “Companies are realizing that being conscious of their environmental impact can benefit them in every manner possible. Consumers desire sustainability owing to the ailing earth. Companies that work to become more environmentally responsible, not only contribute to a better future, but also establish a progressive brand image, happier employees, and a loyal client base. Consumers are real people who are affected by real environmental issues on a daily basis. They are aware that it is no longer limited to textbooks and that industrial activities have a direct impact on their daily lives. As a result, what goes into the making of a product and what goes inside it is extremely important to them. Other than environmental consciousness, they expect transparency from brands.” While brands in India have already started taking baby steps towards converting their business into a sustainable choice for consumers, we will get to witness more demonstrable actions in 2022. And those who fail to prioritise mother earth, will have to face consumers’ wrath. Deshpande said, “The emerging consumer base of millennials &amp; Gen Z is not a forgiving lot when it comes to ethics or ecology being compromised by a brand. But others are not quite as aware and may base their decision only on factors like price or convenience above sustainability. There is no choice. It is a survival mandate for a brand to become sustainable. Otherwise, we will see every resource being depleted in the next few decades.” Kantar BrandZ data shows that brands with weak purpose grow 70% but brands with strong purpose grow 175%. At the same time, India is still a price-sensitive country and consumers stick to the convenience of buying what you are used to. So, on how brands can move beyond mere lip-service and greenwashing this year, Raghvan suggested, “Use innovation to develop products developed against that purpose. Embrace design thinking across the board. Embed a new mindset deeply in the culture and transform from within. Communicate and evangelise with consumers." In 2022, experts are confident that brands will embrace sustainability that will benefit people, planet and profit.

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